As the IHL opens its season this evening, the league
premieres new franchises in L.A., San Francisco and Orlando. The
league is now competing with MLB, NFL, NBA and the NHL in several
markets -- and must market effectively to survive. A look at
what some teams are doing:
SPIDERS ON THE BRAIN: In the Bay Area, the expansion Spiders
are getting attention in a crowded market. "This is a team most
people know virtually nothing about, yet people are still talking
about them," writes Andy Altman in the OAKLAND TRIBUNE. Spiders
Owner David Pasant has been "smiling every step of the way,"
according to Altman, as the team has used more than one "public
relations ploy." Altman notes the team's TV ad campaigns were
"pure genius," their last exhibition game was a "freebie," and
they let "estranged" Sharks defenseman Sandis Ozolinsh practice
even though it is "highly doubtful" he will ever play for the
team. Pasant: "It's a pretty crowded media market, and to cut
through the clutter, we need to have something that's kind of
distinctive" (OAKLAND TRIBUNE, 9/29). The club will feature an
ice dancing team called the "Black Widows" to entertain during
breaks. Another selling point is that their building -- the Cow
Palace -- is now the oldest continuous site for hockey in the
U.S. with Boston Garden closing tonight. Pasant: "The new
buildings are great, but they just don't have the atmosphere, the
feeling of the old places like this one" (S.F. CHRONICLE, 9/29).
IS THREE A CROWD? Down the coast in L.A., the Ice Dogs are
competing with both the Kings and Mighty Ducks, but hope to lure
fans to the L.A. Sports Arena with an affordable alternative.
The team has heavily advertised around the city, and are
promoting themselves as "alternative hockey." Two of the players
have their own radio show. To get fans to their Sunday home
opener, the Ice Dogs are offering free parking at the arena (L.A.
TIMES, 9/29).
ICY HOT: In Orlando, the expansion Solar Bears are owned by
Magic Owner Richard DeVos, and are already setting attendance
records. The club has an IHL-record 5,800 season tickets sold
for the season (ORLANDO SENTINEL, 9/26).
