Capitals Owner Ted Leonsis "outlined his specific plans
to revive interest in the team" last night at the team's
annual preseason press dinner, according to Eric Fisher of
the WASHINGTON TIMES, who writes that the team's marketing
effort this season will include an "improved game
experience" at MCI Center, a new ad campaign and "major
efforts" to increase ticket sales and community service. The
team has already lowered ticket prices and stressed a
"renewed commitment to guest services." The ad campaign
"easily will be the largest in team history." It will
include TV, print, radio and the Internet components and
have the tag, "Always Intense." Fisher writes that the
team's new Web site, at www.washingtoncaps.com, will launch
Saturday and "will likely be the most extensive of any" pro
sports team. It will feature real-time scores, sortable
statistics and standings for the entire NHL, ticket and
merchandise sales and directions to MCI Center from anywhere
in the country. The team has also "issued" laptop computers
to all players and set them up with AOL accounts so they can
post comments "frequently on the site to boost fan access to
the team." Though the site will be free to fans, Leonsis
"intends to turn it into a major revenue generator" through
advertising, as Leonsis aims to have one million page views
per month. Leonsis added that season ticket sales have
"improved by more than" 2,000 since he bought the team four
months ago, up almost 70% from the 3,000 base he "inherited"
(WASHINGTON TIMES, 9/30). DC's WBDC-WB will air two
additional Caps games this season, bringing the combined
total on WBDC and HTS to 56 (WASHINGTON TIMES, 9/30).
