TAMPA, FLORIDA

ALEX MCGRAINER
 Table of Contents
SWOT Analysis ........ 2
Barriers to Entry . 3
Competitive Analysis . 4
About the Locals 6
Demographics ... 6
History 8
Running Clubs ... 9
Breweries ... 12
Potential Partnerships .. 13
Potential Event Sites 15
Race Implementation .. 19
Sources by Section 20

1
SWOT Analysis:
Positive Negative
Internal Strengths Weaknesses
Strong brand with the
Craft Brew Races
Availability of time in
the winter
Relatively low travel
expenses with planning
in advance because of
company size
Benchmarking from
other races to establish
criteria and progress
The creation of Lisas
position can allow
everyone to focus more
on designated tasks
Cross-promoting with
Savannah
External Opportunities Threats
Race compatible
conditions all year
Partnerships with local
companies
Entrance into a new
market (potential for
more races)
Gain a following for
future events
Increased revenue
Gain knowledge about
potential expansion
South
Cross promote with
Savannah
2
Low brand awareness
in Florida
No physical presence
in Florida to set up or
evaluate courses or
venues
Lack of success with
Savannah
Poor reaction of local
running
groups/general
population
Poor running
conditions on race
day/rescheduling
Cost of the venue for
the beer festival
Poor initial following
Large costs associated
with the police needed
to support the race if it
is held closer to or
within the city
Barriers to Entry:
One initial barrier to entry could consist of the resistance of local running clubs to our event. Drew
mentioned that Florida companies may not be as accepting of a New England company putting on
such a large race.
Runners in the area may have loyalty to certain races, as well. This could serve as a potential barrier
to entry, but serve as a positive in the long-run. If our Craft Brew Race could distinguish itself from
the other events and gain a following, the loyalty that hurt us in the beginning could help us grow
our popularity. After several years, the event could attract more runners and drinkers than some of
our northern races.
Since there are so many clubs and races in the area, we may find it difficult to build a unique course.
Contradictory to this point, runners may love the fact that the course runs through their normal
route. These factors have to be considered before we determine what the final path of the course will
be.
Travel costs and managing pre-race operations before the event could add to the list of issues. GMM
would incur costs of going down to Florida to make sure the layout of the course is appropriate for
our event. As an alternative, we could hire individuals who are local to the area to survey the
predetermined course, but their standards may not match ours. Whereas one of us could spot a
problem that needed to be fixed beforehand, our surveyor may not see the same thing, so we
wouldnt have time to fix it by the time we arrived for the event.
Lastly, the location for the brew fest following the race could be an issue. The availability of outdoor
vendors is not an issue, but the weather could increase costs by forcing us to take precautionary
measures due to frequent rain, brutal heat, and other factors. Even if we held the beer festival
indoors, the location of the venue could add to expenses if the course runs through too many roads
in the city. Picking the right location is essential for runners and drinkers having a good time and
returning to the event. A poor experience could ultimately lead to failure and an unfavorable brand
image of the CBR series in the minds of thousands of people. The trick with Tampa will be finding
the location that fits the customers desires and is financially worthwhile for GMM.

3
Competitive Analysis:
Density of Races: Nov-Mar within 50 miles of Tampa, FL
November: 47 January: 32 March: 63

Under 5K Under 5K Under 5K

o 8 o 10 o 14
5k-10k 5k-10k 5k-10k
o 43 o 27 o 56
>10k-<10 mile >10k-<10 mile >10k-<10 mile
o 0 o 0 o 1
10 mile 10 mile 10 mile
o 1 o 0 o 0
>10mile-<13.1 >10 mile-<13.1 >10 mile - <13.1
o 0 o 0 o 0
13.1 13.1 13.1
o 6 o 4 o 6
>13.1-<26.2 >13.1-<26.2 >13.1-<26.2
o 1 o 1 o 0
26.2 26.2 26.2
o 1 o 2 o 0
Over 26.2 Over 26.2 Over 26.2
o 0 o 3 o 1

December: 38 February: 44 224 Total

Under 5K Under 5K
o 11 o 9
5k-10k 5k-10k
o 34 o 39
>10k-<10 mile >10k-<10 mile
o 3 o 1
10 mile 10 mile
o 0 o 1
>10 mile - <13.1 >10 mile - <13.1
o 0 o 0
13.1 13.1
o 4 o 5
>13.1-<26.2 >13.1-<26.2
o 0 o 1
26.2 26.2
o 0 o 0
Over 26.2 Over 26.2
o 1 o 1

4
Craft Brew Series Competition
November:

The Brass Tap Half Marathon- November 12- Clearwater, FL

People in Tampa are apparently obsessed with Turkey Trots because there are 8 of them

December:

Hot Chocolate 15k/5k- 12/17/17- Tampa, FL

Almost everything in December is holiday themed
January:

Nothing similar to the CBR series

February:

Nothing similar to the CBR series

March:

Bay Area Brew runs- March 19th- Crooked Thumb Brewery

Many St. Patricks Day races
Beer Belly 5k- March 25- Lakewood Ranch, FL

Overview of Competition:
The direct competition for the Craft Brew Races is limited to before Christmas and after
February. January has the smallest number of races and none that are similar in style to the
CBR series. February has the third smallest concentration of races behind December. My
belief is that Decembers holidays are a great theme for races, but take up too much time in
the month for companies such as GMM to hold events. People are too busy planning and
attending different events up until New Years. After the final holiday of the season, the
frequency of races pick up again, and spike in March.

5
 About the Locals:

Demographics Est. Total Pop. By Age Tampa US

Age 0 to 4 6.35% 6.36%

People Tampa US Age 5 to 9 6.25% 6.51%
Population 369,075 321,418,820 Age 10 to 14 5.90% 6.59%
Population - 2010 333,327 308,745,538 Age 15 to 17 3.70% 4.03%
Population - 2000 303,447 285,036,114 Age 18 to 20 5.66% 4.35%
Population - 1990 280,015 251,960,433 Age 21 to 24 6.25% 5.61%
Pop. 1990 to Now 31.81% 27.57% Age 25 to 34 16.22% 13.47%
Pop. 2000 to Now 21.63% 12.76% Age 35 to 44 13.46% 12.97%
Pop. Density 3,255 91 Age 45 to 54 14.05% 14.09%
Land Area 113 3,531,905 Age 55 to 59 5.96% 6.57%
Water Area 62 264,837 Age 60 to 64 4.82% 5.72%
Median Age 34.8 37.4 Age 65 to 74 6.12% 7.64%
Female Population 51.21% 50.81% Age 75 to 84 3.75% 4.26%
Male Population 48.79% 49.19% Age 85 and over 1.53% 1.85%

The importance of looking into the demographics is identifying runners who match the CBR criteria.
Obviously, individuals under the age of 21 are automatically removed from the equation. By
examining our more popular events, such as Stowe, we can identify the age group that prefers our
races most and compare that information to these statistics. This simple exercise could show how
much of a match Tampa would be for the services we provide.
According to these figures, the population is concentrated around the ages between 25 and 54 with
almost 30% of Tampas population falling between 25 and 44. Of course, we would have to
determine the amount of runners and drinkers in this population, but if this number remains stable
during the next few years, we could sustain a large following of individuals who look forward to
CBR Tampa.

6
 Race is one of the many factors to
RACE Tampa US consider because different cultural
White 45.87% 62.77% backgrounds have different habits
regarding drinking. For example,
Black 24.53% 12.24% Hispanics (the third largest population
Asian 3.71% 4.95% in Tampa) have higher rates of
abstinence than non-Hispanic whites.
Native American 0.20% 0.66% However, Hispanics who drink tend to
drink heavily and the drink of choice for
Hawaiian, Pacific Islander 0.08% 0.16%
American Hispanics was discovered to
Other 0.28% 0.20% be beer in a 2015 study. Understanding
these factors could give us insight into
Two or More Races 2.03% 2.13% how to effectively use a single
Hispanic 23.29% 16.90% promotion to advertise across all races.

Non-Hispanic 76.71% 83.10%

FAMILY Tampa US
Households 139,337 116,211,000
There could be several advantages of
Family Households 76,106 76,958,100 looking into a geographical locations
Non-Family Households 63,231 39,253,000 family structure. GMM needs to be able
to successfully penetrate the market and
Household Size 2.42 2.63 spread the word about our race, so
Married Population 39.92% 50.58% looking into married population and
family households can be advantageous
Single Population 60.08% 49.42% in terms of awareness. With a single
exposure, word-of-mouth could lead
Now Married 36.77% 48.41%
one impression into many. Once again,
Married but Separated 3.14% 2.17% this could help us understand how we
can position our advertisements to
Never Married 41.58% 32.55% appeal to the family aspects of the event.
Widowed 5.52% 5.95% Alternatively, we could appeal to the
single individuals by selling it as a social
Divorced 12.99% 10.92% event.
Married, w/children 27.14% 31.68%
Married, no children 34.84% 41.44%
Single, w/children 24.00% 16.94%
Single, no children 14.02% 9.95%

7
History
First designated as a fishing town in 1521 called Tanpa by the native tribes, meaning sticks of fire,
the town has been a part of several significant moments in American history. While the next 200
years were quiet, the county was revisited and began growing in the late 18th century. In 1824, Fort
Brooke was established to protect the strategic lands. By the 1880s, Tampa Bay was in the process
of becoming a celebrity destination when a railroad was built to connect it with the rest of America.
Popular figures to take residency in the area were Teddy Roosevelt and the Rough Riders during the
war against Spain and Don Vicente Martinez Ybor who made the area the Cigar Capital of the
World by producing over 500 million cigars at its maturity. Ybor City remains as a national
landmark and is home to Columbia Restaurant (the oldest restaurant in Florida).

Photo of 1921 downtown Tampa now in the Library of Congress

To this day, many areas of historic downtown Tampa are still preserved, such as the Tampa
Theatre. Built in 1926, it is consistently ranked in the top 5 movie theatres in the world. In the same
year, the Floridian Palace Hotel was constructed and reopened in 2012 to serve guests. These two
building are protected and serve as distinguished treasure to the city.

Painting to incorporate all of Tampas significant historical events

Of course, how does one talk about the history of the area without covering sports. The teams
consist of the Rays, Buccaneers, and Lightning which cover baseball, football, and hockey
respectively. Their presence is felt year round and it could be something for the CBR to utilize.

8
Running Clubs
Tampa Bay Runners:
Tampa Bay Runners is one of the more well-known clubs in the area. They are over 30 years
old and have several hundred listed members. They are a non-profit whose goal is to
promote running for the purpose of health. There are frequent social events and weekly
running groups where runners of all abilities can participate. Regular meetings are also
scheduled as follows:
Wednesday Night Runs in Carrollwood at the Stein Mart (Dale Mabry/Fletcher) at
7:00 pm
This club frequently participates in philanthropy; supporting the Special Forces Wounded
Warrior Fund, Boys and Girls Clubs of Tampa Bay, the Temple Terrance Library, Pediatric
Cancer Center, Childrens Cancer Center, Tampa Meals on Wheels, and Childrens Dream
Fund.
One of their more notable races was the 34th Strawberry Classic in 2015. It was voted #4
most scenic and #4 best organized.
Tampa Bay Runners can be reached through inquiries on their website.
Website: http://www.tampabayrunners.com/
Run Tampa:
As another popular club, Run Tampa offers their services to runners of all skills and ages. An
annual fee of $30/individual, $45/couple, or $55/family includes discounts to local stores
and sponsors. Additional fees occur for runners who would like additional coaching for
specified training. Group runs take place at 7:00 am on Saturdays and Sundays and group
race events occasionally occur.

President Carla Nolan can be reached at president@runtampa.com. VP Maria Williams

(Head Coach and part of leadership team) can be reached at maria@runtampa.com.
Run Tampa was founded in 2011 by Debbie Voiles when she decided Tampa needed a
running calendar website
Her race calendar: http://www.runtampa.com/events/
She has now started her own 2 podcasts, which are downloaded 10,000 times
each week in 166 countries
List of running maps: http://www.runtampa.com/tampa-running-routes-
maps/
Website: www.runtampa.com

9
Four Green Fields Running Club:
The slogan of this group is A bunch of drinkers with a running problem. Every Tuesday at
5:30 pm a group of runners will leave from Four Green Fields Pub for a 5-kilometer run. The
group is $5 to join and the route is always from the pub, down Bayshore to a set of metal
horses and back. Incentives include certain prizes after a certain number of runs, such as a t-
shirt after 10 runs. According to the website, thousands of people have done this run at least
once.
List of previous runners:
https://drive.google.com/file/d/0B8_ZHD2njbUeNHM5RGpybGN4OUk/view
Pub location: 205 W Platt Street, Tampa, FL 33606 Contact: info@fourgreenfields.com
Website: http://www.fourgreenfields.com/running-club/

St. Pete Road Runners:

In 2006, 5 women formed St. Pete Road Runners, which has transformed into several
hundred runners. Training runs are 7 days a week at various locations throughout Tampa.
The annual fee is $5 for students 18 and under, $20 for individuals, and $30 for families, and
it includes discounted race entries, local store discounts, and coaching. General meetings are
once per month from 5:30 pm 6:30 pm on a designated day.
President Barbara Childs can be reached at president@sprr.org.
Website: www.sprr.org
Runvie Racing:
Runvie is a more serious running club. They charge much higher fares than those of their
neighboring clubs, but they also report far more competitive times. These factors are
attributable to the quality of coaching available. Meetings and training occur all throughout
the months at times that seem to work with the runners.
The club can be contacted at
Website: www.runvie.com
Front Runners Tampa Bay
Front Runners was formed in 1989 with the distinction of LGBT+. Annual fees of $25
include membership, benefits, and a t-shirt. Runners meet at the fountain in Hyde Park
Village in South Tampa at 9:00 am on Saturdays and Fred Ball/Palma Ceia Spring Park on
Wednesdays at 6:45 pm.
The club can be reached at frontrunnerstampa@gmail.com.
Website: www.frontrunnerstampabay.org

10
Progressive Training Team (find price)
Progressive was founded by Coach Dror in 1992 who was an established college runner and
currently coaches for the University of Tampa. They hold regular weekday and weekend
practices at UTs track. Although the number of members could not be determined, their
social media presence on Facebook yields 667 likes and 647 followers.
Website: www.runprogressive.com

Take the First Step

This group sponsor events that create opportunities for fitness education, while raising funds
for major charities, such as Miles for Moffitt, Shriners Hospitals for Children-Tampa, and
others. They only have 22 FB members and the membership fee is $30 per year for an
individual or $60 per family.
Contact president Lynn Gray at Lgray88@yahoo.com.
Website: www.takethefirststepclub.com

More local running clubs can be found at:

http://tampa.cbslocal.com/top-lists/best-running-clubs-in-tampa-bay/

Local Races can be found at:

https://localraces.com/clubs/tampa-fl

11
Breweries In Tampa
3 Daughters Brewing
3 Keys Brewing
7venth Sun Brewery (2 locations)
81Bay Brewing Company
Angry Chair Brewing Company
Arkane Aleworks
Avid Brewing Company
Barley Mow Brewing Company
Big Storm Pasco
Big Storm Pinellas
Big Top Brewing Company
Brasserie Saint Somewhere
Brew Bus Brewing
Brew Hub
Brew Pop
Brewers Tasting Room
Brewworx
Brooksville Brewing Company
Cage Brewing
Caledonia Brewing
Calusa Brewing Company
Carrollwood Brewing Company
Cigar City Brewing
Cigar City Caf at TPA Airside C
Cigar City Cider & Mead
Cigar City Taproom at TPA Airside F
Citrus Park (House of Beer) Brewery
Coppertail Brewing Company
Craft Life Brewing
Crooked Thumb Brewery
Cueni Brewing Company
Cycle Brewery
Darwin Brewing Company
De Bine Brewing Company
Dunderbrau Brewery
Dunedin Brewery
Dunedin House of Beer Brewing Company
Escape Brewing Company
Flying Boat Brewing Co.
Four Stacks Brewing
Garagiste Meadery
12
Green Bench Brewing Company
Grindhaus Brew Lab
Hidden Springs Ale Works
In the Loop Brewing
Inoculum Ale Works
JDubs Brewing Company
LagerHaus Brewery and Grill
Lakeland Brewing Company
Late Start Brewery
Little Giant Brewery
Mad Beach Craft Brewing
Marker 48 Brewing
Mastrys Brewing Company
Motorworks Brewing
Naughty Monk Brewery
Orange Belt Brewing
Pair O Dice Brewing
Palm Harbor Brewery
Pinellas Ale Works
Rapp Brewing Company
Rebel Dog Brewing Company
Rock Brothers Brewery
Sarasota Brewing Company
Silverking Brewing Company
Six Ten Brewing
Soggy Bottom Brewing Company
Southern Brewing & Winemaking
St Pete Brewing Company
Stilt House Brewery
Swan Brewing
Tampa Bay Brewing Company
Tampa Beer Works
The Raven Eatery and Brewery
Tidal Brewing Company
Twin Bays Brewing
Two Henrys Brewing Company
Ulele
Wild Rover Pub and Brewery
Woodwright Brewing Company
Yuengling Brewery
Zephyrhills Brewing Company
Potential Partnerships
Brewery Partnerships

The picture above includes locations of breweries in and around Tampa

One way to introduce the CBR to Tampa would be communication with the local breweries. We
gain popularity once we have breweries coming to the event, but maybe we could work in a system
where breweries that are in attendance put up a series of posts about the race. Not all customers will
be runners, but everyone on their social media will be beer drinkers, and thats a big piece of our
customer profile.
Breweries acting as advertisers will make our efforts more efficient. Lisa could construct a series of
posts for each brewery, so all they would have to do is post it to their social media or advertise it in
the store as physical copies. The awareness would help us jumpstart the popularity of the CBR
event, and even if we had to give an incentive to each brewery, the investment will pay for itself with
an increase in registrations. After the first year, we can reduce or completely cut spending or effort
in this area based on perceived consumer retention of the event.

13
Gym/Club Partnership

The picture above includes locations of breweries in and around Tampa

One of the proposed issues of entering the market was the reaction of the locals. If we contacted
teams to make it a partnership event, then this could be lessened or eliminated. The system would be
similar to brewery partnerships; however, they could provide the foundation we donate to or serve
as a sponsor for the race. Often, the running community has great relations between teams, so
acceptance by one team could translate to acceptance by many. In a similar fashion to the breweries,
we are targeting the purpose of the group, which is running in this case. My belief is that we will
have more runners who drink beer than beer drinkers who run, so clubs and gyms may provide the
higher value.
Gyms could be a resource for awareness and registrations, as well. The type of person that attends
the gym already has a better chance of fitting our consumer profile, so reaching out to local facilities
could prove beneficial. Reaching partnerships of any kind may be difficult, but a snowballing effect
would build the popularity of our new CBR event every year.

Working the Team Aspect

Gyms, Clubs, and Breweries could be an outstanding way to promote the team aspect of the Craft
Brew Races. Not only can the businesses form teams, but there are generally groups within each
group that could join in as well. For example, cyclists or cardio groups in the gym could form a
team. Likewise, people usually go to breweries in groups who may want to participate. If a single
business was excited enough, they could ask their members to join their team to attempt to win our
prizes. Team awards are an amazing aspect that we keep with the Craft Brew Races, and its time
that we take them a step further with the addition of Tampa.
Even without the inclusion of gyms and clubs, we should focus on more of a team orientation. With
that in mind, we have a natural competitive environment with the major sports teams, so it should
be something we tap into.

14
Potential Race Sites
Issues with location: One factor to consider is grass or concrete footing. With a park, the frequent
Tampa showers may soften the ground, which could cause the venue to become destroyed. This
would hurt our relations with the locals and may decrease our opportunity to expand into Florida in
the future. Likewise, any damage incurred may fall back on GMM to cover. A concrete venue
would eliminate this risk and be easier to clean up. The main aspect that we would lose with
concrete footing is the beauty of the atmosphere, which may degrade customer experience.

Jan Feb Mar Apr May Jun

Average high in F: 70 73 76 81 87 90
Average low in F: 52 54 58 63 70 75
Av. precipitation
in inch: 2.24 2.8 3.03 2.05 2.09 6.69
Days with
precipitation: - - - - - -
Hours of sunshine: - - - - - -
Jul Aug Sep Oct Nov Dec

Average high in F: 90 90 89 84 78 72
Average low in F: 76 76 74 68 60 54
Av. precipitation
in inch: 7.09 7.76 6.3 2.24 1.54 2.48
Days with
precipitation: - - - - - -

Hours of sunshine: - - - - -

Listed on the next page are several areas that are within Tampa and St. Petersburg that could be an
attractive venue to set up the beer festival. I have not checked to see the legality of holding the
festival at these locations, so we would have to consider that as well as public opinion in our final
decision.

15
Florida State Fairgrounds (recommended by Drew)

http://www.floridastatefair.com/
The Florida State Fairgrounds has plenty of room, including parking, for the beer festival. There are
several venues that come in various sizes so we would have the ability to minimize our costs based
on attendance. If we needed a larger venue to fit the attendees and breweries, we could book the
proper room.
Based on location, the Florida State Fairgrounds seem to be in the middle of where the breweries are
located. There is a larger concentration West of the city, but the travel distance for breweries West of
Tampa would be about the same as breweries East of Tampa. Along with the central location, the
fairgrounds are located right off of Interstate 4, so accessibility is easy for anyone traveling into the
event.

16
Pinellas County Parks

The following link provides information regarding parks just West of Tampa. Several locations
would be great endings for a race and have the proper space to accommodate the beer festival. My
main concern is parking for the size of the crowd that usually comes to the events.
http://www.pinellascounty.org/park/default.htm
The next 2 sections are parks within this county that were not listed on the website. They both
provide enough space to hold the event, but once again, parking and the legal aspects have to be
worked through. They are scenic, which is what would add to the prestige of the event and retain
runners for the following year.

17
Crescent Lake Park

http://www.stpeteparksrec.org/crescent-lake-park.html
Flora Wylie Park

http://www.stpeteparksrec.org/Greenthumb/index.html

18
Race Implementation:
Things to Consider: date/time, location, availability of human resources, reaction of local running
groups, promotion/advertising, wave starts (how many), cost of operating the race, and other factors
listed in this paper.

Travel Costs:
Per person plane tickets seem to be around $300+/- $30 for the winter months, but those prices may
fluctuate with holidays. You can bundle the hotel and car for a discount if those are needed.
Something else to consider is the cost of shipping and the lead time for the method of transportation
that we use. By lead time, I mean how early you ship the material before the event in order for it to
arrive on time, considering all external elements.

***I did not touch base on the actual marketing tactics due to lack of experience with how we go
about promoting, reaching out, etc. This paper is simply designed to give insight into the potential
success of a Craft Brew Races event in Tampa, Florida.

19
Sources by Section

1. Competitive Analysis
a. Density of Races
i. http://www.runningintheusa.com/Club/List.aspx?Rank=All&State=FL&C
ity=tampa&Page=1
ii. http://runningintheusa.com/race/ListByCityRadius.aspx?City=Tampa&Sta
te=FL&Radius=50&Rank=Month&Month=1&Page=2
b. Craft Brew Series Competition
i. http://runningforbrews.com/
ii. https://worldofbeer.com/Locations/SouthTampa
iii. https://localraces.com/clubs/tampa-fl
2. About the Locals
a. Demographics
i. https://pubs.niaaa.nih.gov/publications/HispanicFact/HispanicFact.htm
ii. https://pubs.niaaa.nih.gov/publications/HispanicFact/hispanicFact.pdf
iii. http://www.bestplaces.net/people/city/florida/tampa
b. History
i. https://www.visittampabay.com/unlock-tampa-bay/history-legends/
3. Running Clubs
a. https://www.813area.com/recreation/running-clubs-in-tampa-fl.html
b. Links to clubs are included directly in the section
4. Breweries in Tampa
a. http://thebrewerybay.com/
5. Potential Race Sites
a. http://www.usclimatedata.com/climate/tampa/florida/united-states/usfl0481
b. Florida State Fairgrounds
i. http://www.floridastatefair.com/
c. Pinellas County Parks
i. http://www.pinellascounty.org/park/default.htm
d. Crescent Lake Park
i. http://www.stpeteparksrec.org/crescent-lake-park.html
e. Flora Wylie Park
i. http://www.stpeteparksrec.org/Greenthumb/index.html
6. Additional Sources
a. http://www.stpeteparksrec.org/parks-main.html
b. https://www.mapmyrun.com/routes/

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