Once upon a time, I was a Timberwolves season-ticket holder. I was excited to see what Kevin Love and Ricky Rubio could accomplish. The product on the court was entertaining and we had hopes of making the playoffs. I also was single, working full-time and still living with my parents, so I had some extra money to spend. I always dreamed of being a season-ticket holder, so once I was financially able to become one, I didn’t hesitate.
I knew that part of having season tickets was that you could resell some for profits. I quickly realized that the only profitable games were against teams that Lebron James, Kobe Bryant, or Kevin Durant on them. There were games were it was hard to even give away the tickets. But reselling some of the games helped alleviate the costs of having season tickets.
Being a season-ticket member has its perks. You get cool stuff for free. They throw in extra tickets every once in a while. They have nice events for season-ticket holders to attend. All in all, you feel important. I loved the experience. I would love to be a season-ticket holder again.
But the issue lay in the Wolves being a losing team. The most losing team actually. The Wolves have the longest playoff-drought in the NBA and the worst overall winning percentage of any other franchise. Attending the games can be fun. It loses excitement though when you see more losses than wins in the 41 games you have access to.
Since my departure of being a season ticket holder, I typically attend games if I get lower-level tickets for free. I will tap into my ‘consumer mind’ later, but that is my tipping point. From the Timberwolves’ perspective, this is the absolute worst state a consumer can be in. I am unwilling to pay for their middle-tier product. For me, I enjoy watching the game from the convenience of my home. I can multi-task. I don’t have to worry about parking. I can save money. I can also tweet live during the game. I ultimately don’t need to work my schedule around attending the game, I can fit it in.
This brings me to the importance of the consumer dollar for entertainment. The golden rule is, a consumer will only pay for a product they are willing to fit their schedule around. Entertainment dollars are different than your regular dollars. Consumers spend their regular dollars on things they absolutely need. These are things like food, rent, etc. After the consumer has factored in all of these expenses, they can choose to spend their money on entertainment. This is if they wouldn’t rather save it. That means, it has to be better than other entertainment options and saving it.
Minnesota is not an easy place to sell entertainment because there are a ton of options. First off, we are one of the few cities to have all major sporting teams along with a major college in the same area. Then factor in all of the other things to do for entertainment like the movies or the mall or the many arcade-like restaurants in Minneapolis. Add to that the fact that the team is losing and essentially not playing for anything.
For the four seasons I haven’t been a season ticket holder, I have had Timberwolves sales reps reach out to me constantly to push tickets down my throat when I don’t have an appetite. Reps that are not genuinely interested in my needs and wants as a consumer call me. They read a script about a package or season ticket price that is essentially at face value. They mask it by putting a limited time on the offer and throwing in another pair of tickets “for free.”
The approach I am absolutely in love with is what the Bucks are doing. They are selling a $150 dollar package that is good until the Bucks win 10 games. So that means, you are guaranteed a minimum of 10 wins for $150 dollars. That is amazing! The Wolves are selling a 5-game package for the same price, in the upper level.
It baffles me that the Wolves continue to use old marketing tactics to try to attract a crowd that is over attending games that mean nothing. The in-game experience has not changed in years. The games are often empty as well. You stick out like a sore-thumb if you are cheering loudly.
I have commented before on the lack of attendance at Wolves games. Things need to get better. The problem is, the approach the organization is taking hasn’t changed. Here are some suggestions:
- Offer something similar to what the Bucks are offering. It is exciting. It is new.
- Update marketing tactics used to attract fans. A great one is ‘gift giving’. Give fans that have a high-factor of converting to a package or season-ticket member free tickets. It will increase the odds that they actually convert.
- Upgrade the in-game experience. The same sounds have been used in the Target Center for as long as I can remember. Please, fix it.
- Get creative with offerings. All of the packages seem the same. Give me something that is interesting.
- Rebuild the fan base along with the team. Start attracting kids to the games. They will be the ones that will be the next generation of season ticket holders.
- Change the brand of the organization to be one that is innovative and willing to take risks. This is one thing the Milwaukee Bucks do great. See my review of their in-game experience when I attended here.
What are your thoughts? This is a blog post that is mainly reactionary and because a twitter rant wasn’t enough.
The Timber Rebuilder.