September 22, 2010 | Volume 9, Issue 9

Rose Barre
Director of Group Sales
New York Islanders
[email protected]
(516) 501-6873

New York Islanders' "Charity of the Game"

Since being founded in 1972, the New York Islanders have had a long history of strong commitment to charity. The Islanders strive to engage their fans through community events like hospital visits and school assemblies, as well as through their I.C.E (Islanders Community Events) Tour, a grass root initiative that visits local schools, community festivals, and charity events with an interactive Islanders "theme park" geared toward younger fans. Subsequently, community involvement and attractng events to Nassau Veterans Memorial Coliseum has become an integral part of the Islanders' Group Sales Department. To do so, the Islanders were looking to implement a program that would directly support local charities in the community. Their initial goal was to assist fundraising and brand awareness of local charities, as well as driving ticket revenue and increasing attendance at Islanders' games.

As a result, the Islanders created the "Charity of the Game" program which provides local charities with many benefits to aid in gaining exposure and raising funds for their organization. The "Charity of the Game" program is a partnership between the Islanders' ticket executives and non-profit organizations. Once the charity is selected, the Islanders provide the non-profit organization with discounted tickets to a designated Islanders' game of the organization's choice. The organization then has the opportunity to resell those tickets to raise awareness and money for their cause, or may give the tickets to those they assist. In addition to discounted tickets, the Islanders provide each charity a concourse table for increased exposure on site, an opportunity to distribute Information Giveaways at all gates surrounding the arena, in game recognition on the jumbotron during the game, as well as a portion of the proceeds raised from the Islanders' 50/50 in game raffle. Depending on the amount of tickets the charity agrees to use/sell, additional incentives include an opportunity for four people to sit in the penalty box during warm-ups, a zamboni ride for one person during an intermission, or even a percentage of the proceeds of all ticket sales at the gate for the night. New York Islanders' Director of Group Sales Rose Barre stated, "While these charities bring their organizations out to support the Islanders, our goal is to help them continue to tell their story through our Charity of the Game program."

lslanders' defenseman Bruno Gervais presents the American Red Cross with
a $15,000 check through the Islanders' "Charity of the Game" program.

Initially, the "Charity of the Game" program was advertised by word of mouth; Islanders' Group Sales Executives would call those charities that they believed would be a good fit for the program. However, as the program has grown in popularity, the Islanders have been advertising through their website, social media sites like LinkedIn, and been featured in a recent Newsday article.

Some organizations that participated in the Islanders’ "Charity of the Game" program have been the Josephine Foundation, Autism Speaks, Wounded Warriors, American Red Cross, Knights of Columbus and the United Cerebral Palsy Association of Nassau County. "Each charity tells their own story every day," Barre states, "We tailor each program to fit their mission."

The New York Islanders have been extremely happy with the results of the "Charity of the Game" program. Not only have the Islanders' improved their brand recognition within the Long Island community and helped raise hundreds of thousands of dollars for countless local charities, but they have also been able to attract new fans that otherwise would not attend an Islanders' game. Before the 2010-2011 NHL season, the Islanders have a charity committed for all 42 home games, translating into over 8,000 discounted group tickets sold. The usage of these tickets is extremely high since they are discounted and tie in with local charities, and as a result, revenues involved with merchandise, concessions, and parking are also positively affected.

Former Islanders' defenseman Freddy Meyer presents Anthony Mercogliano of Special
Olympics NY with $21,000 through the Islanders' "Charity of the Game" program.

Entering its fifth year, the "Charity of the Game" program has become an integral part of the Islanders' Group Sales Department inventory. They have had such a positive response from the community that the Islanders have had to make a waiting list for charities that are interested in participating. The "Charity of the Game" program will be an critical initiative for the Islanders' sales strategy moving forward.

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