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Six from Six: Gameops.com Team Reviews In 2006 Gameops.com will feature six game reviews from six teams around sports. We have selected teams across different sports, leagues, levels and markets to hopefully give readers a good variety of subjects.
For these game reviews we visited each team for a game with one goal: Find six things each team is doing well and discuss how other teams can find similar success by following their lead.
Game Notes
PNC is a spectacular ballpark, with a view of the bridge, boats going by and the skyline of downtown. The right field bleachers give way to the Allegheny River and like San Francisco, it has its own version of a wet home run.
The reviewed game had a lively and enthusiastic Friday night crowd. Nearly a full house enjoyed a good game and post-game fireworks added to their show. It was a night that if you were a fan sampling the event you would certainly come back.
The game was July 28th, 2006 and was reviewed by Gameops.com Editor Jon Cudo.
In baseball a major video piece is the introduction of each batter. Most teams do a nice job with the intros and graphics, knowing that it is something that fans will see over and over again. The Pirates didn't do a great job on this....they did a great job on this over and over again.
After the team had batted around, the video package changed. The Pirates scoreboard crew had no less than four entire sets of graphic packages for the roster. One was a pirate-theme video package using the team name and concept. The next time around there was a comic book-style font and graphics, followed by a bobblehead version.
Another version showed each of the Pirates players painting their names on a large canvas. The video ended with a tight shot on the players' painted name. It showed the players in an interesting setting and a unique side of their personality. Some players were more engaged in this that others, so the results varied a bit, but overall it added to the variety and it showcased the players personalities well.
What could become a mundane and repetitive package after several games (let alone a whole season) was kept interesting and fresh.
The Pirates also took their Hot Dog Launch promotion and set it to a custom jingle. They spent the time and money to shoot a hot dogs video and cut a custom track. Cute, clever, interactive and it sets up the inning break well.
Lesson: Run through a couple games and see what pieces you are using again and again, and find ways to keep them fresh or make them interesting to someone who will see it often
Lesson 2: Use different combinations of technology, performers and sponsorship
The Pirates had at least two signs that could have been very easily and cheaply done as a scoreboard operation....but they weren't. Instead the signs were manned manual signage, each staffed with a Pirates interactive performer who kept the stats live and interacted with the fans around them.
The first was the Kennametal "K" strike-out counter board. This board was backlit above the 3rd base side at the luxury suite level. A performer would sit down along side the signage when the Pirates were pitching and post a "K" each time the Pirates struck out a batter. The interactive performer could be seen cheering for the team, engaged with fans and generally having a good time.
The second sign was down along the right field foul pole, inside the park from the river. The counter kept track of home runs hit in the part this season.
This turned nothing into something. Costs probably $50 a game and makes that sponsorship a lot more interesting.
Lesson: Connect your fans to signage or stats by mixing in interactive performers
Lesson 3: Have fun with your contestants
During an inning break a fan had a chance to win prizes during a trivia contest staged with the host and the mascot. After answering a couple questions the fan had won a Pirates hat. However on this night the fan was offered the chance to change in his well-earned prize (the hat) for the chance at the "Special Friday Night Pirates Mystery Box".
The box was decorated like a Pirates chest. The crowd urged the fan to go with the Mystery Box...which he finally did.
When opened the box he found he had traded in his Pirates hat for a Milli Vanilli 45rpm record single. Ending the promotion with the Mystery Box turned what could have been a lifeless contest into a entertaining and fan interactive element.
Lesson: Always avoid the Mystery Box
Lesson 4: Sell your board first, then sell everything else
Reviewing games can be interesting, since a lot of the time you just sit and watch and wait for something that really "works"....then you scribble that down feverishly. A few weeks later you look back over your notes and try to explain it all, often wondering how something so simple might have caught your attention in the first place. This is a good example of something that every team does, but the Pirates offered it in a way that grabbed me and was simple, yet really effective.
In the middle of the fourth inning the Pirates ran their message board, which is something every team does, noting birthdays and group welcome messages. What made this stand out was the introduction.
The Pirates use many different voices (see Detroit Shock Lesson #6) including the Host, PA Announcer, mascots and an animated character called "Bucco" on the video board.
To open the billboard segment Bucco appeared and sold the board to fans. The first message was "To get your message on this board call this number". It was a sales pitch that really was saying "Fans direct your attention to the scoreboard for tonight's fan messages." It did all of these things with one announcment:
Here is our board, we make a big deal over it and we use it
You can be on the board too, here's how
Here's all the people who have used it tonight
It did all of that at once, making it succinct, crisp and effective.
I thought about how often I missed the scroll of groups that can just be run between elements and how too much "self-promotion" can water down the overall message, which really made this seem sharp.
The element was well placed in the game (middle of the 4th) so late arriving groups would still see it and fans who left before the end wouldn't miss it.
Lesson: Refine your scripts to say things precisely and powerfully
Lesson 5: Building on your success
The Pirates Pierogies are the live race version here in Pittsburgh, like the famous sausages in Milwaukee. Live races are not new and a lot of teams have adapted and connected their local flavor to a race and/or sponsor. The live races can be campy, funny, interesting...and they can take on a life of their own.
The Pirates go above and beyond with their live race, not only varying the endings but producing video storylines and connecting different themes. On this night the we saw the Pierogies get caught up into video games. Each of the four was shown in a video game like Asteroids or Donkey Kong. Made this version special.
I really loved this piece at the Pirates game. Iit is derivative of a lot of races but it is also very unique, custom to the town, funny, interesting and was both a video and live event. It was one of my elements you could see that the Pirates Staff has had a lot of fun with.
Lesson: Continue to update and freshen your proven material
(check back this week for video of the race)
Lesson 6: Profit from your elements
The Pirates offer the pierogies for appearances much like a mascot or dance team. After investing in the characters each game it’s a chance for the team to get something in return beyond the one inning break and outside the confines of the ballpark.
Almost all mascots make appearances outside the games and it can be one of the real values in having a mascot program. This takes that concept and expands it, especially for a sports team without a dance team.
This can also extend to offering other interactive elements you use on the concourse for rental to the community, like inflatable games. Not only can this generate revenue, but it can put your elements into popular community events to help promote your team, supplement your marketing campaign, or expand your fan base. For more information see our Promotion Spotlight on Renting your Inflatables.
Lesson: Use your game elements outside the venue to generate revenue and connect with fans
As noted in the introduction, anyone who was sampling the Pirates on this night would have been entertained. The show is enjoyable and full, while not overpowering. They have a well-balanced show that a purist and a non-baseball fan could both enjoy.
Other notes from PNC Park
Personalized open of the city, with the destruction of the current teams along with national league rivals done with a pirate ship theme.
Organ Music – very effective to the crowd. Good variations. Very sporadic, yet very effective with the crowd.The organ is really effective here. Used about once every other inning.
Scoreboard graphics are very well done. Pirates scroll, font and symbols connect it all.
Host out in the college cover does trivia. Trivia was hard, which I like.
Interactive team is also very into the show. Loading t-shirts they have that extra something as they worked the crowd. Unlike Detroit it doesn't’t feel as much like they are really super into the game…rather it comes across that they really enjoying performing.
Barry Bonds is not popular in Pittsburgh
I love the old school flat hats circa Bill Madlock
Thanks to Pirates Game Operations Director Eric Wollf for his hospitality and flexibility. I had a difficult trip to Pittsburgh and he and the Pirates staff were very helpful and accommodating.
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)
Six from Six: Pittsburgh Pirates (MLB)
After the team had batted around, the video package changed. The Pirates scoreboard crew had no less than four entire sets of graphic packages for the roster. One was a pirate-theme video package using the team name and concept. The next time around there was a comic book-style font and graphics, followed by a bobblehead version. 
The Pirates had at least two signs that could have been very easily and cheaply done as a scoreboard operation....but they weren't. Instead the signs were manned manual signage, each staffed with a Pirates interactive performer who kept the stats live and interacted with the fans around them.
During an inning break a fan had a chance to win prizes during a trivia contest staged with the host and the mascot. After answering a couple questions the fan had won a Pirates hat. However on this night the fan was offered the chance to change in his well-earned prize (the hat) for the chance at the "Special Friday Night Pirates Mystery Box". 
In the middle of the fourth inning the Pirates ran their message board, which is something every team does, noting birthdays and group welcome messages. What made this stand out was the introduction.
Lesson 6: Profit from your elements 
