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We can’t always
guarantee the ball game
is going to be good; but
we can guarantee the fan
FAN will have fun.
- Bill Veeck
Viking Fan [Vike – ing Fàn] noun
1. An enthusiastic devotee to the
Minnesota Vikings.
TABLE OF CONTENTS Executive Summary
SWOT Analysis
Benefits + Recognition = Retention
Game day, renewals, etc
Events Logistics
Communications
Newsletter, STO Website, Mailings:
preseason, during season, off-season
Other
Sponsorship opportunities, facility
improvements, website, customer service
reps, town hall meetings
Quote from fan
EXECUTIVE SUMMARY
Every season ticket owner account has the potential to make
the Minnesota Vikings anywhere from $62,000 – $128,000
over the next 20 years. Wouldn’t you rather keep a season
ticket owner than try to obtain a new one?
The issue at hand is that the Minnesota Vikings season ticket
holders do not feel the Vikings staff appreciates them. These
fans are the heartbeat of your organization, without them your
product does not exist. We have been challenged to compile a
plan that will ensure that your cherished season ticket owners
will feel valued and continue to be loyal, passionate fans.
Making your season ticket owners feel apart of the family does
not require grand gestures, in fact fans truly appreciate the
“small stuff”. We have put together several ways for the
Vikings staff to connect with the season ticket owners in order
to foster, build and maintain relationships.
It may seem as though a season ticket holder can be easily
replaced if they are not happy with their experience but there
is great opportunity in retaining them. Consider this, the
average season ticket holder pays $46.00 per seat and
normally has at least 2 seats. ALL THE AFTERMARKETING
INFORMATION!!!
Throughout the Minneapolis, MN region there are many other
competitors such as the Minnesota Twins, Timberwolves,
Wilds and Links. With the competition among professional
sports in Minneapolis, coupled with the current disconnect of
fans, there is the threat of your fans receiving their “sports fix”
elsewhere.
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Opportunities
- Fan rewards card or activation
with VISA/MasterCard/AMEX
- Tiers for season ticket owners
- Light rail proximity
opportunity for
activations/sponsors
Strengths - Approximately 13,000 season ticket owners equally 50,000 - 50 years of Vikings football - Multiple forms of communications to STO
Weaknesses
- No history of service for STO
- No service representatives for STO
- No STO website or information page
- No tracking system to show whom is
actually attending games and events
- Video screens and boards
- Lack of club seats
- Entrance to stadium crowded
- Lack of tailgating space
Threats
- Minnesota Twins,
Timberwolves, Wilds and Links
- STO events not widely
attended
Minnesota Vikings STO Rewards
and Recognition Program:
Very Important Vikings
To commemorate our 50th season, the Minnesota Vikings would like to
introduce the “Very Important Vikings” (V.I.V.) program to all of our
season ticket owners. The V.I.V. program is designed to recognize and
reward our most loyal fans based on tenure as a STO, your investment,
attending games and events, and just because we love you! Below is an
overview of the different aspects of the program, how to become enrolled
in the V.I.V. program, how to use your V.I.V. Card and all other details.
The V.I.V. program is our way of saying thank you for being the best fans
in all of the National Football League! SKOL VIKINGS!
V.I.V. Tenure Benefits
For being a Season Ticket Owner we want to say thank you with
annual gifts. Each year your choices of gifts will be different and the
longer you are a Vikings STO the better the gifts get. These are exclusive
offers available to Vikings STO’s and include everyone from their rookie
year to those celebrating their 50th season with the team. Gifts and
experiences include rookie training camp, Vikings merchandise, gift
cards, private tours of the H.H.H. Metrodome, birthday parties, in-seat
concierge service at select home games, events with the president and
owner and much more! Information for the gifts you qualify for can be
found in this packet and on the STO website.
V.I.V. Rewards
V.I.V. Weekly Drawings:
To show our appreciation to you for being a Vikings Season Ticket
Owner, your name will be entered into a drawing each week to win one of
the following experiences throughout the course of the season. If your
name is drawn a Vikings ticket representative will contact you with
details.
V.I.V. Card:
After you register your V.I.V. Card you are now on the fast track to
getting exclusive gifts from the Vikings just for doing everything you
already do by being a fan! There are many ways to earn points towards
amazing prizes and they include enrolling, concession purchases made
at home games, purchases at the Vikings Locker Room, attendance at
games and STO events, giving us feedback and many more! A list every
way to earn points can be found in this pack and on the STO website.
Limit one (1) V.I.V. Card per STO account.
How to Register Your V.I.V. Card:
Getting started as a V.I.V. member is easy! All you have to do is
visit the STO website on www.vikings.com and fill out the V.I.V.
membership profile form. This is a very important step in the success of
the V.I.V. program. After you fill out our membership profile, download
the official Minnesota Vikings internet toolbar to track your points and
earn more!
For more information about the Very Important Vikings program visit the
Season Ticket Owner website or contact us directly at 612-338-4537.
Very Important Vikings
“V.I.V.”
There are numerous benefits to being a Vikings Season Ticket Owner.
Below is a summary of all of the benefits we are offering for our 50th
season based on tenure. For the amount of years that you have been a
Season Ticket Owner you will be able to choose a certain amount of gifts
from that particular category. Your commitment to the Vikings has
made you an invaluable member of our team. We would like to thank
you for your continuous support and we look forward to sharing the
excitement of the 2010-2011 season with you!
Rookies
Rookie Welcome Pack Rookie Camp Tickets
2-5 yrs
Vikings’ hat Foam finger Vikings’ Bobblehead Vikings’ yearbook Decorative License Plate Free Parking Pass for one game Free Nickelodeon Universe pass
6-10 yrs
1 game pass to VIP tent Guys night out $50 Vikings dollars to be spent on retail or
food and beverage
11-15 yrs
Exclusive Vikings’ Jacket High five line Vikings’ experience Vikings’ Birthday party
16-20 yrs
Sideline passes Ticket to benefit Gala $100 Vikings dollars to be spent on retail or food and beverage
21-30 yrs
President's breakfast Handwritten thank you note from
President, Coach, Player Spend a day with Ragna
31-40 yrs
In Seat service during games Vikings VIP status Framed Family Photo at the Metrodome
41+ yr
Close parking - discounted/valet service Private dinner with the owner Shopping Spree at Mall of America Sound the Gjallarhorn
Corporate Benefits
Suite party during off-season or non game-days Networking event Vikings visit office for a day/party
Very Important Vikings “V.I.V.” -
Random Weekly Drawings
To show our appreciation to you for being a Vikings Season Ticket Owner,
your name will be entered into a drawing each week to win one of the
following experiences throughout the course of the season. If your name is
drawn a Vikings ticket representative will contact you with details.
A Day in the Life of Mark Wilf
One lucky fan will get to be Vikings President for one day
during the work week or off season, as well as game day
depending on availability
Shadow Mark Wilf and watch the day to day operations of
the team
Sit in with meetings with office staff and coaches/players
Honorary Captain
Walk out with the team to be a part of the coin toss and
meet refs and opposing team
Winning STO will receive one (1) honorary coin, personalized
jersey and commemorative framed picture.
Total Game Upgrade
Winning Season Ticket Owner will be able to enjoy the game
from the President’s suite for them and 12 of their family and
friends
The suite will be privately catered to include the STO’s
favorite game day meal
Also a full upgrade of all of your Viking’s merchandise from
head to toe at the Vikings Locker Room team store
Away Game Experience for 2
Winner receives a flight on the team plane, one/two night
stay in the team hotel, tickets to the game and $100 for food
and shopping
Receive a commemorative framed picture at the away
stadium and will have their experience posted on the Vikings
STO website
Available for only select away games
Super Bowl Experience for 2
Winner receives a flight to Super Bowl site, two night stay at
partnering hotel, tickets to the game and $200 dollars for
food and shopping
Winner will be selected based on time of account renewal
and paid-in-full deadline
NFL Draft Experience for 2
Expense paid trip to the 2011 Draft including flight to draft
site, two night stay at partnering hotel, tickets to the draft,
$200 dollars for food and shopping and personal insight to
the Vikings War Room!
Personal Delivery of Tickets
Upcoming season tickets will be hand delivered to the job or
front door of a select number of Season Ticket Owner by
either a Vikings player, Cheerleader, administrative
personnel, Ragnar or Viktor!
Vikings Season Ticket Owner Day at Mall of America
Enjoy a day of shopping with a personal assistant courtesy
of the Vikings. Who could it be? A Vikings player? MV
Cheerleader? Administrative personnel? Ragnar or Viktor?
Random Weekly drawings
Random weekly
Events
Events pic rendering
PUMPS & PADS
NAME TBD (Potential Nams Cleats and Cufflinks, Pads and Pumps, Feast on the Fifty) This document summarizes the proposed process for conducting the Cleats and Cuffs Gala on 10/10/10 for sponsors and Season Ticket Owners. The event will be executed with the following objectives, goals and guidelines.
Who: Minnesota Vikings Organization, Sponsors and Season Ticket Owners
What: The Pumps and Pads Gala When: October 10, 2010 (Hence 10/10/10) Where: Metrodome
Why: To raise money and awareness for the Vikings Children’s Fund How: Following the below objectives and guidelines
Objectives
Raise capital and funds for Vikings Children’s Fund Reach old and new sponsors Appreciation for Season Ticket Owners Building a closer relationship between Vikings organization
and STO/Sponsors
Goals Raise over cost of capital of event Raise awareness of Vikings Children’s Fund Gain 10% more sponsors Gain positive feedback from Sponsors and Season Ticket
Owners Players come close with their fans
Guidelines Below you will find the logistics of what is needed for this event.
Resources Required:
- An event chair; this individual must be well-connected in your community as well as hard-working and organized
A core group of volunteers to oversee major components of event; suggested committees: ticket sales, sponsors, souvenir programmed,
entertainment, prizes
and gifts, decorations, etc.
- Patrons and corporate sponsor(s) to offset expenses and provide start-up capital
- A venue with catering facilities and staff, a large ballroom for the dinner and dance, a smaller room for the reception, and a bar
- Invitations, reservation forms, and return envelopes, Souvenir programmes
- Live music, entertainment - A stage and a sound system with technician - Decorations, including flowers, balloons, banners, posters, and
flyers, etc. - Door prizes and bonbonieres (the latter are small gifts given to
guests) - Raffle tickets - A photographer - Players, coaches and staff present - Security and first-aid personnel - Liability insurance
Guys Night Out
This document summarizes the proposed process for conducting Guys Night Out on 11/3/10 for male Season Ticket Owners. The event will be executed with the following objectives, goals and
guidelines. Who: Minnesota Vikings Organization and Season Ticket Owners
What: Guys Night Out When: November 3, 2010
Where: Dave and Busters, Maple Grove location
Why: To allow the STO and Players/Coaches to bond How: Free games, beer, and food
Objectives
Create relationship with male STO Appreciation for Season Ticket Owners Use potential sponsors to sponsor event
Bring awareness and raise money for VCF
Goals
Raise awareness of Vikings Children’s Fund Reach at least 10% of STO to attend event
Build new accounts with STO
Guidelines
Interaction has to be genuine between players and STO Have rules for STO when it comes to interacting with
players (i.e. No items for autograph) Cheer and mascot should be present
Sponsorship Examples EA Sports – Bring gaming devices such as Wii, PS3
and Xbox
Best Buy – Bring t.v.’s, surround sound, etc. Budweiser – Samples of beer
Snow Day
Who: ALL Vikings Fans
What: Snow day for fans to come out and get to know the Vikings staff along with a few of the players
When: February
Where: Outside the Metrodome on the Miller Light Party on the Plaza
How: Emails sent out to STO and announced at games register for the event.
Why: To show appreciation for the fans that support them every game
Vendors’ will set up outside in the pre-game area where fans
can buy food, Vikings gear, play games, etc.
o Free hot chocolate provided by Vikings organization
STO’s will have exclusive passes to go into certain areas of
the arena and meet players and get autographs and pictures
o This will be divided by STO rankings (top tier will see
the stars of the team such as Adrian Peterson, Brett
Favre) which will give more control to how many
people are in specific areas
o Colored tags will be provided to distinguish between
the different tiers.
Games, some will be football related, will be set up for
children and adults to participate
o Football toss
o Snow shoes race
o Sled race
o Snowman/Snow Angel building area
o Tire Races
o Snowball Dodge Ball
o Snowball Making Race
Snow day event
Rookie Camp
Who: New Season Ticker Owners (STO’s)
What: Season Ticket Owner Training Session
When: July
Where: Vikings Stadium
How: Season ticket representatives will have a session for all new season ticket owners
Why: To inform them on benefits, where things are in the arena, helpful
tips
Tour of the Stadium given by Service Reps o To ensure season ticket owners have an understanding of
where their seats are located, the best gate to use, the closest restroom, etc
Owner, President, Coach, Player address the new season ticket owners
o To show the new STO’s appreciation for their commitment to the Vikings at all levels of the organization
Tell the benefits of being a STO’s o To elaborate all the value of their being a STO
Tell the events they will have for them to come to and explain how people will be picked
Food and beverage
Open the team store for people to buy shirts, hats, etc. STO Gameday/Weekly Promotion/Recognition
STO of the Game/Week
NFL Films-esque video, like NFL Yearbook. http://www.youtube.com/watch?v=DrmyllSf7yY
STH writes essay that explains why they should be chosen or nominating someone else
Voted on by fans and other STO's Vikings media/television makes short NFL films style video to be
played at game to recognize STO Recognized on field or in stands at seat on TV given award/plaque make sample video for presentation....Still working on it....
Rookie camp event
Season Ticket Owner Dedicated Website
Through season ticket owners’ survey responses and personal interviews,
it can be argued that an area that the Minnesota Vikings are currently
underutilizing is online communication. The domain
WeAreVikingsFans.com is the official fan network managed by the
Vikings, however, according to Compare – an online resource that
compares internet traffic - an unofficial fan site at the domain
PurplePride.org was more active starting in June and continues to gain
popularity.
The above diagram shows that PurplePride.org has had more unique
visitors than WeAreVikingsFans.com beginning in the summer months
and up until this point still maintains higher traffic levels. If the
Minnesota Vikings wish to increase activity at its website, there are
several suggestions for improvements capitalizing on exclusive content
provided to only season ticket owners hidden behind a login feature on a
dedicated subsite.
Message Boards – A forum for season ticket owners to discuss
current events relating to the team, team transactions, and game
day experiences. Management & Players can use these messages
for improving relations with the fans. By posting responses to
questions or concerns, management can open up a two-way
dialogue between the team and the fans.
Live Chat – An opportunity where players, coaching staff or
members of the management team would be scheduled to be
available in a live chat room and available to field questions or
concerns straight from the fans.
Restricted News – Members would need to be logged in inorder to
access streaming live broadcasts, press releases, and player blogs.
Promotions – Exclusive promotions, sneak peaks, or early access
can be provided in the season ticket owner website.
By adding a subsite of WeAreVikingsFans.com dedicated solely to season
ticket owners, we can provide special recognition to Viking fans while
generating revenue through additional sponsorship & advertisement
opportunities.
Celebrating 50 years
50 Years of Vikings Football
To celebrate the 50th anniversary of Vikings Football in Minnesota, we
are offering two exclusive opportunities for Season Ticket Holders to
become a part of team history … by sharing your own! The Minnesota
Vikings are looking for your best stories and pictures from the last 49
years to commemorate the upcoming season.
Vikings Pictures
Send in your Vikings pictures to be included on this season’s Season
Ticket Owner tickets. Photos uploaded to Vikings.com will be voted on
by fans, with the top eight (8) pictures being chosen to be represented on
one of the tickets in the Season Ticket Owner package for the 50th
season. An additional two (2) pictures will be chosen by Vikings staff
members as the pictures to be printed on the home playoff tickets.
Winning picture submitters will receive a larger, framed version of the
ticket as a token of our appreciation for being a loyal season ticket
owner.
Vikings Stories
Send in your Vikings stories to be included in this season’s Game Day
Programs. Two pages will be dedicated in each Program this season to
stories from our Season Ticket Owners and their experiences with the
Vikings over the years. Winning submissions will receive a
complimentary Program signed by a member(s) of the past and present
Vikings players.
You can submit your stories and pictures by logging into your Season
Ticket Owner account at Vikings.com.
Celebrating pics
Facilities
The deteriorating state of the Hubert H. Humphrey Metrodome is a
concern that is shared by both Minnesota Vikings’ Management and
Fans alike. The future of the 27 year old building is still to be
determined and is a matter outside the scope of our marketing
objectives. However, should the decision be made to renew the lease at
the Metrodome, these are a few modifications to the facility that could
significantly increase customer satisfaction while attending home games.
Security Card Lock System
One of the issues that suite holders have is the security. The suites at
the Metrodome are on the concourse level, providing general access to
these suites. Unruly or simply curious patrons can effortlessly gain
entry into suites by simply turning the door handle. A solution to this
issue is to keep the occupied suites locked at all times. This, however,
comes with its own problems. When a suite holder leaves the room mid-
game, he or she would then need to knock to regain access from
someone still inside the suite, assuming there is someone still inside the
suite. Often the knocks on the door are lost amongst the music,
cheering, and commotion normally associated with a football game
environment.
The recommendation to resolve this security issue is to implement card
swipe locks on all the suite doors. Suite owners will be provided an
allotment of door cards per suite which can be used to gain entry at the
patron’s leisure instead of having to knock on the door or to leave it
unlocked.
An early portion of the Season Ticket Owner Rewards presentation
included a Rewards Card as one of the benefits (See Page 34). The same
card used to track reward points for season ticket owners could be
individually coded to gain access to a particular suite by combining the
Rewards Card system with the Security Card Lock system, improving two
major aspects of customer relations simultaneously.
VIP Entrance
Gates F & H are the gates closest to the train and general parking lots,
therefore these are the gates with the heaviest traffic. Minimal
improvements at Gates A & B could be put into place to convert these
entrances as designated VIP Entrances for suite and club seat holders,
such as red carpet runners and a tent or awning outside the gates.
Incentives could also be provided to help entice the premium ticket
holders to utilize the VIP Entrances including exclusive giveaways,
picture opportunities with Viking Cheerleaders, and opening these
entrances 15 minutes prior to the other gates.
By creating VIP Entrances, we would be able to recognize and reward the
premium patrons and, at the same time, alleviate traffic flow at the more
congested gates.
Restroom Improvements: Sound System
According to the 2008 Season Ticket Owner Customer Relations survey,
almost 17% of the responses included restrooms as an area of concern at
the Metrodome. The majority of these responses request a sound system
installed within the restrooms, particularly on the main concourse. This
is a minor improvement that should be implemented at the earliest
opportunity.
facilities
STO pic
Appendix
