Put Me In Coach, I'm Ready to Play!

April 21, 2010 | Volume 8, Issue 23

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Put Me In Coach, I'm Ready to Play!
Quad City Mallards Offer Fans Unique Behind-the-Scenes Experience
CONTACT

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Ryan Simmons
Vice President of Ticketing and Business Development
Quad City Mallards
[email protected]
309-277-1364
ORGANIZATION
Quad City Mallards
PROGRAM TITLE
Coors Light Ice Row Cold Pass
OBJECTIVES
Going into their inaugural year, the Quad City Mallards wanted to increase fan relations by providing fans in attendance with exciting and lasting memories. "We strive to give fans interaction with our team as much as possible," stated Mallards' VP of Ticketing and Business Development, Ryan Simmons. "We are in the memory-making business and want our fans to feel connected to our players."
PROGRAM DESCRIPTION
The Coors Light Ice Row Cold Pass is one of many programs the Mallards presented for the 2009-2010 season that would draw fans closer to the players. The Mallards took 118 of their on-glass seats that originally sold for $15 and rebranded them into the Coors Light Ice Row Cold Pass. For $25, Ice Row Cold Pass ticket holders could see, feel and live the high-intensity game action, usually reserved for a select few, with no restrictions.

Along with their ticket purchase, Ice Row Cold Passes granted ticket holders entry into the arena 30 minutes prior to walk up general public admissions. They were also treated to Mallards' locker room and hockey operations access up to 30 minutes before the game to meet some players and live the behind-the-scenes experience. "We believe there is no experience like this offered in all of hockey," Simmons said, "Can you imagine the impression made on a seven-year-old kid who goes back to the locker room before a game, gets his souvenir puck signed by a player, and then watch that guy on ice and maybe put one in the net? That's the type of memories fans will never forget."


Young Mallard fans receive player autographs through the Coors Light Ice Row Cold Pass.

MEDIA
The Mallards began the program with a press release announcing the ticket option. Once announced, the Mallards used their presence on social media as well as regular emails to spread word of the opportunity. Additionally, the Mallards placed the ticket offer in direct mailing campaigns targeting specific corporate businesses.
PARTNERS
The Mallards partnered with Coors Light and local family-owned MillerCoors distributor, Euclid Beverage, for the program. Mallards Executive VP and GM Shawn Hackman stated, "Our partnership with Coors Light and Euclid Beverage is something we are very excited about in particular because of their willingness to be a part of some of the most unique initiatives found anywhere in professional sports."
RESULTS
The response was a huge success. The Mallards sold all 118 Ice Row Cold Passes available, their first piece of inventory to completely sell out for their inaugural season. They were also able to generate an additional $7000 between ticket revenue and increased sponsorship revenue with its Coors Light partnership. Furthermore, since the Mallards targeted businesses for this ticket opportunity, the Ice Row Cold Pass influenced many corporate ticket holders to discuss further relationships with the Mallards. Simmons explained, "It gave us a way to build an added value to the best seats in the house without adding any real additional expenses."


The Mallards sold all 118 Ice Row Cold Passes available for the 2009-2010 season.
LOOKING AHEAD
The Mallards will definitely have the Coors Light Ice Row Cold Passes available for next season. "This was the 'Year of the Fan' for the Mallards and nothing better exemplifies what our fans will be able to expect from us than the Ice Row Cold Pass," Hackman said, "We expect a 100% renewal rate on our Coors Light Ice Row Cold Pass seats for next season."

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