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PANTHERS KEEP SKATING WITH MARKETING STRATEGY
Published September 26, 1994
The Panthers' second-season marketing strategy will closely resemble last year's and will continue to be guided by a clear philosophy: "Educate those who need to be educated without insulting those who don't." Dean Jordan, Panthers' VP for Business and Marketing: "We're not going to do much differently from a marketing standpoint. We had a good system, and we're going to just try and expand and build on it." Program elements include: "Panthers' Pocket Guide to Hockey," a John Vanbiesbrouck instructional video available for rent at Blockbuster stores, the "Streetcats" street-hockey program for children. 95% of the team's season-ticket holders renewed for this year; prices were raised from only in the sold-out lower bowl, which climbed from $32.50 to $38.00 (Dave Sheinin, MIAMI HERALD, 9/25). COME ONE, COME ALL: In an effort to give all patrons an equal chance to purchase Panther Pack seats ($8/ticket), the Panthers and Ticketmaster announced the implementation of random number distribution. Steve Dangerfield, Panthers' Director of Ticket and Game Day Operations: "It is the goal of the Panthers and Ticketmaster to stop overnight camping for safety reasons. In addition, we hope to deter scalpers or ticket brokers the ability to hire people to camp out to get the first tickets made available" (THE DAILY). TICKETMASTER REVIEW: In a separate story in yesterday's MIAMI HERALD, Alina Matas profiles Ticketmaster, "a $190M-a-year national giant" that "rules the off-site world of the tix biz" through its agreements with a wide range of venues for ticket sales and distribution. Matas: "The monies they get are called 'rebates.' Some call them 'kickbacks.'" Robert Franklin, manager of the Miami Arena: "It's a revenue source for us. The service charge is very profitable. There's virtually no cost associated with it." (MIAMI HERALD, 9/25).