2. Huntington Beach
 35 miles South of Los Angeles
 9 miles of beaches
 200,000 residents
 Average household income: $88,000
 Average age: 41.2 years old
 Well-educated professionals who hold careers in the business finance, legal, and entertainment
industries
 Large tourist attraction
 Brings in 16 million visitors each year
 75% Caucasian, 18% Hispanic, 13% Asian, 1.5 % African American
Younger
Residents
Older Residents
 Live in apartments, condos, or townhomes
 Use public transportation
 Physical fitness is very IMPORTANT
 In their leisure time, young residents go to
galleries, museums, concerts, or bars/clubs
 Usually married with older children, or no
children
 Own extravagant homes
 Shop at high-end stores, and travel often
 Their priority is spending time with FAMILY and
close friends
 In their leisure time, older residents go to
operas and charity dinners

3. Survey Collection
Photo From Location:
Table Set-up in front of Duke’s
restaurant on the pier
Sample Flyer:
Used as an incentive
for participants to take
the survey
Group Members at Location:
Brought music, candy,
balloons, chairs,
and clipboards

4. S
u
r
v
e
y

5. Question One
Please rank the following Southern California teams in your order of
preference to follow and attend games (1 being favorite and 11 being
least favorite):
 Out of 150 participants:
 38, or 25.3% ranked the Anaheim Ducks as their favorite team
 Only 8% ranked the Anaheim Ducks as their least favorite
 Mean ranking: 4.78, top three
 Lakers number one, Angels number two
 Although the Ducks had the highest percentage of number one picks (25.3%), the
remaining ten teams represented far more (74.7%)
 Target the 75%

6. Question Two
How many sporting events do you typically attend annually?
 Out of 150 participants:
 80, or 53.3% chose “1-5” games
 Does not determine specifically which sporting game they attend
 64.7% of participants said they have not attended a Ducks game in
the past year (Question 7)
 We can assume that the 53.3% of participants that chose “1-5”
games were in the majority not attending Ducks games
 INCENTIVES

7. Question Three
How many miles do you typically travel to attend sporting events?
 Out of 150 participants:
 47, or 31.3%, selected that they would travel 21-50 miles to attend a
sporting event
 In second, 45 participants, or 30%, selected 11-20 miles
 Due to over half of the participants saying they go to at least one
sporting event a year, this data says that they are also willing to drive
to another city (Question 2)
 Huntington Beach is around 25 miles away from Anaheim

8. Question Four
Please rank the following in the order you consider when
purchasing tickets to a sporting event (1 = most
considered, 7 = least considered)
 Out of 140 participants (10 did not fill this question out correctly, it
skipped over it):
 61, or 40.7%, selected Price as their most important factor
 Residents are looking for reasonably priced tickets, or they are less
likely to attend a game
 In second, Opponent, was selected at 20%
 The least important factor was Food, with 61 participants, or 40.7%,
choosing it at their number 7
 Advertise discounted tickets, or implement more frequent giveaway
nights
 If facing a well-known or successful opponent, increase the amount
of ads in Huntington Beach

9. Question Five
How do you typically stay up to date with sports?
(circle all that apply)
 Out of 150 participants:
 81, or 54%, chose Television
 80, or 53.3%, chose Social Media
 53, or 35.3%, chose Mobile
 Over half of Huntington Beach residents have exposure to
sports through the TV or through their social media accounts
 Opportunity for Ducks’ exposure is there
 Social media is just as effective as TV
 With mobile apps, individuals can get instantaneous updates
 “In-hand” accessibility that both mobile apps and social
media bring to fans is a driving factor in keeping the interest
of the people following their teams

10. Question Six
Please write in the first word or phrase that comes
to your mind when you think of the “Anaheim
Ducks”
 Out of 150 participants:
 35, or 23.3%, wrote “Hockey”
 In second was “Mighty” at 6.7%
 40.7% of participants wrote individual answers
 Participants are aware that the Anaheim Ducks are a hockey
team
 Shows that the movie “The Mighty Ducks” has had an
impact on how the residents of Huntington Beach view the
Anaheim Duck’s brand
 Fan development

11. Question Seven
How many Ducks games have you been to in the past year?
 Out of 150 participants:
 97, or 64.7% wrote down that they have been to 0 Ducks games this
past year
 14% said they have been to at least one
 However, there were at least 10 season ticket holders in Huntington
Beach
 Question #2

12. Question Eight
Which of the following best describes you as a Ducks fan?
 Out of 150 participants
 31.3% selected “I am not a fan of the Ducks, but I like hockey”
 Refer to Question One
 We can assume participants chose the Ducks as their number one
because it related to hockey
 Participants may be fans of hockey, but not necessarily support the
Ducks

13. Question Nine
Which of these is the main logo for the Anaheim Ducks?
 Out of 150 participants:
 101, or 67% chose the correct logo
 However, 23.3% chose the Anaheim Duck’s old logo
 The old logo is favored
 “Bring this old logo and color scheme back. You only have a black
jersey to up jersey sales when die-hard fans want the old colors and
logo back. P.S. the duck foot looks stupid!” – Nick Costakes

14. Question Ten
Which of the following would best attract you to attend a
Ducks game?
 Out of 150 participants:
 62, or 41.3%, selected ticket promotions
 In second at 16% was promotional item giveaways
 12% said that none of these would attract them to a game
 Not enough marketing in Huntington Beach

15. Question Eleven
Please circle the answer that best describes your hockey
activates
 Out of 150 participants:
 41.3% have never played hockey, and do not wish to
 However, 42% collectively used to play, or that they are interested in
hockey
 The amount of participants who are not interested in hockey is about
equal to those who are

16. Question Twelve
Where have you seen Anaheim Ducks presence?
 Out of 150 participants:
 102, or 68%, have seen Ducks’ presence on billboards, TV, or radio
 70, or 56.7% have seen Ducks’ presence online, via email, or through
social media
 Presence was seen the least at charity events, at only 8.7%

17. Question Thirteen
What age group do you fall under?
 Out of 150 participants:
 44.7% fall under the 18-24 range
 May be due to social media and the Internet

18. Question Fourteen
What is your household income per year?
 Out of 150 participants:
 32.7% have a household income of is less than $19,000
 Ties in with Question 13
 Young residents are either in school, or just beginning their careers

19. Conclusion
 Brand awareness needs to heightened
 More ads/visible in community
 More schedule flyers
 More team interaction
 Majority of people chose correct logo, however dislike the
brand
 LA farther from HB than Anaheim. Why are there so many
Kings fans?
 Overcome competition and gain fans with:
 Incentives
 Giveaways
 Player/team/coach recognition