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Contact: Andrew Seymour
Promotions Director/Assistant GM
Miracle Professional Baseball
Goldklang Group Team
(239) 768-4209
[email protected]
www.miraclebaseball.com
www.goldklanggroup.com
www.funisgood.net
Team: Fort Myers Miracle Professional Baseball
Program Title: Be Like Billy Donovan Night
Objectives: Inspired by Billy Donovan's decision to opt out of his contract as the head coach with the Orlando Magic, the Fort Myers Miracle and the Goldklang Group decided to come up with a fun, tongue-in-cheek promotion to put a light-hearted spin on a story that garnered a great deal of national attention. The objective of the promotion (like all of the teams owned by [President of the Goldklang Group] Mike Veeck) was to create a laugh, have some fun, and draw some interest to their operation; all in a timely manner. Describing the all-encompassing idea behind the program, Miracle Promotions Director/Assistant GM Andrew Seymour said, “We didn’t want to take any personal shots at Billy Donovan; we simply wanted to have some FUN with a topical story. In the words of Mike Veeck– ‘FUN IS GOOD!’"
Program Description: At the end of the third inning, fans who were "on the fence," waffling, or experiencing a sort of “change of heart" were granted the ability to visit an on-site attorney (who had a desk inside our front gates complete with a leather chair, library lamp and plant) to negotiate a buy-out (or opt-opt) from their ticket agreement (purchase/obligation). Part of the negotiating process included a verbal exchange with local defense attorney Michael F. Hornung, and taking a free-throw shot with either a Gators or Magic basketball.
Located right inside the entrance gate, Hornung's desk was beside a basketball goal with a Magic and a Gators basketball. On the other side of the attorney's desk, the Miracle had a University of Florida rocking chair (in the event that the fan wanted to rock while he/she waffled on the decision to approach the team's lawyer); beside that the Miracle had a table set up with combs and hair gel (so the fan could look like Billy Donovan); then on the verandah there was a waffle and Gatorade station served by a chef wearing a Gators chef’s hat (waffles were free - Gatorade flavors were only orange or blue). The staff and many fans were dressed in Gators or Magic gear. To begin the game, team had arranged for a local Billy Donovan to throw out the ceremonial first pitch, but ironically he had to turn them down an hour before due to a job commitment. In between innings, the fans were regaled with celebratory Gator audio clips and the Miracle gave away a pair of regular season University of Florida basketball tickets.
Partner: There was no formal sponsor tied into the event, though the Miracle's front office did call on a good friend and supporter of the team in local public defense attorney Michael F. Hornung.
Media: The Goldklang Group put out a teaser-release to stir-up interest and gauge the public's response. Immediately, the AP picked up on it, leading to the Goldklang Group to do another catchy press-release. The week prior to the event, both the Miracle and the Goldklang Group did a number of TV, radio, and print interviews all over the US and in Toronto as well.
Results: Ticket sales were up more than 25% on the night pre-event sales. Phone and online sales also increased by 22% over a typical game. There was also a significant increase in traffic to both the Goldklang Group's and the Miracle's websites.
Looking Ahead: Both organizations would definitely be interested in doing the promotion again. "Billy Donovan Night" did a great job of generating interest in the Fort Myers Miracle and put a large number of extra LAUGHING fans into the stands. The Goldklang Group is known for trying out fun, creative promos. Says Seymour, "we simply chose to have some light-hearted fun and given the magnitude of Billy Donovan's appeal - our little waffling-bit of fun garnered a good laugh!"
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