Free Panthers game: Sagging Economy or Clever Marketing?

Posted on October 27th, 2008. Written by Emmett Jones.

I have already previously discussed the impact that the nation’s current recession is having on the current sports economy. I’ve also discussed how some of the NHL’s increasing revenues can be a little misleading. So, what is an NHL team that’s competing for fans to do?

Free Admission!

Sarah Talalay has the details,

The Panthers have launched a First Timer program, in which people who have never attended a Panthers game can sign up for a free pair of tickets to certain upcoming games with a Florida driver’s license. (There is also a sign up option if you don’t have a license). Sign up at the Panthers Web site.

“We’re giving people an opportunity to test our product, to enjoy a night of hockey on us,” Panthers President Michael Yormark said. “Hopefully they have a wonderful experience, hopefully they’ll see the value of coming to a Florida Panthers game. It’s the greatest game live and if they walk away saying ‘this is the greatest game live,’ we think we’ve potentially hooked a new fan.”

Already more than 1,000 people have signed up for a number of games this month and next and Yormark said the team saw spending per individual on concessions increase by $1.50 on Opening Night compared to the team’s 2007 opener.

Honestly, I’m actually a little surprised that promotions like this haven’t already become more prevalent, especially with hockey teams, and especially in big metropolitan areas like the Miami/Ft. Lauderdale area where the Panthers are located. Floridians have a lot of different options when it comes to recreation, and there are a lot of events vying for their attention. A free game may be just the thing that the Panthers need to get some future season ticket holders (obviously the point of the promotion), and depending on the cost of their various concessions, if they take any losses on the free seats it may be neglible at best.

My only question? Is this promotion more the cause of the economy, or is this just an attempt to gain more hockey fans?

Either way, maybe its time to make a road-trip to Florida, and not for the beaches.

The Business Of Sports: Test Drive A Panthers Game

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