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EXECUTIVE SUMMARY The Chicago Bears are opening their new stadium for home football games in 2003. A new marketing strategy should be implemented based on new as well as long-time fans. The two main target markets should be directed towards recent graduates and fathers who want to pass on the tradition of Chicago Bears’ football. Recent Graduates The first way to market the ticket sales for the new stadium is through the recognition of accomplishments of recent high school or college graduates. Special prices should be allowed for season as well as individual ticket sales. Along with looking good in the eye of the public, it will also encourage participants to purchase tickets in the following years. This will in turn promote friends and relatives to purchase tickets to accompany the recent graduate, and will hopefully gain an appreciation for live entertainment. Once the new ticket holders are able to be part of the crowd at a live NFL game they will realize how fun the event is. Traditional Fathers The second approach to marketing for the new stadium is targeted toward fathers who want to pass on the tradition of rooting for the Chicago Bears to their sons. One game throughout the year tickets should be a