As the economy continues to fluctuate downward and more brands scramble to find ways to justify spends, we saw a few unique opportunities that deserved to be singled out, copied and probably advanced a bit as well. First we looked to Florida, where the University of Florida Gators were trying to find ways to assist those loyal fans who wanted to follow the Gators into the great beyond, by finding places to create a memorial area or a way to have the deceased have their ashes spread amongst the sidelines of the swamp or the baseline of the O’Connell Center. Now there have been teams in the minors that have given away funerals and one always hears about the ashe scatterings of the die hard fan (no pun intended), but to actually embrace the custom as a viable option with a potential for revenue, is both unique for athletics and an interesting alternative for buying a brick for a walkway. Whether it can be turned into cash without turning crass, who know. still the lifetime legacy for the ardent supporter, at a good retail price, seems to be becoming an option. The next good fan giveback idea comes from the Minnesota Twins, who again take a leadership role in innovation like they did with their Super Bowl ad buy. This time the Twins will let the stock market dicatate ticket price on Monday night, setting the price on where the Dow Jones finishes the day for select sections. The buzz generated is a good one, as well as the potential to tie-in with an investment or tax sponsor, with little downside given that the price can’t really fluctuate more than a few dollars. Smart move, good plan, nice generator. Lastly we stay in the Twin Cities, where the Timberwolves had owner Glen Taylor addressed the media and the fans this week, and promised the fans givebacks on ticket prices should they lose their jobs. The New Jersey Nets announced a similar plan, which was the latest in a series of very strategic moves to build brand, garner fan loyalty (moving preseason games to St. John's and the Prudential Center and not requiring season subs to buy-in) and identify a diverse fan base. All in all, for both current and “late” loyal fans, a solid series of moves by some very smart and innovative thinkers, from Florida to the North and back to New Jersey.
Some other good reads…StadiaTech.com has a good piece on how corporate hospitality works, with ProVentures Group President Patrick McGee…The Palm Beach Post had a piece on sagging Grapefruit League attendance, while the Arizona Republic had a similar one about problems in the Cactus League…Media Post had a good story on a new fantasy game by Rotohog for the AVP, while the New York Times has a featured this week on Chris Smelly, who left his quarterback spot at the University of South Carolina to play baseball at the University of Alabama.
