Starbucks had the perception of not being for everyone, an elite brand for ‘suburban moms.’ They understood the value of urban consumers, but had not ventured in to the urban market.

Through the formation of cross-functional teams, Magic Johnson Enterprises assisted in identifying key, robust areas for store selection, created relationships with local Community Based Organizations for hiring within the community, created relevant marketing campaigns to reach this customer and provided the company template for multicultural marketing

Each store implements specific interior designs, color palates, wall murals, plaques, community boards and venue music that reflect the host neighborhoods; encourages favorite pastimes such as chess and creating unique programs such as the java lounge that speak to the community

Uses grassroots approach by supporting local activities and fostering key relationships with local government officials, community leaders, and nonprofit organizations

Providing more than 2,100 jobs
Paying an estimated $29.8 million in salaries/wages and benefits to UCO/Starbucks partners

The mission of the partnership was to operate first run theaters in underserved communities throughout the United States and to provide patrons superior state of the art facilities and services.

Use the rapport that Earvin “Magic” Johnson has with the urban communities around the United States to help the theatres be accepted as a part of the community. Magic Johnson theatres to feature concessions and products that catered to its wide range of customers. Provide thousands of jobs for the surrounding communities which created a sense of ownership in the theaters.

The launch of 6 theatres nationwide. Located in the underserved areas of Los Angeles, Atlanta, Houston, Cleveland, Harlem and Largo,MD. These first run theaters combined for a total of 72 screens. Each location featured an average of 3,370 seats.

Partner Challenge: 24 Hour Fitness had low membership, awareness and appeal among urban consumers in key markets.

- Magic-Sport locations utilize grassroots marketing techniques to effectively reach their target demographic and inform customers about promotions, discounted initiation fees, low monthly fees and upcoming events

- The Fitness Clubs also utilize Magic Johnson Enterprises’ unique cross-marketing channels to provide free passes and encourage fitness by visiting a local club. Additional benefits include basketball tournaments, student/senior discounts, membership sales / guest passes online and periodic visits from Mr. Johnson

Magic-Sport fitness clubs active membership exceeds that of the non-Magic brand by 24%. Record pre-opening membership sales, within the entire 24 HF system, at all Magic-Sport locations