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'No-Risk Protection Plan' minimizes the risk and provides fans with confidence

CONTACT

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Marco Pietroniro
Head Coach and General Manager
Arizona Sundogs
(928) 772-5555

ORGANIZATION

Arizona Sundogs

PROGRAM TITLE

Arizona Sundogs Season Ticket "No-Risk Protection Plan"

OBJECTIVES

The Central Hockey League's Arizona Sundogs were looking to facilitate season ticket sales during this time of insecurity.  By providing a safety net to the fans in Prescott Valley, AZ, the Sundogs front office wanted to show their sensitivity to fans' true concerns and that the organization values their support.

PROGRAM DESCRIPTION

In response to this time of difficult financial decisions, the Sundogs implemented a program that minimizes uncertainty by giving fans the confidence to become a valued (and protected) season ticket holder through the 'No-Risk Protection Plan'. Full season ticket holders are automatically enrolled in the 'No-Risk Protection Plan' upon making their initial payment. Should any full season ticket holder experience an involuntary loss of employment between now and March 1, 2010, a refund will be issued for all games that have not yet been played.

Sundogs Head Coach and General Manager Marco Pietroniro said, "Our research shows that people are nervous about making financial commitments because of the economic situation we’re all faced with. We're putting the organization in a position to take away any risks associated with purchasing season tickets and to help our customers feel confident when doing so." The promotion validates the organization's overall belief of providing family entertainment with the community always in mind.

MEDIA

The Sundogs advertised the promotion through the use of print ads and their team website.

RESULTS

Fans and media outlets have provided nothing but strong and positive feedback about the 'No-Risk Protection Plan'.

Many supporters have expressed that their decision to purchase season tickets has been made easier, including Sundogs fan Jennifer Spears who said, "They (Arizona Sundogs) took the possibility of regret out of the equation."

Sundogs new season ticket sales and season ticket renewals remain consistent from past years.  The Sundogs view this as positive news considering not every small market team can say the same. 

In addition to the Plan, the Sundogs have adjusted their season ticket prices and changed the way they position themselves in the Northern Arizona community. "The philosophy is we've had success in the past by being involved in the community and we want to get back to that strategy where everybody sees the Sundog logo and (knows) we provide good entertainment," said Pietroniro.

LOOKING AHEAD

The Sundogs will consider implementing a similar program if the situation presented itself. They are committed to the community and want to make a positive and long relationship with Northern Arizona residents.

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