T H E F O L L O W I N G A R E S L I D E S F R O M A G R O U P P R E S E N T A T I O N I N M Y S P O R T S M A R K E T I N G

C L A S S A T V I L L A N O V A U N I V E R S I T Y . O U R A S S I G N M E N T W A S T O D E S I G N A N E W

M A R K E T I N G P L A N F O R A P R O F E S S I O N A L S P O R T S T E A M T H A T I S C U R R E N T L Y L O W I N

T I C K E T S A L E S .

Sample Work

M A R I A A R R O Y O - P O N T W I L L I A M B O H O N N O N

A L E X A N D R A H A R D I N G C H A D Y E D L I N S K Y

A L L I S O N S O L B E R G

NY ISLANDERS

Introduction

  History   Founded in 1972   Eastern Conference/Atlantic Division   Based in Uniondale, NY: Nassau Coliseum   Between 1980-83: Won four consecutive Stanley Cups   Hasn’t won a division title since 1989-90

  Fan Base/Current Target Market   Fan base was created by bandwagon effect   Current target market: 20-30 years old

 Old fan base deteriorating & out of the target reach

Where We Are Now

  The lease ends in 2014-2015   Possibility of having new arena

  Long Island   Queens   Kansas City- very interested   Toronto- can support two hockey teams

  Summer of 2012 they need a new site planned & field cleared

Challenge Statement

•  How can the islanders succeed in highlighting its current team without highlighting its storied history?

•  Islanders won 4 consecutive Stanley Cups from 1979-1983

•  How can the islanders reach its target audience of 20-30 year olds?

•  Senior VP of Corporate Partnerships and Executive Suites Justin Johnson

•  How can the Islanders drive ticket sales? •  Ranked last in league in ticket sales in 2009-2010 season

Goal Statement

  Overall objective is to drive ticket sales while attracting 20-30 year old fans

  Make Islander’s games fun and exciting experience and one that 20-30 year olds want to be a part of

  Make the “core” players known

Sales Plan

Ticketing Sales Goals

  Our goal is to increase ticket sales by:   Attracting a younger audience, specifically 20-30 years of age   Attracting an audience that is not only around Uniondale, but

also from nearby cities and states   Creating a lifetime connection between a new young audience

and the team

CURRENT TICKETING STRATEGY

Nassau Coliseum

Season Tickets Individual Tickets

  Per game   $15-$110

  Total   $630-$4620

  Regular Price   $23-$175

  Premium Price   $28-$190

Tickets

Partial Ticket Plans Some of the Group Tickets

  22 Game Plan   15 Game Plan   15 Game Weekend Plan   12 Game Division Plan   8 Game Plan

  Morning practice/Skate   Post-Game Center Ice

Picture   Meet an Islander   Hockey Experiences

  Skating before or after game

Ticket Plans

Sponsored Packs Other Packs

  Intro to Hockey Pack   Presented by Modell’s

Sporting Goods

  Double Shift Pack   PC Richardson

  Family fun Pack   Pepsi and Diet Pepsi

  Islanders Decades Pack   40th anniversary special

Experiences

  Experience Pack   Birthdays

  Blue and White Package   VIP Slapshot Package

Ticket Packs

Description Some Sponsors

of this event

  “This day is a way to thank our fans for their dedication to the team throughout the season”

  Prizes include:   Bon Jovi tickets   Dinner for two   An overnight stay at Fox Hollow   Islander game-worn jerseys   dozens of gift cards and gift bags

from restaurants and stores across Long Island

  Best Buy Mobile   American Airlines   Fox Hollow   Atlantis Marine World   Sports Illustrated   Iceworks   Shinnecock   Hardware/ACE to Go

Annual Fan Appreciation Day

NEW TICKETING STRATEGY

Skating with the Ice

Girls

FEEL YOUNG, PLAY YOUNG …

SKATE YOUNG!

  Package: 10 arena tickets + skating with the ice girls

  VIP Party escorted by an Ice Girl

Want to be the Islander’s Coach?

  One-game ticket to spend an entire game with the Islander’s coach and team (pre-game, during game, after game)

  4 Tickets for family and friends

  Skate with Wally the Whale

Future Coach Package

Tailgating with the BEST!

Come with your friends for an Islander Game!

  Tailgating   Jersey City Hoboken Bus   T-shirts

Sponsorship Sales Goals

  Our goal is to increase sponsorship by:   Activation   Targeting companies that have a younger consumer base   Targeting local companies as well as national companies

CURRENT SPONSORS

Viana Hotel and Spa A-1 First Class Moving

  “…stay where we’re from and protect the interests of it. So that’s why we’re a natural fit, because we’re both Island-based companies trying to make the steak where we grew up.”

  Offer clients game and concert tickets.

  Offers special moving packages for all Islanders season ticket holders.

  Spotted on the Move truck   Sight promotion that gives

fans the opportunity to win Islanders tickets by spotting the team logo on A-1 First Class trucks.

  Also sponsors an in-game seat upgrade promotion entitled Movin’ on Up.

Current Sponsors

Tran Star Executive Transportation Brady’s Bakery

  Tran-Star Executive operates a 24-person shuttle service for guests of the Long Island Marriott.

  Islanders’ patrons will also have the ability to use their limo service to and from the Long Island Marriott before, during and after all home games.

  Tran-Star Executive offers their services to all Islander fans at a discounted price.

  Orange and blue tie-dye frosted cupcakes at all Islanders home games.

  “I like the fact that we’re a young team, maturing as a team. It’s a fun thing. It’s an exciting thing,”

Current Sponsors

City Cellar Wine Bar and Grill Tattoo Lou’s

  “Dinner with an Islanders Contest” for the chance to win dinner with an Islander

  City Cellar Wine Bar and Grill, located a mile and half from the Nassau Veterans Memorial Coliseum, agreed to host a memorable dinner with Rob Schremp

  The winner had to compose a personal essay about her admiration for the team and why she deserved to win.

  Coach Allen wanted a tattoo

  Tattooing and body-piercing station at the Nassau Coliseum

  They sold Islanders-centric body jewelry and tattoo inspired Islanders t-shorts and sweatshirts

City Cellar Wine Bar and Grill

SPONSORS NEW IDEAS

B&B Painting by the Pros.

  Customize your chair : Choose your favorite colors   Leave your mark at the B&B Fan Wall!

Q-Zar: Laser Tag Park

  At Tailgate: Laser tag Arena   Find your inner child   Winner teams get discount tickets at Park   Corporate Discount:

  Tickets for game   Team builder at Q-Zar Park

AXE

  Bring your AXE bottle and get discount on ticket   Take a picture with the AXE bottle anywhere in the

stadium with the Islander’s logo   Be creative!!   Upload your picture: the one with the most “likes” will win 10

tickets for the next game

  Give all players AXE products

Goodyear Tire

  Giveaways- pucks in the form of tires   Discount in Goodyear Tires to all ticket buyers   Videogames:

  Taxi game: pick up friends to go the Islander’s game   Emphasis on the Goodyear tires

Merchandise Sales Goals

  Our goal is to increase merchandise sales by:   Advertising the new theme: “Ride the Tide” and the new

mascot: Wally the Whale   Offering more creative means of receiving discounts   Involving sponsor

MERCHANDISE

Online Shopping Brick-and-Mortar Shopping

  The Official Islanders Shop at NHL.com   Hats, tees, jerseys, et al

  NHL Auctions   Tix, autographed items,

equipment, and much more!

  Islanders Team Store at Nassau Coliseum   Satellite Store at Westfield

Sunrise Mall

  Islanders Pro Shop at Iceworks   Includes equipment to

play, lots of youth traffic

Current Merchandise Strategies

New Merchandise Ideas

 Alumni autograph sessions at the Nassau store during games

  Free autograph with ticket stub and item purchased at the store.

New Merchandise Ideas

 Tees, hats, banners that promote the new tag line and mascot.  “Ride the Tide”

tees.  Wally the Whale

figurines, plush toys, etc.

New Merchandise Ideas

  In conjunction with the on-site tattoo booth, get a tattoo and receive a 20% discount on any merchandise in store

  Get a 30% lifetime discount on all merchandise to anyone who gets an Islanders logo tattoo

Concession Sales Goals

  Our goal is to drive concession sales by:   Partnering with and supporting local food businesses   Making the eating experience more diverse and popular

CONCESSIONS

Food Beverages

  Subway   Nathan’s   Carvel   Cupcake Gourmet   A variety of burgers,

steaks, chicken fingers, etc.

  Kosher and vegetarian foods also available

  Beer! Huge selection!   Bud Lite is NHL sponsor   Many craft and import

choices around the arena

  Pepsico products   Pepsi, Mountain Dew,

Aquafina…

  Gourmet coffee kiosks

Current Concessions Strategies

New Concession Ideas

  Use one (or more?) concession areas to provide space for an ever-changing array of local favorites.

  Partner with local vendors and change once per month.   Frank Pepe (pizza)   Burrito Loco (fish tacos)

  “Ride the Tide”   All-American Drive-In

(burgers)

New Concession Ideas

  Gourmet Lunch Trucks   All the rage, especially on the West Coast, but getting bigger here in the East   “The Great Food Truck Race” has introduced this concept to the nation   Partner with contestants from latest season of the show:

  The Lime Truck   Café Con Leche   Devilicious   Seabirds (vegan)   Roxy’s Grilled Cheese   And More!

  Or….partner with local food trucks, including   Carmine’s of Little Italy   Red Hook Lobster   The Rickshaw Truck   Korilla BBQ

New Concession Ideas

  To drive traffic to any and all of our concession stands, use eating contests to generate buzz and draw crowds.

  Particularly effective for local businesses.   Man vs. Food is wildly popular!

  Partner with local competitive eaters to make appearances and compete in contests.

  Can work in conjunction with Food Trucks

NEW REVENUE STREAMS

Islanders TV Network

  Following in the footsteps of other NY regional sports channels:   YES Network

 Yankees, Nets

  MSG Network  Knicks, Rangers, Liberty, Red Bulls

  Exclusivity!   Capitalize on winning history of the team with lots of

retro programming   Shop other area sports teams for broadcasting rights

  Food trucks in parking lot for tailgates   Offer a wide variety of food:

  Traditional hot dogs, soft pretzels   Greek, Chinese, Thai   Will appeal to anyone who is hungry or looking for a cheaper

alternative than buying food in the arena   Also, will appeal to anyone who doesn’t want to be part of a

high-energy tailgate (older fans)

Food Trucks

Sales Plan Summary

  New tailgating experience with sponsors   Merchandise sales driven by our new Wally the

Whale   Discount for life with Islander tattoo   Islanders TV Network

Promotions Plan

SALES PROMOTIONS

Sales Promotions

  Drive Ticketing Sales   Tattoo discount

 Show ticket stub and get a 10% discount on tattoo   Kids skate before zamboni cleans

 Will sell around 160 kids tickets  Target little hockey league

  College  Show your student ID at door (or online) for 15% discount on

tickets   NYU, Fordham, Columbia, Hunter, Manhattan College

 Reach out to on campus RAs for group events  Competition most tickets = special on campus party with meet

and greet with players

Sales Promotions

  Drive Merchandise Sales   Wally the Whale

 New jerseys with new logo

  More kid friendly  Will be able to push

  Offer discounts to college students

Sales Promotions

  Drive Concession Sales   Cupcake Gourmet

 Buy one get one free during second intermission

  Kosher Vendor  Discount around the Jewish holidays

  Customer loyalty/rewards card  Different levels

  White Orange Blue  Spend a certain amount of money anywhere and receive discounts

Sales Promotions

  Involving the Sponsors   “Ace the helpful place” Booth

 Cotton gloves, bottle of water, hot cocoa, coffee, beer coozies, coffee mugs

  Stifel-Nicolaus financial services Booth  Promote youth financial help  Educate youth on financial services specific to them  Offer free consultation

  Enhance Game-Day & Event Atmosphere   Tailgating

  Special event tailgating zone  Rock band radio playing music

  Pictures with “Hotties Who Melt the Ice”   Josh Bailey & Andrew MacDonald  Targeting women in their 20’s-30’s

ADVERTISING

Advertising

  New Slogan   “Ride the Tide”   Trying to build fan connection with team

  New Mascot   Wally the Whale   Better connection with Islanders and Long Island

  Radio   104.3, 106.1 WBLI, 95.5 WPLJ, 102.3 WBAB

 Plays the hit songs  Will target younger crowd

Advertising

  Television   News 12 Long Island

 Where locals get their news

  Ads during televised games

  Internet   Players blogs

 Practice, games, etc.  Another direct connection with fans

  Side online advertisements  Newsday  Local online newspapers

Advertising

  Billboards   No billboards on highway   Closest billboard in NYC

  Printing   Newspaper

 Newsday, Uniondale News, New York Daily News, Long Island Herald

  Programs   Pocket size game schedules

SOCIAL MEDIA

Facebook Twitter

  Behind the scene features   Exclusive interviews   Live streaming shows   In-game live blog   NYI blog box (sit in press

box at Coliseum with access to locker rooms, players, coaches, and management)

  Connection to IslandersTV

  In-game updates   Player updates

  Health, lineup, etc.

  Promotions   Guess who will score first

goal and when   Correct guess wins tickets

to next game

Current Social Media

New Social Media

  You Tube   Fan Contest

  “Are you the biggest fan? Show us how!”

  If you win, you get season tickets

  New Mascot   Introduce

  Bio video   Where’s Wally videos

  Scenes of him throughout different locations of Long Island

  Fan guess location (through twitter)

  First 20 correct fans receive a free t-shirt and a concession ticket

  Foursquare   Check into the stadium

(Nassau Colisuem) when you go to a game

  Receive a free drink and free food coupons

  Smart Phone Application   Already have one but add a

coupon section   QR code that will give

discounts on merchandise & concession vendors

PUBLIC RELATIONS

Public Relations

  YouTube   Fan Contest

  “Are you the biggest fan? Show us how?”  Contest Winner will win season tickets

  New Mascot  Bio Video

  Introduce Fan Base to new mascot, Wally the Whale.  Where’s Wally Videos

  Videos of Wally throughout various locations on Long Island such as Restaurants, Stores, Attractions, etc.

  Fans have to guess Wally’s location and tweet in their answers   20 correct tweets will be selected randomly and the winners will

receive a free t-shirt and concession coupon.

Public Relations

  Twitter “Hashtag”   Fans can tweet good luck to

their favorite players and other shout outs while they are waiting in the bleachers before the start of game.

  Must have specific “hashtag”, such as #GoIslanders or #NYIvsopponent

  Tweets with the certain “hashtag” will be shown on the jumbotron

Public Relations

  Pictures with “Hotties Who Melt the Ice”   Fans can get their pictures taken with players like Josh Bailey

and Andrew MacDonald.   Targeting women in their 20’s-30’s.   Photos will be posted onto the Facebook page where fans can

tag themselves and make their profile picture.

  Player Video Interviews   Players talk about their involvement in youth athletics and

how those experiences shaped them to become professional athletes. Show how they had to work to get where they are.

  Interviews would be place on website and YouTube.

COMMUNITY RELATIONS

Community Relations

  Donate your old hockey gear   Fans can bring gently used gloves, hockey sticks, hockey pucks,

etc. to games   All gear will be donated to local YMCA for kids to learn and

play hockey.   Donations boxes will be set up through out arena.

Community Relations

  Sponsor Little League Hockey   Donate gear   Have Logo on Children’s Jerseys

  Players Organize Info Sessions   Players discuss to young hockey athletes about the

dangers and precautions about concussions.   Info sessions can be held at arena, local YMCA, or

local hospital.   Become Affiliated with St. Jude’s Hospital in

NYC   Meet and Greats with patients in hospital   “Let’s Win the Faceoff against Cancer!”   Have donation booths for hospital throughout arena

Promotional Plan Summary

  Customer loyalty/rewards cards   Stifel-Nicolaus to capitalize on the young people who

are seeking financial advising   “Hotties who Melt the Ice”   Ride the Tide   New Mascot Wally   Popular radio stations   YouTube contest   Sponsor youth hockey league, concussion seminars

Summary/Closing Remarks

  Existent fan base will appreciate the legends autograph signing as well as the changes to the atmosphere during games

  YouTube contest will be popular with target audience and create a lot of buzz

  Bringing in popular local food vendors will enhance the fan experience

  New tagline brings everyone together, new mascot is more appropriate

Questions?