Volume 1, Issue 3
August 12, 2002

Vikings Score Big With Their 2002 Draft Party

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VIKINGS INCREASE DRAFT PARTY REVENUE BY 35%

CONTACT: Steve LaCroix, Vice President of Sales and Marketing

ORGANIZATION: Minnesota Vikings

PROGRAM TITLE: 2002 Minnesota Vikings NFL Draft Party

OBJECTIVE: Create a more fan-interactive event surrounding the NFL Draft while improving the revenue stream to the Club.

For the Vikings NFL Draft Party, the indoor practice facility was converted into a carnival-like environment featuring a food and beverage serving area and adjacent food court area with cocktail tables, several interactive games, the inflatable player introduction ship, silent auction table, several sponsor stations and inflatables, and ample portable toilets.  The focal point of the party was a large stage with seating for 800 in front with a special VIP area to the side.  The stage featured a live broadcast by KFAN, Minnesota's radio broadcast partner, flanked by two large screens carrying live ESPN Draft coverage with cut-ins to the Vikings "Draft War Room" and special guest appearances by Coaches and Players on the stage.  There was also an autograph stage featuring groups of five current and former players for hour-long intervals, and a Minnesota Vikings Cheerleaders autograph stage.  Vikings mascot, Ragnar, mingled with fans throughout the day.  A popular local band, Boogie Wonderland, performed live on the stage following the conclusion of the KFAN broadcast, which helped keep people at the party following the Vikings first pick.

   Promotional Campaign:
      1.  Ads in Pioneer Press (3 @ 31.5")
      2.  Letter to Season Ticket Owners
      3.  KFAN/WLOL Radio Promotions
      4.  Ad on www.vikings.com   
      5.  Ad in Viking Update publication

SPONSORS:  The Vikings NFL Draft Party was presented by Miller Lite and was co-sponsored by Cub Foods, KFAN, KSTP TV, the Pioneer Press and TwinCities.com.  Famous Dave's and Blimpie were the food providers and Miller, Coca-Cola, E & J Gallo, and Premium Waters were the beverage providers.

RESULTS: The fan reaction was phenomenal.  The event sold out within four days, with 1,850 general admission tickets sold and 500 VIP tickets distributed (which combined for our maximum capacity per fire code).  The Vikings are investigating the possibility of adding additional fire doors to increase the allowable capacity for next year.  They heard from dozens of fans at the event and via letter, telephone and e-mail stating how much they enjoyed the event and how impressed they were with the Vikings for opening their "home" to the fans on Draft Day.

While moving the event increased the expenses, the associated revenue increased by 35%, anchored by beverage sales and food vending rights not available to the Club in the previous venue.   Other financial benefits included a 300% increase in event ticket sales, as well as increased sponsor involvement. 
 
The net effect of moving the Draft Party from the Mall of America to Minnesota's indoor practice facility was greater fan satisfaction and increased revenue.

CONTACT INFORMATION: For more details, please feel free to contact Mike Harmon, Director of Marketing at 952-828-6586 or [email protected] or Debra Jones, Special Projects Manager at 952-828-6558 or [email protected].