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HCKY 644: Game Day Management & Marketing Report a Broken Link

This course examines the opportunities and challenges associated with the successful production of live hockey games. More so than in other sports, the majority of a hockey franchise’s revenues derives from home games. With a limited number of home games, it is essential that the game day operations and long-term revenue potential of each game be maximized. In this course, every facet of game day operations is viewed through the lens of the franchise’s strategic objectives and, more specifically, in relation to the market segments the franchise is targeting and the types of experiences they desire. Topics covered include project management, advertising and promotion, concessions, pricing strategies and tactics, human resource management (including volunteer management), and facilities management. Attention is also given to promotional and technological innovations (e.g., social media, live streaming) impacting spectators’ and viewers’ game day experiences.

Required Readings

Week 1

Weekly Video 1: Introduction by Mark Francis

          Transcript: http://ath8.fb.athabascau.ca/course/HCKY644/transcript/Intro%20Mark%20Francis.pdf
Weekly Video 2: Game operations and game day management by Jenelle Herbert

          Transcript: http://ath8.fb.athabascau.ca/course/HCKY644/transcript/Game%20Operations.pdf
Reading 1: Disney Institute. (n.d.) The NFL’s fan initiative scored big in customer service and engagement at Super Bowl XLVI. https://disneyinstitute.com/client-impact/case-studies/nfl/
Reading 2: Disney Institute. (n.d.). Barclays Center created a robust customer experience for visitors from start to finish. https://www.disneyinstitute.com/about/case-studies/sports-venues/barclays-center-created-a-robust-customer-experience/
Reading 3: Shein, J., & Kannry, S. (2012, June 22). The Chicago Blackhawks: Greatest sports business turnaround ever? Ivey ID: 5-112-007. Ivey Publishing.
Reading 4: Ellett, J. (2019, January 31). 5G to enable enhanced fan experiences at Dallas Cowboys’ AT&T Stadium. Forbes. https://www.forbes.com/sites/johnellett/2019/01/31/5g-to-enable-enhanced-fan-experiences-at-dallas-cowboys-att-stadium/#26ae538e4608
Reading 5: MacCormack, D. C. (2019, September 11). Dallas Cowboys score big with fans again with Pose with the Pros feature at AT&T Stadium. Commercial Integrator. https://www.commercialintegrator.com/markets/sports/dallas-cowboys-pose-pros-5g/

Week 2

Weekly Video 3: Event Production by Christine Kerr

          Transcript: http://ath8.fb.athabascau.ca/course/HCKY644/transcript/BaAM_EventProduction%20with%20Reel%20336MB.pdf
Reading 6: Foster, G., O’Reilly, N., & Dávila, A. (2016). Chapter 9: Sporting events and mega-events. In Sports business management: Decision making around the globe (pp. 211–238). Routledge.

Please note this chapter excerpt is from the textbook received in HCKY-642 Marketing Hockey Strategically.
Reading 7: Wyshynski, G. (2018, January 02). Ranking the 10 NHL Winter Classics. ESPN. http://www.espn.com/nhl/story/_/id/21940707/nhl-ranking-10-winter-classics-hype-weather-competitiveness-game
Reading 8: Disney Institute. (n.d.). FIFA training helped 15,000 workers get organized and prepare for World Cup visitors.
Reading 9: Barr, C. A. (2015). Chapter 13: Event management. In L. P. Masteralexis, C. A. Barr, & M. A. Hums (Eds.), Principles and practice of sports management (5th ed., pp. 337–358). Jones & Bartlett Learning.

Week 3

Weekly Video 4: Facility Design by Ron Turner

          Transcript: http://ath8.fb.athabascau.ca/course/HCKY644/transcript/Ron%20Turner.pdf
Reading 10: Malone, D. (2016, December 05). The Edmonton Oilers new stadium and mixed-use venue is exceeding expectations. Building Design & Construction. https://www.bdcnetwork.com/edmonton-oilers-new-stadium-and-mixed-use-venue-exceeding-expectations
Reading 11: Fast Company. (2017, September 7). The Atlanta Falcons’ revolutionary new stadium is unlike any other you’ve seen [Video]. YouTube. https://www.youtube.com/watch?v=vPJJtsItCdk
Reading 12: Jackson, S. (2019, September 24). At SoFi Stadium, it’s uniquely Los Angeles everywhere you look. Los Angeles Rams. https://www.therams.com/news/at-sofi-stadium-its-uniquely-los-angeles-everywhere-you-look
Reading 13: Brown, E. (2015, March 8). Use of taxpayer money for pro-sports arenas draws fresh scrutiny. The Wall Street Journal.
Reading 14: Baker, G. (2018, September 14). KeyArena renovations one step from reality after Seattle City Council committee approves final vote. The Seattle Times. https://www.seattletimes.com/sports/hockey/keyarena-renovation-proposal-approved-for-full-city-council-vote/
Reading 15: NHL Seattle. (n.d.). It’s go time for Seattle Center Arena. https://www.nhlseattle.com/news-skh.html

Week 4

Weekly Video 5: Ticketing Operations and Innovations by Jacquelyn Holowaty

          Transcript: http://ath8.fb.athabascau.ca/course/HCKY644/transcript/Ticketing%20Operations%20Module.pdf
Reading 16: Wakefield, K. (2019, January 2). Five ticket trends to watch in sports and entertainment in 2019. Forbes. https://www.forbes.com/sites/kirkwakefield/2019/01/02/five-ticket-trends-to-watch-in-sports-entertainment-in-2019/#4ebc589d2f00
Reading 17: Sanborn, O. (2017, December 14). Millennials bring mobile ticketing to the forefront. Front Office Sports. https://frntofficesport.com/millennials-bring-mobile-ticketing-to-the-forefront/
Reading 18: Welch, C. (2017, August 17). Amazon might take on Ticketmaster with concert and sports ticket sales. The Verge. https://www.theverge.com/2017/8/10/16127626/amazon-ticket-sales-ticketmaster-rumor
Reading 19: Bauernfeind, J. (2017, January 9). Ticketing strategies that work. Sports Business Journal. https://www.sportsbusinessdaily.com/Journal/Issues/2017/01/09/In-Depth/Ticketing-strategy.aspx

Week 5

Weekly Video 6: Fan Engagement by Johnny Miller

          Transcript: http://ath8.fb.athabascau.ca/course/HCKY644/transcript/JohnnyMillerTechTalk.pdf
Reading 20: Evans, P. (2019, October 31). 5G providers continue to lean on sports to demonstrate possibilities. Front Office Sports.
Reading 21: Yoshidi, M., Gordon, B. S., & Hedlund, D. P. (2018). Professional sport teams and fan loyalty programs: A perceived value perspective. International Journal of Sport Management 19(3), 235–261.
Reading 22: Glover, Z. (2017, September 15). Arsenal launches innovation lab dedicated to sports and technology. Forbes. https://www.forbes.com/sites/zacglover/2017/09/15/arsenal-launches-innovation-lab-dedicated-to-sports-technology/#632ab3f7dd6f
Reading 23: Panasonic Hollywood Labs. (2017). IOT and the customer experience. In Panasonic Corporate, 1–48.

Week 6

Weekly Video 7: Sponsorship Innovations and Game Day Marketing by Liam Weseloh

          Transcript: http://ath8.fb.athabascau.ca/course/HCKY644/transcript/Liam%20Weseloh.pdf
Reading 24: Canada calling: Hockey, all-stars and sponsorship innovations. (2016, February 11). Nielsen Sports. http://nielsensports.com/canada-hockey-all-stars-sponsorship-innovations/
Reading 25: Thieringer, J., (2018, October 15). Sports sponsorship: These are the marketing trends 2019. ISPO.com. https://www.ispo.com/en/trends/sports-sponsorship-marketing-trends-2019
Reading 26: Foster, G., O’Reilly, N., & Davila, A. (2016). Chapter 11: Sport sponsorship. In Sports business management: Decision making around the globe (pp. 269–304). Routledge.

Please note this chapter excerpt is from the textbook received in HCKY-642 Marketing Hockey Strategically.
Reading 27: Mooney, L. (2014, April 28). Five key trends that are driving the business of sports. Stanford Business. https://www.gsb.stanford.edu/insights/five-key-trends-are-driving-business-sports

Week 7

Weekly Video 8: Principles of Negotiation by Ned Colletti

          Transcript: http://ath8.fb.athabascau.ca/course/HCKY644/transcript/Nick%20Colletti.pdf
Reading 28: Steinberg, L. (2012, August 15). How to be a great sports agent. Forbes. https://www.forbes.com/sites/leighsteinberg/2012/08/15/how-to-be-a-great-sports-agent/#24dce6c36bf3
Reading 29: Staff, P. (2018, July 10). Famous negotiations cases—NBA and the power of deadlines at the bargaining table. Harvard Law School. https://www.pon.harvard.edu/daily/crisis-negotiations/nba-negotiation-case-illustrates-the-power-of-deadlines/
Reading 30: Staff, P. (2017, November 16). Conflict off the rink: The NHL negotiations. Harvard Law School. https://www.pon.harvard.edu/daily/conflict-resolution/conflict-off-the-rink-the-nhl-negotiations/

Week 8

Reading 31: Schrotenboer, B. (2017, May 27). Stadium deaths: Are Major League Baseball facilities safe enough? USA Today. https://www.usatoday.com/story/sports/mlb/2017/05/26/major-league-baseball-stadium-deaths-falls/102146750/
Reading 32: Levin, A., & Levin, J. (2017, January 1). Sports stadiums and arenas increase high-tech security tools. Chicago Tribune. http://www.chicagotribune.com/sports/breaking/ct-stadium-security-spt-20170101-story.html
Reading 33: Andersen, T. (2015, June 6). Woman suffers serious injuries in Fenway incident. Boston Globe. https://www.bostonglobe.com/sports/2015/06/05/fan-injured-broken-bat-taken-out-stretcher-fenway/Ie9sz929jciWL4Ez7YqOoK/story.html

Supplementary Reading

Week 5 Supp. Rdg.

The future of sports 2016. (n.d.).