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Good Sports: All Together Now
New Haven sports teams craft joint marketing initiative
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BNH
6/1/2000
By: BNH
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Much like the weather, everyone in New Haven talks about cooperating for mutual benefit, but no one ever does anything about it.
Until now.
In what may well be an Elm City first, four sports-related organizations have forged a joint marketing initiative to promote themselves and one another in the coming year. This includes exchanging mailing lists and devising an attractive package for would-be sports fans to sample each sport.
The AA Eastern League New Haven Ravens, the Yale athletic department, the Pilot Pen women's tennis tourney and the new New Haven Knights franchise of the United Hockey League are offering two “Sports Pass” packages to make available at a discount seats, concessions and parking to Ravens, Knights and Yale footballs games, as well as early-round Pilot Pen action at the Connecticut Tennis Center.
The unprecedented cooperation comes under the auspices of “Team New Haven,” an initiative of the Greater New Haven Chamber of Commerce. The idea to market a single ticket to all four sports offerings was the brainchild of John Burnap, general manager of Veterans Memorial Coliseum in New Haven and chairperson of the chamber's Sports Council, whence morphed Team New Haven.
Representatives of the (then-unnamed) Knights, Ravens, Yale and Pilot Pen first met informally last September to explore possible joint marketing ventures. Team New Haven - the mission of which is “to make greater New Haven a destination synonymous with live sports and entertainment excellence” - was the product of those discussions.
Purchasers of “Sports Pass Package No. 1” receive four tickets, concessions and parking to one of three Ravens games at Yale Field, a similar package to the first Knights and Yale football home games this fall as well as four middle-tier tickets and free parking for any of the first three sessions of the Pilot Pen tourney this August. The $300 retail value is being sold for $100.
An equivalent package with two tickets for each event is selling for $75.
Sports fans can order either package by calling 203-503-6050, visiting the group's Web site at www.teamnewhaven.com or in person by visiting the Coliseum box office at 275 South Orange Street.
Team New Haven plans additional cross-marketing programs, a “FanFest” next winter as well as sports programs and activities at other sites.
Greater New Haven is Connecticut's center for sports, arts and entertainment,” said Burnap, “and this is one more way for us to collectively showcase the great things about the New Haven area.”
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