The Magic's "constant losing has eroded attendance and local TV ratings from the team's first two seasons at Amway Center," but the "diminished quality of the team on the court has spurred the franchise's business staff to find new, creative ways to stem the tide," according to Josh Robbins of the ORLANDO SENTINEL. As the team prepares to open its regular season tomorrow night against the Wizards, "many aspects of the Magic's business operations are thriving." Magic CEO Alex Martins said that the team is "on pace for all-time highs in corporate sponsorship revenue, group ticket sales and tourism sales for the season ahead." Martins said that the rate of season-ticket renewals stands at 91.8%, the "highest in five years." But Martins "acknowledges the upcoming season will be a crucial one on and off the court." Martins: "It's a tribute to our fans in that they understand how we're rebuilding. They've bought into it. But at the end of the day, there comes a time when you have to win in order to maintain loyalty, in order to continue to grow business, in order to sell your building out every night, which is one of the ultimate measures of success from a business standpoint. So our expectation is that we're reaching a point where we need to win and we need to be competing for a playoff spot." Robbins notes the Magic last year introduced a ticket package called the "Fall Fast Break Pass," in which fans could "buy a ticket to eight games in October and November for a total of $49 or a ticket to 11 games for a total of $70." Magic officials said that they "sold 1,500 of the passes last season, which equated to about 15,000 tickets overall." Martins added that the program "appealed to a group of fans, mostly Millennials, who never had bought seats from the team before." The success of that package "has prompted team officials to expand its Fast Break Pass options this season, adding choices for the entire season, for weekdays and for weekends." The Magic this season are also partnering with VenueNext, debuting a "new-and-improved app that team officials said will improve fans' experience at Amway Center" (ORLANDO SENTINEL, 10/25).
DRIVING TO THE BASKET: In Orlando, Caitlin Dineen reports I-Drive NASCAR, an "indoor, high performance kart racing facility and theme park complex, has joined forces" with the Magic on a partnership. Beginning with tomorrow's opener, I-Drive NASCAR "will have a visible presence in the Amway Center." AMP Group COO Alejandro Pezzini, whose company owns I-Drive NASCAR, said that a "Magic themed go-kart and winner's podium will be on display near the Ozone Bar" in Amway Center. I-Drive NASCAR also will be part of fan experiences at Amway Center, and Pezzini said that he "expects to give away nearly 7,000 free races each game" (ORLANDO SENTINEL, 10/27).
