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 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) by Friday, December 5th… GOOD LUCK!