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Phoenix Coyotes Hockey Development


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Phoenix Coyotes Hockey Development

  2. 2. HOCKEY DEVELOPMENT • Kids First Hockey Clinics • Street Coyotes • Adult & Youth Hockey Clinics • USA Hockey Initiatives • In-Game Entertainment • Howler • Coyotes Street Team
  3. 3. HOCKEY DEVELOPMENT-Kids First Hockey Clinics • Program – Free 4-week on-ice program that teaches kids the fundamentals of skating and hockey – Each rink donates ice time and instructors • Coyotes representatives assist when available – Open to kids ages 4-8 not currently playing hockey – All equipment is provided by One Goal courtesy of AAHA – Registration through Coyotes website – Howler visits the clinic on the final day • Sales staff is also on site, when available • Goal – Introduce the sport of hockey to kids who have not played – Increase the number of kids playing hockey locally – Long-term goal to sell tickets and create new fans • 2009-10 Recap – 52 clinics held between July, 2009 and June, 2010 – Over 1,300 kids participated – 50 sets of new equipment donated to each local rink – Survey sent out in August, 2010 to gauge interest and ways to improve program • Involvement – Assist Howler during conclusion of each Kids First Clinic – Pass out flyers at schools and mention program during street hockey clinics – Helped manage participant database
  4. 4. HOCKEY DEVELOPMENT-Street Coyotes • Program – Street hockey program supported by the NHL • NHL provides all equipment – Current program is solely based in elementary schools – Coyotes staff holds clinics in PE class at schools • Target schools close to hockey rinks • Coyotes giveaways handed out at the end of each class • Information on hockey programs and Kids First also distributed • Goal – Introduce the sport of hockey to kids – Develop new fans through participation in hockey • 2009-10 Recap – 65 clinics held at local schools and Boys & Girls Clubs – Estimated 13,000 kids reached through program – Majority of Kids First registrations come from flyers handed out at schools – 26 sets of street hockey equipment donated to PE programs • Estimated value of $33,000 • Involvement – Contact prospective schools and schedule clinics – Conduct clinics and gauge interest in future visits – Set up schools with ticket sales reps to offer affordable group nights – Ensure timely delivery of donated street hockey equipment
  5. 5. HOCKEY DEVELOPMENT-Adult & Youth Clinics • Program – In-season clinics for youth and adult hockey players – Price includes one ticket to upcoming game and Coyotes giveaways – Locker room tour, off-ice and on-ice workouts – Instructed by Coyotes coaching staff, broadcasters and Alumni • Goal – Develop the Coyotes brand – Showcase Arena – Give hockey players a behind the scenes look at Coyotes hockey – Increase group sales • 2009-10 Recap – 6 clinics held at Arena for various ages • Three adult clinics, one each for mites, squirts and peewees – Each clinic sold out at 36 participants – Generated over $10,000 in group sales revenue • Involvement – Check in participants and escort to designated locker rooms – Assist with locker room tours and answer questions as needed – Set up nets and prepare pucks and water bottles for use during clinic
  6. 6. HOCKEY DEVELOPMENT-USA Hockey Initiatives • Program – Hockey Weekend Across America (HWAA) • Celebrates the growth of amateur hockey in the U.S. • Three days with a different theme/action plan on each day – Relationship with Arizona Amateur Hockey Association (AAHA) • Scott Storkan, Coyotes Manager of Hockey Development, serves as an at-large director on the board of directors • USA Hockey affiliate • Keeps Coyotes up to date on youth hockey in the state and country • Goal – Goodwill gesture to USA Hockey – Further develops relationships with hockey rinks and associations – HWAA helps develop fan base and Coyotes brand • 2009-10 Recap – Contest with local schools • Encouraged students to wear a hockey jersey to school • Top five schools, in terms of number of jerseys, won a street hockey equipment package • Received over 20 submissions – Honor local hockey heroes • Recognized volunteers from local hockey associations with a plaque and a bench recognition ceremony during the February 16th game • Involvement – Volunteered 18 hours during “24 Hours of Hockey” assisting in locker room assignment and check-in – Promote USA Hockey during street hockey clinics and make students aware of the organization’s involvement with USA Hockey
  7. 7. HOCKEY DEVELOPMENT-In-game Entertainment • Program – Mites on Ice • First period intermission, teams play for three minutes • Mite house and travel teams • Participants receive a jersey • 100 ticket minimum • Goal – Generate group sales revenue – Give kids a chance to “play where the pros play” • 2009-10 Recap – 23 mites groups booked – Groups from Arizona, California, New Mexico and Colorado – Generated over $45,000 in group sales revenue • Involvement – Greet participants and parents prior to game and at each intermission – Escort participants to locker room, hand out jerseys, and coordinate on-ice event to ensure seamless execution of program
  8. 8. HOCKEY DEVELOPMENT-Howler • Program – Howler has been the Coyotes mascot since 2005 – Makes public and private appearances throughout the state – Present at every home game – Can be utilized as a support system for other departments – “Howler-Mobile” used to transport mascot to appearances • Car wrapped in Coyotes graphics • Goal – Generate fans and raise awareness for the team – Show support of local events and organizations • 2009-10 Recap – Howler made over 200 appearances in the community • Involvement – Book and coordinate Howler community appearances and assist during home games – Transport Howler to each appearance and pass out giveaways, as well as generate leads for future bookings
  9. 9. HOCKEY DEVELOPMENT-Coyotes Street Team • Program – Street Team consists of part-time employees – Interactive inflatables are sent out to local events • School carnivals, festivals, charity walks, etc. – Street Team distributes giveaways, ticket information and information on available hockey programs – Collect information for marketing and ticket sales • Goal – Promote team through large community events – Generate ticket sales and leads for ticket sales • 2009-10 Recap – Consisted of 12 part-time employees • One part-time intern on staff helped schedule events and supervise staff – Community Events • Total of over 75 events with interactive inflatables present at each event • Staff distributed information on ticket sales at each event • Promotional giveaways distributed • Also present at every home game with inflatables and giveaways – Reached an estimated 75,000 people and created thousands of leads for ticket sales • Involvement – Identify ample grassroots marketing opportunities and schedule community events to increase brand awareness – Supervise and schedule staff of12 part-time college students – Order giveaway items and facilitate distribution during pregame and at community events – Help generate new ticket sales leads through contests and raffles