Nashville Predators Hockey Club The Business of Hockey Presented By: Jeff Cogen, CEO
FOUR NUMBERS Ÿ PLAYER PAYROLL Ÿ TICKET REVENUE Ÿ SPONSORSHIP REVENUE Ÿ BROADCAST REVENUE
PLAYER PAYROLL Ÿ NOT MY JOB! Ÿ OPERATES AS A PERCENTAGE OF REVENUE Ÿ MIX OF VETERANS AND YOUTH Ÿ NASHVILLE FORTUNATE TO HAVE THE BEST IN THE BUSINESS Ÿ GOOD AFFILIATE PROGRAM • Create mix of veterans, youth • Payroll a % average of revenues
TICKETS Ÿ “NOTHING SELLS TICKETS LIKE SELLING TICKETS” Ÿ CREATE A COMPANY WIDE SALES CULTURE Ÿ LEVERAGE VENDORS Ÿ PRIMARY FOCUS - NOTHING HAPPENS UNTIL THE BUILDING IS FULL
TICKETS Ÿ SEASON TICKETS Ÿ GROUP TICKETS Ÿ INDIVIDUAL TICKETS
TICKETS Ÿ PEAK ON PEAK! Ÿ DATA CAPTURE SAMPLE SELL Ÿ ADVERTISING & GIVEAWAY SUPPORT
SPONSORSHIP Ÿ SELL MORE THAN THE SIGN Ÿ COMPETITION WITH OTHER MEDIA Ÿ CREATE ROI AND USE PARTNERSHIPS TO FURTHER DATA CAPTURE, SAMPLE SELL
Design the Mask – Presented by AT&T January 2012 Ÿ Fans had the opportunity to design superstar Pekka Rinne’s mask that he wore in a rivalry game versus Detroit. Ÿ All of the marketing materials (including TV and Radio commercials) included Pekka Rinne. Ÿ Point of sale displays at AT&T stores across Middle Tennessee driving traffic to locations. Ÿ Player appearances at two AT&T Stores – including on-site radio remote Ÿ Media partners included WZTV-TV (FOX) and WSM-FM (95. 5 The Wolf) Ÿ Also promoted the activation in arena and through Nashville Predators assets (broadcast, radio, Megatron, newsletters, social media, etc. ) Ÿ A total of 450+ mask designs were created – exceeding the client’s expectations
Nissan Test Drive For Tickets • Stop by any participating Middle Tennessee Nissan dealer and test drive any vehicle and receive two complimentary Nashville Predators Tickets. • All of the marketing materials (including TV and Radio commercials) included Nissan vehicles, as well as a Nashville Predators Ticket Message • Point of sale displays at all participating Nissan dealerships • Media partners included WZTV-TV (FOX) and WCJK-FM (96. 3 Jack-FM) • Also promoted the activation in arena and through Nashville Predators assets (broadcast, radio, Megatron, seat stuffer, newsletters, social media, etc. ) • 1000+ vouchers were redeemed for two tickets each feeding Data Capture, Sample, Sell
Mc. Donald’s • Family 4 -Pack Nights - This package includes four tickets to any Saturday or Sunday home game, four soft drinks, as well as four hot dogs for $124. Family Four Pack games are supported in-store with tray liners and counter displays • Vertical Metal Fascia at main entrance of the featured menu item of Mc. Donald’s choice (Big Mac Sign) • Ronald Mc. Donald House night – $10 per every ticket purchased through a special link was donated back to the House. Predators provided silent auction items to raise additional funds. • Media partners include WSMV-TV (NBC) and Mix 92. 9
BROADCAST Ÿ EXTENDED DEAL WITH FSN – PLUS ATLANTA Ÿ GREAT REGIONAL FOOTPRINT Ÿ USE AS SALES AND DATA CAPTURE TOOL Ÿ EASIEST POINT OF ENTRY FOR NEW FAN Ÿ NEW DEAL WITH THE GAME 102. 5 Ÿ GROW THE PIE
MARKETING Ÿ HELMETS OFF Ÿ CASH TRADE PROMOTION TRILOGY (WORK HARD PLAY HARD) wor. Work workk 2 VIDEOS (AT&T)
COMMUNITY RELATIONS Ÿ ACCESSIBILITY OF HOCKEY PLAYERS Ÿ GENERATE REVENUE FROM EVENTS Ÿ DISTRIBUTE BACK TO COMMUNITY
SUMMARY Ÿ PLAYER PAYROLL AS A PERCENTAGE OF REVENUES Ÿ USE BROADCAST AS TOOL TO CREATE AND CAPTURE FANS Ÿ GROW SEASON TICKET BASE PRODUCT, AMENITY AND SERVICE Ÿ INCREASE PARTNERSHIP THROUGH ACTIVATION AND FEED BACK TO DATA CAPTURE, SAMPLE, SELL Ÿ COMMUNITY RELATIONS AND FOUNDATION ACTIVITIES ARE GOOD BUSINESS Ÿ RELEVANT SOUND IN THE WOODS Ÿ ACCESSIBILITY/SERVICE/TRANSPARENCY, PROFESSIONALISM
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