We can’t always guarantee the ball game is going to be good; but we can guarantee the 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

Recognition + Benefits = 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

   

 

 

 

   

 

   

EXECUTIVE SUMMARY Every season ticket owner (STO) account has the potential to make the Minnesota Vikings anywhere from $77,000 to $128,000 over the next 20 years. Wouldn’t you rather maintain a season ticket owner than try to obtain a new one?

The issue at hand is that the Minnesota Vikings season ticket owners do not feel as if the Vikings appreciate them. These fans are the heartbeat of your organization and 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 as if they are a part of the Vikings 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 owner can be easily replaced if they are dissatisfied with their experience, but, there is a great opportunity in retaining them. Consider this, the average season ticket owner pays $46.00 per seat and normally has at least 2 seats. When you take into account dollars spent at the stadium, this account has the possibility to generate $2,000 over course of the season.

Throughout the Minneapolis, Minnesota region, there are many other competitors such as the Minnesota Twins, who are opening a new stadium. With the competition among professional sports in Minneapolis, coupled with the current disconnect of fans, there is the potential for Vikings fans to receive their “sports fix” elsewhere.

 

   

 

 

   

“The team relies on its season ticket holders to keep the team going - our continued support helps bolster the team. “ - Season Ticket Owner Survey Quote

 

 

 

 

   

 

Random photos    

   

Opportunities 

‐ Fan rewards card or activation   

  with VISA/MasterCard/AMEX 

‐ Tiers for STO’s 

‐ Light rail proximity    opportunity for        

  activations/sponsors 

 

Strengths 

‐ Approximately 13,500 season    

  ticket owners   57,000 seats  

‐ 50 years of Vikings football  

‐ Multiple forms of communications  

  to STO 

‐ Strong, loyal, passionate fan base 

 

   

Threats 

‐ Minnesota Twins new stadium 

‐ University of Minnesota Gophers new stadium 

‐ Minnesota Wild 

‐ STO events not widely attended 

 

Weaknesses 

‐ No history of service for STO 

‐ No service representatives for STO 

‐ No STO exclusive website or information page 

‐ No tracking system to show who is attending  

  games and events 

‐ Entrance to stadium

Minnesota Vikings Season Ticket Owner 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, their investment, attending games and events, and just because we love them! Below is an overview of the different aspects of the program, how to become enrolled, how to use their rewards Card and any other details. The V.I.V. Program is your way of saying “thank you” to the best fans in all of the National Football League! SKOL VIKINGS!

V.I.V. Tenure Benefits

One way to thank your season ticket owners is to provide them with a wide array of annual gifts. Each year the STO will have the opportunity to choose different gifts, and based on the longevity of the account have more gifts to choose from. These are exclusive offers available to Vikings STOs and include everyone from their rookie year to the those celebrating their 50th season with the team. Gifts and experiences include Rookie Training Camp, Vikings merchandise, gift cards, private tours of the Hubert H. Humphrey Metrodome, birthday parties, in-seat concierge service at select home games, events with the president and owner and much more! Information for the gifts that they qualify for can be found in this packet and on the STO website.

 

 

V.I.V. Rewards V.I.V. Weekly Drawings: To show your appreciation to the STOs, the names of each account holder will be entered into a drawing each week to win one of the following experiences throughout the course of the season. Once the name is drawn, the respective account’s ticket representative will contact them with details.

V.I.V. Card: After the STO registers for their V.I.V. Card, the are now on the fast track to receiving exclusive gifts from the Vikings for doing everything that they would normally 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, providing feedback and much more! A list of every way STOs can earn points can be found in this book and on the STO website. Limit one (1) V.I.V. Card per STO account.

How Your STOs Register for the V.I.V. Card:

Getting started as a V.I.V. member is simple process for the STOs. All they 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 program. After membership profile is completed, the next step is for the STO to download the official Minnesota Vikings internet toolbar to track their points and earn more!

For more information about the Very Important Vikings program STOs can visit the Season Ticket Owner website or contact the Vikings 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 being offered for the 50th season based on the tenure of the STO. Depending on the number of years they have been a Season Ticket Owner, they will be able to choose a certain amount of gifts from that particular category. We want Season Ticket Owners to know that their commitment to the Vikings has made them an invaluable member of our team.

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 Ragnar / Viktor 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 appreciation to the Vikings Season Ticket Owners, their name will be entered into a drawing each week to win one of the following experiences throughout the course of the season. If their name is drawn their respective ticket representative will contact them 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 Owners 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. Assistants could be a past or present Vikings player, Cheerleader, administrative personnel, Ragnar or Viktor

 

 

 

Events 

   

Pads ‘n’ Pumps This document summarizes the proposed process for conducting the Pads ‘n’ Pumps 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 Pads ‘n’ Pumps Gala When: October 10, 2010 (Hence 10/10/10) Where: H.H.H. 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 • Profit from event • Raise awareness of Vikings Children’s Fund • Gain more sponsors • Players become 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 the event;

o Suggested committees: ticket sales, sponsors, souvenir programs, 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 programs

• Live music, entertainment • A stage and a sound system with technician • Decorations, including flowers, balloons, banners, posters, and

flyers, etc. • Door prizes • 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

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) • Dancers and mascot should be present

Sponsorship Examples

• EA Sports – Bring gaming devices such as Wii, PS3 and Xbox • Best Buy – Bring televisions, surround sound, etc. • Budweiser – Samples of beer

 

You and your crew

Guys night out with the Vikes

Dave and Busters (Maple Grove)

11/3/10

To bond

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 enter certain areas of the arena and

meet players to 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 on how many people are in specific areas

o Colored tags will be provided to distinguish between the different tiers.

• Games 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

   

1Rookie Camp Who: New Season Ticket Owners 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, and helpful tips to make their

experience enjoyable

• 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 STOs appreciation for their commitment

to the Vikings at all levels of the organization

• Tell the benefits of being a STO

• Give brief explanation of events they will have for them to come to

and explain how people will be picked

• Food and beverage

• Open the team store for fans to buy shirts, hats, etc.

   

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 Compete – 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 login 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 Owners to become a part of team history…by sharing their own! The Minnesota Vikings are looking for the best stories and pictures from the last 49 years to commemorate the upcoming season.

Vikings Pictures

Season Ticket Owners will send in their 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 on one of the tickets that will be included in the Season Ticket Owner 50th season package. An additional two (2) pictures will be selected by Vikings’ staff as the images to be printed on the home playoff tickets. The ten (10) winning Season Ticket Owners will receive a larger, framed version of the ticket as a token of appreciation for being a loyal fan.

Vikings Stories

Stories will be submitted by Season Ticket Owners to be included in this season’s Game Day Programs. Two pages will be dedicated in each Program 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 past and present Vikings players.

They will be able to submit stories and pictures by logging into their Season Ticket Owner account at Vikings.com.

   

 

   

‐ Season Ticket  with STO on it ‐ STO Patch (Celebrating 50 Years) ‐ STO Seat Plate (STO Name on plate) 

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. Currently the solution to this issue is to keep the occupied suites locked at all times, but 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.

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.

   

   

TABLE OF CONTENTS Executive Summary

SWOT Analysis

Recognition + Benefits = 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