Cyril Leeder's 90 to 120 second 'Bull Durham' Bio
LOCATION, LOCATION, LOCATION
Presentation by
Cyril Leeder, Chief Operating Officer, Corel Centre, Ottawa, Canada
in the
Magic From a Hat Lecture Series, School of Business, Carleton University
November 13, 2000.
SEATING LEVELS
Air Canada Club Seats
Reds
U1 (Rows 1-7)
U2 (Rows 8-11/12)
U3 (Rows 12/13-16)
GM Power Seats
Coca-Cola Family Zone
TICKETS
Which Tickets are Priced Highest?
A. 100 Level
B. 200 Level
C. 300 Level
ANSWER
100 LEVEL TICKETS
WHICH ARE MOST EXPENSIVE?
A. Club Seats (between blue lines)
B. Front Row
C. Reds - Ends and Corners
ANSWER
B. Front Row (see and be seen effect)
EXTERNAL FACTORS
External Factors that can supercede location and affect value-
unique situation
trophy property
SIGNAGE RINGS
Which Sign Ring is most valuable?
A. 100 Level (lowest)
B. 200 Level (mid arena)
C. 300 Level (top)
ANSWER
A. 100 Level (lowest) (as seen more on television)
OTHER FACTORS
Other Factors Affecting Signage Value
active vs. static (selling time rather than real estate)
matrix vs. rotational
adjacent property
THE BEST SIGN
Active, matrix, located
next to a fan feature
MOST VALUABLE
Which sign is most valuable?
A. Clock Sign
B. Exterior Sign on Building
C. Videowall in Main Lobby
ANSWER
A. Exterior Sign (viewed by passing highway traffic)
SIGN COMPARISON- MOST VALUABLE?
A. Exterior Sign
B. Rinkboard
ANSWER
A. Rinkboard (as seen on TV)
GOLDEN RULE (They who have the gold, rule.)
Golden rule of Arena / Stadium signage
line of sight properties (in camera view) are the MVP’s (most valuable properties)
MOST VALUABLE PROPERTY
Which Line of Sight Property is Most Valuable?
A. Rinkboard
B. In ice
In Ice More Valuable because cannot be sponsor pre-empted
is unique
has higher fan recognition
RINKBOARD PROPERTY
Which Rinkboard is most valuable?
A. Centre Ice
B. Corner
C. In Front of Home Bench
D. Ends (behind net)
ANSWER
B. Corner (both pairs can be seen from all points within the arena and more television exposure)
SUITE PRICES
Suite Priced Highest?
A. 100 Level
B. 200 Level
C. 300 Level
ANSWER
A. 100 Level
MOST VALUABLE SUITE
Which Suite on a given Level is Most Valuable?
A. Centre Ice
B. End (behind stage)
C. End (front of stage)
ANSWER
A. Centre Ice
TICKET SALES
Which day is best for INDIVIDUAL Ticket Sales?
A. Sunday Afternoon
B. Saturday Night
C. Thursday Night
ANSWER
Saturday is best day for ticket sales because it expands your market draw area
easier to organize group sales
families find it easier
tourists
NIGHTLY SUITE RENTALS
Which day is best for Nightly Suite Rentals?
A. Sunday Afternoon
B. Saturday Night
C. Thursday Night
ANSWER
Thursday night is best for suite rentals because corporate market
corporations entertain during week. Family time on weekend.
Thursday, near the end of work week
Which Team will draw the best?
A. Montreal
B. Toronto
C. New Jersey
ANSWER
A. Toronto
Which Team will draw the best?
A. Boston
B. Chicago
C. Colorado
ANSWER
A. Colorado
Which Arena location more profitable
to private Owner?
A. Downtown
B. Suburban
ANSWER
A. Suburban
Corel Centre location better because
parking
restaurants, concessions
ability to acquire land at low rates and capitalize on long term appreciation
Which is preferred location for new office complex?
A. Palladium Drive, back corner
B. Palladium Drive, close to Corel Centre
C. Fronting onto Queensway
ANSWER
A. Palladium Drive, back corner
Why was A. Palladium Drive, back corner preferred?
Palladium Drive address
next to Nortel
not “locked in” on game night
backs onto greenspace and Carp River
APPLICATIONS
HOW YOU PRICE YOUR PRODUCT
HOW YOU PACKAGE YOUR INVENTORY
WHO YOU MARKET IT TO
WHEN DO YOU SELL; SALES CYCLE
PRICE YOUR PRODUCT
Factors we review when pricing our product
location
day of week
opponent
trophy property
how many people will see it
PACKAGING INVENTORY
A. Two Weak Games
B. One Weak Game, One Strong Game
C. Two Strong Games
ANSWER
B. One Weak Game, One Strong Game
Packaging Inventory
slow suite nights, Tuesday January 16th vs. L.A.
to get Faith Hill/Tim McGraw Concert must buy L.A. game
GUIDELINES
Guidelines for Packaging Inventory
never sell a trophy property “barenaked”
do not let inventory rot or waste
once it is gone, it is gone forever
find acceptable price points
meet client objectives
MARKETING
Who do you sell to?
Saturday games
outerlying market
groups
Thursdays
businesses
business groups
Monday nights?
PRAY FOR TORONTO OR MARQUEE PLAYER
WHEN TO SELL
When to you sell; Sales Cycle
suite leases and season seats - all the time
individual game tickets - strategy required, market close to game for impulse buy and entertainment planning
nightly suite rentals, 3-4 weeks out
LOCATION
LOCATION
LOCATION