1. You aren’t actively seeking relationships with alumni/fan clubs There are 252 Division I football teams and 32 NFL teams. It doesn’t matter where you live, there is an alumni or college fan club waiting for you to offer them sanctuary in your building. These folks are loyal and come in groups. Yes, you will have to discount for them a bit, but they will also come back when they aren’t with their group and the alumni clubs operate through basketball season. They are college educated and typically spend money happily if they feel accommodated. Building programs to attract these guests does take some effort, but the rewards are significant. A typical alumni club will communicate their schedule to you for the season and, if you are their preferred viewing venue, that is additional exposure at no extra cost. New [...]

We see this dance every year. It begins in late July when operators realize that football starts in two weeks and they haven’t done anything to market for it. We hear, “Not really a big deal because we are always busy during football season, so there is no reason to add the strain and expense of marketing for it.” Then the season ends with a thump, especially if your local team didn’t do well, and suddenly it’s winter and it slows waaaaay down. It’s a classic error to not make the connection between your busiest times and the slowest. You may have heard the adage: the easiest customer to get is the one that is already in your building. It’s a cliché because it’s true. The key to ‘year round’ marketing your business is to ensure you turn your strongest revenue periods into [...]