Running head: THE DAWG PAW 1 The Dawg Paw Chase Duncan, Kaitlyn Keeler, Smeyder Silvera, & Sawyer Toole Southwestern Oklahoma State University THE DAWG PAW 2 Table of Contents Executive Summary………………….……………………………………………………3 Project Overview………………………………………………………………….……….4 Lighting Plan………………………………………………………………………………5 Floor Plan………………………………………………………………………….............7 Wall Plan…………………………………………………………….……………………9 Furniture Plan……………………………………………………………………………10 Tentative Area Design Map……………………………….…………………………….14 References……………………………………………………………………………….15 THE DAWG PAW 3 Executive Summary The purpose of this document is to provide a marketing repurposing proposal for the former concession stand, located in the Wellness Center of Southwestern Oklahoma State University. We propose to open “The Dawg Paw” which will be a SWOSU hangout area with a shake bar with other food items. The design of the marketing plan was focused on the improvement of the inside and outside of the location. Customers are seeking a different experience when eating on campus. Numerous factors contribute to make the next hot spot on campus, and many of these factors are design-related elements. Most of the proposed changes would be on the interior of the building. Exterior renovations were also suggested for the “The Dawg Paw”. Under the proposed project, there are different kind of lighting suggestions that are essential to the establishment’s overall functionality and customer experience. The new lights were installed in the waiting areas, dining areas, and the bar area. The suggested plan also includes the renovation of the floor, walls, and furniture. “The Dawg Paw” seeks to become the new place on campus where people would come together and enjoy themselves in a comfortable and active environment. It would also provide a great area to recharge between studying, working, or exercising. We want to create a sports bar atmosphere where all SWOSU Bulldogs fans will feel welcome. We want customers to know that they are at SWOSU and experience the university’s pride. THE DAWG PAW 4 Project Overview The Wellness Center is located on the northwest side of Southwestern Oklahoma State University’s campus. SWOSU students, faculty and staff members have free access to the facility. The proposal centers on the improvement of the space that was temporally used as a concession stand a couple of years ago. For a virtual tour of the building visit the following website: http://newspin.com/tour/?site=2369&scenename=15017# The location would be the perfect place to bring back an alternative food option to the community of SWOSU, and it would be open to the public. “The Dawg Paw” is our proposal for a renovated space that will bring a wide selection of choices, also providing healthy options. People will be able to use this place for all kind of activities, from celebrating team victories to hitting the books with friends. “The Dawg Paw” would offer a menu with a great variety that would include preworkout drinks/snacks, post-workout drinks/snacks, breakfast items, lunch items, and dinner items. By targeting the sports community, we want customers to become fully immersed with the Bulldog spirit. We would also want to implement an area to sell SWOSU apparel. There could be shirts, hoodies, hats, long sleeves, and tank tops. The Dawg Paw would be a perfect addition to the Wellness Center because one could come to work out and then choose a snack from the variety of smoothies, workout drinks, and healthy meals at great prices. Sports bars provide a venue for fans to watch televised events in a comfortable environment. The target customers for the area will be sports fans; however, to maintain a steady THE DAWG PAW 5 flow of business, we also want to provide ways to attract and entertain non-sports fans. Therefore, creating events like live performances can give the clients something to look forward to. Advertising would be made possible through posters, word-of-mouth, and social media marketing. Getting the sports bar to be known around the university could be done in a local game by buying a banner space at the Pioneer Cellular Event Center or running a short radio commercial around SWOSU game days. There could also be weekly promotions by providing limited-time offers like new appetizers or drinks. When it comes to decorating the area, we want the sports bar to have a relaxed feel. In order to give customers the best experience possible, there are several modifications that must be done inside and outside the building. On the inside, the lighting, floor, and walls will have plenty of changes, while outside, furniture and lighting will be added. To start off, we will keep all of the facility’s equipment -- such as the popcorn machine, the ice machine, hot dog roller, the refrigerator, and two of the vending machines -- and we will have them closer to the east side of the wall. The mirrors on the south wall are also going to be kept, as they give a wider perception to the space. Lighting Plan One of the suggestions to give a new facelift to the place consists of the renewal of the light features. Lighting is one of the most underestimated design elements within an establishment, but it has the greatest impact on customers’ dining experience. Proper lighting could improve the space, and it’s likely that the space would look larger in size and more accommodating and inviting. It includes thinking about many layers of several lighting THE DAWG PAW 6 interventions to create the best mood. According to the Comelite Architecture, Structure and Interior Design, there are four techniques that could carry out a successful lighting for an establishment: ambient lighting, accent lighting, decorative lighting, and natural lighting (Lakzy, 2018). Ambient lighting and accent lightning are the most essential forms of lighting to be redone at the venue. We propose having lighting fixtures that are hanging down from the ceiling instead of the “classroom lights” (Figure 1). Additionally, we suggest using localized spotlights only for those spaces to showcase the best parts of the interior, while for the rest of the place, the combination of white LED light and yellow light will maintain harmony Figure 1. From https://comelite-arch.com/successful-cafe-lighting/ throughout the space. Installing this type of lighting will be an important part of the business interior design because it will create a natural environment that can be further accented through other lighting interventions. THE DAWG PAW 7 The lighting that we are proposing to install outside are string of bulb lights (Figure 2). It would generate a more relaxed area where people would feel more comfortable to hang out. A close arrangement of tables and chairs can make the interior seem constrained, but natural light can imbue a breezy vibe within the space. Natural light could be created Figure 2-https://de.dhgate.com/product/2m20-led-globe-ball-string-lightsbattery/402049566.html in an interior through the large window portals or even the doors at the Wellness Center. Recessed lights can provide general illumination or accent lighting. Recessed lights would be added on the area where SWOSU apparel would be sold. Moreover, linear LED light bars would be a versatile solution for the indoor lighting needs. The LED light bars would deliver a smooth and flawless illumination without visible bulbs under the bar area. Floor Plan Floors take an important role when it comes about the color of the rooms. This will significantly affect the light and atmosphere of the spaces. We want the theme for this business to be SWOSU; hence, the flooring would need to be redone to a white tile with the SWOSU emblem in the middle of the floor. As stated in Concrete Network, “There are many ways to add graphics to concrete, including technology that makes it possible to place high quality digital images on the floor. Stenciling and engraving concrete are also great ways to add logos and graphics to a floor” THE DAWG PAW 8 (2017). Concrete stenciling would be the best option since it makes it easy to enhance the floor of the location. Wall Plan All the walls, including the ones behind the concession, would be painted to Bulldog Blue. On the west wall behind the concession will be a menu sign with everything that the store will offer, for instance, the different menu items, detailing the main ingredients, different flavors, toppings, and prices. The north wall would also have a neon sign with “The Dawg Paw” or “SWOSU;” we feel as if this would make the are feel more like a sports lounge (Figure 3). Figure 3. https://flamingtext.com/net-fu/jobs/26000143577639974.html THE DAWG PAW 9 There would be three 50-inch TVs on the south wall. On these TVs, we could pull up the SWOSU games that are live broadcasted or show other college games and professional games. Perhaps the most important thing to consider when it comes to sports bars is excellent programming. Broadcasting the local teams' games is an absolute must, but also creating a broadcasting schedule to cover the establishment year-round would be optimal for the business. At the sports bar, we want to help customers get involved in SWOSU Athletics with a careful interior design. Pennants, pictures, jerseys, posters, balls, and other memorabilia from different SWOSU sports would be craftily sprawled across the walls of the sports bar (Figure 4, Figure 5, Figure 6). Some of the gear could autographed by some of the SWOSU Hall of Fame members. Figure 4. from https://www.swosu.edu/brandstandards/athletic-preferred-spirit-marks.aspx Figure 5. from https://www.swosu.edu/brand-standards/athletic-preferredspirit-marks.aspx THE DAWG PAW 10 Figure 6. from https://www.swosu.edu/brand-standards/athleticpreferred-spirit-marks.aspx Furniture Plan Making a place valuable for customers requires leaving a consistent message throughout all the spaces in the business. When choosing furnishings, we want to consider all the areas customers will see. Choosing furniture that reflects the local business culture will ensure employees and customers feel great in our business. In the middle of the room we would want two couches in the shape of an “L” facing towards the south wall. This way you could sit back, watch the game, and eat your food. The image is an illustration of the type of couches suggested by the group; it would be in a dark navy-blue color (Figure 7). Figure 7. https://joybird.com/sofas/liam-sofa/ THE DAWG PAW 11 We would also want better barstool chairs for the bar on the south wall as well as tables in the southwest side of the store. This is a NCAA Ohio State University Football Helmet Barstool (Figure 8). It is a great illustration of the idea that we would like to have for the barstool chairs at “The Dawg Paw” The design of the barstool chair would Figure 8. https://www.houzz.com/product/38592276ncaa-ohio-state-university-football-helmetbarstool-contemporary-bar-stools-and-counterstools be based on the SWOSU Football team helmet model. Outside of the store, we would want some tables (Figure 10) as well, but under a pergola to keep rain from getting on the tables and to allow people to sit under the shade (Figure 9). Figure 10. https://www.jossandmain.com/furniture/pdp/jericho-9-lighted-umbrella-j001026885.html?piid=1114715452 Figure 9. https://www.jossandmain.com/furniture/pdp/jericho-9-lighted-umbrella-j001026885.html?piid=1114715452 THE DAWG PAW 12 Using all the potential free areas for our business is essential. Therefore, we found that on the second floor of the Wellness Center there is a small area where more chairs and tables could also be set up (Figure 11). It will be a good way to expand the space upstairs and take the business to another level. This hall is next to the track mile; it has a few pieces of furniture that could be replaced with more comfortable chairs and tables. Some of the furniture that we suggest for this space Figure 11. consists of the following (Figure 12): Figure 12. http://www.banquetteandboothseating.com/ The environment in which the service is provided and in which the seller and buyer interact in combination with the tangible products is what facilitates effective results. It is essential to emphasize the servicescape of an establishment because it can build the impact of the physical environment in which a service process takes place. Therefore, the increase in sales is direct and measurable based on a correct servicescape strategy. THE DAWG PAW 13 Tentative Area Design Map Menu sign References Everything here will be remodeled to fit Concrete Network. (2017, December 05). Logos and Graphicsback for Concrete Floors. Concrete the standards of having a smoothie, snack, and Network. Retrieved from https://www.concretenetwork.com/concrete/interiorfloors/logo.html food bar. Stock to the needs of the store. Lakzy, M. (2018, May 08). How to Carry out Successful Café Lighting? Comelite Architecture, Structure and Interior Design. Retrieved from https://comelite-arch.com/successful-cafe-lighting/ Tables with Swosu.edu. (n.d.). Athletic & Spirit 3-4 chairs at Marks. Retrieved from !https://www.swosu.edu/brandstandards/athletic-preferred-spirit-marks.aspx each LLC, H. (n.d.). Client Galery. Retrieved from https://menuat.com/gallery Booth & Banquette Seating Solutions - Our Curved Fluted Booths are custom sized to suit your interior space. | bar in 2019 | Pinterest | Restaurant booth, Booth seating and Banquette seating. 3 50” (2019, January 11). Retrieved from https://www.pinterest.es/pin/378232068695434761/ inch TV’s Großhandel 3M 20 LED Globe Ball Lichterketten Batteriebetriebene Led Birnen Licht Für Hochzeit Dekoration Von Light_lead, $5.74 Auf De.Dhgate.Com. (n.d.). Retrieved from https://de.dhgate.com/product/2m-20-led-globe-ball-string-lights-battery/402049566.html Free Logo Designs. (n.d.). Retrieved from https://flamingtext.com/netfu/jobs/26000143577639974.html Main, J. (n.d.). Beautiful Home Decor, Beautifully Priced. Retrieved from https://www.jossandmain.com/furniture/pdp/jericho-9-lighted-umbrellaj001026885.html?piid=1114715452 Barstool chairs SWOSU apparel Liam Sofa. (n.d.). Retrieved from https://joybird.com/sofas/liamSWOSU emblem sofa/?fabric=royale_cobalt&wood_stain=medium&utm_source=google&utm_medium=cpc&ut m_content=liamsofa&utm_campaign=google_shopping_feed&gclid=Cj0KCQiAkfriBRD1ARIsAASKsQKo_O CDa-KGUiM0g-95Fb_v6CnbuvRXKi_xy0TMNMGsr0JfP45l_EAaAv8cEALw_wcB Swosu.edu. (n.d.). Campus Virtual Tours. Retrieved from https://www.swosu.edu/resources/map/vtour.aspx NCAA Ohio State University Football Helmet Barstool - Contemporary - Bar Stools And Couches Side table Counter Stools - by Butt'N Head. (n.d.). Retrieved from Vending Machines https://www.houzz.com/product/38592276-ncaa-ohio-state-university-football-helmet-barstoolcontemporary-bar-stools-and-counter-stools THE DAWG PAW 14 References Booth & Banquette Seating Solutions. (n.d.). Retrieved from http://www.banquetteandboothseating.com/ Concrete Network. (2017, December 05). “Logos and Graphics for Concrete Floors.” Concrete Network. Retrieved from https://www.concretenetwork.com/concrete/interiorfloors/logo.html Free Logo Designs. (n.d.). Retrieved from https://flamingtext.com/netfu/jobs/26000143577639974.html Großhandel 3M 20 LED Globe Ball Lichterketten Batteriebetriebene Led Birnen Licht Für Hochzeit Dekoration. (n.d.). Retrieved from https://de.dhgate.com/product/2m-20-ledglobe-ball-string-lights-battery/402049566.html Lakzy, M. (2018, May 08). “How to Carry out Successful Café Lighting?” Comelite Architecture, Structure and Interior Design. Retrieved from https://comelitearch.com/successful-cafe-lighting/ Liam Sofa. (n.d.). Retrieved from https://joybird.com/sofas/liam-sofa/ LLC, H. (n.d.). “Client Gallery”. Retrieved from https://menuat.com/gallery Main, J. (n.d.). “Beautiful Home Decor, Beautifully Priced”. Retrieved from https://www.jossandmain.com/furniture/pdp/jericho-9-lighted-umbrellaj001026885.html?piid=1114715452 NCAA Ohio State University Football Helmet Barstool – “Contemporary - Bar Stools And Counter Stools - by Butt'N Head”. (n.d.). Retrieved from THE DAWG PAW https://www.houzz.com/product/38592276-ncaa-ohio-state-university-football-helmetbarstool-contemporary-bar-stools-and-counter-stools Swosu.edu. (n.d.). “Athletic & Spirit Marks”. Retrieved from https://www.swosu.edu/brandstandards/athletic-preferred-spirit-marks.aspx Swosu.edu. (n.d.). “Campus Virtual Tours”. Retrieved from https://www.swosu.edu/resources/map/vtour.aspx 15 2 . Som eshën ஆவல்
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