There is a good article on today’s front page sports section of the Boston Globe on the fun and value of watching minor league sports. With the economy taking a bite out of everyone’s wallet, minor league sports are back in the limelight as an alternative to the very costly major league sports.
You may not see your favorite sports star but you will get to watch your favorite sport played by future stars at an affordable price. If the team does it right, you will have a good experience and great time if the team wins or loses. I used to handle marketing for a minor league hockey team. This was our formula and it paid off. Our team led the league in attendance and outsold the NBA team that played in the same venue. It is ironic that this article appeared today. I was just discussing this very issue with someone yesterday.
I love going to see a major league team or good arena event as much as anyone. If done right it is a great experience that is long remembered. But the cost of that experience may have reached its max. In fact I think its over the max based on the current economic climate.
Here in Boston we are lucky to have three “major venues” to see events and sports. The Garden, Fenway, and Gillette Stadium each provide a very cool and exciting experience. However, all three have attracted the reputation of a very expensive experience. Between the cost of the ticket, the parking, concessions, and merchandise it is becoming “out of reach” for the average fan or customer.
If I was handing the marketing for any of the three, I would put a campaign together around how it can be affordable to go. If you are The Garden or Fenway you should cut a deal with the MBTA. A whole campaign should be done around taking the “T” to the game or event. The Bruins started the season promoting its “hungry for hockey” promotion. This was a ticket that included unlimited concession items. You should bring it back now. This makes for great “recession” marketing. The Red Sox and the Patriots have the great fortune of almost always being sold out. But the seasons have not started yet. What if the fans start to cut back? What if they want to watch you on TV instead of live? Start a campaign to show the great value of coming to your event.
If you are a show or event that plays in a “major venue” you will run into the same issues of affordability. Because you are a first class show in a first class venue your customer may think they cannot afford to go. You need to counter this with marketing. Look at your ticket prices. Look at how they get to the venue. Look at everything that your customer is thinking. If you were your customer, could you afford to go?
