Coyotes HQ: Listen to Best Customers
Posted on September 16th, 2013 in Entertainment, Marketing, Sports with 1 Comment
Phoenix Coyotes season-ticket holders (STHs) demonstrated unprecedented amounts of patience and loyalty as the hockey team’s ownership saga unwound over the last four years.
While General Manger Don Maloney (“GMDM”) and Coach Dave Tippett did an amazing job keeping the team competitive on the ice, those of us in the stands could see the “in-game experience” languish under the National Hockey League’s interim ownership.
Since taking over just a few weeks ago, the Coyotes new owners have made some big moves in regard to marketing and personnel. Now that the preseason is under way, attention turns back to the arena.
Here is my list of things the owners could do to facilitate that in-game experience. Like the team, I’ll start with the preseason.
Exhibition Games
I don’t care about preseason games, and I HATE having to pay for them as part of my season-ticket plan.
If the new owners really are interested in growing the sport statewide – and, as reported, plan to rename the franchise the Arizona Coyotes next season – how about taking the preseason home games to potential fans in Flagstaff, Prescott Valley and Tucson? Other teams reach out regionally: The Washington Capitals are hosting a preseason game in Baltimore.
Partial Plans
I’m tired of hearing folks in Scottsdale and the East Valley grumble about making the trip to Glendale on weeknights. How about calling that bluff by offering a plan comprising all weekend games? Price it at a premium. Similarly, offer a cheaper, all-weeknight plan for budget-conscious fans in Phoenix, Glendale and the West Valley.
Arena Access
There is no excuse for lines backed up at the arena entrances. Invest in better ticket scanners and/or deploy more of them to create new lanes of entry, particularly at the south end of the arena.
Concessions
Overhaul the food options. Upgrade the hot dogs. Bring back the bratwurst stands. Add another pizza counter – not Papa John’s!
If a concession is branded with a local eatery, it should serve that restaurant’s products, not the arena concessionaire’s approximation.
Continue the dollar-beer/dollar-hot dog nights and the college nights. And rein in the beer prices for all the games.
In-Game Entertainment
Scoreboard videos and in-game promotions are tired and uninspired.
Look to the Capitals for examples of creative video, such as the overtime rule changes set to Van Halen’s “Right Here, Right Now.”
If the Coyotes are going to have cheerleaders, do it right: Rebuild the squad. Buy them new threads. Let them perform.
Change up the in-game promotions. Make them more relevant to the sponsors. Always have something going on between periods.
Replace the tired soundtrack. Get rid of that awful tune they’ve been playing after goals. Use songs by local artists. (Alice Cooper’s “No More Mr. Nice Guy” for penalties?) Play “The Good Old Hockey Game.” Bring back Warren Zevon’s “Werewolves of London.”
Ban the “Kiss Cam.” You can’t win with it. The potential to offend various fans, gay and straight, is too high.
Wi-fi
Stabilize and strengthen the wireless networks in the arena. People having a good time will post about it on social media – adding to the buzz around the team. It’s free word-of-mouth marketing.
Uniforms
The red sweaters make me feel like I’m rooting for the Red Army team – or worse, the Red Wings. Try to persuade the NHL to restore the tradition of white home uniforms. Perhaps use the alternate jerseys more often.
Traditions
The franchise doesn’t have much in the way of tradition – from Phoenix or Winnipeg. So … out with the old; in with the new. Work to start traditions related to the Tippett era, starting with the run to the Western Conference Finals two seasons ago.
— Scrap the “whiteout.” It’s not unique, and it started in Winnipeg, where it actually gets white outside. If you want to do something like that, ask fans to wear the Sedona red and call it a “sandstorm.”
— Take down the blue-and-white Jets banners. Instead, honor standout Coyotes. (Don’t send the old banners to Winnipeg. They’ve been real jerks the last few years.)
— Lose the “GRETZKY” banner. He never played for the team and was an underwhelming owner and coach. Replace it with a “BETTMAN” banner. Or, better yet, one honoring beloved Phoenix hockey writer Jim Gintonio.
Reward Loyal Fans
Show some appreciation to STHs who stuck with the franchise through all the uncertainty. Here are some ideas:
— Randomly select a couple STHs to sit in the owners’ box. It would be a great opportunity to get input from your best customers.
— If there is an unsold box, award its tickets to a different STH each game so they can invite their friends and perhaps create some new hockey fans.
— Invite a few lucky STHs to accompany the team on road trips.
Reward Loyal Employees
Recognize employees who continued to produce at a high level despite job insecurity from the ownership crisis.
For instance, my ticket rep, Karalyn Katchmark, has been fantastic. I’d hate to lose her, but she deserves a promotion. There are others like her on your staff, from the front office to the arena personal who greet customers game after game.
Most of all, though, continue to respect Captain Coyote, Shane Doan, as the heart and soul of the team. Like Larry Fitzgerald of the Cardinals and Luis Gonzales for the D’backs, Doan is the face of his sport in Arizona. No one could fulfill that role better.
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Tags: Alice Cooper, Arizona Coyotes, Dave Tippett, Don Maloney, Flagstaff, Jets, Larry Fitzgerald, Luis Gonzalez, Phoenix Coyotes, Prescott Valley, Shane Doan, Tucson, Warren Zevon, Washington Capitals, Winnipeg
COMMENTS
Jess Hurley
To me some of this sounds like good suggestions. Most of it however sounds like you are being a little whiny. This is something true and loyal fans are not. They buck up show up and root for the home team. The last thing I want to do when I go to the next game is sit next to some crybaby pre-madonna who thinks “new ownership” owes fans anything. We are LUCKY to even have a team.