Promoting Maverick Hockey
Ideas to Improve Attendance
Submitted by
Mavpuck.com
For More Information, Contact:
Jeff Baker, Bridget Brooks, and Jon Brooks
402.393.4600
Plan Objectives:
1. To increase average attendance to 9,500 attendees during the 2005-06 hockey season.
2. To increase the number of first-time UNO Hockey attendees.
3. To increase the frequency of “casual” UNO Hockey attendees from 3 games to 5-7 games per
season.
4. To re-establish the dominance of UNO Hockey as “the event” to attend for sports entertainment.
We See the Need for Improvements in Four Key Areas:
1. Increasing overall attendance at games.
2. Generating enthusiasm from attendees through better in-game promotions and overall
enhancement of the game-day experience.
3. Facilitating better methods for obtaining tickets, including multiple game packages.
4. Improved season ticket holder attraction, renewal, and retention.
Recommendations for Improvements:
Blue Line Club
• Two or three game film review sessions on Saturday afternoon with a lunch – led by Nick Fohr
or a former player
• Flat fee for BLC luncheons (and possibly require RSVPs to reduce cost uncertainty)
• “Where Are They Now?” nights for former players in BLC space
• Schedule a Hockey 101 for everyone before the season (donate proceeds to charity) – would not
have to be held at the Q, but definitely do it on ice
• Reduce cost to $25 per person for banquet, but allow people to donate money to cover a
player’s cost. (Consider heavy hors d’oeuvres instead of full meal.)
• Have a Hockey 101 where the coaches talk about how they recruit (what they look for, what
their process is)
• “Shirt Off Their Back” promotions – make a donation or buy an individual raffle ticket to have
a chance to win a t-shirt autographed by a player, and have your photo taken with him
• Outreach to other schools for their fans traveling here. Help them arrange for tickets, travel,
accommodations, and attend BLC lunch
• Milk jugs for charity: Put up an easel with the name of the charity, upcoming collection dates,
and amounts donated
• Skate with the Mavs for Charity. Make a $.50 donation for every person who attends. Have
people rotate through, 100 on ice at a time (possible Summer activity)
• Host pre-season Blue Line Club picnics annually. Last year’s format of a Hockey 101, with
player question-and-answer period, followed by an intrasquad scrimmage and then a “Skate
With the Mavs” was fun and entertaining. Do a better job of promoting this, both in Omaha and
the surrounding area
Page 2
Community Involvement / Fan Relations
• Pep rally on campus before big games (1 hour prior to bus departure, with food and prizes)
• Hockey 101 on campus (September?) – with free food
• Jersey night like at the Lancers – wear special jerseys that are raffled or auctioned off for Liz’s
Legacy or another charity
• Skate on the ice after a game
• More face time with players and coaches
• Special clinics for families in conjunction with youth hockey
• Shake the hands of the common fan
• “Fan advisory board” / Deputize Mavpuckers as ambassadors
• Implement a “Kid’s Club” concept (Mini Mavs). Have “fan mail” for kids from team (then send
mail “To the Parents of…”). Issue pins and/or patches. Have Kids $1 night (everything kids
order is $1 – pop, popcorn, hot dogs). Host a Hockey 101 for kids
• School visits from players (buy-one-get-one offers for class trips or reduced price tickets).
Create and distribute hockey-related lesson plans
• Involve youth hockey (between-period games, before-game games). Have players and coaches
do mini-workshops for the kids and their coaches on hockey skills and give them discount
vouchers for the games (for parents — kids in jerseys still get in free). If we hook the kids,
their parents will follow
• Increase number of outreach presentations to churches, schools, or businesses (with video) and
opportunity to buy group tickets for a specific game
• Promote pre-season practices
• Create greater availability of jerseys and team apparel for children in retail stores (Lawlors,
Schools, UNO Bookstore, others)
• Allow fans to have the same merchandise the team wears. (Hats with numbers on them, authentic
jerseys)
• Distribute sponsored schedule magnets at first game of the season (or Stampede) – and/or
schedule posters
• Do more pre-game sponsored promotions (sign giveaways, koozies, pucks, etc.) for first 1,000
people.
• More e-mail communication from coaches and team during the off-season – one from each
coach, and one from each captain/assistant captain in weeks leading up to the season, talking
about off-season work and their specific goals
• More “Ride the Zamboni” promotions
• Hold media press conferences in the lobby after games that fans could attend and ask questions
Game-Day Atmosphere / Sponsor Relations
• Use the scoreboard or big screen to teach chants
• Gameday would include more involvement from cheerleaders and a better version of the band
(like the basketball band). (Idea: marching band like OSU did at “The Joe“). The band needs to
wear matching jerseys
• Better on-ice promotions (Blues Brothers, Mascot Night)
Page 3
• Hovercraft Boat Race – 1 section cheers for each color – winners show game ticket to claim $1
lottery ticket
• Get sponsors involved to add value (“Burger King Night”) for projected low-attendance nights
[like Thursday, Dec. 29 UAH game] – 2 adult tickets, 2 child tickets, two mesh jerseys and two
pucks, and one certificate for 4 hamburgers, fries, and Cokes at Burger King) for $40 (Burger
King gets $10 for each coupon redeemed)
• Mine season ticket list for season ticket holders for sponsorships (like Charlies on the Lake)
• Alcohol free family section(s) [upper level]
• $2 beer night
• Make intermission more interesting – better giveaways; involve kids more. Treasure hunt on
ice. (Gold coin: win a free bike, or pair of skates). Bring back the old-fashioned shoot the puck
into the itty-bitty hole. Build it up by moving contestants further and further away (shot from
near slot, near blueline, center red line, far blueline, far slot) … or make it into a smaller target
(shoot from center ice or far blueline … score in empty net for one prize, score into a two-footby-one-foot hole along the ice for another, and score into a 6-inch-by-3-inch hole for a grand
prize).
• “Who Am I?” feature on video boards – three hints and pictures from when they were little
• Move “Red Army” and “paid student section” to lower bowl on the shoot-twice end
• Ticket giveaways at the arena during games (until the arena fills). Get these individuals to
come back, or, if they are already season ticket holders, bring friends to a future game
• Generate additional tie-ins between ESPN/KKAR radio sponsors and on-ice promotions
• Get local personalities out onto the ice for promotions
• Stampede Carnival: Games and fun, tents, band, live music, face painting, ribfest, hockey
games, and “test your skills” competitions. Skills competition for players on Thursday. Portion
of proceeds to charity. Volunteer staffers. Introduce other teams (like CWS). Put ticket for
event into season ticket holder packets (everyone else is $3/adult, kids 12 & under $1). Make
street signs (10th Street = Stampede Boulevard). Possibly have it indoors at the Convention
Center? Combine with Omaha Hockey Hall of Fame inductions. Promote with Convention and
Visitors Bureau. Work with participating schools on ticket sales and packages for traveling fans
• More/better pre-game promotions on ice – skating cheerleaders or youth hockey. Give people a
reason to get to the game before 7 p.m.
• Consider moving Friday night game back to 7:30 p.m.
• “Get your picture taken with a player” promotion
• Get students more involved – have a pizza get-together on campus before boarding the shuttle
down to the game.
• Have students in matching t-shirts in the stands and have them lead chants (get the scoreboard
involved too)
• Put the band up at the top of 213, and the Red Army in front. (Or put the band in the top
corner)
• Have the announcer say (in the third period), “Alright fans, get on your feet and cheer for
YOUR Mavericks” to get fans involved late in a game
• Incorporate in more trivia (example: a “guess-the-attendance” contest)
Page 4
• Game-day sponsor ideas:
– “Dodge ‘Buck’ Night” – smaller-sized concessions for $1 each
– (Sponsor) Jersey Day – the first (x number of people) get a mesh jersey (with player name
and sponsor name) – gives kids something to wear.
• Create more sponsor opportunities (show your ticket stub and get a [special] at bars/restaurants)
• Everyone entering the game gets a sheet with four cards on the sheet (there will be four
promotions). The Chicago Bulls do something very similar. When you are giving stuff away,
people pay attention
– Example 1: If UNO scores five or more goals, everyone gets a free ___ (from sponsor)
– Example 2: Have card with Pepsi, Pepsi One, or Mountain Dew logo on it. If your Hovercraft
wins, you win a ______ (from sponsor). This prize could even be 15-25% off a big-ticket item
– Example 3: 10% off one item at NFM if (x) happens (could be a scoring thing or an in-game
promotion)
– Example 4: Sign-up card to drop in a sponsor’s box for a drawing during the third period
• Have people with letters spelling out “MAVS” and “UNO” to hold up in sections
• Put together a fan committee to audition singers for the National Anthem
• Implement more giveaways — anything from keychains to foam pucks to towels to player
bobbleheads. Consider individual player trading cards (only one per game so people have to
come to all games to get the entire set). For the high end stuff, fans get a certificate and have
to redeem it at the end of the game (keeps fans there until the end). Game sponsorship would
cover the cost, plus get the company logo on the item
Group Ticket Ideas
• Bring group ticket operations back in house
• Get alumni involved (Homecoming weekend group special like last year’s)
• Reduced ticket prices for large employers (encourage groups)
• “Student Appreciation Night” – kids who bring report cards receive a free ticket with paid
adult (for low-attendance series). Or have schools select two students per class for student
appreciation; these students are given a free ticket, and opportunity to buy reduced price
third-tier tickets at $7 each
• Mailing to Chamber of Commerce members combined with a reception with Coach Kemp and a
couple of players
• Have a “(Specific School) Night at the Mavs” with $8 tickets and a special reception. (For
example, “Millard Night at the Mavs.”) You could also have a specific profession or industry
night (insurance, health care, restaurants, delivery companies, teachers, law enforcement/fire
and rescue, etc.). You could promote a similar event for surrounding towns (Fremont, Blair,
Lincoln, Council Bluffs) – “Fremont Residents Night at the Mavs” in conjunction with the
Chamber of Commerce. Possibly arrange for a bus ride for the fans. Have an on-ice promotion
for participants (Woodmen vs. Mutual of Omaha or FedEx vs. UPS or Police vs. Firefighters)
• Get corporations more involved – incentives for companies to promote the games to their
employees – either to buy season tickets, or get group tickets (especially sponsors who are on
the ribbon board, ice, or dasher boards)
Page 5
• Beer & Pretzel League (BPHL) nights – group admission and then have a game or tournament
afterwards (or in the afternoon before)
• Group tickets should be able to be arranged up to one week in advance
Publicity / Media Relations
• Take Steve Sinclair and members of Omaha World-Herald sports, The Reader Sports, AP, TV, and radio
sports out to lunch – pressure for more coverage of hometown team
•
•
•
•
Increase number of radio station remotes (with player interviews)
Consider tape-delayed game sponsorships on NETV
Send out Maverick Hockey coaches to do sports talk/radio shows
Promote UNO in “Heartland Hockey” newspaper
• Line up companies to sponsor away games (pick up feed from another media outlet)
Season Ticket Holders
• SPOIL your season ticket holders
• Special season ticket holder-only autograph sessions (@ UNO or sponsor location)
• Incentives for season ticket holders (calendar, t-shirt); team photo with tickets (autographed
on a special night); tell people about incentives for season tickets (free admission to other UNO
sports, $5 Levy coupon). Offer “collectible” merchandise for season ticket holders each year
(minimum of two season tickets required) – pins, patch, t-shirt, hat?
• First right of refusal for season ticket holders – ask if they want better seats (within same price
range, if they come available)
• Upgrade fan – selected to get better seat for one season (like frequent flier)
• Sell a season parking pass to season ticket holders (reserved lot)
• Season ticket holders night – drawing for autographed pictures and merchandise (especially
former Mavs in the NHL)
• Put deposit down on ticket renewals with balance later in summer (hold your seat) – thank you
from coach and captain with letter. Season ticket holders should not have to pay in full by the
end of July
• “Tour the Q with Coach” and “Meet the Mavs” incentives for season ticket holders
• Allow season ticket holders to reserve and/or pay for season tickets online
• Season ticket holder pre-season kickoff event – come and pick up your tickets at the arena
(those not picked up can be mailed); combined with a “Select Your Seat” night for new season
ticket holders (like Creighton did: Have seats that are available marked, and people can take
the tag off the seat and purchase season tickets on the spot). Could combine with Hockey 101
event and include activities with coaches and players
• Postcard reminders for season ticket holders to use their tickets (particularly for big games)
• Ticket turnback program – encloses a SASE and allow season ticket holders to donate tickets
they’re unable to use to charity so tickets get used
• Compile a better database on season ticket holders. Recognize every ‘5’ birthdays (5, 10, 15,
20, 25, 30) etc.
Page 6
• All season ticket holders could get a Christmas card from Coach Kemp
• All season ticket holders should get all mailings (including students)
Student Attendance
• Do away with free tickets; instead, charge $2-$5 but with a special place for them to pick up a
coupon for a free pop or hotdog. Or, instead of a coupon for food, provide pizza for students
either on campus before the shuttle leaves, at the Hilton, or at some other place. Get a sponsor
for this (probably a pizza place) and thank them on the scoreboard at each game
• Include hockey promotions in mailings to active students throughout the year (include 2 general
admission tickets in with mailings)
• Create a name for the student section and have special apparel for them to wear
• Make the student season ticket renewal process similar to regular season ticket holders. Encourage
students to purchase half-off student tickets (sell them on the benefits – same seat every
game, sit in “rowdy student section” [Mav Maniacs]). Offer to all students via a ticket brochure
sent in September. Student season ticket holders from the year before get top priority
• If you are a current season ticket holder and become a student at UNO, you should get the
option of keeping your same seats or upgrading
• Make the policy for students more consistent for free walk-up tickets (1 or 2?)
• Make sure the shuttle buses actually show up to take the students from campus
• Extend a 20% discount to students/faculty at UNMC. (Depending on response, consider offering
their own section)
Ticket Operations / Ticket Options
• Bring group ticket operations back in-house. Increase staff and improve customer service.
• Family season ticket packages (2 adults, 2 kids under 12; 3 payments of $200)
• Allow fans to purchase away-game tickets at the UNO ticket office (accept ticket allotment)
• Capture all names – then do ticket package brochure (ex: $19,000 yields $300,000). Ticketmaster,
individual tickets, how to get walk-up names
• Sell the opponent with “Monster game ticket package” – biggest rivals – 2 or 3 a year – Ohio
State, Michigan, Michigan State, Notre Dame (Season ticket holders can purchase additional
tickets at a reduced price – i.e., two extra sets of tickets for each game in the series for $35)
• Mailings to alumni to increase attendance – special alumni ticket packages
• Capture the name, address, phone, and e-mail of anyone who contacts UNO regarding hockey
(create database for mailing)
• Around town, have a box at retail outlets to enter to win two tickets to an upcoming home
game (collect information about entrants and market to them)
• Fundraising package for schools/churches (four tickets for $39; school gets to keep $6)
• Have a fan services booth inside the arena for tickets – to capture names of single attendee people
(with contest as incentive to give information), for sale of multiple-game packages, and/or to sell
next year’s season tickets
• Lower ticket prices to stimulate demand and then raise them once attendance picks up. (For
playoffs, the first six rows in upper level were $15; behind them, $13)
Page 7
• Make the entire upper bowl (or row 8 and above, or top 10 rows) general admission and sell
ticket books (especially as fundraisers). Sell 5 tickets for $30. Organization selling tickets gets
$.50 per ticket ($2.50 per book), $1 goes to the BLC or a new arena fund, and the rest goes to
UNO
• If available, use credit/debit card TicketMaster records on walk-up ticket purchases in the
Omaha/Lincoln area and send them direct mail discount or mini-game package offers. If that is
not available due to privacy laws, then give out a voucher with a walk-up purchase — valid for
a future game.
• Have multiple ticket packages:
– OCT/NOV/DEC Friday only
– OCT/NOV/DEC Saturday only
– OCT/NOV/DEC Friday and Saturday
– JAN/FEB/MAR Friday only
– JAN/FEB/MAR Saturday only
– JAN/FEB/MAR Friday and Saturday (for football fans)
– Any six games or any 10 games
– All CCHA games
• Expand the sponsorship in the back of the tickets. If the Mavs score six goals in a game, all fans
get 1/2 off large pizza from Old Chicago.
• Get everyone’s e-mail addresses and send out e-mails to the entire list of individuals with
upcoming dates (send on the Monday prior to gameday). Add a profile of the upcoming series
(#5 Michigan is coming to town … Michigan is coming off a big weekend against (opponent) …
Their record is (0-0-0)…This series is important to UNO because (x) … Offer everyone who
receives the e-mail a $1 discount off tickets to the series and encourage recipients to forward
this e-mail to friends and family (include a special redemption code for tracking purposes)
• Offer staff and faculty 1/2 price tickets (like students)
General Recommendations / Marketing Strategies:
• Sell you on NCAA hockey being better than semipro; support young men earning a degree
– Plus, these are players who are playing for something important (a National Championship), not
just a trophy
• An audio/video/print campaign should show how much fun it is to be a hockey fan (Pure
FANdemonium!)
• Educate fans on why it’s more enjoyable to watch college hockey than other levels
• Market to families — the rules differences between the Lancers, AHL, and the Mavs make it more
attractive, because there is less fighting and less violence
• Ad campaign that’s memorable: “Make Hockey a Habit”
• Re-evaluate use of newspaper ads as promotion – for big games and not for branding, but
specific series (OR to co-promote sponsor night). Advertise in the World-Herald sports section.
• Civic Pride in hometown team (UNO plays Michigan, Michigan State, Ohio State, and Notre
Dame every year – UNL doesn’t). Ad campaign: Which of these teams plays [Big Name School]
… that’s right … UNO)
Page 8
• Transition the radio show to TV. Develop a half-hour show comprised of the following segments:
– Player interviews. Not just “What do you need to do to beat Ferris State this week?” but
more personal stuff like, “How did you decide to come to UNO?” and “What do you think of
the city?” One of the greatest assets of this team is the players, so we need people to get to
know them better
– Rules definitions. We believe more people would come if they understood the game — and
the rules — better. If Coach Kemp took one rule each week, and showed highlights to illustrate
it, it would go a long way towards improving the casual fan’s “hockey education”
– Game review. A quick review of the previous weekend, with highlights and a quick preview
of next games, with an explanation of where the teams were in the standings and how the
rest of the league was doing
• Don’t wait until the Wednesday before the game to promote a Friday/Saturday series — and
promote Michigan weeks in advance (and it should say “#3 Michigan is Coming to Town!”)
• Approach bars and restaurants who get a lot of post-game traffic (BW3s or Old Chicago) for
sponsorships. Free appetizer if UNO scores in the 1st minute of the third period
• Bring the National Under-18 Development Team (NDTP) to Omaha for an exhibition (also can be
used as a recruiting tool)
• Get UNO marketing and PR students involved (surveys, student promotions). Tap into the
expertise of UNO (professors who have expertise in marketing)
• Pay Durango to be Durango
• Sell more team merchandise. (Offer a warmup jersey – have players wear them during warmups)
• New Year’s Promotion: “Ring In the New Year With the Mavs”
• Develop a small group of “promoters” (“trusted influencers”) who will distribute tickets to
first-time fans – people who will come who haven’t come to a game before (trust they won’t
just give away tickets to their buddies)
Having Our Own Arena
• Would allow us to offer additional events/promotions:
– Midnight Madness (Season Kick-Off)
– Stampede Pep Rally
– Hockey 101 for Women / All
– Skate With the Mavs
– Hockey Clinics
• Can provide a “home ice advantage”
• Would allow for greater flexibility in scheduling
• Allows the players to play in the rink they practice in
• Would allow us to make additional revenue:
– Concessions
– Sale of ads on dasher boards and ice
– Public ice skating, suites, club seats
– Community partnership with OMAHA Hockey
• Would help attendance with walk-up tickets from students
Page 9