The document provides a strategic plan for the Hershey Bears hockey team. It includes details on the team's history and championships, staff, facilities, merchandise, and objectives to increase attendance among different demographic groups. Some of the strategic objectives include raising attendance of fans aged 18-34, increasing attendance on promotional nights, and improving radio advertising and social media presence. The plan also covers the team's affiliation with the Washington Capitals NHL team and concessions available at games.
3. 3
Executive Summary
Since becoming a team in 1932, the Hershey Bears have won many championships and there is
always a large crowdat 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 forcesservicemen 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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Bears History
Hershey, Pennsylvania, also knownas “Chocolatetown,USA” is “The Sweetest Place on Earth.” The
town was founded by Milton S. Hershey and was established in 1903. Itis known forthe Hershey
Company, makers of Hershey’s chocolate,Hersheypark, Hersheypark Stadium, and several other
attractions. Located14 miles east of the state capital of Harrisburg, Hershey is a fairly small town
that is home to fewerthan 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 knownas 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 playoffsjust 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 playoffstwoyears in a row. But since 2005, they have captured three
championships, and twoconsecutive 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& CEOHersheyEntertainmentResort: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'sboard of directors
President/ General Manager:DougYingst
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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HeadCoach: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 coachand an assistant coach,and has wonchampionships
at three different levels, including The Stanley Cup with the Chicago Blackhawksin
2010. Haviland comes to Chocolatetownwith14 years of professional coaching
experience.
AssistantCoach:Ryan Mougenel
Ryan Mougenel was hired as the assistant coachof the Bears prior to the 2013-14
season. He previously served a four-year stint as head coachof the ECHL’s Las Vegas
Wranglers. His all-time head coaching record is 151-111-10-16, including
appearances in the Kelly Cup playoffsduring all four seasons withthe Wranglers.
HeadTrainer:Dan “Beaker” Stuck
EquipmentManager:JustinKullman
SeasonTicketSalesManager:BobAncharski
GroupSalesManager:JanetDise
BusinessServicesManager:MariaStouffer
HockeyAccountant:Marion Pearl
PublicAddressAnnouncer:DonScott
Gamenight MC:Jim Jones
GreatSave Productions:AaronHenry, Dan Suereth & Scott Davies
Historic Figures
The Hershey Bears have twomembers 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 withthe Boston Bruins
1941-1945: Head coachof the Hershey Bears, 2 finals appearances
1971: Enshrined in HHOF
FrankMathers
1945-1962: defenseman in the Quebec Senior Hockey League, AHL, NHL
4 points in 23 NHL games withthe TorontoMaple Leafs
1956-1962: player/coachfor 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 playoffsone time
1973-1991: GM and President of the Bears
1992: Enshrined in the HHOF
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NHL Affiliation
Starting in 1967, the Hershey Bears became affiliated withNational 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
HersheyIcePalace 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.
HersheyparkArena wasbuilt during “The Great Depression” in an effortto 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.
GiantCenter was opened in 2002. On October19, 2002, the Hershey Bears played their first game
at the Giant Center and have been here ever since. They have won4 Calder Cup championships
while playing in this new arena.
550 WHersheypark Dr., Hershey, PA 17033
258-acre entertainment complex
Construction cost: $65 million
Seating capacity:10,500 for hockey/12,000for
concerts
Seating Chart/Ticket Prices
Ticket OfficeHours
Monday-Saturday from 9-5pm
TicketOfficePhone
1-717-508-2327
Ticketmaster Phone
1-800-653-8000
Seating Category Advance TicketPrice Game Day Price
100 Level $24.50 $26.50
200 Level $18.50 $20.50
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There are also 4 different ticketpackages 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 Officeorat Ticketmaster.com
Parking
Parking is $12.00
Tram is available to take guests from Hersheypark
Parking to the bridge that crosses Park Blvd.
Tailgating
Not permitted in parking lot areas. Priorto the
game, however,guests are allowed to stay at their
vehicles under the followingpolicies:
The guests may only occupy the parking space they
have purchased. However,the adjacent parking
spaces and drivewaysmust remain clear, tents and
canopies are not allowedin the parking lots, and
grills/open flames are not permitted.
Merchandise
HersheyShops isthe officialstore for the Hershey Bears. It’s located at the frontentrance on the
main concoursein 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, foampaws, stuffedCoco bears,
backpacks,and glassware
• Washington Capitals apparel and novelties
Hershey Sports Hours:
11 AM - 5 PM
Phone: 717-508-1568
Fax: 717-520-5119
sportsmdse@HersheyPA.com
There 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.php
http://hersheybear.com/
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Mascot
Coco TheBear has been the officialmascotof the Hershey Bears since October14, 1978. Priorto
the 2012 hockey season, the Hershey Bears changed the look of their mascot to promote exercise
and nutrition.
Position:Hershey Bears #1 Fan and Ambassador
Birthplace:Hershey, Pennsylvania
Home:Giant Center
Education:Hershey Bears Hockey School
Draftedby: Hershey Bears
Contract:Indefinite!
FavoriteColors:Chocolatebrownand white
FavoriteSong:Rockand Roll, PartII
Hobbies:Hanging out with fans watching ice hockey!
Likes:Ice skating, hockey games, and birthday parties
Favoritesnack: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
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Concessions
There are all types of foods forfans 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 Hersheyproducts 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
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Scott Stuccio Jim Jones
Market
TV
There are not many Bears games that are televised, but the few
that are can be viewedon several different TVstations:
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 “Voiceof The Bears,” does the play-by-play forABC 27,
with Gregg Mace providing colorcommentary.
Radio
Scott Stucciois the “Voiceof The Bears” and does the play-by-play forall 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
followingradio stations:
100.1 FM WQICin Lebanon
WTKT-AM1460 in Harrisburg
WOYK-AM1350 in York
WPDC-AM1600 in Elizabethtown
WLPA-AM1490 in Lancaster
WRVV-FM97.3 HD2
Online worldwide at WHP580.com
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Market
Transient vs. SeasonFans
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 ticketsagain is lower than that of
season fans (red in the graphs). The followingimages illustrate the differences in several factors
between these two types of fans forthe Bears.
This graph shows the percentages of
customers in the designated market area
(DMA).The DMA is the geographical area
where the TVand 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 whomake less than $74K are
season ticket holders while most fans who
make more than $74K are transient fans.
14. 14
Market
Transient vs. SeasonFans (cont.)
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 forseason customers, about
twothirds of whichare males.
Most Bears customers, both transient and
season, are homeowners, married, and have
children.
15. 15
Market
PRIZM Segments
This next graphic shows the types of customers in terms of their PRIZMsegments. PRIZMis 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 leftthe city forrecently built
homes on large properties in small towns. They usually receive 6-figure paychecksand
enjoy country club sports like golf,tennis, swimming, skiing, boating and biking.
Country Casuals:Theseare made up of middle-aged, upper-middle-class households, most
of which have twopeople with well-payingblue or white collar jobs, or own small
businesses. They are also people of the Baby-Boom generation and they can affordto 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 whousually have children, but still live comfortably.
Fast-trackFamilies:Theseare 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.
16. 16
Male
Female
43%
57%
Gender
Market
Transient Ticket Analysis: Demographics
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.
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Market
Transient Ticket Analysis: Advertising & Attendance
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 forthe 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. Itcould also have something to do
with the factthat 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 backto that area
to use the giveaway.
18. 18
Market
Transient Ticket Analysis: Reasons to attendgames next season
The most common factorsfor casual fans not attending games are cost, timing of the games, and
distance. Convincing these individuals to attend willhave the largest impact for transient
attendance. “Better team performance” is another factorthat influences the casual fans to attend
games, but that is something that we cannot control.
Transient Fans: Attendance History& Team Record
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 followinga championship season have the most significant rises in attendance.
7,702
8,671
8,770 8,987 9,520
9,800 9,872 9,850
2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12 2012-13
Attendance History
60 +
Championship
46 38 36
# of Wins
42
19. 19
Market
SeasonTicket Analysis: Demographics
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
affordthem.
Overall, the majority of people whopurchase season ticket packages are males between the ages of
45-54 wholive in Dauphin County.
20. 20
Market
SeasonTicket Analysis: Advertising & Promotions
The vast majority of season ticketholders purchase
the full season package, whichconsists 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 forthis skewed statistic about giveawaysis
their proximity to the area. These season ticketholders 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.
21. 21
Market
SeasonTicket Analysis: Reasons to purchase tickets next season
The majority of fans say they wouldlike to see more season ticketgiveaways, better parking, and
fooddiscounts in order to improve their experience throughout the year.
23. 23
Sponsorship
Sponsorship 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 forsponsors to advertise throughout
the arena. And with crowdsjust around the 10,000 mark at
every home game, businesses who sponsor the team willget
plenty of exposure.
ScoreboardSignage:
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
FasciaSignage:
2' x 10' fixed backlit signs on the fascia just below the suite level
EndWall SuperSigns:
12' x 12' fixed backlit end wallsuper signs located at South End of the
building.
ConcourseSignage:
6' x 6' fixed backlit concoursesigns located on both East and West
concourse areas
Dasherboards:
Sponsor willreceive a pair of 30" high by 12' in length
signs, one each on opposite side of the icesurface, for
all Hershey Bears regular and postseason games.
24. 24
Sponsorship
SponsorshipOpportunities (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)
Playerbenches (16” x 21’ each)and penalty boxes (16” x 30’)
Vomitory (26 signs throughout the arena)
Restrooms (10)
o Urinal wall: 48” x 16”
o Above paper towelholders: 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 ticketholder value books
TV & radio ads
25. 25
Sponsorship
SponsorshipRecaps
Below is the recap forone 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 logos
o Visible during all hockey events at Giant Center
o 98 ticketed events, over800,000 visitors (10/1/12 – 9/30/13)
Sunoco Victory Row
o In-game videoboard feature during every home game
o 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 Sunocogift
card good at yourneighborhood Sunoco. Whether you’re headed to the arena, or
just around the corner, youcan count on Sunoco to keep you moving.”
Sunoco PowerPlay
o Videoboard feature
o PA announcer: “It’s a SunocoPowerPlay!”
o 52 power plays during 2012-13 season
Rotating banner ad with web link
o Featured on the Hershey Bears website
o 292,280 Website visitors from10/1/12 – 4/5/13
o 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 OutdoorClassic
o Pair of Ice Logos
o PowerPlay Sponsor on WHTM abc27
o Instant Replay Sponsor during Hershey Bears Games featured on RTV 27
o 8 Outdoor Classic & Alumni Game tickets
26. 26
Hospitality
Hershey 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. Eachsuite costs $1,500.00. However, on the
dates October5, 26 & 27; November 2, 3, 9, 10, 23, 24, 27 & 30; December 1, 27 & 28, it willbe
$1,100.00 per suite.
There are multi rental discounts available.
1 Suite ..................................$1,500.00 per suite
2 Suites.................................$1,400.00 per suite
3 Suites.................................$1,300.00 per suite
4 Suites.................................$1,200.00 per suite
5 Suites.................................$1,100.00 per suite
The prices above do not include food or beverage
Eachsuite 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.)
Privateentrance into the stadium
Privateconcourse leading to suite
The décor is upscale, as well as the foodfor additional cost
17 tickets to the selected event (Additional tickets can be purchased for $24.60 each)
Phone services
Refrigerator and icemaker
Youmay order foodprior to, or on the evening of the event. However,the menu selection is limited
when waiting to order foodtill 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
• Privaterestrooms in Bud Light Champions Club Lounge Area
Club Seat membership plans can be purchased for1, 3 and 5 year terms.
27. 27
Publicity
Hershey Bears Mobile App
This is the officialapp of the Hershey Bears. This application is available for both Android and
iPhone devices. Here, you’llbe able to find all sorts of information about the Bears.
Some of this includes:
• Bears schedule
• Game photos
• Watchhighlight videos.
• Staying connectedwith 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 effortto help broaden the understanding and appreciation of hockey,the Bears put on an
event for women taking place at the Giant Center. Oncethey 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 – Playerswill demonstrate how to shoot a puck on net.
Session 3: On ice passing – Playerswill demonstrate how to properly pass the puck by showing the
techniques they use. The players will then give tips to the ladies whowill then try on their own.
Session 4: Equipment & Medical – Staff willgive 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 receivea Hockey in Heels prize, and a special offeron future Bears’ merchandise
and home game tickets. All of this is available foronly $50.00. Must be 21 years or older to attend
this event.
28. 28
Publicity
Teddy 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 knowingthat 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
HersheyparkArena.
12,497 stuffed animals were collectedduring the 2012 Teddy Bear Toss.
The Hershey Junior Bears, a nonprofit partner of the Bears, volunteer to help collectand
count the items on the ice.
13 different associations benefitted fromthe Teddy Bear Toss Night during past seasons.
Stuffed animals will travel fromas far as the top of the 200 level all the way downto 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 coachesare in a group called “Bears Better Halves.”
Eachwinter, the Better Halves make the holidays a little bit brighter for6 different and local
organizations. They do an event called, ‘7 Days of Giving’ whichbenefits:
• Ronald McDonaldHouse
• DowntownDaily Bread
• Milton Hershey School
• VA Medical Center
• Milagro House
• Penn State Children’s Hospital
There willbe 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 witha few
personal favoriteitems; including a holiday ornament and a team signed porcelain ornament. The
last auction item will be a Wreathe decorated with signed ornaments fromeach player on the team.
There’s also a sale of team signed porcelain ornaments for$15.00 each.
29. 29
Publicity
Hershey Bears BoosterClub (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 wheneverthe team needs it. Throughout the season the HBBC has monthly meetings to
plan the events. Oncea 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.
30. 30
Promotion
Bud Light Champions Club
This lounge is available only to the Club Seat Members. This lounge offersa chanceto have a great
view of the event. Also, there are menu items such as, blackangus burgers, wraps, flat bread pizzas,
specialty sandwiches, salads, and a full bar. If youhave a sweet tooth, there are also Hershey’s
chocolate,along withpies, cookies, and cakes. All Bud Light Champions Club Lounge Area’s include
television monitors and foodservice.
Coco’s Kids Club
This club gives young fans, ages 12 and under, the chanceto 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 CapitalBlueCross
• Drawstring bag, courtesy of NewCumberlandFederalCreditUnion
• Membership card and $3 pre-loaded cash card, courtesy of Subway
• Ticketvouchers to 2 Hershey Bears home games
• Coco’sKidsClub membership certificate
• 15% discount on Kids Meals in Giant Center
• Seasonal newsletters every month
• Chance to winprizes on the game day prize wheel
• Invites to exclusive Coco’sKidsClub event
• Can win Hershey Bears and Hersheyparkprizes
Coco’s Zone
This gives fans the chanceto meet and greet the Hershey Bears mascot, Coco TheBear. 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 TheBear
can be made payable to the Hershey Bears Hockey Club the day of the game.
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Promotion
Weekly Sweepstakes
At all regular season Hershey Bears home hockey games, the team, Giant Center, and Hershey
Entertainment&ResortsCompany(HE&R) puton a weekly sweepstakes involvingprizes. 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 Twitterand followingthe team’s accountor 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 chanceof 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 “PlayerAppearance Request Form” at the Hershey Bears website. This will be great for
promotion of yourevent 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 accounton YouTube, or checkout what pictures they
post on Instagram and Pinterest. They have all of these accountsso their fans can keep up to date
on all of the latest Hershey Bears news.
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Strategic Objectives
StrategicObjective#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 willstop being sold at the beginning of the 3rd
period.
2. Promotions forfans aged 18-34.
3. A game where if a college student brings their Student ID they can get a discount on
merchandise.
StrategicObjective#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 giveawaysbe something the transient fans can use regularly (coffee
mug, backpack,etc.).
2. Promotional giveaway could be a couple tickets to another game.
StrategicObjective#3: Every home game, during a stoppage of play, ask all former and current
armed forcesservicemen 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 forcesserviceman 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 recognized
3. 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
StrategicObjective#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 fooditem and drink fora discount.
2. Have Coco walkaround the stadium during the game to search for kids and take pictures
3. 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.
StrategicObjective#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 drive
2. Get commercial times on both AM and FM radio
StrategicObjective#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.
StrategicObjective#7: Offersponsors 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 abovethe 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.
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Strategic Objectives
StrategicObjective#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 holder
2. Letter written and signed by GM and coach
StrategicObjective#9: Create highlight video that can be bought at end of the season. Chance to
make more revenue.
Rationale: Fans can lookback 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.
StrategicObjective#10: Encouragefans 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. Placethe 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.
