I had an interesting conversation with a former minor league hockey executive this week.  In it he outlined three ways to build a team.

1. Start by selling tickets…the larger crowds will attract sponsors.
2. Start by selling to sponsors…adding programs around the sponsor, and that added value will attract more fans.
3. Start with entertainment…make the show the most entertaining it can be, which will draw fans and sponsors.

Clearly if you read Gameops.com you probably know where I would fall on this.  However, I don’t think the answer is #3. 

I don’t think success can be found by focusing on any one of these, it has to be a blend with focus on the overall product. 

There are a lot of teams who produce a entertaining product, but neglect #1 (tickets) and #2 (sponsors).  My local example is the Cleveland Barons.  After attending a game a couple years ago, I met with the Game Director afterwards.  He asked me what I thought of the show.  Actually I liked almost everything they did….but I couldn’t answer.  With so few fans in the building (they drew under 1000 on some nights) it was impossible to gauge if the show was “good”, since it failed to create any energy in the empty venue.

They had produced a great show (and did all year)…but very few people saw it.  The team recently left the market after failing to catch on with local fans.

Which brings me back to #3.  Creating a great show in the absence of successful ticket sales or sponsor support doesn’t always create a success story.

This shouldn’t be a reason not to create the best show you can, rather a reason to make sure your team is supporting the efforts of all three departments.  It’s also a good starting point when you build your next promotional night….does your promotion speak to all three, selling more tickets, providing a sponsor connection, and creating an entertaining event?

-Cudo