Last week, The Nashville Predators announced a new ticketing strategy aimed at keeping fans of visiting teams to a minimum. Because the length requirement of the video was one minute, I detail it briefly here:
For years, Detroit Red Wings fans came in droves to Bridgestone Arena. There was a Ford plant in middle Tennessee and many were transplants. They frequented Red Wings/Predators games wearing their Red Wings jerseys. During the opening round of the 2012 playoffs, the Predators ran a promotion where fans could trade in their Red Wings jerseys for 50% off a new Preds gold jersey. It worked and resulted in around 300 exchanges.
Because Chicago Blackhawks home games are a tough ticket to get a hold of, fans travel in packs to other cities to watch their team. Nashville had become one of those places. Patches of red were routine for Hawks/Preds games over the last few seasons. This new promotion is targeted at those Blackhawks fans
As Jeremy Gover from Section 303 summarizes: “This season, for the first time, you will not be allowed to buy single game tickets for the November 16, December 17 and April 12 home dates against the Blackhawks. In order to get tickets to those games, you’ll be required to purchase a second game as well.”
I think this is a great move for the Predators. It has two distinct benefits:
1. If Hawks fans make the trip, they will have to buy in most cases double the amount of tickets they likely were originally going to purchase. This means more revenue for the Preds and higher demand for their tickets.
2. If Hawks fans are turned off from coming to Nashville, that means more Preds fans can attend Hawks/Preds games.
This is a win-win for the Predators (and the St. Louis Blues who are implementing a similar policy). It is great for physically keeping the fans you want coming to the games. This new policy and the name of the policy puts an “us vs. them” image for Preds fans. This furthers the team’s dedication to building a brand, culture and team filled with die-hard Predators hockey fans. It’s the kind of environment that the Preds upper management has tried to usher in since CEO Jeff Cogen and COO Sean Henry were hired in 2010.
Would a policy like this deter you from watching your team play in another team’s arena? Is this ethical or fair? Or is completely fair game in a private business? Let me know your thoughts!
- Predators Trying to Keep Out Blackhawks Fans: Fair or Foul? (thefarmclub.net)
- Predators new ticket policy has Chicago fans up in arms (prohockeytalk.nbcsports.com)
- Preds tweak ticket policy to limit Hawks fans (espn.go.com)