The story behind the concept
FOR THE FANS.
BUILT AROUND THE EXPERIENCE.
A hypothetical retail store. A real exercise in marketing strategy. Tailgating Express was created by Suhaas Suresha as an individual retail marketing course project.
The opportunity
MEET FANS WHERE THE ENERGY IS.
The plan imagines a sports merchandise store in Arlington’s entertainment district, serving people tailgating or attending games and events near AT&T Stadium, Globe Life Field, and Choctaw Stadium. Its proposed positioning brings an event-focused assortment closer to that audience.
The assignment called for a business and marketing plan for a hypothetical retail store — from the target audience and competitive strategy to merchandise, store design, staffing, and financial projections.
Event-led location
A proposed location outside a stadium, with AT&T Stadium or Globe Life Field considered in the course plan. No real store address is established.
A fan-first assortment
Sports merchandise as permanent stock, with hats, cotton T-shirts, hoodies, and an assortment that evolves around concerts and other events.
A considered store experience
A proposed 2,000-square-foot store with a visible storefront, a quad-line layout, wall displays for limited-edition products, and open merchandise racks.
From course plan to concept
THE PLAN IS THE PROJECT.
This website brings the course concept to life using illustrative merchandise and imagery. The proposed starting prices are taken from the presentation; product names, colors, and size options are visual concepts, not actual inventory. Business projections in the deck are estimates, not achieved results.
Tailgating Express is not an operating business. It has no live sales, checkout, store hours, or confirmed merchandise partnerships. Named venues and teams are contextual references, not affiliations.
View the case study & presentation