SBD/June 29, 2012/Franchises

Senators' New Campaign Targets Small Businesses To Increase Season Ticket Sales

The Senators on Wednesday launched the "We Mean Business" campaign, an initiative to inform prospective clients about the impact that doing business with the club can have on their organization and in the community. The business-to-business marketing program is aimed at helping the Senators achieve a goal of selling 500 pairs of season seats in the 100- and 200-levels of Scotiabank Place during the offseason. The Senators are projecting to have 11,500 seats committed for next year, before any additional new season seats are sold. Renewal rates currently sit at 93% for full-season seats, and 89% for half-season packages. The "We Mean Business" campaign will push toward the Senators' goal of 13,000 season seats for the '12-13 season (Senators).

THINKING SMALL: In Ottawa, Wayne Scanlan noted the Senators have "a fight on their hands to get their ticket numbers in line with other NHL franchises" in Canada. Individual fans have "done their part, filling in the crowd gaps on a game by game basis." If there is "a weak link in the chain, by dint of the Senators calculations, it is the role of smaller business." Senators President Cyril Leeder, during a luncheon for local businesses Wednesday at Scotiabank Place, said, "We generally have 20,000 people in here on a nightly basis, we don't want to sound like we're complaining, because we're not. We just know the gap, if there is one, in our ticket plan has been in season seats, particularly in small to medium sized-businesses" (, 6/27). Leeder said that in return, businesses holding season tickets "will develop better relationships with their clients and help them retain and motivate their own employees." In Ottawa, Tony Spears noted Senators prospects, including first-round draft pick D Cody Ceci, "stopped by to help Leeder sell his spiel" (OTTAWA SUN, 6/28).
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