You came to us wanting to know how to…

•  Increase awareness of the Four Seasons Curling Club facility

•  Increase trial of curling at FSCC

• Convert trial to membership • Expand members to seniors & youth

What We know: Brand Perception

Cheap$10

classes

Drinking

Social

Gabe’s Bar & Grill

Free Morning Practice

Beginner-Expert

Family Friendly

Easy-going

Fun

Cutting Edge

Canada

Olympians

Non-Profit

“Slippy” “Grippy”

Bonspiel

Used by Teams

Around the

World

Fogerty Arena

“The Ice House”

Discover the Hottest Sport

on Ice Lupus

World-Class Rink

Six Sheets

Cameras Over Ice to

Observe

Year-Round

Championship Ice/Todd Burr

Males ages 30-49 are the core consumer

1%

17% 19% 23% 26%

7%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Under 19 19-29 30-39 40-49 50-59 60+

FSCC Membership by Age

76%

24%

FSCC Member by Gender

Male Female

42%

Males ages 30-49 are the Core Consumer, so who

do we target next?

30-49 42%

50+ 33%

0-29 18%

National

National

Our target is active, social, and charitable

•  28% more likely to invest in membership

•  Enjoy meeting with friends and

being social •  184% more likely to be retired

•  Like to be involved in activities & events that give back

•  Spend a lot of time with family •  Try to stay active

National

We conducted one-on-one interviews with a variety of seniors

We surveyed 62 Minnesotans

16%

13%

8% 11%

52%

Participant Age Breakdown

17 & under 18-24 25-34 35-44 45-54 55+

37%

63%

Participant Gender Breakdown

Male Female

32 participants were Minnesotans 55+

44% 56%

Gender of Participants (55+)

Male Female

16%  

84%  

Have you heard of the FSCC (55+)

Yes   No  

31% 25% 22% 22%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Once a week 2-3 Times a Week 2-3 times a Month Other

Amount of Time Per Week Ages 55-80 Drink in a Social Setting

Team sport, play it in the Olympics.

Most seniors are aware, but do not know much about curling

Curling is a game played on ice that is much like

Shuffleboard. It’s a team sport, and can be very

strategic.

Not much. Just what I’ve seen on the

Olympics.

Nothing. All I know is there’s a big circle and you swirl it. Is it like bowling where they slide it down?

I understand the game. Get it in the inner circle

and know the other one out. Olympic sport.

Use a broom.

I’ve seen it in the Olympics. I think it

came from Scotland. It doesn’t look like

that much fun to me.

It’s done on the ice…that’s about all I know about it.

I know nothing about the sport

of curling

One tries to push stones across a sheet of ice to land them in a certain

marked zone some distance away from the original shove, sometimes

knocking other stones out of a marked area, while team members along the

length of the ice sheet may sweep the ice with a broom to affect the speed

of the stone

It’s an Olympic sport played on ice. St. Paul Curling Club has been

in St. Paul for years.

It’s played on a sheet of ice. Someone throws the

rock or disc and other sweep in front of it to get

down the lane.

34%  22%   28%  

6%   6%   9%   12%   12%  16%  

0%  10%  20%  30%  40%  50%  60%  70%  80%  90%  

100%  

Tell Us What You Know About Curling (Ages 55-80)

Seniors associate curling with the Olympics and ice

16%  6%  

34%  12%   6%  

19%  6%  

0%  10%  20%  30%  40%  50%  60%  70%  80%  90%  

100%  

Curling Is...(Ages 55-80)

About 50% describe curling as a sport, and some find it to be interesting

25%

21% 54%

Understanding of Curling (Ages 55-80)

Can Confidently Explain Curling

Have Vague Knowledge of Curling

No Understanding of Curling

We wanted to find out what their perception of curling is…

Shuffleboard on ice

Stone

Heavy object rolled

towards bull’s eye

A competitive

sport

Indoors with 4 person teams

A game played on ice

Olympics

Get it in the

circle

Broom

More complicated

than it appears

May be interesting-not sure

I know nothing

about the sport of curling

Boring

Looks like fun

Strategic & Skillful

For those who like to

socialize

Sweepers

Challenging

Canada

Beer

Slippery Granite

Hard

Winter

Odd

9% 6%

19% 19% 9% 6% 9% 6% 9% 9%

16%

0%  

10%  

20%  

30%  

40%  

50%  

60%  

70%  

80%  

90%  

100%  

What Are Your Hobbies (Ages 55-80)?

Some think curling would be fun, however, golf and reading dominate their leisurely activities

Stretching and walking in good

weather everyday […] in the winter,

none.

We like places where we can have fun

and lots of laughs. If this curling place is like that we would

give it a try

[…] we go bowling a lot, play miniature golf and actually curling sounds like

something we might be interested in

doing

Initially I thought Bocce ball sounded boring but once we saw that the place had cocktails, a

good restaurant for food, music playing and a "hip" vibe we were sold and would

definitely go back there

12% 9% 19%

12% 6%

16%

0%  10%  20%  30%  40%  50%  60%  70%  80%  90%  

100%  

What Activities/Clubs Are You Involved In (Ages 55-80)?

Seniors also like to be involved in clubs that give back

We have an opportunity to change the perception of curling from only

a winter Olympic sport

Not Olympic grade ice

Host curling clinics

Holds novice league

competitions

Only open October-March

Relatively new/hasn’t established

itself

Still working on improvement

of ice

Food Service (Granite Grill Catering) for

private events

Can rent out facility

Convenient location: St. Paul

No Learn to curl classes (only online

tutorial)

Seems oriented toward people who already

know how to curl

Open year-round; have themed curling events

(“Pirate Bonspiel”)

Learn to curl classes; encourage league

membership

Occasionally have open ice; hosts private

events and parties

Convenient location: St. Paul

Not Olympic grade ice

Location inconvenient:

Burnsville

Where our direct competitors lack, we thrive…

Variety of Activities

Relaxing/Comfortable

Food & Drinks are Expensive

Not Very Social/Interactive

Gives  viewers  something  to  talk  about;  Food  &  Drink  

Available  

Generally Considered “Grimy”

Gives viewers something to talk about

Extensive food options

Inexpensive (Bowling), Social, Easy, Moderate

Activity Level

Loud and Many Young Children

Food & Drinks are Expensive

Social

Moderate Activity Level

Popular Pastime Among Adults

Not Available Year-Round; Difficult to Learn

Expensive Equipment/Very Competitive

Arcade & DJ Music Would Not Appeal to Target

Audience

Our indirect competitors are missing aspects important to our target

Year-Round

Social

Active

Where most competition misses out, we meet the needs of our target

We want to build the Four Seasons Curling Club brand as a place that provides a social and active sport

where seniors can meet weekly with their friends & family year-round

Located in Blaine, MNOpen year-round

You can’t tee off with the guys in this weather. .

Join us instead. it never snows on our ice.

763.780. 3328

Too hot to play with the grandkids?

Join us instead.our ice never melts. Located in Blaine, MN

Open year-round

763.780. 3328

too cold to rally? .

Join us instead. it never snows on our ice. Located in Blaine, MN

Open year-round

763.780. 3328

Our indirect competitors are missing media aspects important to our

target Television

Newspaper Magazine

Questions?