Inflatable Bowling Pins
Pantone Matching System Colors
Mascot Swap Web Game
Rotation with David Frost
Peter Sorckoff Returns!
In June 2000, Peter Sorckoff joined Gameops.com for an interview on the topic of promotions. The interview remains one of the most insightful and referenced interviews on Gameops.com
Peter has since added the Atlanta Hawks to his responsibilities and he rejoins us to discuss the differences between producing hockey and basketball.
Gameops.com: Five years ago you joined us to talk about promotional night while you were working with the Atlanta Thrashers (NHL). You have now shifted to the NBA (Atlanta Hawks). I want to compare and contrast those a bit.
Peter Sorckoff: To clarify, I never left the Thrashers, the Hawks were added to my responsibilities. Two years ago we repurposed to our hockey staff during the lock out to focus on the basketball team. It was a great opportunity for us to apply the successful formula of the Thrashers to the Hawks presentation. With only one operational team we were able to use the year to assess areas of change and to really learn the NBA, the nuances of the game as well as the league.
Gameops.com: Are promotional nights more or less important in basketball - why?
Peter Sorckoff: I don't think that promotional nights are more important in basketball than they are in hockey. In our organization the ultimate goal of a promotional night is to sell tickets. Regardless of the dressing we hang around the windows the night has no shot at being a success with out a strong ticketing component.
Promotional nights really end up being a vehicle for us to reach out to a specific demo or to capitalize on an event or holiday (noche latino nights, scout night, military nights, police fire day etc.). The spin off effects are good PR opportunities, and added value to season ticket holders. For those reasons we don't believe that promotional nights have varying value in any sport most teams always need to sell tickets!
Gameops.com: Is there any significant difference in hockey and basketball promotional nights?
Peter Sorckoff: I believe that basketball games provide more opportunities to weave the common thread of the promotional theme into the game. There are more time outs, more entertainment elements (usually multiple mascots, dance teams, dunk teams etc) and there is more access to the playing field better chances to put the theme front and center.
That being said I don't think that solid theme nights can't work in hockey. The Manchester Monarchs Mullet night is a great example of that. They were able to carry the theme over a variety of different mediums (at one point I think players wore mullets during warm ups) and I'm sure that accomplished the same net effect.
Gameops.com: In the last five years do you think the game operations business has changed much? If so, how?
Peter Sorckoff: I think that there has been a tremendous change in game presentation over the last 5 years. The "fan experience" has become top of mind for most teams (especially teams not in traditional markets) and because of that, expectations have changed. In our organization game presentation is considered a key ingredient in the value quotient for fans. If the team underachieves on any given night, the fan can still leave the arena with a positive impression because the overall experience (how the game was packaged) was fulfilling. I think fewer fans live and die by wins and losses and clearly casual fans are interested in the entertainment value of the event. With the myriad of competing options available for fans discretionary income, teams have had to up the ante on what the fans get from coming to a game.
Team marketing departments have also begun to capitalize on the opportunity to reinforce their teams brand during games. With both the Hawks and Thrashers we work in concert with our ad agency and marketing department to carry the theme and design elements of our campaigns in-arena. Last season's Thrashers opening video sequence as well as our full graphics package revolved around the campaign "Blueland." We have found great economies of scale in using those same graphics in our TV spots and in mediums outside of the arena. This same philosophy has spilled over with our creative services group where we share player photo shoots and pass along our graphics to be used on the web and in our collateral printed materials. For us game presentation has evolved to play a larger part in the marketing of the team.
Finally, I think that game presentation has been dramatically affected by emerging technologies that were not available 5 years ago. The advent of HD, LED boards, the ability to interact with fans real time through SMS and their cell phones during games and a host of other equipment has completely changed the landscape. I have found over the years that with these changes some sponsors have gravitated towards interactive promotions that include fans rather then simple static signage (dramatically increasing the overall value/contribution of game presentation).
Gameops.com: You talked about extending your promotion across all facets of your presentation. Is this still a focus, and do you have additions to the list of elements you now consider?
- Music, specific anthem singers, post game concerts.
- Video live and pre produced
- Mascot, spirit squads, dance teams, dunk squads, roller teams, breakers, improve comedians/plants
- Concessions, Security and Ushers
- Concourse areas, external set ups (on the outside of the facility)
- Premium items, player uniforms
- Current contests and promotions
Peter Sorckoff on Promotional and Theme Nights
Placement is the Key: Imprinting Tips
Promotional Seminar - Austin TX
Mets Plan Special Night as Baseball Returns to NYC
Waver Stix
