Working on making this a reality. If you're from Charlotte contact me.

1. Q.C.S.C.
Queen City Soccer Club
Q.C.S.C.
The Savages

2. Charlotte is a constantly changing and growing city and
it needs a soccer club that will embrace growth with it.

3. The Disconnect
Different Environments call for Different
Strategies

4. The Happy Medium
Evangelism

5. Hooliganism

6. The alternative to Evangelism
is not Hooliganism...

7. It’s Tailgating

8. The Current Landscape

9. The Opportunity

10. Q.C.S.C.

11. Sustainability
Through Property and Asset Ownership

12. The Stadium
Danbury United - Danbury, CT (USASA 5th Division club)

13. The Stadium
• Property is club owned to ensure long term survival
• Minimum one self contained soccer specific field with
optional second training field
• site with room for expansion of clubhouse, bar, and club
shop facilities
• Fence with controlled entry to ground for admission
purposes
• Within the city limits of Charlotte, NC
• Preferably with access to public transportation and near
HDHA
• Natural Grass playing surface for purists

14. Merchandising
• urban culture oriented
• distinctive
• black / purple / white / silver only

15. Colors
QThe Savages
Q.C.S.C.

16. Merchandising
More fashion forward than typical soccer apparel. We
will mainstream and Americanize the branding while
maintaining distinctive soccer elements like scarves
and track jackets while adding in fitteds, bandanas,
hoodies, etc.

17. Marketing
• All Matches streamed live on the internet
• Highlight packages available for every game
• web and social focus

18. The Community

20. 2011 Mecklenburg County
Demographics
WE WILL NOT IGNORE THIS HALF OF THE PIE

21. The Community
Forming deep, mutually-beneficial relationships with all key
soccer playing communities in Charlotte will be a central
goal of the organization.

22. The GameDay
Experience

23. Keep It Real
Multiple Groups of Underserved Passionate Supporters
who just want soccer and supporter culture without
the Evangelism. Its not just kids and moms either.
You present the package in the right way, and you will
tap totally overlooked populations.

24. The GameDay
Experience
• Supporter Culture Driven: SG’s built off AO
& QC Army Outreach Programs
• No Limit Larry as PA announcer
• Pre/Half/Post Game urban entertainment
• JCSU Marching Band & Dancers JCSU
Student Outreach

29. #QueenCityArmyT#QueenCityArmy

30. #QueenCityArmyT#QueenCityArmy

31. T#QueenCityArmy

32. The International Institution of Sound
Drum Line

33. The Ladies of Blue Satin

34. The Ladies of Blue Satin
&
The International Institution of Sound

35. The Ladies of Blue Satin
&
The International Institution of Sound

36. The International Institution of Sound
Drum Line

37. Supporter Culture meets Urban Culture
Why not have a QCSC Car Show at a home game?
Enter the QCSC Wrapped Promo Truck?
Real Charlotte Cultures coming together
NO ONE ELSE IS DOING THIS

38. Charlotte Based & National Urban Artists
that resonate in the market
Halftime & PostGame Entertainment

39. Strategic Media
Partnerships
No Unrealistic Expectations from sports
establishment, just game times and results on
sports headlines in and out of breaks
Creative Promotions with unlikely partners

40. Strategic Media
Partnerships
Highlight reels for local news affiliates after
every game

41. The Voice of Charlotte
No Limit Larry
Stadium PA
Announcer

42. Revenue Streams - B2C
•Season Ticket Sales
•Game Day Ticket Sales
•Alcohol
•Concessions
•Merchandise Sales

43. Season Tickets distributed as
tickets not a pass to build culture

44. Charleston
Atlanta Edmonton
Detroit
Lower Division Merchandising Best Practices

45. Revenue Streams - B2B
•On Field Signage (On Fences)
•Web Site Advertising Opportunities
•Radio & Video Ads on Broadcast Streams
•MatchDay Programs
•PA Announcements
•Truck Wrap Sponsorships

46. 18-34 Men (all races)
18-24 Men & Women
14-17 Teen (all races)
25-54 Hispanic (Men & Women)
25-44 Asian Men
Key Demos
NOT 35-54 White Women & U12’s

47. The Teams
First Team - NPSL, US Open Cup, &
Aggressive Friendly Schedule
Reserve Team - (Charlotte Premier Soccer
League, US Amateur Cup & US Open Cup
Qualifying)

48. Reserve Team matches
scheduled for saturday
afternoon kicks
immediately following
EPL morning television
slate.

49. Establish the tradition
of going directly from
the soccer bar to the
QCSC game.

50. IS NOT AYOUTH
DEVELOPMENT
PROGRAM
Q.C.S.C.

51. The Strategy
There are many well established youth development clubs
in the Carolinas. We do not want to threaten or
compete with them. We do want to develop long term
strategic partnerships to funnel their top youth players
directly on to our reserve and first teams when they
mature out of the youth development pyramid.

52. The Strategy
There are 23 Division 1 Soccer Programs in North and
South Carolina serving 4 PDL & NPSL sides. There is
still A LOT of room for growth and A LOT of players
falling through the cracks

53. The Strategy
The Region III Amateur Scene is a hotbed of activity, that
goes largely unnoticed because it is underrepresented in
US Open Cup Qualification due to the centralized location
and distant travel to the Region III Tournament usually in
Texas, Louisiana, or Florida. A well run team with revenue
streams from the NPSL can afford the qualification process.
Locally the USASA affiliated league scene is THRIVING
across the state, and developing relationships within these
communities will provide access to a larger player pool.

54. The Strategy
Fielding a Reserve Team will allow the club to play in front
of fans for a much longer full season, providing a year
round presence in the community. This is crucial because
of the short NPSL season. We have all seen how teams
can manipulate the cup qualification procedures by fielding
First Teams as Reserve Teams in cups anyway. Reference
Fresno Fuego & Rhode Island Reds in 2013.

55. The Competition
Mid Atlantic Division

56. Q.C.S.C.
The Savages
The Competition
The Mid Atlantic NPSL scene is obviously flourishing.
RVA FC is the closest current comparison to our
model, but there are key differences around marketing
and positioning. QCSC is going to take the region to
the next level, a la DCFC

57. NPSL has the fastest
growing and most
vibrant Supporters
Culture of any lower
division league

58. The Autonomy of the
clubs and the flexibility
of the business model >
The restrictive PDL

59. Success Stories

60. Success Stories

61. Next Steps
• Prepare 3 year budget and cash flows
• Locate appropriate stadium
• Complete Business Plan & Marketing Plan
• Raise Capital ($50,000)

62. Who is Steve Bayley?

63. Work
Sentry Auto Group
•Unique selling style led directly to highest customer satisfaction scores in the dealership.
•Masterful use of CRM tools to maintain relationships in what is typically thought of as a one-off transactional business.
•15% of all customers were repeat customers within a three year span, an exceptional achievement in the auto industry.
•Handwritten letters and chats in the service lounge, allowed me to become trusted resource for my customers.
•One of my Lincoln customers told me I lie outside the third standard deviation of human excellence.
Beasley Broadcast Group / Clear Channel Boston
•Rent-A-Center - Developed a regional agency buy starting with a cold call, executing a multi location regional radio marketing plan for
district.Worked in conjunction
with Carat USA - NewYork.
•Founded Kiss Street Team and identified talent for hire in street team roles. Responsible for first monetizing of street team services. Id
grown in their roles with the company.
Triple Gz Entertainment
•Built the brand and career of a new artist from the ground up.
•Established consistent branding through all print and digital communications.
•Developed a strategy for regional expansion and organic growth through targeting secondary cities and radio markets.
•Integration of branded elements across street, digital, social, and radio.
The PARAGRAPH Project
•Assisted in developing a segmentation study using the agency’s proprietary research methods
•Assisted in analyzing the results of an ethnographic research project for a large regional retailer
•Spearheaded development of an online learning initiative. Organized ecommerce, marketing funnels,
email marketing, and Google adwords campaigns
SmartRevenue
•In-Store Quantitative Ethnography &
Shopper Marketing Research

64. Education
Bootcamp for Account Planners
BA - Communication
African American Studies
MBA - Business Administration
with Marketing Certificate

65. Social Me!a
•Personal Use and Address Booking
•Cultural Research
•Youth Marketing Academy blog
•Occasional Cultural insight and brand blogging
•slideshare.net/StevenBayley
•slideshare.net/TheLincolnKing
•Miami Ad School & Youth Marketing Academy
strategy & research decks
• Planning Portfolio
•830 presentation views
•deepinthepyramid.blogspot.com
•An offbeat investigation into the emerging American soccer culture, emphasis
on the 4th and 5th Divisions (USL PDL & USASA) of
the American Soccer Pyramid
•99% culture, 1% game action. Focus on ethnic leagues in New England: Luso,
Irish,West African, and Caribbean
•High quality content including video and pictures
•Increasingly international audience, read in over 30 countries across 5
continents
•25,000 pageviews
•SoccaBallinNE
•Promoting the fusion of hip hop and soccer
supporter culture in America through video
•Production of video content for Deep In The
Pyramid, my increasingly influential blog of
nonleague American groundhopping
•Occasional Advertising Planning content
•1244VideoViews
•Professional Networking, occasionally will post an article
highlighting a professional accomplishment. I leave most link
curation for twitter.
•Love to manage my Amazon Reading List here, write
reviews of planning, research, and social science books.
•300 Connections
•@TheLincolnKing
•The glue that holds together my social media presence.
•Link to articles, both original and shared content.
•Thought Leadership in: Strategic Planning and Consumer
Insights,American Soccer Culture, Automotive Trends,
Multicultural Communication
•1250 Followers