Re: 2017 All Things Lions Marketing & Promotions
Posted: Tue Aug 22, 2017 9:55 pm
Did anyone listen to Skulsky on TSN 1040 today? I'd appreciate a recap.
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http://www.tsn.ca/radio/audio/sekeres-p ... 2-1.836559B.C.FAN wrote: Tue Aug 22, 2017 9:55 pm Did anyone listen to Skulsky on TSN 1040 today? I'd appreciate a recap.
Nice job of summing it up BC 1988. The first 10 minutes was basically Skulsky explaining why he was even there.BC 1988 wrote: Tue Aug 22, 2017 11:00 pm Sekeres asked his usual well placed questions about "Wally leaving, pending sale and what the club is worth, high cost of living affecting affordability, the TSN deal and blackouts never coming back, the $5 kids promotion, tailgating with no surface parking lots, attempts to get Translink and BC Ferries onside with deals, Ambrosie's early tenure, and that the CFL video game is still not a reality."
To all these Skulsky used his real skill of saying very little, but sounding like he agrees with everyone. In the 2nd hour they took a few calls and much of the above topics were raised there as well.
What's there to contemplate about ??SammyGreene wrote: Wed Aug 23, 2017 9:08 am
• $5 deal has put 1,0000 more kids in the stands. Club is right now contemplating if it should continue for the rest of the season (they better given the steady diet of Eastern teams this fall but you really sense Skulsky hates de-valuing tickets on a permanent basis).
Exactly.... is that 1000 more kids and 1000 more parents??? C'mon.... you gotta build your fan base....TheLionKing wrote: Wed Aug 23, 2017 10:31 amWhat's there to contemplate about ??SammyGreene wrote: Wed Aug 23, 2017 9:08 am
• $5 deal has put 1,0000 more kids in the stands. Club is right now contemplating if it should continue for the rest of the season (they better given the steady diet of Eastern teams this fall but you really sense Skulsky hates de-valuing tickets on a permanent basis).
Yup, it's not just 1000 kids because you have to sell an adult ticket to get the children's ticket. So really you're looking at between 2000-2500 more fans in the seats because of this deal. I wish they would go a step further and offer kids pricing for season tickets like they did back in 1995 (when they were $1 per game with the purchase of an adult season ticket).Dusty wrote: Wed Aug 23, 2017 11:48 amExactly.... is that 1000 more kids and 1000 more parents??? C'mon.... you gotta build your fan base....TheLionKing wrote: Wed Aug 23, 2017 10:31 amWhat's there to contemplate about ??SammyGreene wrote: Wed Aug 23, 2017 9:08 am
• $5 deal has put 1,0000 more kids in the stands. Club is right now contemplating if it should continue for the rest of the season (they better given the steady diet of Eastern teams this fall but you really sense Skulsky hates de-valuing tickets on a permanent basis).
Herein lies the problem with the Lions marketing department. They just don't get it.The_Pauser wrote: Wed Aug 23, 2017 1:32 pmYup, it's not just 1000 kids because you have to sell an adult ticket to get the children's ticket. So really you're looking at between 2000-2500 more fans in the seats because of this deal. I wish they would go a step further and offer kids pricing for season tickets like they did back in 1995 (when they were $1 per game with the purchase of an adult season ticket).Dusty wrote: Wed Aug 23, 2017 11:48 amExactly.... is that 1000 more kids and 1000 more parents??? C'mon.... you gotta build your fan base....
You're making one large false assumption. You are assuming every one of those 1000 kids are new sales who wouldn't have been attending without the offer. Obviously many will be. Many will also be kids who would've been taken to games under regular ticket pricing. The Lions can tell how many $5 tickets were sold but have no way of telling how many were to people who wouldn't have attended without the offer. For the record I'm totally behind the $5 summer offer for the intention behind it. I can also understand Skulsky's point where he said making it a season long offer would be setting a new norm.The_Pauser wrote: Wed Aug 23, 2017 1:32 pmYup, it's not just 1000 kids because you have to sell an adult ticket to get the children's ticket. So really you're looking at between 2000-2500 more fans in the seats because of this deal. I wish they would go a step further and offer kids pricing for season tickets like they did back in 1995 (when they were $1 per game with the purchase of an adult season ticket).Dusty wrote: Wed Aug 23, 2017 11:48 amExactly.... is that 1000 more kids and 1000 more parents??? C'mon.... you gotta build your fan base....
I doubt there is an ownership group in the league that would give their management carte blanche to do whatever they want when it comes to such initiatives. I'd be shocked if there was. I suspect they would follow a typical business process where Skulsky and Chayka put together a brief business case for the idea and like anything else would run it up the flagpole by Braley. Having been involved in procurement and related systems implementations in industry how to structure things like approval limits and routing is a big issue. In many ways managers want things to be run by them not so much to say yes or no but to be aware of what is happening under their areas of responsibility, particularly things related to costs. They hate surprises showing up in their month-end statements. The Lions have been tweaking things and trying different things related to pricing and adding value to tickets on an almost annual basis. That tells me that Braley is receptive to such initiatives and is unlikely to say no if Skulsky and Chayka have put together a good business case for what they present to him.David wrote: Wed Aug 23, 2017 7:06 pm I wouldn't automatically assume that Skulsky and Chayka are the gatekeepers for every decision that approved (or rejected) at the Lions' office. I am reasonably certain things like the $5 kid's promo get kicked upstairs for David Braley to sign off.
I've heard enough of these President's Week interviews with Skulsky now to strongly suspect when he's covering for his boss.
DH![]()
Hambone wrote: Thu Aug 24, 2017 12:43 pmYou're making one large false assumption. You are assuming every one of those 1000 kids are new sales who wouldn't have been attending without the offer. Obviously many will be. Many will also be kids who would've been taken to games under regular ticket pricing. The Lions can tell how many $5 tickets were sold but have no way of telling how many were to people who wouldn't have attended without the offer. For the record I'm totally behind the $5 summer offer for the intention behind it. I can also understand Skulsky's point where he said making it a season long offer would be setting a new norm.The_Pauser wrote: Wed Aug 23, 2017 1:32 pmYup, it's not just 1000 kids because you have to sell an adult ticket to get the children's ticket. So really you're looking at between 2000-2500 more fans in the seats because of this deal. I wish they would go a step further and offer kids pricing for season tickets like they did back in 1995 (when they were $1 per game with the purchase of an adult season ticket).Dusty wrote: Wed Aug 23, 2017 11:48 am
Exactly.... is that 1000 more kids and 1000 more parents??? C'mon.... you gotta build your fan base....
In BC the $5 offer is good for TD Corner, TD Endzone and Upper Endzone sections. Edmonton offers a youth (12 & under) ST for $60 but it's restricted to one section in one corner of one endzone (similar to 249 in BCP). Saskatchewan doesn't offer a true youth ST but offers ST discounts for youth (up to 18) and seniors. Youth and Seniors still pay from 80% to 90% of full ST rates depending on price break. Calgary has some interesting things. Similar to Edmonton they offer a section at the end of the stadium, lower half of it, for a Family Fun Zone. ST price is $238 which includes 1 adult and 1 kid ticket. It's a no-alcohol section. They also offer "Power Zone" for $290 which includes a dog, popcorn and pop for all games. Power Zone sections are the last sections at the back corners of the endzones.
I got the sense the Lions will likely do it again next year but will have to think long and hard about doing it for a full season as that would effectively be establishing a $5 ST for kids. Realistically they have to either keep the $5 kids ticket for the summer or offer some sort of kids/youth ST. They can't do both. In doing that are there residual effects? Does it change other ticket values? Should they instead establish a Kids ST restricting it to a specific section similar to Edmonton and Calgary? Do they go the Rider route and offer modest discounts to regular pricing? Perhaps a TD Corner section bordering a TD Endzone section could be converted to a family zone similar to Calgary's set up. Typically the toughest sections to sell are the higher priced sections that border a lower priced section. It could be done on the similar 1 adult +1 kid's ticket with the price being the same as the rest of the TD Corner seats. That adds value to that section in "no man's land" between price breaks.
I think a "family fun zone" section is a good idea. Back in the late 90's, I used to bring my youngster to the games and he had a $33 ST to sit in a Kid's zone... which was around section 220. Under that plan, I could sit in my ST seat (243) and he would be in a supervised kids area.... the kids even had their own drink and hot dog stand.Qman wrote: Thu Aug 24, 2017 5:44 pmHambone wrote: Thu Aug 24, 2017 12:43 pmYou're making one large false assumption. You are assuming every one of those 1000 kids are new sales who wouldn't have been attending without the offer. Obviously many will be. Many will also be kids who would've been taken to games under regular ticket pricing. The Lions can tell how many $5 tickets were sold but have no way of telling how many were to people who wouldn't have attended without the offer. For the record I'm totally behind the $5 summer offer for the intention behind it. I can also understand Skulsky's point where he said making it a season long offer would be setting a new norm.The_Pauser wrote: Wed Aug 23, 2017 1:32 pm
Yup, it's not just 1000 kids because you have to sell an adult ticket to get the children's ticket. So really you're looking at between 2000-2500 more fans in the seats because of this deal. I wish they would go a step further and offer kids pricing for season tickets like they did back in 1995 (when they were $1 per game with the purchase of an adult season ticket).
In BC the $5 offer is good for TD Corner, TD Endzone and Upper Endzone sections. Edmonton offers a youth (12 & under) ST for $60 but it's restricted to one section in one corner of one endzone (similar to 249 in BCP). Saskatchewan doesn't offer a true youth ST but offers ST discounts for youth (up to 18) and seniors. Youth and Seniors still pay from 80% to 90% of full ST rates depending on price break. Calgary has some interesting things. Similar to Edmonton they offer a section at the end of the stadium, lower half of it, for a Family Fun Zone. ST price is $238 which includes 1 adult and 1 kid ticket. It's a no-alcohol section. They also offer "Power Zone" for $290 which includes a dog, popcorn and pop for all games. Power Zone sections are the last sections at the back corners of the endzones.
I got the sense the Lions will likely do it again next year but will have to think long and hard about doing it for a full season as that would effectively be establishing a $5 ST for kids. Realistically they have to either keep the $5 kids ticket for the summer or offer some sort of kids/youth ST. They can't do both. In doing that are there residual effects? Does it change other ticket values? Should they instead establish a Kids ST restricting it to a specific section similar to Edmonton and Calgary? Do they go the Rider route and offer modest discounts to regular pricing? Perhaps a TD Corner section bordering a TD Endzone section could be converted to a family zone similar to Calgary's set up. Typically the toughest sections to sell are the higher priced sections that border a lower priced section. It could be done on the similar 1 adult +1 kid's ticket with the price being the same as the rest of the TD Corner seats. That adds value to that section in "no man's land" between price breaks.
If they do the promotion again next year ... AND THEY SHOULD FOR NEXT 10 YEARS
i would offer a $99 Kids season ticket ($5 for first 5 and $15 for next 5) in any of the 3 endzone price categories. I think its all extra $ for the lions. Those people probably don't buy seasons otherwise. Only issue for the lions is potential 2 sideline season ticket holder drop down to lower price category so they can take their kids and buy 4 seats. But again, they probably generate the same revenue, given they have excess seats.