April 5, 2006

Volume 5, Issue 5

Fans Go Pro In Boston

Contact: Amy Latimer, VP of Ticket Sales, [email protected], (617) 624-1849

Team: Boston Bruins

Program Title: “Be a Bruin for a Day”

Objective: There were two objectives for the “Be a Bruin for a Day” program:

1) Provide fans with a unique experience, while strengthening affinities for the Boston Bruins.

2) Generate incremental ticket sales.

Program Description: The Boston Bruins recently bolstered their roster by adding 72 new members to their team… even without going over the newly established NHL salary cap!

How?

I’m glad you asked… they did it by creating a new program called “Be a Bruin for a Day”! Here’s how the program worked…

For a price of $299 participating fans were treated in true celebrity style before the Bruins/Lightning game on January 7th. First, when the fans arrived at the TD Banknorth Garden they parked in the players’ parking lot, then were escorted through the players’ entrance for check-in where they received a one-day contract signed by General Manager, Mike O’Connell.  And what’s more… upon arrival each fan received a customized player roster featuring their personal statistics – height, weight, player position, hockey number, and place of birth. 

Continuing with that feel of a being a Bruin, the newly signed “players” were taken backstage at the TD Banknorth Garden to get familiar with their home rink.  The tour was everything but traditional, as the guests were lead all the way up to the fifth and sixth levels for a private tour of the sports museum. The Bruins topped the tour off with an exclusive dinner at Banners Restaurant where each fan had personalized Bruins merchandise waiting for them, as well as several alumni players and broadcasters there to greet them.

Finally, the experience culminated with the fans watching the Bruins/Lightning game from one of TD Banknorth Garden’s premier suites.

Media: This program was covered by local newspapers including the Boston Globe and Boston Herald.

Results: The Bruins generated $21,528 in incremental revenue for this one night only event. What's more, fans were thrilled to have the experience!

Looking Ahead: Having such success with the “Be a Bruin for a Day” program, the Bruins plan on using it again in the future. Next season they’ll also include skate time on the ice and a chance for the guests to meet with the current Bruins players.

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