Public Relations………………………………………………………………….....19 – 20
EXPANSION
When considering expansion to Austin, it is important to note that the football market dominates the sports scene. Although the football market is quite saturated, the baseball market has excessive growth potential. The 2010 U.S. Census reported a 20.4% population growth increase from 2000 to 2010 within the city (1). To begin with, there are copious adult hardball leagues in the Austin area (2). Additionally, Austin was named the 7th best city in the nation for business and careers by Forbes, making Austin a desirable city for expansion (3). In 2011, Forbes ranked Austin the #1 city for job growth and job placement, meaning residents have access to high paying jobs (4). These high paying jobs provide discretionary income that fund consumer spending on entertainment. Also, this statistic attracts young professionals, a customer segment that strongly supports the MLB. In fact, the majority of the Austin population is between the ages of 25 and 44 with a median age of 29.6 years old (5). Despite these favorable characteristics, Austin is the largest city in the United States that does not have a major league franchise, justifying expansion to Austin (6). The Austin sports scene is dominated by the University of Texas, boasting a large fan base that is passionate and supportive. It will be difficult to overcome the unyielding love for the University of Texas, but an effective marketing strategy that distinguishes the product offering can entice these potential customers, making the fan base crave a professional baseball franchise. Historically, the University of Texas baseball program has been extremely successful, winning national championships in 2002 and 2005. In 2009, they finished runner-up in the national championship (7). Since Austin bears a strong love for baseball, a professional baseball franchise can capitalize on an outstanding opportunity. Recently, the MLB announced that the Houston Astros are moving to the American League, meaning the two professional baseball franchises in Texas will compete in the same league (8). This creates an outstanding opportunity for an expansion team to enter the National League, continuing the interleague rivalry among teams in Texas. Although the Houston Astros and Texas Rangers have established fan bases, an expansion team could sway fan loyalty, because the Houston Astros finished 40 games back in the National League Central last year. An effective marketing strategy and a successful product could convert fans looking for a fresh start.
DESTINATION CITY
Demand for the Product The regional perception of baseball in the Austin, Texas area is triumphed by rodeo being the official
