Marketing Expansion Team

1. The Colonials
The NBA’s Latest Expansion Team

2. The Team
• The New Jersey Colonials, based out of Summit, New
Jersey
• A vintage/retro version of the New York Nets, but much
better
• Team mascot is a Minuteman, that is friendly to fans, but
furious to the opponents
• Mascot will be a Colonial Patriot, to substantiate the
team- Colonials are patriotic
• Partnerships will come from the near by Lucent
Technologies, that at one point was Bell Laboratories
• Many people like basketball in New Jersey, especially
older fans and young players

3. New Jersey Colonials’ Patriot Actual Colonial Patriot

4. Location
• Summit, New Jersey
• Highly accessible, many highway intersects, 78, 287,280
• On the intersection of Route 24 and Ridgedale Avenue
• Traffic in this area is very open and acts as a
throughway that is easily accessible to many people in
the surrounding counties and states
• Very large population base with substantial per capita
income
• Hunterdon County has the fastest growing population in
the country
• Easily accessible to many people in the tri-state area,
who do not like the Nets- the best alternative for
basketball

6. Marketing
• The New Jersey Colonials will be very marketable to all
ages
• Special events held in the stadium will include-
Throwback Day (Vintage music and ads of the 1970s),
Jersey Day (Anyone under 18 may receive a free
jersey), and Meet the Players Day (Free autographs)
• The team will appeal to the retro style of basketball from
the 1960s and 1970s for older generations
• The team will appeal to the younger generation because
of the modern sense of the game
• The team will be the perfect balance of the vintage
basketball style and the contemporary sense of the sport

7. Old School CoolNew Game Flair

8. Bell-Colonial Arena
• Capacity- 20,000 people
• Surface- Wood flooring, all one color
• Closed roof rectangular building
• Steel construction with 100 foot ceiling
• Court Side Seating- $75.00- $120.00 per seat
• Behind Basket Seating- $95.00- $130.00 per seat
• Secondary Court Side Seating- $50.00 per seat
• Box Seating- $150.00- $540.00 per seat
• Outer Seating- $20.00- $40.00 per seat
• Box Seating has refreshments included
• Court Side Seating and Box Seating have easy access
to restrooms and exits

9. Partnerships
• Lucent Technologies- former Bell Laboratories, foremost
partner
• Surrounding smaller businesses in Chatham, Summit,
New Providence, Short Hills, Madison, Newark, Jersey
City, Trenton, and also as far from Camden may also
rent advertising space or partnerships
• Renting space is unlimited to all those who may afford
the rent
• Smallest portions for rent are $30,000 and range to $40
million

10. Bell-Colonial Arena
Outside of the arena Seating Chart

11. Bell-Colonial Arena will resemble this layout

12. Community Involvement
• Colonials Care Day- Players from the Colonials will go
to surrounding area schools to read to children
• Summit Surroundings Day- Colonials Players go out
into Summit to play basketball with fans at local YMCAs
and other locations
• 100 Point Prize- Every time the Colonials break 100
points, the team will donate $1000 to an NBA sponsored
charity or other local cause
• General attitude being to help the community as much
as possible both academically and through sports
programs
• Owner will provide positive messages and attempt to
carry out positive attitudes from all of the players

13. Total Funding
• Will increase property values of surrounding areas
• Will increase value of county real-estate and local
businesses as well
• Will increase traffic flow further to the area
• Will decrease fans base to the Nets
• Franchise Start Up Funding- $300 Million
• Stadium Construction Costs- $375 Million
• Simple free market base will attract new investors in the
team and other businesses
• Total undertaking with stadium, team, and players will be
approximately $940 million to have a fully operational
and recognized team

14. Conclusion
• From this project, I found that the
franchise business is extremely
expensive, and although very fun, it would
be difficult to launch a team without
extraordinary financial resources. The
Colonials would be an instant hit, but the
amount of investment that would be
required would be immense.