2014 “Theme Night”
Student Competition
Here’s your chance to show your sports marketing
savvy, creativity and expertise with a chance to win
some really cool prizes!
Here are the rules (and a few ideas to help get you
started)…
What are walk up or promotional
ticket sales? What do we mean
by “game day” (or fan)
experience? What is the
frequency escalator as it relates
to ticket sales?
Promotional / Walk Up
Ticket Sales
“Walk up” tickets refer to those tickets purchased
by fans when arriving at the game,
also referred to as day of game sales.
To help drive up ticket sales on game days (typically
organizations only have so many seats that are sold in
packages, season tickets or otherwise) teams will
plan creative promotions to encourage fans to come
out and enjoy a game (and buy tickets)!
Often times teams will come up with a creative
“theme” to draw fans to the game.
Game Day / Fan Experience
The spectator or fan experience as it relates to live events
refers to the overall impression made on the sports or
entertainment consumer
It can determine whether the spectator or fan has a
positive or negative experience at the game or event
Positive or negative associations with the game or event
ultimately determine whether the spectator (fan) will
become a repeat customer
The Frequency Escalator
The frequency escalator is a marketing tool that
examines the attendance levels of fans.
The basic concept of the escalator is that sports and
entertainment marketers focus not on getting new fa
ns to games, but rather encourage those fans already
attending to attend with more frequency with an
increased level of commitment.
For example, a fan that buys a promotional single game
ticket is a potential new buyer for a mini package or flex
ticket package and eventually a potential season ticket
buyer.
Class Discussion
As a class, discuss why these are all
important sports marketing concepts for
any team that hopes to generate a profit…
STUDENT / CLASS
COMPETITION
Either as a class or individually, students are
encouraged to come up with their OWN
promotional ticket night idea.
Three students will be selected as winners and
are eligible to win some cool prizes.
•
CRITERIA
Students must explain how this promotion will help
attract fans to the game (and identify what type of
game…NHL, MLS NBA, minor league baseball?) and
generate publicity for the organization w/ a possible
sponsor (or cause marketing) tie-in
•
Students should consider ALL the variables that
impact the fan experience…concessions, food, ticket
price, game entertainment etc.
•
Students must explain how they will promote the
event (social media, advertising etc.)
•
Students should have fun!
EXAMPLES
Team may host a “Hawaiian Night”, offering
$5 off tickets to any fans wearing tropical
shirts to the game.
Game operations may choose to implement:
*An all staff memo or email, encouraging the
m to dress in tropical attire if they plan to
attend the game
EXAMPLES
*National anthem performance by a Hawaiian
musician or ukulele player
*Hawaiian lei or tropical themed bobblehead
give‐away to the first 500 fans
*A limbo contest at a quarter break
*Hawaiian music or bands on the venue concourse
*A hammock free throw shooting contest at half
time Hawaiian themed food at concessions stands
Star Wars Night
Syracuse Chiefs Bark in the Park
Bring your favorite four-legged friend to NBT Bank
Stadium for Bark in the Park Night. Fans can bring their
dogs to the stadium for seating in the designated dog
area, sections 209-217.
Fans bringing dogs to the game are encouraged to arrive
early for a pet parade on the warning track at 6 p.m..
During the game, there will be a pet expo on the stadium
concourse filled with pet-related information from rescue
groups throughout the area. Dog owners can purchase
tickets for $5 in addition to a required $2 seat for their
dog.
As a bonus, the first 500 dogs in attendance will receive a
bandana, and the first 1,000 fans will receive a poster of a
Chiefs player courtesy of UnitedHealthcare. Both
promotions are part of our Giveaway Saturday series.
All entries are due (and at least
one visual must be included)
th
by Friday, December 5 …
GOOD LUCK!