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LA KINGS WITNESS HUGE TURNOUT FOR ARMENIAN HERITAGE NIGHT

Los Angeles Kings sell out Monday evening hockey game against Zach Bogosian and the Atlanta Thrashers 

CONTACT

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Casey Davidson
Account Executive, Group Sales
AEG, Los Angeles Kings, STAPLES Center
[email protected]

ORGANIZATION

Los Angeles Kings

PROGRAM TITLE

LA Kings Armenian Heritage Night

OBJECTIVES

At the beginning of the 2008-2009 National Hockey League season, the Los Angeles Kings planned a series of events that they believed had the potential to bring out a large number of fans to STAPLES Center for L.A. Kings hockey. One such event was Heritage Night. Armenian Heritage Night followed November’s Russian Heritage Night and a visit from the Washington Capitals and their Russian star-player, Alex Ovechkin.

Priding themselves as a grassroots level and community oriented franchise, the Kings wanted to raise awareness about the vibrant Armenian-American community in the Los Angeles area.  When asked about the excitement of Armenian Heritage Night, Armenian National Committee – Western Region Community Relations Director, Haig Hovsepian stated, “This speaks to the heart of our community’s drive to make a positive contribution and become leaders across the spectrum of American society.”

PROGRAM DESCRIPTION

The Kings put together a few “Heritage Nights” throughout the season, usually on dates when a prominent figure from the designated ethnicity is playing.  For example, Armenian Heritage Night coincided with the arrival of the Atlanta Thrashers and their young defenseman, Zach Bogosian, the first Armenian-American to be drafted to play in the NHL. This particular Heritage Night was developed from the relationships the Kings have with a few of their clients who are proud of their Armenian heritage and who are aware of the strong Armenian community within Los Angeles.

Joining the in-game festivities was newly appointed Consul General of the Republic of Armenia to Los Angeles, Krikor Hovanessian. A photo montage of prominent Armenian-Americans was shown on the center video display console throughout the game and intermissions. The crowd included several Armenian community personalities and organizations, including the introduction of the Armenian National Hockey Team.

An Armenian Heritage Package was exclusively sold for the Monday night game against the Thrashers. The package included a game ticket, a commemorative Armenian L.A. Kings flag (Kings logo on one side, Armenian national flag on the other) and access to the exclusive Armenian Heritage Post-Game Party at Club Nokia at LA Live, across the street from STAPLES Center. Guests were entertained by the local Armenian DJ Vick One and a performance by hip-hop artist R-Mean. There were drink specials, including one free Armenian beer and a charity auction with signed items from the Kings and Zach Bogosian. Packages ranged from $27 to $57 and a VIP Package was available at $100. The VIP Package included an ice level seat, one autographed Kings photo and access to a private area at the Post-Game Party with appearances by Kings alumni and the Kings METAL Ice Crew.

MEDIA

The Kings used television and newspaper outlets that were specific to the Armenian community, most notably Asbarez Armenian Newspaper and Horizon Television.  During the Post-Game Party, Asbarez Armenian Newspaper and Horizon Television were honored with a plaque marking the paper's 100th anniversary and the television stations 20th anniversary. President of Business Operation and Kings legend, Luc Robitaille, joined Jonathan Lowe, Sr. Director of Marketing & Promotions for the Kings to invite Asbarez Armenia Newspaper's Vice President of Sales Vache Darakjian to thank Asbarez and Horizon for helping coordinate this successful evening. The franchise also created event pages on social-networking sites MySpace and Facebook.

PARTNERS

A major partner and organizer of the Heritage Night was the Armenian National Committee – Western Region.

RESULTS

Armenian Heritage Night was a huge success. Over 1,000 Armenian Heritage packages were sold, which was 300 more packages sold compared to Russian Heritage Night, which was held on a Thursday.  The regular Armenian Heritage Packages not only had increased value, but one could also purchase a VIP Level package.  The entire event was specifically catered to the interests of the Armenian culture.  Traditionally, Monday night games are difficult in terms of attendance, but the customized promotion contributed to a sellout crowd at STAPLES Center.

LOOKING AHEAD

AEG and the Kings will continue to have Armenian Heritage Night and Heritage Nights in general. In-game activities and post-game parties will be slightly altered to make each event different.

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