Six from Six: Columbus Blue Jackets
Game Notes
This was the third home game for the Columbus Blue Jackets in the 2005-06 season, following the locked out 2004-05 season. The game was a challenge for the game presentation as the Jackets fell behind after a quick score 45 seconds into the game and another 90 seconds after that. The game was a virtual blowout as the Red Wings were up 4-0 after 15 minutes of play and the crowd has little to cheer for on the ice.
The team showed little fear related to their production as the deficit widened, and continued to move forward and take chances with their show. The game was reviewed by Gameops.com Editor Jon Cudo October 22nd, 2005.
Staff
Kimberly Kershaw -
Director of Game Presentation
Also directs for the Arena Football Team (Columbus Destroyers) and has been with the NHL team for 5 years. Formerly with the Sharks and Lightning. Freelanced in Europe for 2 years prior to starting with Columbus.
They have some new staff this year due to the lockout. Many NHL teams lost staff during the lock out, some changed teams or sports.
David Bakalik - Manager of Video Production
Currently in his 3rd Season with Jackets video production. The Blue Jackets also have two full time editors in-house. They handle most of the broadcast editing and all of the in-arena video production.
Kate McShea – Assistant Game Promotions
Tthe floor manager who directs the promotion teams and live contests/features.
The Lessons from Columbus
Lesson 1: Build Game Night Production and Promotions around a Theme
The game had several elements specific to it being a “Saturday Night”. These elements can be reused and made into traditions on any Saturday night, specializing games with maximizing the value of the time spent on the elements.
Their in-arena host played Mr. Rogers in a Saturday Night Live-takeoff video skit which led into the introductions.
Their game night opening was to the Saturday Night Live music and used SNL-style video cuts from around Columbus introducing the team like they were SNL cast members. The production was very high level, and the concept was clever and had multiple levels. They then went into standard introduction on the ice.
Building games around a theme can help take your mundane games and lift them into something more unique and challenge the creativity of your staff. While the Blue Jackets noted that they have a very loyal fan base that attends many games, the effort to rebuild the show around a theme clearly had a positive effect on their staff as well.
Lesson 2: Great Script Writing Makes a Great Show
It was obvious attention was given to each word used in PA’s. This is a lesson that is easy to overstate, but it matters. Phrases were carefully chosen. A "less is more" approach was evident in the writing and fans are left with all the information they need and little else.
For example: “Fans please stand for our National Anthem sung by Leo Welsch ” is not the same as “Fans remain standing for the national anthem sung by Leo Welsch”. This acknowledges your fans are already standing and ready to get into the game.
Beyond the PA Scripting there was some extraordinary writing done on the video projects. One video piece stood out as a writing masterpiece. The video element was simply a preview of the upcoming intermission hockey game between two mites teams (Future Jackets). The video was shot in the style of an NFL films preview looking at two player's preparation for the "big game". The writing (and voiceover) work made the intermission game (which is a ticket-selling staple for many teams) feel like a world championship match-up. The writing elevated what would be a throw-away preview into one of the most memorable vignettes I have seen.
Lesson 3: Listen to the fans
Kimberly told an interesting story about the team's goal song. During the lockout break the team reached out to the fans with several questions, including whether they liked the current goal song and team intro song. They fans spoke and said they wanted to keep a new intro song but were “open to” a new goal song.
The Jackets had used “Rock and Rock Part 2” for the first 5 years, but some fans found it “too common” or dislike the connection to Gary Glitter. So the team built a new audio and video loop of Will Smith’s Switch, using the call and response portion to replace Rock and Roll Part 2.
The team used it during the preseason…and the response was mixed, but strong. The team reconsidered it after hundreds of emails flooded team executives. As team President Doug MacLean said “Give the fans what they want.” And they did, going back to the Rock and Roll song.
Asking the fans what they want can yield surprising results, but it is crucial to engage them and follow their wishes.
Lesson 4: Use Pre-Game to enhance your show
The Jackets have added a new pre-game live in-arena show called the Rink Report using their in-arena host and P.A. Announcer.
The show runs as a pre-game element in a converted lower bowl staging area. They preview the game, player match-ups, news around the league and team promotions. It provides them a way to engage the fans pre-game and also promote and explain their in-arena promomtions while previewing the game.
This also has helped build the in-arena recognition of the In-Arena Host (IAH) and the PA voice, it provides interesting content for the scoreboard and a reason to be in the bowl for the introductions.
Finally this also helps to establish the Fan Stand as the center stage of their in-game presentation. The Fan Stand is used for contests and promotions and as a destination for winners ("report to the Fan Stand") that is easy to find and recognizable to most fans.
The time before the game starts is sometimes ignored or treated as an after-thought. A pre-game show can help establish a reason to come to the game earlier and allow you to engage with your customers in additional ways.
Lesson 5: Use time wisely
The Blue Jackets also were careful guardians of the clock. Some promotions need 2 minutes and feel rushed in 90 seconds ....others drag if they are longer than 20 seconds. In Columbus attention was paid to determining how long each promotion should be and then was put in a place there timeline fit.
One example was the Pontiac Seat Upgrade. The promotion was a standard seat upgrade where fans were selected from their upper-deck seats and brought down to seats in the lower bowl. In this case the seats were actually car seats mounted atop a section.
The entire promotion was 20 seconds long. Music played “Moving on Up”, confetti sprayed by their interactive Pepsi team. Video board gave the relevant sponsor prompt and video of the area. A short punchy PA announcement told fans what was happening as well/ There was a lot happening, and but it was enhanced by limiting the overall time to 20 seconds.
They let the video tell the story of happy people, connected the sponsor in a positive way, made you want to win that next game and got on with the rest of the game. You can see the same promotion take a minute as they walk the people down….not all that interesting for the rest of the building…yet says the same thing.
Lesson 6: Honoring Fan Participation
The Blue Jackets have a good concourse with a variety of well produced elements, including a mascot house, press conference table, banners, and interactive games. One display captured part of history and while acknowledging fan participation in game.
The display was a huge replication of the hockey boards and glass. On the glass was a list of the hat tricks that had occurred and their date. Inside the glass display was a collection of the hats that fans threw on the ice following the third goal of each of the hat tricks/
The display encourages fans and builds a tradition while highlighting the history of the team in a positive manner.
Unfortunately it was a hat trick for the other team Jason Williams on this night.
More Info on the Hat Trick
In both field hockey and ice hockey a hat-trick is when a player scores three goals in a single game. The term was brought to ice hockey in the 1940s when Sammy Taft, a Toronto hatter, gave free hats to Maple Leafs players who scored three goals in a game. It is not certain whether he picked up this practice from cricket.
If a member of the home team in ice hockey scores a hat-trick, fans acknowledge it by throwing their own hats from the stands onto the ice, often causing a delay in play. In the mid-1990s, Florida Panthers fans celebrated goals (not hat-tricks) by throwing plastic rats onto the ice. The history of this goes back to an incident in December of 1995, when Scott Mellanby scored what teammate John Vanbiesbrouck dubbed a "rat trick" after ridding the Panthers' locker room of an unwanted rat with his stick on the same night he scored a pair of goals. When Mellanby scored a hat trick in a later game some fans threw plastic rats on the ice, and the practice became universal for Panthers hat tricks. The NHL later responded by banning the throwing of objects onto the ice by fans at the cost of a penalty for the home team, but specifically allowed the traditional throwing of hats to continue.
The term natural hat trick refers to either of two feats: when a player scores three goals in the same period, or when a player scores three goals consecutively.
A player accomplishes a Gordie Howe hat trick by scoring a goal, getting an assist, and winning a fight, all in the same game. (from Wikipedia)
You could tell this is a team that takes the entertainment seriously. Kimberly stressed how much they are trying to improve the “live” elements this year. Led by in-arena host Mike Todd. Mike Todd was very strong in his role and was well cast in the role. He showed a loyalty to his team, soft side (with kids) and was glib and funny at times.
They are aware of the balance between trying something new and doing what fans are accustom to. “Maybe they just want what you’ve done in the past.” Kimberly exlained.
Some traditions in Columbus actually pre-date the Jackets and are tied to the former Columbus Chill (ECHL) team whose loyal fans now make up a part of the CBJ fan base.
- Lesson 1: Build around a Theme (Blue Jackets)
- Lesson 2: Great Script Writing Makes a Great Show (Blue Jackets)
- Lesson 3: Listen to the fans (Blue Jackets)
- Lesson 4: Use Pre-Game to enhance your show (Blue Jackets)
- Lesson 5: Use time wisely (Blue Jackets)
- Lesson 6: Honor fan participation (Blue Jackets)
- Lesson 7: Music ties the show together (Blazers)
- Lesson 8: Multiple openings keep the games fresh (Blazers)
- Lesson 9: Allow flexibility in your game script (Blazers)
- Lesson 10: Connect with the sport and league (Blazers)
- Lesson 11: Use simple effects for bright results with lighting effects (Blazers)
- Lesson 12: Position Yourself for Success (Blazers)
- Lesson 13: Careful placement of elements (Shock)
- Lesson 14: Be creative with your premium Items (Shock)
- Lesson 15: Setting up powerful moments (Shock)
- Lesson 16: Cultivate your staff into your best fans (Shock)
- Lesson 17: Stand until you score, bonding your fans (Shock)
- Lesson 18: Using Different Voices When Talking to Your Fans (Shock)
- Lesson 19: Know your fans and connect with them (Rangers)
- Lesson 20: Tell your fans about your players (Rangers)
- Lesson 21: Shock your fans (Rangers)
- Lesson 22: Customize the music you use the most (Rangers)
- Lesson 23: Play off your competition (Rangers)
- Lesson 24: Have a back-up plan for EVERY contest (Rangers)
- Lesson 25: Spice up your most reoccuring elements (Pirates)
- Lesson 26: Use different combinations of technology, performers and sponsorship (Pirates)
- Lesson 27: Have fun with your contestants (Pirates)
- Lesson 28: Sell yourboard first, then sell everything else (Pirates)
- Lesson 29: Buidling on your success (Pirates)
- Lesson 30: Profit from your elements (Pirates)
- Lesson 31: Premiums that make a difference (Devil Rays)
- Lesson 32: Make your building as interesting as possible (Devil Rays)
- Lesson 33: REAL fans get the good stuff (Devil Rays)
- Lesson 34: The pre-game matters (Devil Rays)
- Lesson 35: Introduce your teams (Devil Rays)
- Lesson 36: Keep an eye on the future (Devil Rays)
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