Hershey Bears

Strategic Plan

Trevor Bittenbender

Andrew Schneider

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Table of Contents

Executive Summary Page 3

Product Page 4 – 11

Market Page 12 – 21

Sponsorship Page 22 – 25

Hospitality Page 26

Publicity Page 27 – 29

Promotion Page 30 – 31

Strategic Objectives Page 32 – 34

References Page 35

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Executive Summary

Since becoming a team in 1932, the Hershey Bears have won many championships and there is always a large crowd at the home games. The impressive attendance is due in part to the continued success of the organization, but also because The Bears are the only professional sports team in the Hershey area. Since joining the AHL in 1938, the team has won 11 Calder Cup championships, including 3 since 2005.

Listed below are some strategic objectives that can be used to help maintain the success of the Hershey Bears organization.

Strategic Objective #1: Raise the attendance of fans aged 18 to 34.

Strategic Objective #2: Get a larger attendance of transient fans on promotional giveaway nights.

Strategic Objective #3: Every home game, during a stoppage of play, ask all former and current armed forces servicemen to stand and be recognized.

Strategic Objective #4: Raise the attendance of kids attending games.

Strategic Objective #5: Improve radio advertising.

Strategic Objective #6: Have themed nights.

Strategic Objective #7: Offer sponsors the chance to purchase suites and have it named after them.

Strategic Objective #8: End of the year thank you letter to season ticket holders.

Strategic Objective #9: Create highlight video that can be bought at end of the season. Chance to make more revenue.

Strategic Objective #10: Encourage fans to follow the team on social media sites (Facebook, twitter, etc).

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ProductBears History

Hershey, Pennsylvania, also known as “Chocolatetown, USA” is “The Sweetest Place on Earth.” The town was founded by Milton S. Hershey and was established in 1903. It is known for the Hershey Company, makers of Hershey’s chocolate, Hersheypark, Hersheypark Stadium, and several other attractions. Located 14 miles east of the state capital of Harrisburg, Hershey is a fairly small town that is home to fewer than 20,000. Because it is such a small town, there aren’t many athletic organizations. In fact, the only professional team there is the American Hockey League’s Hershey Bears.

The Bears were founded in 1932 as the Hershey B’ars. In 1933 they were renamed the Hershey Chocolate B’ars, but changed back to The B’ars in 1934. Between 1933 and 1938, the team was a member of the Eastern Amateur Hockey League. The start of the 1938-39 season, two years after they were named the Hershey Bears, is when the team joined the International-American Hockey League, now known as the American Hockey League.

Throughout the history of the AHL, the Bears have been arguably the most dominant team. In the 1946-47 season, the Bears finished first in the East, an incredible 25 points ahead of the second place team. They made it to the finals where they went on to defeat the Pittsburgh Hornets 4 games to 3 to win their first Calder Cup.

In 74 seasons since 1938, the Bears have missed the playoffs just 11 times. The team has appeared in the finals 22 times, winning 11 Calder Cups, the AHL record. After moving into the Giant Center in 2003, they missed the playoffs two years in a row. But since 2005, they have captured three championships, and two consecutive in 2009 and 2010. In the 2009-10 season, the Bears set an AHL record for wins with 60.

Hershey Bears Staff

Owner: Hershey Entertainment and Resorts Company

President & CEO Hershey Entertainment Resort: Bill Simpson

1996: General manager of Hershey Lodge 2002: VP of operations of Hersheypark Entertainment Complex 2010: COO (April), President (November) 2011: Appointed to the company's board of directors

President / General Manager: Doug Yingst

32nd season with organization 1982: Sales & Promotions Director 1988: Assistant GM 1996: Named GM President/GM since the 1998-99 season

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Head Coach: Mike Haviland

Mike Haviland was hired as the head coach of the Bears prior to the 2013-14 season. He has served as both a head coach and an assistant coach, and has won championships at three different levels, including The Stanley Cup with the Chicago Blackhawks in 2010. Haviland comes to Chocolatetown with 14 years of professional coaching experience.

Assistant Coach: Ryan Mougenel

Ryan Mougenel was hired as the assistant coach of the Bears prior to the 2013-14 season. He previously served a four-year stint as head coach of the ECHL’s Las Vegas Wranglers. His all-time head coaching record is 151-111-10-16, including appearances in the Kelly Cup playoffs during all four seasons with the Wranglers.

Head Trainer: Dan “Beaker” StuckEquipment Manager: Justin KullmanSeason Ticket Sales Manager: Bob AncharskiGroup Sales Manager: Janet DiseBusiness Services Manager: Maria StoufferHockey Accountant: Marion PearlPublic Address Announcer: Don ScottGame night MC: Jim JonesGreat Save Productions: Aaron Henry, Dan Suereth & Scott Davies

Historic Figures

The Hershey Bears have two members enshrined in the Hockey Hall of Fame.

Ralph “Cooney” Weiland

1928-1939: 510 NHL games, 173 goals and 333 points 1929-30 season: scored a record breaking 73 points in 44 games 3 Stanley Cup Championship teams, all with the Boston Bruins 1941-1945: Head coach of the Hershey Bears, 2 finals appearances 1971: Enshrined in HHOF

Frank Mathers

1945-1962: defenseman in the Quebec Senior Hockey League, AHL, NHL 4 points in 23 NHL games with the Toronto Maple Leafs 1956-1962: player/coach for Hershey Bears, 2 Calder Cups 1962-73: Head coach of the Bears, 1 Calder Cup In 17 seasons with the Bears, he only missed the playoffs one time 1973-1991: GM and President of the Bears 1992: Enshrined in the HHOF

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The Hershey Bears also have 9 members enshrined in the AHL Hall of Fame.

Willie Marshall, F (2006)

Hershey Bears: 439 games, 226 goals, 570 points (5th in Bears history), 2 Calder Cups AHL: 1205 games (1st all time), 523 goals (1st), 1375 points (1st), 3 Calder Cups

Frank Mathers, D (2006)

Hershey Bears Player/Coach: 1256 games, 6 goals, 93 points, 340 wins, 3 Calder Cups AHL Player: 799 games, 67 goals, 407 points, 4 Calder Cups

Mike Nykoluk, F (2007)

Hershey Bears: 972 games (1st), 172 goals, 808 points (1st), 2 Calder Cups AHL: 1069 games (5th), 195 goals, 881 points (6th)

Gilles Mayer, G (2007)

Hershey Bears: 70 games, 26 wins, 1 shutout, 3.16 GAA, 2 Calder Cups AHL: 680 games, 346 wins, 41 shutouts, 2.89 GAA, 3 Calder Cups

Tim Tookey, F (2008)

Hershey Bears: 529 games, 251 goals, 693 points (2nd) AHL: 824 games, 353 goals (10th), 974 points (4th)

Bruce Boudreau, Coach (2009)

Hershey Bears: 175 games, 103 wins, 1 Calder Cup AHL: 655 games, 340 wins, 1 Calder Cup

John Paddock, Coach (2011)

Hershey Bears: 320 games, 181 wins, 1 Calder Cup AHL: 1107 games, 585 wins, 3 Calder Cups

Mitch Lamoureaux, F (2011)

Hershey Bears: 413 games, 194 goals, 448 points, 1 Calder Cup AHL: 802 games, 364 goals (8th), 816 points (10th), 1 Calder Cup

John Stevens, D (2012)

Hershey Bears: 282 games, 8 goals, 61 points, 563 PIM, 1 Calder Cup AHL: 834 games, 21 goals, 188 points, 1399 PIM, 3 Calder Cups

ProductNHL Affiliation

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Lamoureaux

Boudreau

Nykoluk

Marshall

Tookey

Starting in 1967, the Hershey Bears became affiliated with National Hockey League teams. Since then, they have been affiliated with 8 NHL teams and are currently affiliated with the Washington Capitals since 2005. This is their second time being affiliated with the Washington Capitals, as their first was from 1977-1984.

Boston Bruins (1967-1971, 1983-1985)

Pittsburgh Penguins (1971-1977)

Buffalo Sabres (1974-1979)

Washington Capitals (1977-1984)

Philadelphia Flyers (1984-1996)

Colorado Avalanche (1996-2005)

Florida Panthers (2001/2002)

Tampa Bay Lightning (2003/2004)

Washington Capitals (2005-present)

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Playing Facilities

Hershey Ice Palace was opened in 1931 and was the Bears home from 1931-1936. The stadium sat 1,900 people. Also, it was also open to the public and ice-skating clubs.

Hersheypark Arena was built during “The Great Depression” in an effort to create jobs. The stadium sat 7,225 people and it is still in use today for various events. While playing here from 1936-2002 they won 7 Calder Cup championships.

Giant Center was opened in 2002. On October 19, 2002, the Hershey Bears played their first game at the Giant Center and have been here ever since. They have won 4 Calder Cup championships while playing in this new arena.

550 W Hersheypark Dr., Hershey, PA 17033

258-acre entertainment complex

Construction cost: $65 million

Seating capacity: 10,500 for hockey/12,000 for concerts

Seating Chart/Ticket Prices

Ticket Office HoursMonday-Saturday from 9-5pm

Ticket Office Phone1-717-508-2327

Ticketmaster Phone1-800-653-8000

Seating Category Advance Ticket Price Game Day Price 100 Level $24.50 $26.50 200 Level $18.50 $20.50

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There are also 4 different ticket packages that can be purchased. These include: Full Season (38 Games), 22 Game Plan, 12 Game Plan, and a 10 Game Flex Plan. All tickets can be purchased at the Giant Center Box Office or at Ticketmaster.com

ParkingParking is $12.00

Tram is available to take guests from Hersheypark Parking to the bridge that crosses Park Blvd.

TailgatingNot permitted in parking lot areas. Prior to the game, however, guests are allowed to stay at their vehicles under the following policies:The guests may only occupy the parking space they have purchased. However, the adjacent parking spaces and driveways must remain clear, tents and

canopies are not allowed in the parking lots, and grills/open flames are not permitted.

Merchandise

Hershey Shops is the official store for the Hershey Bears. It’s located at the front entrance on the main concourse in the Giant Center. The merchandise available includes:• Replica and Authentic Jerseys• Hershey Bears t-shirts, sweatshirts, sweaters, and hats• Hershey Bears outerwear• Souvenirs including pucks, key chains, pins, mugs, steins, foam paws, stuffed Coco bears,

backpacks, and glassware• Washington Capitals apparel and novelties

Hershey Sports Hours:11 AM - 5 PM

Phone: 717-508-1568Fax: 717-520-5119

sportsmdse@HersheyPA.comThere are also 4 other locations to buy Hershey Bears merchandise at the Giant Center. Merchandise can also be bought at Hershey Park and online shops. Fans can buy adult/kids apparel, jerseys, hats, glassware, gift cards, and other souvenirs. Some of these sites include: http://www.giantcenter.com/ http://www.hersheypa.com/storefront.phphttp://hersheybear.com/

ProductMascotCoco The Bear has been the official mascot of the Hershey Bears since October 14, 1978. Prior to

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the 2012 hockey season, the Hershey Bears changed the look of their mascot to promote exercise and nutrition.

Position: Hershey Bears #1 Fan and AmbassadorBirthplace: Hershey, PennsylvaniaHome: Giant CenterEducation: Hershey Bears Hockey SchoolDrafted by: Hershey BearsContract: Indefinite!Favorite Colors: Chocolate brown and whiteFavorite Song: Rock and Roll, Part IIHobbies: Hanging out with fans watching ice hockey!Likes: Ice skating, hockey games, and birthday partiesFavorite snack: Stauffer’s Animal Crackers

Logo

There have been 6 logos in the history of the Hershey Bears.

1938-1944 1944-1958 1958-1988

1988-2001 2001-2012 Present

ProductConcessions

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There are all types of foods for fans to eat. There are traditional arena foods such as hot dogs, popcorn, French fries, wings, and beer. There are also healthy alternatives like salads, wraps, and soups. If the fans want something sweet, there are ice cream and Hershey products as well.

Arooga’s Wing Shack – Section 102

Boulevard Café – Section 123

Center Ice – Section 120

Cross Check Café – Section 112

Famous Famiglia – Section 115

Hat Trick – Section 104

Hot Shots – Section 110

Marketplace – Section 101

Players Pantry – Section 117

Portable – Various

Turkey Hill – Section 126

MarketTV

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There are not many Bears games that are televised, but the few that are can be viewed on several different TV stations:

ABC 27’s RTV Channel 27.2 (Harrisburg) Blue Ridge Cable Channel 152 Comcast Channel 246 Kuhn Communications Channel 67 Verizon Fios Channel 461

Scott Stuccio, the “Voice of The Bears,” does the play-by-play for ABC 27, with Gregg Mace providing color commentary.

Radio

Scott Stuccio is the “Voice of The Bears” and does the play-by-play for all Bears games on the radio. Jim Jones has the title of game night MC. He hosts the pregame and postgame shows, provides color analysis during the games, and conducts player interviews. Bears games can be heard on the following radio stations:

100.1 FM WQIC in Lebanon WTKT-AM 1460 in Harrisburg WOYK-AM 1350 in York WPDC-AM 1600 in Elizabethtown WLPA-AM 1490 in Lancaster WRVV-FM 97.3 HD2 Online worldwide at WHP580.com

MarketTransient vs. Season Fans

Transient fans are the more casual fans (blue in the graphs). They will only attend one or a few games during the season and the probability of them buying tickets again is lower than that of

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Scott Stuccio Jim Jones

season fans (red in the graphs). The following images illustrate the differences in several factors between these two types of fans for the Bears.

This graph shows the percentages of customers in the designated market area (DMA). The DMA is the geographical area where the TV and radio stations are based. Most fans, whether transient or season, are from the Harrisburg DMA.

The majority of Bears fans are between the ages of 35-54. There are much more transient fans on the younger side of 54 and more season fans who are older.

More than 50% of fans are in the income range of $50K - $74K. It is interesting that the majority of fans who make less than $74K are season ticket holders while most fans who make more than $74K are transient fans.

MarketTransient vs. Season Fans (cont.)

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About 70% of Bears customers are made up of professional and white collar workers.

The majority of customers for the Bears are males. This is especially true for season customers, about two thirds of which are males.

Most Bears customers, both transient and season, are homeowners, married, and have children.

MarketPRIZM Segments

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This next graphic shows the types of customers in terms of their PRIZM segments. PRIZM is a type of segmentation used to identify and understand our current and prospective customers. It combines demographics, consumer behavior, and geographic data of the customers.

Shown above are 15 of the 66 PRIZM segments used to define our customers. There are four segments that stand out as the majority of consumers. They are the “Country Squires,” “Country Casuals,” “New Homesteaders,” and “Fast-track Families.”

Country Squires: These are wealthy Baby Boomers who left the city for recently built homes on large properties in small towns. They usually receive 6-figure paychecks and enjoy country club sports like golf, tennis, swimming, skiing, boating and biking.

Country Casuals: These are made up of middle-aged, upper-middle-class households, most of which have two people with well-paying blue or white collar jobs, or own small businesses. They are also people of the Baby-Boom generation and they can afford to travel, own timeshares and go out to eat often.

New Homesteaders: These are the younger, middle-class families with decent paying white collar jobs. They are couples who usually have children, but still live comfortably.

Fast-track Families: These are families who earn upper-middle-class incomes and have several children. They are middle-aged parents who have some disposable income and who buy the latest technology. They enjoy leisurely activities such as camping, boating and fishing.

Market

Transient Ticket Analysis: Demographics

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Aside from Dauphin County, where the Hershey Bears are located, most transient fans come from other counties and even some cities outside of Pennsylvania such as Baltimore or New York.

In terms of gender, there is a significant majority of transient fans that are female.

The majority of transient fans are between the ages of 35-44. There is also a significant portion of fans who are between the ages of 45-64.

Overall, the majority of transient fans are females between the ages of 35-44 who reside in “other” counties than the five listed above.

Market

Transient Ticket Analysis: Advertising & Attendance

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Gender

57%

43%

Female

Male

Most transient fans attend only 1-3 games per season.

Since the internet is used by more people than just Bears fans, online advertisements are seen the most by transient fans and they are aware of those ads. Radio ads and billboards also create awareness for the team.

Attendance on nights when there are promotional giveaways are not very attractive to transient fans (blue).

The last statistic has several possible causes. Transient fans are likely not very serious about the team so they have no interest in the promotions that are offered. It could also have something to do with the fact that most transient fans are coming from farther distances, so they may not be able to get any use out of a giveaway. For example, if the giveaway is something like coupons or free passes to a certain attraction in the area, the fan might not have the time to travel back to that area to use the giveaway.

Market

Transient Ticket Analysis: Reasons to attend games next season

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The most common factors for casual fans not attending games are cost, timing of the games, and distance. Convincing these individuals to attend will have the largest impact for transient attendance. “Better team performance” is another factor that influences the casual fans to attend games, but that is something that we cannot control.

Transient Fans: Attendance History & Team Record

2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12 2012-13

7,702

8,671 8,770 8,987 9,5209,800 9,872 9,850

Attendance History60 + Champi-onship

46 38 36

# of Wins

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Despite a slight drop in our total attendance for the 2012-13 season, the average attendance per game has seen a dramatic 29% increase since 2005. This increase might have been caused by the team’s appearance in the Calder Cup Championship 4 out of the 8 years, and winning three of them. The years following a championship season have the most significant rises in attendance.

MarketSeason Ticket Analysis: Demographics

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Unlike transient fans, the majority of season ticket holders reside in Dauphin County, where Hershey is located.

Also unlike the transient fans, with season ticket holders the number of males is greater than females, although just slightly.

The age of customers is the most similar between transient and season ticket buyers. However, there are a greater number of fans age 55 and older who purchase season tickets. This is probably because older fans are better able to afford them.

Overall, the majority of people who purchase season ticket packages are males between the ages of 45-54 who live in Dauphin County.

MarketSeason Ticket Analysis: Advertising & Promotions

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The vast majority of season ticket holders purchase the full season package, which consists of 42 home games.

Season ticket fans are much more aware of Bears advertising than transient fans. The biggest difference in awareness is seen in radio advertising; over 80% of fans who purchased the full season package recalled a radio commercial compared to 54% of casual fans.

There is also a very significant difference in the number of fans who attend games because of a promotional giveaway (66% of season ticket holders compared to just 8% of transient fans).

Similar to the transient fans, the most likely reason for this skewed statistic about giveaways is their proximity to the area. These season ticket holders are more interested in the promotional giveaways because they are most likely going to be able to use them. Plus they are almost guaranteed to attend another game in the near future.

MarketSeason Ticket Analysis: Reasons to purchase tickets next season

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The majority of fans say they would like to see more season ticket giveaways, better parking, and food discounts in order to improve their experience throughout the year.

SponsorshipHershey Bears’ Sponsors

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Below are some of the big name companies that sponsor the Bears’ organization:

SponsorshipSponsorship Opportunities

Since the 2002-03 season, The Bears have played their games in The Giant Center. The main arena is 306,000 square feet, with an ice surface of 85 ft. by 200 ft. For a Bears game, the facility can hold up to 10,500 people. There are 40 Luxury suites with 688 club seats. Along with the ice surface, there are many opportunities for sponsors to advertise throughout

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the arena. And with crowds just around the 10,000 mark at every home game, businesses who sponsor the team will get plenty of exposure.

Scoreboard Signage:

2' x 8' fixed backlit scoreboard panels, top of scoreboard 2' x 10' backlit scoreboard panels, center panels 2' x 8' rotational scoreboard panels, bottom of

scoreboard Videoboard features on scoreboard, four 8' x 10' videoboards

Fascia Signage:

2' x 10' fixed backlit signs on the fascia just below the suite level

End Wall Super Signs:

12' x 12' fixed backlit end wall super signs located at South End of the building.

Concourse Signage:

6' x 6' fixed backlit concourse signs located on both East and West concourse areas

Dasherboards:

Sponsor will receive a pair of 30" high by 12' in length signs, one each on opposite side of the ice surface, for all Hershey Bears regular and postseason games.

SponsorshipSponsorship Opportunities (cont.)

Other opportunities around the arena include:

Player/referee entrances (2’ x 4.5’) Zamboni entrance (3’ x 8’) Zamboni (2 used during each intermission) Player benches (16” x 21’ each) and penalty boxes (16” x 30’) Vomitory (26 signs throughout the arena) Restrooms (10)

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o Urinal wall: 48” x 16” o Above paper towel holders: 16” x 8”o Between sink mirrors: 8.5” x 11”

Table tops (about 100 in main concourse) Seating sections Intermission activities, promotional partners, theme nights, game sponsor: sponsors for

these get signage, PA announcements, and videoboard elements. On-site advertising throughout the concourse and plaza Kids’ Club & suite levels Website & Email blasts Print ads in game day programs & season ticket holder value books TV & radio ads

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SponsorshipSponsorship Recaps

Below is the recap for one of the Bears’ biggest sponsors, Sunoco, from the 2012-13 season. The sponsorship recap shows the types of exposure and other compensation the sponsors were given throughout the season.

Sunoco

Pair of ice logoso Visible during all hockey events at Giant Centero 98 ticketed events, over 800,000 visitors (10/1/12 – 9/30/13)

Sunoco Victory Rowo In-game videoboard feature during every home gameo PA announcer: “Hey Bears Fans – Section 123 Row H is tonight’s Sunoco's Victory

Row of the game. Every fan seated in Victory Row will be receiving a $10 Sunoco gift card good at your neighborhood Sunoco. Whether you’re headed to the arena, or just around the corner, you can count on Sunoco to keep you moving.”

Sunoco Power Playo Videoboard featureo PA announcer: “It’s a Sunoco Power Play!” o 52 power plays during 2012-13 season

Rotating banner ad with web linko Featured on the Hershey Bears websiteo 292,280 Website visitors from 10/1/12 – 4/5/13o 10,500 scratch cards given on Fan Appreciation Night

(25 have prize of $25 Sunoco gas card) 4 Club Seat tickets AHL Capital Blue Cross Outdoor Classic

o Pair of Ice Logoso Power Play Sponsor on WHTM abc27o Instant Replay Sponsor during Hershey Bears Games featured on RTV 27o 8 Outdoor Classic & Alumni Game tickets

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HospitalityHershey Bears Suite

Giant Center is home to 40 Luxury Box Suites, offering the absolute best game experience to entertain colleagues, clients, or for any other occasion. Each suite costs $1,500.00. However, on the dates October 5, 26 & 27; November 2, 3, 9, 10, 23, 24, 27 & 30; December 1, 27 & 28, it will be $1,100.00 per suite.

There are multi rental discounts available.1 Suite ..................................$1,500.00 per suite2 Suites.................................$1,400.00 per suite3 Suites.................................$1,300.00 per suite4 Suites.................................$1,200.00 per suite5 Suites.................................$1,100.00 per suite

The prices above do not include food or beverage

Each suite can fit a party of up to 22 people. There are also perks that come with renting out a suite:

Parking advantages, 6 parking passes (Additional passes can be purchased for $12.00 each.) Private entrance into the stadium Private concourse leading to suite The décor is upscale, as well as the food for additional cost 17 tickets to the selected event (Additional tickets can be purchased for $24.60 each) Phone services Refrigerator and icemaker

You may order food prior to, or on the evening of the event. However, the menu selection is limited when waiting to order food till the night of. Wine and liquor are available.

Club Seats

These are the most comfortable seats inside the Giant Center whether you’re at a Hershey Bears hockey game, concert, or family show. These sections (106, 107 and 108) are at center ice and provide premium viewing to all the action going on inside the arena.

Some perks of the Club Seats membership includes:

• Designated membership parking (one parking pass per each pair of Club Seats purchased)• Cushioned seats with cup holder• Admission to all Hershey Bears regular season home games• First option to purchase Club Seats for other events at the Giant Center• Membership to Bud Light Champions Club Lounge Area• Private restrooms in Bud Light Champions Club Lounge Area

Club Seat membership plans can be purchased for 1, 3 and 5 year terms.

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PublicityHershey Bears Mobile App

This is the official app of the Hershey Bears. This application is available for both Android and iPhone devices. Here, you’ll be able to find all sorts of information about the Bears.

Some of this includes:

• Bears schedule• Game photos• Watch highlight videos.• Staying connected with the Fan Zone• Stay up to date on Bears players including photos, bios and statistics• Listen to all Hershey Bears games live

You’ll never have to miss a game, no matter where you are!

Hockey + Heels

In an effort to help broaden the understanding and appreciation of hockey, the Bears put on an event for women taking place at the Giant Center. Once they arrive, they’re greeted at the door by Coco. Then they are rotated through four different sessions during the night:

Session 1: Hockey 101 – The Bears’ coach, Mike Haviland, and broadcaster, Scott Stuccio, will explain positions, penalties, and hockey lingo as well.

Session 2: On ice shooting – Players will demonstrate how to shoot a puck on net.

Session 3: On ice passing – Players will demonstrate how to properly pass the puck by showing the techniques they use. The players will then give tips to the ladies who will then try on their own.

Session 4: Equipment & Medical – Staff will give the ladies a tour of the locker room while speaking about players’ training and equipment.

After going through all 4 sessions, there will be a Social Hour for the new female fans to enjoy food and beverages in the Club Lounge. This is where they’ll get to talk to coaches, players, and staff. All participants will receive a Hockey in Heels prize, and a special offer on future Bears’ merchandise and home game tickets. All of this is available for only $50.00. Must be 21 years or older to attend this event.

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PublicityTeddy Bear Toss

Every season, the Hershey Bears have a game where fans can bring as many teddy bears as they can hold. After the Bears score their first goal of the game, all the fans get to throw as many teddy bears as they brought onto the ice. They are then donated to numerous local nonprofits in the area. President and GM of the Hershey Bears, Dough Yingst states, “The Teddy Bears Toss has become a popular annual tradition. Our loyal fans enjoy the event knowing that needy children will appreciate the toys throughout the holiday season."

Teddy Bear Toss fun facts:

Teddy Bear Toss Night dates back to the days when the Bears played in the Historic Hersheypark Arena.

12,497 stuffed animals were collected during the 2012 Teddy Bear Toss. The Hershey Junior Bears, a nonprofit partner of the Bears, volunteer to help collect and

count the items on the ice. 13 different associations benefitted from the Teddy Bear Toss Night during past seasons. Stuffed animals will travel from as far as the top of the 200 level all the way down to the ice. 

Hershey Bears visit Penn State Hershey Children’s Hospital. They brought a bags of hockey sticks, pucks, and programs to sign and give to the patients they visited. They have visited the hospital multiple times to brighten the patients and families day.

Bringing Holiday Cheer

The wives and girlfriends of the players and coaches are in a group called “Bears Better Halves.” Each winter, the Better Halves make the holidays a little bit brighter for 6 different and local organizations. They do an event called, ‘7 Days of Giving’ which benefits:

• Ronald McDonald House• Downtown Daily Bread• Milton Hershey School• VA Medical Center• Milagro House• Penn State Children’s Hospital

There will be a silent auction on Saturday, December 14th during the Bears home game. These items will include: stockings embroidered with player’s names. It will also be filled with a few personal favorite items; including a holiday ornament and a team signed porcelain ornament. The last auction item will be a Wreathe decorated with signed ornaments from each player on the team. There’s also a sale of team signed porcelain ornaments for $15.00 each.

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PublicityHershey Bears Booster Club (HBBC)

The object of the HBBC is to further the interest of hockey among the fans in the area. They also try to boost morale of the players and promote better sportsmanship among both the fans and players. The HBBC also puts on a number of events throughout the year, including:

Ladies Luncheon Food Bank Night Appreciation Banquet Broomball for Autism HBBC Summer Picnic Bus trips to road games

These events help support the team. They also help with the charitable endeavors and is available to help whenever the team needs it. Throughout the season the HBBC has monthly meetings to plan the events. Once a year they get together with the fans at a Booster Club Convention. This is where they renew old friendships, build new ones, and learn new ideas from other clubs and try to implement them into their own.

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PromotionBud Light Champions Club

This lounge is available only to the Club Seat Members. This lounge offers a chance to have a great view of the event. Also, there are menu items such as, black angus burgers, wraps, flat bread pizzas, specialty sandwiches, salads, and a full bar. If you have a sweet tooth, there are also Hershey’s chocolate, along with pies, cookies, and cakes. All Bud Light Champions Club Lounge Area’s include television monitors and food service.

Coco’s Kids Club

This club gives young fans, ages 12 and under, the chance to learn about the game of hockey, other events taking place in the area, and also about the team.

Some of the advantages of joining the club would be receiving:

• Membership folder with letters from the coaches and Coco the Bear, courtesy of Capital BlueCross• Drawstring bag, courtesy of New Cumberland Federal Credit Union• Membership card and $3 pre-loaded cash card, courtesy of Subway• Ticket vouchers to 2 Hershey Bears home games • Coco’s Kids Club membership certificate• 15% discount on Kids Meals in Giant Center• Seasonal newsletters every month• Chance to win prizes on the game day prize wheel • Invites to exclusive Coco’s Kids Club event• Can win Hershey Bears and Hersheypark prizes

Coco’s Zone

This gives fans the chance to meet and greet the Hershey Bears mascot, Coco The Bear. Fans will receive an autographed photo but also an autographed gift. You must request to the Hershey Bears at least 2 business days prior to day requested. Also, scheduling is on a first come first serve basis because there’s a limited number of meet and greets per game. The $30.00 to meet Coco The Bear can be made payable to the Hershey Bears Hockey Club the day of the game.

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PromotionWeekly Sweepstakes

At all regular season Hershey Bears home hockey games, the team, Giant Center, and Hershey Entertainment & Resorts Company (HE&R) put on a weekly sweepstakes involving prizes. This prize might be tickets to a game, or a gift card to one of the restaurants inside the arena. It might involve you logging onto Twitter and following the team’s account or you might have to go onto the team’s website prior to a game and submit information about yourself to win the prize. It changes every week and HE&R has the right to cancel the sweepstakes without notice or extend the sweepstakes period.

Other information about the sweepstakes:

This sweepstakes is only to legal residents of the United States of America who are at least 18 years of age.

Odds of winning the prize depends on the number of eligible entries received by HE&R during the sweepstakes period.

There is only one entry per person Purchasing a Bears product does not increase your chance of winning.

Player Appearances

If you want the chance to have one of the players appear at your organization or charity, you can fill out a “Player Appearance Request Form” at the Hershey Bears website. This will be great for promotion of your event or charity. Plus, the player can get to know you, take pictures, and also sign autographs.

Social Networks

If you are on Facebook, Twitter, YouTube, Instagram or Pinterest, it is possible to follow and keep up with the latest news about the Hershey Bears! You can Like them on Facebook, Follow them on Twitter @TheHersheyBear, subscribe to their account on YouTube, or check out what pictures they post on Instagram and Pinterest. They have all of these accounts so their fans can keep up to date on all of the latest Hershey Bears news.

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Strategic Objectives

Strategic Objective #1: Raise the attendance of fans aged 18 to 34.

Rationale: The Bears currently get the most of their fans from the age of 35 to 54. The Bears are going to need those younger fans to purchase season tickets in the future. So, it’s important to make sure they have a good time at the games right now.

Major Actions:

1. Dollar Beer and Dollar Dog night. Beers will stop being sold at the beginning of the 3rd period.

2. Promotions for fans aged 18-34.3. A game where if a college student brings their Student ID they can get a discount on

merchandise.

Strategic Objective #2: Get a larger attendance of transient fans on promotional giveaway nights.

Rationale: Currently, transient fans are not attending the promotional giveaway nights as much as seasonal fans.

Major Actions:

1. Have the promotional giveaways be something the transient fans can use regularly (coffee mug, backpack, etc.).

2. Promotional giveaway could be a couple tickets to another game.

Strategic Objective #3: Every home game, during a stoppage of play, ask all former and current armed forces servicemen to stand and be recognized.

Rationale: Recognizing those that help keep everyone safe back in the United States would be a good way of showing that the Bears care.

Major Actions:

1. Select one former and one current armed forces serviceman to stand on the ice saluting the American flag during the national anthem.

2. Have the PA announcer ask all servicemen to stand and be recognized3. Have the PA announcer ask all fans to recognize and put their hands together for those that

served and are currently serving.

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Strategic Objectives

Strategic Objective #4: Raise the attendance of kids attending games.

Rationale: There’s a large attendance of fans that are married and have kids. So, encourage these fans to bring their kids out to a Hershey Bears hockey game.

Major Actions:

1. Have a “Kids Night” where kids can get a food item and drink for a discount.2. Have Coco walk around the stadium during the game to search for kids and take pictures3. Mascots around the area from other teams and popular mascots (Mickey Mouse,

SpongeBob, Phineas and Furb, etc) come out on the ice during an intermission.4. T-shirt cannon to the loudest fan section.

Strategic Objective #5: Improve radio advertising.

Rationale: 80% of fans that purchased the full season package recalled a radio commercial compared to the 54% of casual fans.

Major Actions:

1. Advertise on the radio during the morning and afternoon drive2. Get commercial times on both AM and FM radio

Strategic Objective #6: Have themed nights.

Rationale: Creates an exciting atmosphere for fans. Some could be 80’s night, Star Wars night, or Ugly Christmas Sweater.

Major Actions:

1. Have PA announcer let fans know a few games ahead. 2. Have it on the schedule on team website.3. Advertise on TV, radio, billboard, online, and newspaper.4. Use the social media sites to advertise the themed night.

Strategic Objective #7: Offer sponsors the chance to purchase suites and have it named after them.

Rationale: This is another opportunity to make more revenue. Plus, it gives the chances for sponsors to have their name above the suites in the stadium.

Major Actions:

1. Communicate with the sponsors and tell them these suites are available to be bought.2. Golden doorplate in front of the room with the sponsors name and since when they’ve

owned the suite.3. Announce to fans during the game about how they should rent out a suite during one of the

Bears hockey games and mention the sponsor.33

Strategic Objectives

Strategic Objective #8: End of the year thank you letter to season ticket holders.

Rationale: These fans paid a good amount of money to come to a lot of Hershey Bears hockey games this season.

Major Actions:

1. Obtain address of each season ticket holder2. Letter written and signed by GM and coach

Strategic Objective #9: Create highlight video that can be bought at end of the season. Chance to make more revenue.

Rationale: Fans can look back at some of the most exciting plays of the season

Major Actions:

1. Compile highlights throughout season.2. Put on to a DVD.3. Have PA announce to fans at end of regular season that they’ll be available after playoffs.4. Advertise through media.

Strategic Objective #10: Encourage fans to follow the team on social media sites (Facebook, twitter, etc).

Rationale: If more fans follow the team on these sites, they’ll know about promotions, scores, and other updates about the team.

Major Actions:

1. Place the links to all their social media sites on the team’s website.2. List the social media sites they use in team programs.3. Announce during games to follow the team on those social media sites.

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Referenceshttp://ahlhalloffame.com/honored-members-p139007

http://blog.hersheyarchives.org/tag/ice-palace/

http://blog.pennlive.com/fanbox/2012/06/fan_box_hershey_bears_coco_get.html

http://www.centuryeng.com/Benatecgca.html

https://www.facebook.com/TheHersheyBears

http://www.giantcenter.com/

http://www.hersheybears.com/

http://www.hersheypa.com/things_to_do/venues/index.php

http://www.hockeydb.com/stte/hershey-bears-6092.html

http://icehockey.wikia.com/wiki/Hershey_Bears

http://news.psu.edu/story/153051/2011/12/14/hershey-bears-visit-penn-state-hershey-childrens-hospital

http://www.pennlive.com/midstate/index.ssf/2012/11/hershey_entertainment_appoints.html

http://theahl.com/

http://theshadowshop.blogspot.com/2010/12/hershey-bears-players-and-co-co.html

https://twitter.com/TheHersheyBears

In addition to these websites, most of the information in the market and sponsorship sections, including all of the graphs and charts, was provided by members of the Hershey Bears’ staff. The following people contributed:

Kelly Ferrara CAP-OM Administrative Assistant III / Project CoordinatorCorporate Partnerships 

Andy M Longenberger Marketing Manager

Dan “Beaker” StuckHead Trainer

Tom MaraPresident, Hershey Bears Booster Club

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