NLL Swarm Increase Sales Staff, See Boost In Season-Ticket Sales

NLL Minnesota Swarm co-Owners John and Andy Arlotta this offseason "grew their office staff from 10 to 27 full-time employees, with the heaviest investment in the sales associate area to push ticket sales," according to Geoff Shannon of INSIDE LACROSSE magazine. The Swarm focused on "untapped demographics (an underperforming field lacrosse community, college students)," and "added 1,000 new season ticketholders to their previous count." The Arlottas also "have enhanced the in-game experience," as they "rebranded the entire" Xcel Energy Center with the Swarm logo. Shannon notes "instead of going to The X, fans now enter The Hive." Andy Arlotta noted the team's "No. 1 goal is to eventually not lose any money." Arlotta: "No. 2 is to win a world championship and No. 3 is to fill the arena." The '10 season will mark the Arlottas' "second year as the Swarm's co-owners," after purchasing the franchise from the Wild in '08. NLL Commissioner George Daniel noted the league has "several NHL owners, and they're terrific," as they "bring an infrastructure and credibility to the marketplace." But Daniel added, "At the end of the day it's never their core business. With the Arlottas, we have the best of both worlds. The Wild have built the franchise up to a certain point; now the franchise is getting the extra focus" (INSIDE LACROSSE, 3/ '10 issue).