Every time there’s an exhibition game in Las Vegas involving pro sports teams, there’s an influx of news reports that “Las Vegas gets hopes up for Pro Team” Here’s one.
I’m a baseball, football and hockey fan, and I would love it. But it’s a long ways off until a few things change. No, I’m not talking about the economy.
Take last weekend’s Frozen Fury – the annual pre-season hockey game at MGM Grand between LA and Colorado pro hockey teams. This game is soooo far from a regular season game…. and I think the attendees know it. It’s a Fan-Appreciation Party for Kings season ticket holders. For Las Vegas – and MGM Grand in particular, it’s specifically designed for LA-to-LV traffic directly into the MGM Grand casino floor. The game itself is secondary, I believe, and this is the tunnel vision that’s keeping the city from having a pro team. Corporate involvement of Sports Marketing in Vegas always seems to involve a competitive slant, fear of losing slot revenue or high rollers while they’re enjoying themselves someplace else. Newsflash: today’s consumer knows what’s on the other side of the street.
So, really… Why can’t it work? Here’s what I think:
- Most locals who wish for a pro team don’t currently show up at the sporting events they do have. It’s apples and oranges, I know. But it’s all we have to benchmark so far.
- Corporate team owners don’t know how to market to locals.
From my experience, the marketing strategy of the Wranglers is to cold call ex-ticket buyers and sometimes offer them free shit on “special” games. The 51′s strategy is a carbon copy. A few phone calls to invite you to the “special” games and a billboard. Bobblehead dolls can only go so far. (Note: I can’t speak for Arena Football, because I have yet to attend one. I hear great things – and it appears that they have an improved strategy over their counterpart sports: I know when the games are without a google search).
I think it’s important to note that this isn’t a testament to the on-field (or on -ice) product. Every single game I have attended was well worth the price and an entirely enjoyable time. No exceptions. I say all the time that these are the two most valuable experiences one can have for under $20 in Vegas, and I stand by that.
Ever the constructive critic, I’ll offer a few ideas for sports marketing in Las Vegas. First – build culture. Teams should lobby for and support more pre-game, post-game events and locations. The Wranglers are present at McMullans Irish Pub across the street after every game – this is an example of how to make your players more visible to fans and non-fans to build familiarity and conversion. Free, or low-cost shuttles to and from games would encourage attendance and responsibility on their respective $1 Beer nights (highest attended games). Pep-rally mentality does exist, but it’s not nearly visible enough to sound like fun to someone who’s not already in the know.
The single largest thing holding back Las Vegas from having a sports franchise: Giving back to Las Vegas. The city’s largest businesses must be involved with ticket blocks. I don’t know or care what the bulk rate is to have a NV Energy, Cox, Zappos, Harrah’s or MGM section at each Vegas sports arena, but it needs to happen. Casino VIP players will love it, employees and their families will love it, and the Las Vegas valley will benefit for years to come.
Agree? Disagree? Let me know….
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