Sponsored by Lane Powell
Home Back Issues April 2011 Timbers debut gets the money flowing

Timbers debut gets the money flowing

| Print |  Email
Articles - April 2011
Wednesday, March 23, 2011
Article Index
Timbers debut gets the money flowing
Page 2
Page 3
Page 4
0411_Timbers_06
Timbers owner Merritt Paulson says his team will bring $30 million and 300 jobs to the local economy.
0411_Timbers_07
A massive billboard campaign created by Jelly Helm has generated considerable buzz since it debuted in late 2010. "We didn't know it would be so popular," says Timbers COO Mike Golub.
Forging a connection with the community and making use of local talent is important to the Timbers, from bumping players up from the minor league 2010 team to creating the iconic billboard campaign. Jelly Helm, longtime friend of the Timbers and head of his own creative studio, was retained by the Timbers to help manage marketing efforts. What he brought was the We Are Timbers concept, a literally massive billboard campaign that’s generated plenty of buzz since it debuted in late 2010. “We didn't know it would be so popular,” says Timbers COO Mike Golub. “People identify with it.” When the team offered fans the chance to pose with axes and chainsaws while Helm manned the camera, 1,500 people took them up on the offer, waiting as long as an hour and a half outside the Timbers store downtown.

The Timbers front office felt that outdoor advertising was the most cost-efficient, so they bought a lot of very big billboards. “We bought billboards in a concentrated way,” says Golub. “It feels like we’re everywhere, even though we're not.”

It can be hard to judge the return on investment for billboards like these, but Golub says season ticket sales, jersey sales, social media buzz and corporate partnerships are all important metrics. Website traffic for the Timbers’ site, PortlandTimbers.com, was No. 1 in the league for December 2010 and January 2011, and season ticket sales have nearly sold out two months before the first home game, so the front office is happy with the billboards’ performance.

Some MLS teams, like the Los Angeles Galaxy, have to compete for those jersey sales and billboard spaces with other local sports teams. But like Portland, Salt Lake City has just one other professional sports team, the Utah Jazz, and one fairly new MLS team, Real Salt Lake, which has been part of the league since the 2005 season and won the MLS Cup in 2009. And its metropolitan area has nearly the same number of people living in it as Portland’s metro area: 2.2 million.

In 2008, the team moved from rented college football facilities to the brand-new Rio Tinto Stadium, which is of a similar size to the renovated Jeld-Wen Field, in Sandy, Utah, 25 minutes from downtown Salt Lake City. Having permanent digs allowed the team to go from signing single-year sponsorships to inking multi-year deals with a $35,000 minimum for the 2011 season. It’s made a difference for the suburb, too. Hosting the 2009 MLS All-Star game on a Wednesday night brought $3.5 million to local businesses, including restaurants, hotel and shops, according to Trey Fitz-Gerald, director of public affairs and broadcasting.
Fitz-Gerald, who has been with the league since its inception in 1996, admits that every team has a sophomore slump in ticket sales, which the Timbers are anticipating. “The looky-loos are curious, and then they figure out that this doesn't fit into their lives,” says Fitz-Gerald. “Or they think, ‘That was cool, but do I really want to spend $500 to do it again?’” But he notes that with Portland’s four decades of soccer experience, phenomenal fan base, and the work of Timbers COO Mike Golub, “The Timbers may be the ones to break the slump.”



 

More Articles

Risks & rewards of owning triple net investments

Contributed Blogs
Thursday, July 24, 2014
NNNinvestmentBY CLIFF HOCKLEY | OB GUEST CONTRIBUTOR

With the increasing retirements of Baby Boomers, a massive real estate shift has created a significant increase in demand for NNN properties. The result? Increased demand has triggered higher prices and lower yields.


Read more...

Managing family assets: The importance of planning ahead

News
Friday, August 22, 2014
Unknown-1BY CLIFF HOCKLEY |  OB GUEST CONTRIBUTOR

When business intersects with family, a host of  situations can arise. Without a clear vision and careful planning, hard-earned investments can become stressful burdens.


Read more...

Who said we should sell in May?

Contributed Blogs
Friday, July 18, 2014
BullMarketBY JASON NORRIS | OB GUEST CONTRIBUTOR

Back in May, we shared a common Wall Street quote about investing, “Sell in May and go away.” Fast forward to July and the most common question we have been getting from clients is, “When is the market pullback going to occur?”


Read more...

Buyer's Remorse

September 2014
Tuesday, August 26, 2014

Parents and students paying for college today are like homeowners who bought a house just before the housing bubble burst.


Read more...

Green Endeavor cleans up

News
Wednesday, August 06, 2014
080614 ULnew greenendeavorBY LINDA BAKER | OB EDITOR

Portland startup Green Endeavor strikes gold, inking a partnership with Underwriters Laboratories, an Illinois-based consulting and certification company with offices in 46 countries.


Read more...

Attack of the Robin Sages

Contributed Blogs
Monday, July 07, 2014
070714 thumb linkedinfakesBY TOM COX | OB BLOGGER

Named after the 2010 experiment by Thomas Ryan, "Robin Sages" are fake social media profiles designed to encourage linking and divulging valuable information.


Read more...

The Alchemist

September 2014
Tuesday, August 26, 2014
BY LINDA BAKER

David Howitt explains why Portland consumer brands like Stumptown and Voodoo Doughnuts are taking the world by storm.


Read more...
Oregon Business magazinetitle-sponsored-links-02
SPONSORED LINKS