Worcester lands AHL Sharks
Sandy Dunn isn’t worried about whether the city’s newest American Hockey League team will be able to garner another 1,500 season ticket sales to meet its goal of 3,000 by the beginning of the next hockey season in October. Those pledges came in before the city even knew it would have a hockey team.
"We’ve had great response, basically, selling an unknown," says Dunn, who is DCU Center’s general manager. "To be able to do 1,500 without a team, and have that kind of response rate is huge." Now that it’s official that the San Jose Sharks will locate its AHL franchise, its top development affiliate, in Worcester, Dunn and her team expect to be able to tap a larger market.The announcement of the new 10-year agreement came after a two-month drive to collect pledges. Volunteers worked pledge tables in local rinks, telemarketed former season ticket holders for the Worcester Ice Cats, and provided creative input into the development of a marketing strategy.
A Jan. 9 press conference and rally, plus a Jan. 10 breakfast for the business community, drew hundreds of attendees. Now, the marketing group that’s filling seats at Sharks games will be reaching out to the region’s businesses with customized promotional plans to fit every business size and need.
Businesses that pledge early can expect to be called on by the Sharks. The team is setting up a 20-person staff in offices in the DCU Center, and bringing in 22-25 players to inquire what the ticket-holders want to see in terms of packages and promotions. "Those who commit early will really make a difference in getting this team off the ground," Dunn points out.
"We can craft a partnership with a business of any size," adds Michael Lehr, president of the Worcester Sharks, whether it’s as big as a logo on the ice or as small as a table on the concourse. For now, he says, "We have a running start."
The team will set up a charity connection for businesses that want to donate their season tickets to schools or non-profit organizations. That program is being developed now.
Season ticket pledge sheets are available on the Worcester Sharks web site, www.sharksahl.com. Additionally, there’s a commitment for group ticket purchases, developed on recommendation of the 18-member business cabinet, to accommodate the many businesses that want to buy tickets for employees’ nights out, or to entertain clients. There are also opportunities to commit to advertising.
Lehr credits Dunn and Worcester City Manger Michael O’Brien for their commitment and expertise, adding that the concession agreement gives the team a chance to share in the revenue stream. This increases the motivation to sell more food, beverage and merchandise.
Lehr agrees with Dunn that to get halfway to a pledge goal before having an official team "says a lot." He also notes the strong New England roots of the Sharks. Fully a third of all the San Jose Sharks’ reserve list players in the AHL and the NHL have New England ties.
But does having a development team so far away from San Jose create logistical problems? Far from it, Lehr says. In fact, it will be easier on the team, now playing as the Cleveland Barons. Most of their AHL dates are now a 6-7 hour bus ride away, but New England venues are much closer together. Players, says Lehr, will be able to spend "more nights in their own beds."
At the end of this hockey season, the Cleveland Barons will cease operations and transfer their franchise to the Worcester Sharks. The Barons have had a difficult time in boosting attendance over the course of their five-year agreement with Cleveland. Lehr says the difficulty is relative to the size of the arena in Cleveland, which seats 10,400. He envisions a better scenario for the DCU Center, which will be set up to seat 6,500. He also says the city’s ownership stake in the DCU Center makes a difference.
As for the team, he says, players will not only be coached in sports skills but in communication skills as well. "We’ll go to the community like nothing you’ve ever seen," Lehr promises.
Christina P. O’Neill can be reached at coneill@wbjournal.com
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