NORTH CHARLESTON, SC – Approximately twenty-five South Carolina Stingrays’ fans had a chance to exchange ideas with, and receive information from team President Darren Abbott at a team sponsored Town Hall Meeting Saturday afternoon November 21st at the North Charleston Coliseum. In a free ranging discussion Abbott and other members of the Rays’ management team provided attendees with a number of insights into the organization’s strategy both on and off the ice to fulfill the Stingrays’ overall strategy. Simply stated, Abbott said “the organization has one overriding strategy. Every decision we make is based on keeping ice hockey in the low country while providing fans with the most competitive team we can place on the ice each season. Obviously, for Stingrays’ fans last year was a resounding success in winning the Kelly Cup.” However, Abbot then reverted to his role as business man when he said humorously “I do wish we would have won the Kelly Cup at home in game five and saved a ton of money spent for the second trip back to Alaska.” The trip did have a payoff however when the ‘Rays’ prevailed in a game seven. Abbott, who began his career with the ‘Rays as the team’s broadcaster about 12 years ago, opened the meeting by providing attendees with a broad overview of the Stingrays’ front office operations. In the area of financials he said “I am pleased to advise that overall our revenues from individual fans this season are up and our expenses are down.” He went on to say that the franchise “had experienced a renewal rate of 81% by last season’s season ticket holders for 2009-10.” This compares to an industry best practices objective of at least a 70% renewal rate. He elaborated that advance ticket sales and walk up sales are ahead of last year through the first seven games of the season, but that the loss of corporate sponsors had hurt revenue. For example, two sponsors involved in the automotive industry had dropped out. Included was the local Saturn automotive dealer whose franchise ended when the parent Saturn automotive manufacturing company went out of business. These losses have required the Rays’ to hone in on increasing individual sales while controlling expenses. Several attendees expressed concern about the decision to move game broadcasts exclusively to the internet. Abbott indicated the decision was based on two factors. First the cost of over the air broadcasts had not dropped despite overall economic struggles in the economy. Secondly, rapid changes in technology, especially the rise of social media, were impacting marketing. The impact is causing potential radio broadcast sponsors to move to using the new technology and media for marketing to increase the return on their investment. In looking at the media landscape, there is a trend in all of sports, as teams and sponsors are moving to using “new technology” such as internet broadcasting, pay per view live video, social media such as You Tube, Twitter and Facebook and live streaming of broadcasts on cellular phones as they change the way they manage and use media. ESPN 360 for example, now broadcasts hundreds of events exclusively on the internet each week. Fans are no different, as they now have immediate access to on line live scores, player statistics and immediate information that used to be provided exclusively and only by print media or the regularly scheduled local sports update on the local news long after the fact. It is painful however, as fans and their teams move to the new age. While it is apparent the overall trend is to the internet and a blending of telecommunications even Abbot has struggled. “As a veteran radio broadcaster no one loves radio more than me. but given the need to recoup the loss of corporate sponsorships and the long-range trends in technology, over the air broadcasting has to be a least a break even proposition to make sense.” On another subject Stingrays’ management and fans at this session were supportive of the preliminary plans for a major facelift to the North Charleston Coliseum. Importantly, these plans call for major upgrades to the arena’s video, sound and lighting systems which have limitations because of their age. Tenants of newer arenas are able to use media, video clips, sounds and lights to enhance the game experience of people in the building. While any upgrades are probably two years away they will be welcomed. Other items discussed included game start times, scheduling, and possible promotions. Fans in attendance were especially appreciative of a team sponsored bus trip to Charlotte last season as a “reward” for season ticket holders who renewed early for the 2009-10 season. Abbott described the continuous process used among ECHL league members to exchange ideas, support each other in marketing and business focus. He cited a partnership with Charlotte as an example that helps make such bus trips for fans of both teams possible. H e went on to indicate that ECHL leadership was working hard to locate additional franchises in the southeast to help reduce travel costs and create additional close geographical rivals for Florida and other members of the ECHL’s American Conference South Division. To the amusement of several attendees he stated that “it is in the ‘Rays’ interest for the Florida EverBlades, (perhaps the biggest on-ice rival of the locals) to be successful. “We want other strong effective franchises around us as it contributes to the health of our franchise.” “Perhaps,” said one fan later, “that it is ok, as long as the EverBlades are successful only off the ice.” Contact the author at Phil.Brand@prohockeynews.com
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