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Tampa Bay Lightning

April 4, 2012

Brad Lott

Blue Chip Rewards STM Jersey

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Brad Lott

• 3 Years in Minor

League Baseball

• 10+ Years in National

Hockey League

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Who are we?

• NHL Hockey Team

• Concert Venue

• Arena Football Team – Tampa Bay Storm

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History

• Began Play in 1992-93

• 5 Different Owners

• 1 Stanley Cup

• 3 Different Facilities

• Lead NHL in Attendance

During 2005-06 season

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Our Vision

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Issues We Looked To Address

• Declining Attendance

• Team Performance

• Building in Need of Repair

• Ownership Woes

• Community Involvement

• Fans Lacked Organizational Connection

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Concept

• Provide Fans a Unique

Value Proposition That

Would Separate Us

Within the Market

• Provide Our Most Loyal

Fans With Discounts on

Food & Beverage in a

Unique Way

• Provide Fans With a

Sense of Connection

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Blue Chip Rewards STM Jersey

• 2012 New Logo Jersey

• STM Patch to help us identify them throughout the arena

• RFID tag placed in the right hand sleeve

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Partners

• Radiant Systems, LLC

• SportService

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Chip Specifications

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Flexibility

• Season Ticket Members are Broken

Into Segments

• Allows Us to Make Changes Quickly

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Customer Service

• Allowed us to identify our

clients by name

• Deliver discount benefit

in an innovative way

• Provide a fond farewell

after each purchase

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Tracking

• Buying Patterns

• Preferences

• Hot Items

• Overall “Fan Value”

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Speaker’s

company

logo here

Top Items

Sample Reporting (Through first 21 Games)

• In terms of quantities purchased, STM purchases follow Pareto Principle

(80-20 rule) – Top 25 items account for 79% of purchases

– Top 10 items account for 39% of purchases

• Beverages account for 9 of top 10 items

• Most popular item is 20oz. draft beer

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Top 10 Items Overall QTY % of Total

Items

C-Beer Draft 20 oz Large Domestic 6,695 8%

C-Water Dasani 20 oz 6,006 7%

C-Soda Btl 20 oz Coke 4,568 5%

C-Soda Btl 20 oz Dt Coke 3,333 4%

C-Beer Can 24 oz Bud Light 2,366 3%

C-Soda Btl 20 oz Sprite 1,965 2%

C-Cup 12 oz Liquor Double 1,941 2%

C-Sausage Hot Dog 5/1 1,933 2%

C-Sub M&M Cup 16 oz Hot (Coffee) 1,746 2%

C-Beer Can 24 oz Molson 1,627 2%

Top 10 Items Merch QTY % of Merch

Items

TBL PUCK 217 4%

HAT ACL 3930 114 2%

EARRINGS DANGLE 89 2%

PLAYER PUCKS 88 2%

HAT SANTA 88 2%

CHROME LICENSE FRAME 61 1%

BANZ LOGO 57 1%

TBL LANYARD 56 1%

LOGO K/C 55 1%

TBL XMAS ORNAMENT 54 1%

When are the purchases happening?

Sample Reporting

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Game Time (in minutes)

Pregame

2nd Intermission

1st Intermission

Spending per Chip

Sample Reporting

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Average spent per chip: $145 Top spending chips

$1000+ (6) $750+ (24) $500+ (130) $210+ (992) - $10/game

$0

$200

$400

$600

$800

$1,000

$1,200

$1,400

$1,600

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11

7

23

3

34

9

46

5

58

1

69

7

81

3

92

9

10

45

1

16

1

12

77

1

39

3

15

09

1

62

5

17

41

1

85

7

19

73

2

08

9

22

05

2

32

1

24

37

2

55

3

26

69

2

78

5

29

01

3

01

7

31

33

3

24

9

33

65

3

48

1

35

97

3

71

3

38

29

3

94

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Frequency

Total Dollars Spent by Chip (10/17/11 through 1/24/12)

Implementation Partners

• Reebok

• Radiant Systems

• Delaware North

• Local Imaging Company

• Embassy Suites Hotel

• 7 Star Service

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Distribution Strategy

• Create an Fan Experience Out of the Jersey

Distribution

• Plan Each Touch Point at Every Interaction

• Generate Positive Interaction at Each Contact

Point

• Use This as an Opportunity to Educate Our Fans

on the Technology

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7 Star Service – Cycles of Service™* Proprietary Process Created by Ruby Newell-Legner, Fan Experience Expert

• Using Ruby’s formula, we planned every touch

point of the jersey distribution process to ensure

we left a positive perception with every fan every

step of the way

• The Cycles of Service became

our compass to keep us on track

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Cycle of Servic**e Steps in the Cycle

Standard

Receive invite or initial communication from TBL

2 ½ weeks out explain what to expect, dates, location, how to RSVP, Parking, STM Page info?, bring a photo ID, must be paid 50% or higher to receive jersey?

RSVP for date/time slot Times/Dates-Send to “Reserve It” (Will not allow them to RSVP if slot is full-Explain that it is based on availability Max 100 people per 2 hr. time slot for 1st 1.5 days. 200 people per 2 hr. time slot every other shift)

Receive confirmation Confirm date/time, parking info, what the address of the location is, Jersey link attached (if they didn’t fill out already). Message to print confirmation to use for parking in West Lot on pick up day.

Reminder from Boucher 9/20 will send out. Video reminder from Guy Boucher thank you/reminder and confirmation. Bring photo ID. Event day details and descriptions, Pick-up Rules, etc.

Park in the West lot Welcome sign at entrance (STM Parking). Greeted by attendant, collect confirmation, refer to guest by name on the confirmation. Park. Get pick up by Golf Cart. Get name of STM and guests from Attendant (confirmation slip) and delivered to Embassy doors,

7 Star Service – Cycles of Service™*

*Proprietary Process Created by Ruby Newell-Legner, Fan Experience Expert

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STM Invite

Emailed out to all Full Season Ticket

Members on 9/12/2011

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Reserve It Season Ticket Members were instructed to use the link for the Reserve it

website to RSVP for a time slot.

• 2 hour time slots

• 100 accounts per time slot

• (This created steady traffic and relieved the amount of people at one time.)

Confirmation with time & date was sent giving clients further instructions:

• Parking directions

• Address to Embassy Suites – Downtown Tampa

• Instructed them to print out confirmation providing free access to park

• Notifying that we would send a reminder email 2 days before the event

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Reservation System

Distribution Process

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Summary

• Who: Full Season Ticket Members

• What: Step 1: Check-in

Step 2: Jersey fitting

Step 3: Chip activation

Step 4: Jersey customization

Step 5: Packaging station

• Where: Embassy Suites

-Downtown Tampa

• When: September, 22nd -25th & 29th -30th

• Time: 8:00 am-8:00 pm

• Parking: Complimentary parking in the West Lot

• Beverages: Complimentary soda and water

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Check-In

• Archtics on the lap top verify full season ticket accounts

• 11 bins divided up by letters of the last

name (A-G, H-M, N-S, T-Z) • 2 Check-In signs on both sides of the

table

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Step 2: Jersey Fitting Station

• 2 jerseys of each size for try-on • Size was written on the hanger to make it easy to find • Jerseys were hung in size order: youth M, youth XL,

S,M,L,XL,XXL,XXXL,XXXXL • Jerseys were taped on the back with the size, this also indicated

that it was a try-on jersey • 2 staff members at fitting station • Flat screen set up for frequently asked questions

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Step 3: Chip Activation Station

Staff: 6-Staff members on each computer with scanner 6-Jersey runners 1-Floater • 2 chairs at each computer for clients to sit while

jerseys are activating. • Each computer had a stapler, a basket to place

completed forms, red ink pens, black ink pens, a ‘cheat sheet’ (see next page) and vouchers for future complimentary customization

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Step 4: Customization Station Once picked up, clients brought their new jerseys to the customization station. Set-up • 4 pressers • Chairs set up for waiting • Flat screen set up for clients to watch

Wait time varied from 20 min. to the following day pick up due to high volume of jersey distribution

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Step 5: Packaging Station

• All packaging supplies; hangers, blue packaging plastic & packaging utensils were traded through a sponsor, Eagle Cleaners.

• Stapled a coupon to the finished jersey for Eagle Cleaners. • 1-2 staff members at this station • Also used as a “pick up station”. Hanging racks with finished jerseys were

organized in alphabetical order for when clients come back to pick up • 2- 8.5x11ft. dressed tables

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Happy STM!

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Future of the ProgramSTM!

• RFID Card

• Stored Value

• Loyalty Program

• Control Access

• Social Media

• Sponsor Engagement

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What questions do you have?

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Results!

• Season Ticket Increase from 5500 to just under 11,000

• Played to 95%+ Capacity All Season

• Early Indicators Show that We Can Expect to See a 85-90% Renewal Rate

• Building Is Once

Again BLUE!

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