Six from Six: Detroit Shock (WNBA)
Game Notes
The Shock played their final home game against the Sun in a the WNBA Eastern Conference Semifinals. They lost the game 62-73.
This review is different than the previous two Six From Six game reviews (Portland and Columbus) since it was done before we refined the format. The same information was culled from the visit, but unlike Portland and Columbus we did not connect with the Detroit staff prior to the game, nor were they aware they were being reviewed that night.
The game was reviewed by Gameops.com Editor Jon Cudo Sunday August 31st 2005.
The Lessons from Detroit
Lesson 1: Careful placement of elements
Every Game Director is pulled in various directions inside their organization. Sponsors want their contests or reads done at certain times and community relations may want their programs highlighted in a prime time place, like halftime. Making those decisions can effect your control over the atmosphere of the event.
The Shock did a great job with the placement of their elements. It stuck me early with a community relations presentation for a local man's dedication to a community service project. It was done just before they transitioned into the anthem and line-ups. It was a feel-good moment and it was done when most fans were in their seats (note: you can do these "too early" and present the award to an apathetic empty arena).
The presentation included a player stopping by to thank the recipient, a photograph moment, coverage on the scoreboard, the PA announcement and the house music was lowered. This community service element would have significantly lowered the energy of the game had it been done any other time, or would have been done for an empty bowl if they tried to place it earlier.
Each element in their game felt like it was placed there for a reason, and I never felt they weakened their show with a poor placement.
Lesson: Weight the timing for any element to maximize the impact on the element, while being cautious not to negatively impact the rest of your presentation.
Lesson 2: Be creative with your premium Items
Premium items can be distributed in many ways, and Detroit used a method that I hadn't seen before. Many teams hand out premiums as fan enter the building (ingress), have ushers or interactive staff hand then out to select areas in-game, or go through the painstaking process of draping the giveaway over every seat in the bowl so fans pick them up when they get to their seats.
The Shock did something a little different: They draped pairs of Thunderstix over random seats all around the bowl. While some fans may feel slighted that they didn't get them, I thought it was an interesting way of getting a more limited number of noisemakers around the arena. It also added some energy to the bowl as fans entered, since kids could be seen running around collecting "unclaimed" noisemakers.
It was an interesting way to hand out a limited number of premiums. While some teams may decide not to hand out premiums if they can only afford a smaller number, this allows the team to add a premium element with the costs of giving it to everyone. I would estimate that 500-1000 pairs were used that game and they had a clear energizing effect.
Lesson: Consider alternate ways to distribute smaller quantities of premiums.
Lesson 3: Setting up powerful moments
I think this can be one of the most powerful moments at a game and a moment that a lot of teams miss. In this case, the Detroit Shock got it right and turned a standard transition into a powerful moment.
This game took place in the week following Hurricane Katrina. Like most teams following a national disaster or tragedy, they took time to reflect with a moment of silence for the victims. The PA announcement was short and well written, asking fans to pause and think about the national tragedy and support the relief efforts.
Following the moment of silence, the team would perform the national anthem and introduce the starting line-ups. When produced right this transition can be very powerful.
The key is to move directly from the moment of silence to the anthem, without breaking the mood with an additional PA announcement about the anthem. So when asking the fans for their silence, you also induce the anthem singer. Here is some possible PA copy:
"Fans tonight as we come together for the game we also ask that you stand and share a moment of silence for the victims of Hurricane Katrina. We also hope you will join the WNBA family in support of the Red Cross Relief effort. Following the moment of silence, our national anthem will be sung by Joel Layman."
Before the read your anthem singer is in position on court with their mic on and ready. After the moment the director cue the anthem singer directly so that there is nothing between the moment of silence and the first note of the national anthem.
Lesson: Create a more powerful moment of silence with an immediate transition to your anthem.
Lesson 4: Cultivate your staff into your best fans
It's hard to watch a Pistons or Shock game without noticing that you are not the only ones having a good time.
The Detroit staff is one of the most enthusiastic and outgoing groups you will find. They have a fun group of interactive performers, who not only work the crowd and run the promotions, but they are into the games ....and it really shows.
Big plays to other fans are big plays to them ...they react like they are super-fans ....and it's totally authentic. If you could snap your fingers and make your interactive team this passionate about your product, everyone would. But it has taken them a long time to build this passion. By hiring and retaining performers who really love the team and the product Detroit has created a very strong element.
Lesson: You aren't just hiring a backstage crew to run promotions, you are hiring performers. And once you have them be sure to encourage and cultivate a culture of fun. (for additional information and motivation check out Mike Veeck's Fun is Good)
Lesson 5: Stand until you score, bonding your fans
Sometimes you see a new idea and wonder why no one else has done it, and other times you see an idea and wonder why EVERYONE doesn't do it. This is the latter.
It's an old idea that teams have done for years (relevant for basketball) : At the tip-off ask every fan to stand and cheer until your team scores.
As I tell most teams, don't worry this probably won't work the first time....or the second time....but eventually you will get a critical mass of fans to take part. And once you do, the results will be worth the effort.
I love this concept for a lot of reasons, mainly:
- It gets your fans up and into the game from the start
- It sets the tone that it's not just okay to get up and make noise....it's expected.
- It bonds the fans to a common goal and purpose.
Of course someone is going to ask two questions. What if our fans won't stand up? and What if we don't score right away?
For starters if you eliminate ideas based on what your fans might not do, you might not do much. As noted, of course your fans won't all stand up the first time. But if you commit to the idea, send your dancers, mascot, and cheerleaders out into the stands to encourage fans....and build on this game after game, your fans might accept it (I could say they will, but the low threshold of "might" is what I was aiming for). This is not time to be timid ....commit to the idea and dare your fans not to comply. Detroit had nearly full compliance with their loyal fans, who by this time all knew this was expected of them.
Next, I routinely get asked what to do if they don't score right away. At this game it took two minutes (and about four minutes of real time) for the Shock to score, but the fans stood all the way. I have actually been to a game where the home team didn't score before the first time out....and the fans stood. You could actually see people laughing about it. Again, quick score or a long drought, this bonds the fans and sets the right tone.
While this is easier to start (and build) as a tradition to the more receptive audiences like WNBA, I have seen this done effectively in teams from high schools to the NBA.
I don't, however, recommend this for soccer.
Lesson: Challenge your fans to stand until you score....and commit to the concept.
Lesson 6: Using Different Voices When Talking to Your Fans
The sixth lesson struck me about halfway through the game. I realized that I hadn't grown tired of the PA voice and that I had not started to tune him out. Then I realized it had a lot to do with the fact that he wasn't the only voice talking to me.
The Shock do a great job using different voices to speak to their fans, especially when it comes to asking the crowd to respond. They have a traditional PA Voice, but they also use their in house DJ for crowd response calls and promotional elements. When the scoreboard is used they use a great variety of players and the team mascot, in addition to the standard text treated messages. The result was a constant stream of fan prompts, engagement and encouragement....but a stream that remained fresh during the entire game.
During the second half (after I realized the variety) I saw/heard prompts from six different players, the mascot, the PA announcer, their dancers, and the DJ....and never got annoyed or tired of any, since none were repeated.
Lesson: Keep your fans tuned in and your message fresh by using a variety of voices on your audio and scoreboard presentation.
The Shock do a very good job with their loyal and passionate WNBA fans. I have been to several games at the Palace, and their attendance tends to vary a lot but I have never felt they put less into their show if the crowd is smaller.
More than most teams, I thought they had great variety in their production. As noted they speak to their fans with prompts from a lot of different people. They also played a really unique mix of music, featuring a few songs that were covers of the more popular versions.
I liked how they clearly made the event feel big time, yet I didn't get the feeling they were spending huge resources to do so.
Finally, I thought the Detroit franchise uses the WNBA team as a testing ground for their NBA team, which is exactly how it should be done. Taking chances with the smaller more accommodating fans is a smart route.
- 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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Bonus Promotion
Lay-up Tic-Tac-Toe Time Out Promotion
The Shock run a fun contest in game, called Lay-up Tic-Tac-Toe. The game could be adapted to other sports as well.
Simple concept. Two fans play Tic-Tac-Toe at center court using a large grid and cards with "X"'s and "O"'s. Instead of alternating turns, the contestants get to play a spot after they run to the basket from the grid at center court and make a lay-up. If one player misses a lay-up, the other can gain a significant advantage by playing a couple spots in a row.
The crowd gets into it, since everyone knows how to play tic-tac-toe and they can see the board in a way the frantic contestants can not.
