This presentation details the development of a campaign to create a restaurant backed by Kenny Chesney.

2. Tumbleweed Entertainment, Inc.

3. Tumbleweed Entertainment, Inc.
 Alexandra Bellerose, CEO
 Andrew Smith, Senior Account Executive
 Peter Jusseaume, Senior Marketing Director
 Angelica Perrone, Director of Research & Development
 Nick St. Jean, Art Director
 Tim O’Rourke, Consumer Behavior Analyst

4. Agenda
Objectives
Restaurant Concept
Competition
Country Music Statistics & Trends
Target Segments & Influences
Promotional Materials

5. Objectives
Create a restaurant that makes $150,000 in the first 6 months
500 seats, 25,000 square feet
Three months after launch – full seats, waits on the weekends, over
capacity
Have the restaurant be 80% full every night
Open two more locations within the Northeast within two years

6. Basic Restaurant Concept
Kenny Chesney’s: The Good Stuff
Located in Foxwoods
Country themed
Laidback atmosphere
Horseshoe bar
Specialty drinks
Live entertainment
Apparel

7. Mission Statement
 “At Kenny Chesney’s: The Good Stuff we are
committed to serving delicious food and drink with
exceptional service, ensuring that you can always relax
and have a great time!”

8. Foxwoods

9. Why Foxwoods?
Foxwoods is the largest casino complex in the
world, covering over one million square feet
Open to the public 24 hours a day, 365 days a year
Attracts 12 million customers every year
Offer a family atmosphere
• Ex. Tree House Arcade
Connecticut Employment Law Blog

10. The
Nielsen
Company,
2011

11. Kenny Chesney
Has recorded 15 albums and produced more than 30 Top 10 singles on
the Billboard Country chart
“Most fruitful country artist of the millennium”
“Since 2000, Kenny Chesney has had the most listened-to song on country
radio nearly 10% of the time.”
Throughout his amazingly successful 17 year career, the singer has
recorded 15 albums, 14 of which have reached gold or platinum-selling
status.
Biography.com, 2011

12. Foxwoods Competition (Casual Dining)
 California Pizza Kitchen
 El Pollo Loco
 Fifth Street Cafe
 Fuddruckers
 Golden Dragon
 Hard Rock Café
 High Rollers

13. More Casual Dining
 Matches Tavern
 Panera Bread
 Pequot Cafe
 The Grill at Two Trees
 The Scorpion Bar
 Veranda Café
 Junior's

14. Kenny Chesney VS. Toby Keith
Entertainer of the Year by Album How do you like me
Country Music Association now?! won two Academy of
2004 Country Music awards in
2000
Entertainer of the Year by
Academy of Country Music Entertainer of the Year by
Awards 2006 & 2007 Academy of Country Music
Awards 2002 & 2003
2008 presented with fourth
Entertainer of the Year award. 2005 inducted into the
Tied with Garth Brooks for the Oklahoma Hall of Fame
most wins of the CMA’s top
award
September 2011
Chart Position:
“Made in America” #5
“You and Tequila” #4

15. Kenny Chesney vs. Toby Keith
Groovecount, 2010

16. Kenny Chesney’s: The Good Stuff VS. Toby Keith’s I This Bar & Grill
•Horseshoe-shaped bar •Mason jar glasses
•Horseshoe pit •85 Ft. guitar shaped bar
•Slot machines & Keno •Mechanical bull “Bullet”
horse racing
•Good for groups & kids
•Texas Hold ‘Em
tournaments •“Wild Shot Mezcal”
•Named #1 premium
•Good for young adults & mescal in U.S. market by
families Beverage Media
magazine
•“Tequila & You”
•Featured Tequila shot

17. Country Fan Statistics
Average country fan – 45 years old, female, average income of $75,000
90% of country fans enjoy spending time with their family and desire more
time than they have to do so
Country fans are very likely to go out on the town and go dancing
Spend about $16 billion dining out annually
Billboard.com, 2010

18. Country Fan Entertainment
Country Music Association, 2008

19. Current Country Music Trends
Country music fans have been buying more albums,
with 31.9 million country albums sold thus far this
year, according to Nielsen SoundScan.
• That’s up 5.6 percent from the 30.2 million albums sold in the
January-through- October period last year.
Helping drive sales trends this year are digital album
downloads.
• Digital sales constitute one-third of all album purchases, up
from 28 percent last year.
Arizonacentral.com, 2011

20. Percentage of Country Lovers
Type of Music Like Like Best
Bluegrass 15.2% 1.0%
Blues/R&B 27.0% 4.5%
Broadway 19.7% 2.7%
musicals/show tunes
Classic rock 48.1% 26.6%
Classical/chamber 25.7% 8.0%
music
Contemporary rock 29.0% 10.4%
Country 36.0% 17.1%
Folk music 15.4% 1.1%
Hymns/gospel music 24.5% 8.3%
Jazz 24.2% 6.0%
Latin/Spanish/salsa 17.5% 3.6%
Opera 8.3% 0.7%
Rap/hip-hop 16.9% 5.7%
Billboard.com, 2010
4.3%

21. Target Segments
Country Casuals
Generation WiFi

22. Target Segment:
Country Casuals
 45-64
 Homeowners
 College graduate
 Upscale income
 Watches Great America Country Channel
 Drives Ford F-Series Diesel
 Enjoy traveling and going out to eat
Prism

23. External Influences:
Country Casuals
Influentials
Family Decision
Full Nest II
Making Process
Demographics Cultural
Regional Sub-
Sub-Cultural
Culture

24. Reference Groups : Country Casuals
Immediate
family
Work
Children
friends
Individual
College
Neighbors friends
Close friends

25. Target Segment:
Generation Wi-Fi
 < 35
 Tech-savvy
 Music fans who watch MTV and VH1
 Like to go out
 Have enough income to spend money dining out or
gambling
Prism

26. External Influences:
Generation Wi-Fi
Influentials
Single I Cultural
Sub
Demographics
cultural
Regional

27. Reference Groups: Generation Wi-Fi
Classmates
Professors Teammates
Individual
Work/college
Family
friends
Friends from
home

28. Interview with Kenny Chesney
Grammy Interview

29. Background music
Variables Slow Music Fast Music
Service Time 29 min 27min
Customer time at table 56min 45min
Customer groups leaving 10.5% 12.0%
before seating
Amount of food $55.81 $55.12
purchased
Amount of bar purchases $30.47 $21.62
Estimated Gross Margin $55.82 $48.62
Consumer Behavior: Building Marketing Strategy, Table 13-1

30. How Color Influences Behavior
Colourlovers.com,
2009

32. Kenny Chesney’s:
The Good
Stuff
•Country style family restaurant
• Great atmosphere
• Country music always!
• Wide variety of menu options
• Enjoyment for all ages
Located in:
FOXWOODS
350 Trolley Line Boulevard
Mashantucket, CT

33. Kenny Chesney’s:
The Good Stuff
•Top Country style Bar
• Wide assortment of drinks and
specialty drinks
• Live entertainment!
• 21+ after 10:30pm
• Dance and unwind
• Famous Horseshoe bar
Located in:
FOXWOODS
350 Trolley Line Boulevard
Mashantucket, CT

34. Facebook Page

35. Final Thoughts
Restaurant in Foxwoods to compete with other country themed
dining options
Targeting families and young adults in and around the CT area
Promoting through launch party, advertisements and social media
Looking to expand to NY and other areas within two years

36. Questions or Comments?