Devils put on their Jersey Lochmann joins Monumental Ads get Rams out and about in new home Lightning hires NBA executive Red Bulls do good with FanAngel Penske takes summit beyond the marketers Derby day keeps Red Bulls running Yankees as sellers won't affect business High demand keeps Teamworks working hard Buccaneers employ VR across organization
SBJ/March 14-20, 2011/Franchises
Warriors ownership sets benchmarks for team as part of season-ticket renewal effort
Published March 14, 2011, Page 4
Rarely do NBA owners make specific team predictions, but this duo is looking to shake up the Warriors with a season-ticket renewal effort that promises to put the team and players in unfamiliar places — such as the postseason and the All-Star Game. Lacob and Guber, who paid a record $450 million last year to buy the Warriors, are calling their renewal effort the Risk Free Article of Agreement.
Warriors owners Joe Lacob and Peter Guber have guaranteed season-ticket holders that the team will make the playoffs in 2011-12 and have a player in the All-Star Game.
The team also is predicting that it will win at least 25 home games next year at Oracle Arena, a benchmark reached just three times in the past 16 years. In addition, ownership is expecting that the Warriors will have a player selected next year for the All-Star Game, something that last occurred in 1997, with Latrell Sprewell.
Should the team fail to deliver on winning 25 home games, the Warriors will give season-ticket holders an exclusive two-hour player autograph session. If a Warriors player does not get named to the All-Star team, season-ticket holders will receive autographed player merchandise.
The Warriors also are offering full refunds plus above-market 5 percent interest to season-ticket holders for any games lost due to a lockout next season. The interest will be paid to season-ticket holders from the time of their deposit. The refund is per league policy, which calls for refunds plus interest for games lost to a work stoppage, but the NBA has not yet set a specific interest rate. The Warriors have cut season-ticket prices for next season around 12 percent.
“It is time that we make a commitment that is equal to what our season-ticket holders have made,” said Warriors President Robert Rowell. “We are committed to higher standards, and we need to be accountable.”
Delivering on their promises would mean a sharp turnaround for the franchise. Through March 10, the Warriors had a 28-36 record and were on track to miss the playoffs. The Warriors have made the playoffs once since 1994.
The campaign is an aggressive move by Lacob and Guber to re-energize the Warriors franchise after the 15-year tenure of former owner Chris Cohan. The duo has done little organizationally, at least publicly, since taking over the team.
Through March 10, the Warriors were averaging 18,651 fans per game at Oracle Arena, up 4.6 percent to date from last year and 10th best in the 30-team NBA.
“It’s about letting our fans know that we understand what we have to do, and you don’t see that a lot from ownership and management,” Rowell said. “This is about the direction of the team and about protecting our season-ticket holders.”