I. Executive Summary
The NHL has seen its fairs share of storied franchises, but non-however may stick out more than the Los Angeles Kings. At one time the Kings had acquired arguably, the best player to ever lace up his skates in Wayne Gretzky and were competing for the Stanley Cup year-in-and-year-out. The Kings have been long regarded as one of the better ran franchises in sports, thanks to managements commitment to winning.
However, the Kings have not managed their ultimate goal of a Stanley Cup, they manage to remain competitive every year. The closest they came was in 1993, where they lost to the Montreal Canadians in the Stanley Cup Finals. Behind the play on the ice though comes a marketing strategy that ties it all together. This strategy will be developed in conjunction with, Vice President of Marketing Jonathon Lowe, and team owners Philip Anschutz and Edward Roski Jr. The following strategy will include sales, promotions, merchandising, advertising/sponsorships, public relations, and then of course community relations.
The Kings came to the NHL in 1966, as apart of the “new 6” that doubled the size of the NHL and brought a franchise to Southern California. Then owner of the Los Angeles Lakers, Kent Cooke brought his passion for the sport of hockey, and for the city of Los Angeles together when he created the organization. After 44 seasons of hockey the Kings are now one of the more storied franchises in the NHL today.
This past season the Kings enjoyed a great fan turnout averaging 18,803 fans filling the building to an average of 99.8% capacity, up 6% from the previous season. The Kings do not have to compete with the LA Lakers or Clippers of the NBA so much being as how all three teams play out of the Staples Center, but in a city like LA where the entertainment dollar is more competitive now than ever, it is important for the Kings to stay ahead of the rest of the competition. Fans need to know that they have the opportunity to catch the most exciting game on ice, every time the Kings play at home. If there is one thing LA fans are notorious for it is only coming to “important” games. That is why we need to branch out to new fans and make sure old fans still know the Kings run this town.
Sales, the lifeblood of any organization, the biggest factor that separates a successful franchise to a non-successful franchise. The Kings currently have their season ticket plan broken up into several different categories they include, full/half season ticket plans, along with 10-game deals, a Wild West package, and then single/group ticket sales. Also there are Royal benefits made available to full/half season ticket holders, and 10-game ticket holders. By becoming a season ticket holder be it full, half, or a 10-game plan the fan is entitled to Royal benefits that include but are not limited to: * Stanley Cup Playoff Ticket Priority
* Significant saving on tickets
* Flexible interest free payments
* 10% off at the team LA Store
* Ability to purchase advance tickets to other events at the Staples Center, Home Depot Center, LA LIVE and more * Ability to purchase Staples Center pre-paid parking
They also include Royal Service Programs that include:
* Access to a personal Season Ticket Service Executive
* Kings CARE donation program (this gives the ticket holder the opportunity to donate unwanted tickets to the Kings CARE foundation) * Ability to upgrade account or add tickets to account
* Access to LAKings.com/seasontix this website give the fan the option to view their account, access tickets, make payments, renew tickets, and sell tickets on Ticketmaster’s TicketExchange
They also include Royal Treatment:
* Receive invites to exclusive Team Member events like, a Meet the Players Party, State of the Franchise, private practices, listen in on conference calls,...