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Team Case Study

MARK 110

Linda Carmichael, Katie Conacher,

Erin Papadimitriou, Jinqi Yang

Overview

Established in 1973 (then known as Kingston Canadians)

Junior hockey team

Play in Eastern Conference of Ontario Hockey League (OHL)

OHL part of Canadian Hockey League (CHL)

Overview (cont’d)

Management considering ways to increase revenue

Emphasis on increasing ticket sales revenue

Develop strategy to improve attendance

Create solid base for long-term fan support

Improve pricing strategy

Advertising and sponsorship sales are solid

Strengths

Well-established junior hockey team

New state-of-the-art arena

Team management

Focused on long-term growth

Solid advertising and sponsorship sales

www.insighttechnologies.ca

Well-established organization:

Established in 1973 (then known as the Kingston Canadians.

Team name changed to Kingston Frontenacs in 1989 under new ownership.

New state-of-the-art arena:

In February 2008, the Kingston Frontenacs moved to the new 5,380 seat, state-of-the-art K-Rock Centre arena.

The move to new arena increased seating capacity by 2,080.

The new arena also features private boxes and hospitality suites, a restaurant, quick serve bar, concession areas, and a controlled access club lounge (Insight Engineering & Construction, 2013).

K-Rock Centre arena is a 7-time Canadian Venue of the Year award winner (Arena Guide, n.d.)

Team management:

Dedicated Director of Marketing and Communications position

Senior administration participates collaboratively to propose suggestions for increasing revenue and ticket sales.

Focused on long-term growth:

Consider both short-term and long-term goals.

Aim to improve attendance by creating a solid base for long-term fan support.

Recognize the need to increase fan segments (women, children, students)

Solid advertising and sponsorship sales:

Director of Marketing and Communications has implemented strategies to improve revenue from advertising and sponsorship.

References:

Arena Guide. (n.d.) Leon’s Centre (formerly Rogers K-Rock Centre). Retrieved from https://arena-guide.com/arena/rogers-k-rock-centre/

Insight Engineering & Construction. (2013). Kingston Regional Sports and Entertainment Centre. Retrieved from http://www.insighttechnologies.ca/work/kingston-regional-sports-and-entertainment-centre/

Strengths (cont’d)

Capacity to increase ticket sales

Team’s significant performance improvement

Qualified for playoffs last season

Steady increase in attendance

Player scouting/development

http://www.leonscentre.com/ticketing-info-faq/

https://hamiltonbulldogs.com/article/eastern-conference-championship-series-preview-bulldogs-vs-frontenacs

Capacity to increase ticket sales:

Move to new arena increased seating capacity by 2,080.

Senior administration is considering options to grow attendance through flexible and creative ticket pricing strategies.

Team’s significant performance improvement:

Improved to 33 wins last season, up from 18 and 25 the previous two seasons.

Qualified for playoffs last season:

After a disappointing year in 2008-09 with only 18 wins, the team turned things around significantly in 2009-10 with 33 wins and made the playoffs, generating additional revenue.

Steady increase in attendance: