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June 25, 2008  |  Volume 7, Issue 2

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MARLINS GIVE BACK TO UNIVERSITY OF MIAMI FAMILY AND FRIENDS

Largest group sales initiative of 2008 season reels in 17,000 University of Miami affiliates

CONTACT

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Sean Flynn
Vice President, Marketing
Florida Marlins
[email protected]

ORGANIZATION

Florida Marlins

PROGRAM TITLE

University of Miami (UM) Night

OBJECTIVES

Generating ticket and group sales should be considered a high priority for any organization; and while this seems like a relatively straightforward task, often is not the case. However, finding the right set of marketing strategies and partners to achieve this goal can sometimes be right in your backyard. The Florida Marlins wanted to find a way to increase ticket sales while also benefiting the surrounding community of South Florida. Using similar societal techniques in the past, the Marlins were aware that a group sales initiative was a key component to ticket sale success. Furthermore, the team aspired to provide a great atmosphere for the University of Miami, whose goal was to reward its faculty members and friends for their hard work throughout the year. Creating a fun-filled night was means to the ends for both the Marlins and the University of Miami.

PROGRAM DESCRIPTION

University of Miami (UM) Night featured a large variety of pre-game activities at Dolphin Stadium. University family, friends, and guests enjoyed an autograph session with Marlins players, while children were able to meet the Marlins mascots, Billy the Marlin and Sebastian the Ibis. Prior to the first pitch against the San Diego Padres, an on-field ceremony was conducted to commemorate the annual event. UM President Donna Shalala, along with other faculty members, was presented with a $7,500 scholarship check for the University’s Sports Administration Program, courtesy of the Florida Marlins Community Foundation. Furthermore, ceremonial first pitches were thrown out by three University faculty members followed by the singing of the national anthem by a UM student.

MEDIA

University of Miami Night was not advertised per se. It was a private function for the University and its employees, and was not open to the general public.

PARTNERS

Being the third year of this event, the partnership between the University of Miami and the Florida Marlins is continually growing. “We are thrilled once again to partner with President Shalala and the entire University of Miami family for this great night of family, friends, and baseball,” said Marlins President David Samson, “President Shalala’s passion for baseball is only surpassed by her passion for the University and all of South Florida,” said Samson.

RESULTS

University of Miami Night proved as a huge success for both the University and the Florida Marlins. Contributing to the overall attendance that night of 37,689, attendance figures from the University of Miami attendees were an astonishing 17,000, making it the largest group sales initiative of the season for the Marlins. “Our annual family event with the Marlins has become such a special event for the University,” said President Shalala, “its popularity has grown each year, and it’s a wonderful opportunity to bring together the UM family for a special evening with our hometown World Series champions.”

LOOKING AHEAD

University of Miami Night is an annual event held by the University for its employees. The Marlins will be in the preliminary planning stages for the 4th annual event, which is slated to be held next season (2009), when next season's schedule becomes available.

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