November 26, 2003

Volume 2, Issue 22

Stars Fans “Tee Off”

Dallas creates unique partnership with local country club

ONLY TWO WEEKS LEFT!!!

Submission Deadline for the 2004 NSF ADchievement Awards Ends Soon!

The NSF ADchievement Awards is the premier sports advertising awards showcase as they highlight the year's best sports advertising campaigns.  The submission deadline is December 10, 2003, so if you'd like to enter in your sports advertising campaigns, then you'll need to ACT SOON!

Contact: Bryan Perez, Executive VP of Marketing & Communications - 214.387.5520 [email protected]

Team: Dallas Stars Hockey Club

Program Title: Dallas Stars Country Club

at Stonebridge Ranch

Objectives:

• To increase season ticket holders

• To add a unique and exclusive value for Stars season ticket holders

• To cultivate a new strategic alliance with a local country club

Program Description: Green fees are no longer a worry for some hockey fans in Dallas…as each season ticket holder of the Stars this season received a free country club membership!

Dallas came up with this added-value after seeing research that showed that a large percentage of their fans had a high interest in golf. To offer this benefit to fans, the Stars partnered with Dallas-based Club Corp, an organization that owns and operates nearly 200 golf courses, country clubs, resorts, and sports clubs. In honor of this partnership, the Stars now have a golf course named after them – the Dallas Stars Country Club at Stonebridge Ranch.

As part of there free membership, season ticket holders receive the following:

• Membership to the Dallas Stars Country Club

• Opportunities to upgrade membership

• Two free rounds of golf

On the flip side of this strategic alliance, existing golf members of Stonebridge Ranch receive the following:

• Vouchers for complimentary tickets to Stars games

• A parking pass for one Stars game

• Great deals on single game tickets

• Invitations to all season ticket holder functions and other special events

Media: The Stars promoted this program through direct-mail, in-game PA announcements, dasher boards, broadcast mentions (TV & Radio), game program article, brochures in suites and at concourse tables.

Results: The Stars have received very positive feedback from their season ticket holders as well as a nice increase in season ticket holder purchases.  Club Corp has also seen positive results with this partnership...through this unique form of branding it's been able to reach potential members that wouldn't have been available to them otherwise. 

Looking Ahead: After seeing the positive reaction from season ticket holders, the Stars have already made arrangements to include this program in next year’s season ticket package.

Click the above logo for more information on The National Sports Forum

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