February 22, 2012 | Volume 10, Issue 19

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Dear Faithful Readers,

For every sports franchise, it's a challenge to remain at the forefront of fans' minds during the offseason. While there are plenty of news-worthy stories to cover and share with fans during the season, the offseason brings fewer reports that occur at a more inconsistent pace. So how do franchises capture the interest of fans while the team is on break? As you will read below, the Fort Myers Miracle formed unique ticket packages that allowed them to stay in the local news, sell tickets, and bring visibility to their many partnerships.

Enjoy the Feature,

Joe Shapero
[email protected]

P.S. Speaking of the offseason, we are entering our offseason after a very successful 2012 National Sports Forum. As we begin planning for 2013 in Orlando, we want to make you aware of our February Special... until the end of February, register for next year's Forum at the lowest price of the year! Want more information? Click Here

Miracle Create Buzz Around Unique Ticket Packages

Single-A ballclub uses creativity in packaging tickets to attract new partnerships and create chatter within local community

CONTACT

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Gary Sharp
Director of Media Relations and Promotions
Fort Myers Miracle
Phone: (239) 768-4210
Email: [email protected]

ORGANIZATION

Fort Myers Miracle

PROGRAM TITLE

October: Miracle Pink Pack

November: A November to Remember Ticket Special

December: Reindeer Package, Elf Package, and Santa Sack

January: Resolution Pack

February: Miss A-Miracle Sweetheart Package

OBJECTIVES

Coming off a disappointing season in which the team finished 5th in its division and missed the playoffs, the Fort Myers Miracle were looking to create some fan excitement during the offseason as well as sell tickets from what remained of their 2012 inventory. In a community that was crippled by the recession more than most, the Miracle knew this was no easy task. Miracle's Director of Media Relations and Promotions, Gary Sharp, stated, "Baseball isn't at the top of the community's mind during the months of October to February and we need to be thinking creatively with outside the box promotions to keep them engaged and in the know for when we do return in the spring." In doing so, the Miracle were also attempting to increase their visibility within the community, expand their number of partnerships, and move their existing partnerships up to the sponsorship level.

PROGRAM DESCRIPTION

In order to create the buzz they desired throughout the Fort Myers community, the Miracle created unique ticket packages for each month of the offseason.

In October, the Miracle Pink Pack was created in partnership with Partners for Breast Cancer Care. For $45, fans would receive six box seat ticket vouchers and a pink Miracle Baseball cap while $15 of each pack sold was donated to the organization's fight against breast cancer.

November's ticket package played off the "fall back" theme with the A November to Remember Ticket Special. For $40, Miracle fans got six ticket vouchers, a Miracle Wall Clock and $10 Gift Card from Perkins restaurant and bakery.

For December, the Miracle offered some great gifts for fans during the holiday season. The Reindeer Package included 4 box seat ticket vouchers, a Miracle Holiday Mini-Ornament, a Miracle Adjustable Baseball Cap, a Minnesota Twins (Miracle's MLB affiliate) Pennant, and 2 $5 Gift cards to T.G.I. Friday's. The Elf Package targeted youngsters...for $20 a child would be able to participate in a pre-game ceremony along with receiving 4 box seat ticket vouchers and a mini-baseball ornament. Lastly, the Santa Sack contained $350 in value for only $199. This package included a Miracle luxury suite rental which consists of 12 suite tickets, 6 parking passes, 12 Miracle caps and a $50 Gift Certificate to the team store.

January brought about the Resolution Pack, playing off the popularity of New Year's resolutions. For $20.12, the package included 4 box seat ticket vouchers, a $10 Gift Card to Mother Earth Natural (nutritional needs and supplements), 1 free week membership to Snap Fitness with one training session, 1 free Matt Booth Boot Camp Adventure and 1 free financial planning session at Raymond James & Associates.

Lastly, February's package tied with Valentines Day for the Miss A-Miracle Sweetheart Package for $60. The package included four box seat ticket vouchers, a photo with Miss A-Miracle (team's mascot), a carnation from Fort Myers Floral Designs, a cupcake from Robin's Nest Bakery Café & Cakes, either a Dolphin Tour or Sunset Party Cruise for two aboard Fort Myers Princess, and a mini bottle of champagne.

The one sheet created to market the Miracle's October ticket package, the Miracle Pink Pack.

MEDIA

Each ticket package was publicized through the Miracle's social media channels, emailed out to the team's 20,000 person database, and shared with 3 local newspaper distributors.

PARTNERS

The Miracle used a number of their current partnerships as well as attracted new ones to sweeten their ticket package deals. "When we do these unique ticket programs, we tend to bring on new companies who wouldn't necessarily be interested in sponsoring in sports," Sharp acknowledged. "It gives the partner a unique opportunity different from how they normally advertise as well as exposes their product or service to a completely new market." This year's offseason ticket package partners included Partners for Breast Cancer, Perkins, T.G.I. Friday's, Mother Earth Natural, Snap Fitness, Matt Booth Boot Camp Adventure, Raymond James & Associates, Fort Myers Floral Designs, Robin's Nest Bakery Café & Cakes, as well as Fort Myers Princess.

RESULTS

The Miracle were very happy with the results of their offseason ticket packages, not only in total tickets sold, but with the increase in stadium sponsorship packages as well. The Resolution Pack has the best to date sales with 39 total packs sold. That said, numbers continue to be tabulated for February's Miss A-Miracle Sweetheart Package which is historically the most popular and looks to eclipse the Resolution Pack's numbers.

Furthermore, taking these one time ticket buyers and partners and turning them into long term Miracle advocates seems to be resonating within the community. As Sharp proclaims, "We've been doing special ticket packages for 5 years and over that time we have taken 89 people that weren't Miracle ticket package holders and just bought the special ticket deals and turned them into either premium or season tickets holders. Additionally, we've also taken 23 partners from those ticket packages and turned them into stadium sponsorship packages."

February's Miss A-Miracle Sweetheart Package included a picture with Miss A-Miracle, the team's mascot.

LOOKING AHEAD

The Miracle will absolutely be doing offseason ticket packages in the future. Since the 2012 season is about to begin, no specific plans are in place for what the packages will be built around. However, the Miracle will be looking to their current ticket holders and partners for creative ideas in what to offer the next offseason.

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