Wednesday, March 28, 2018|2 a.m.
. The Golden Knights have actually had unmatched success on the ice this year, and now it’s the task of the marketing team to replicate that success on the business side.
Helping lead the undertaking is freshly appointed Director of Company Intelligence Kristopher Knief.
The 29-year-old was employed from the New york city Yankees in January. Prior to that, he dealt with Golden Knights Senior Vice President and Chief Marketing Officer Brian Killingsworth for the Tampa Bay Buccaneers.
Knief wishes to put the Golden Knights on the leading edge of emerging innovations in sports and brand name marketing. For now, he is a team of one however intends to make some hires and has embraced the opportunity to build a group from scratch.
Knief spoke during a question-and-answer session with expert analysts, information researchers and the Las Vegas Sun concerning his function within the company.
Exactly what makes marketing hockey hard in specific?
It’s a really niche market. It’s more expensive to play when you’re more youthful, so, eventually, we need to do a better task of getting kids when they’re let’s say 8 to grow with our brand and the video game of hockey. That’s why we employed our senior manager of neighborhood outreach, since we are aiming to grow the video game of hockey in Summerlin, Henderson and the Las Vegas metropolitan area. If you can put sticks in their hand, they’re not going to forget it.
Do you believe the Golden Knights are among the more innovative sports groups you’ve dealt with?
My objective is to be the most innovative brand name in all of sports. That includes a dollar amount connected to it, but, eventually, if you can be more innovative, you can try more things. We remain in a market where we are permitted to attempt a great deal of different things. We aren’t there yet, however we want to become that.
Like you stated, there is a dollar quantity connected to that strategy, and Bill Foley has revealed he’s not afraid to pay to improve this group. Just how much easier does that make your job?
I think yes, but you need to reveal the worth proposition that the investment is going to return. If you do not, then it’s a losing fight. However if you can show that, they employed you for a reason. But he needs the value proposition in order for you to move forward with a concept.
Innovation is a vague word. Can you give a tangible example of how the group wants to be ingenious?
I want to keep extremely broad since we don’t have anything strong in location yet, however we wish to use different methods that have actually never ever been seen before to take full advantage of ticketing and to create the innovative content for our collaborations team.
We want to develop the most distinct fan experience through mobile apps, that includes virtual truth and enhanced reality, because, eventually, if you can engage a fan from driveway to driveway, you can’t beat that.
That’s exactly what we have to achieve, however we are still working toward it. We’re practically there.
Obviously, it’s easier to gain assistance for a winner. What does it cost? do you believe the group’s preliminary success in its inaugural season has helped get the fans hooked?
The success on the ice is unmatched, and if we didn’t have it, I think it would be more challenging. However they are hooked eventually because we have actually supported them from the minute we began our ticket drive. And they likewise supported the team the minute the ticket drive began.
We are ultimately aiming to develop a family here in Las Vegas, and that cannot occur with us being quiet or the neighborhood being quiet. We need to have friendship and the neighborhood has supported us in every way possible.
How do you do that, and have you already seen the benefits of exactly what you’ve done?
We attempt to support the neighborhood as much as possible. There are regrettable things that the group supported the community on like the 1 October shooting, however we likewise on an annual basis have the Foley Foundation, the 51/49 raffles every night. We are ingrained as much as possible in the community due to the fact that, eventually, we want to support the neighborhood so they’ll support us. It’s why we put the season ticket holders’ names in the ice prior to the season. Everyone believes the hockey players are betting themselves, but they’re betting themselves plus the city, due to the fact that we are one gigantic family.
From a ticket-sales point of view, we are sold out practically every night with around 103 percent capacity per game. Our standing room just is through the roofing. I have actually never seen anything like it. Just the game day experience resembles you have actually never seen. I originate from the New York Yankees who simply went through a playoff run this year, and the first video game I came to (for the Golden Knights) I had never ever experienced anything like it.
However you have to be planning now, simply in case the success on the ice doesn’t continue, right?
I tell our president all the time that I look at years one and 2 as outliers, due to the fact that every group is going to go through low and high. You’re never going to have all highs, and you’ll ideally never have all lows, but you have to be all set for them. If you’re not, you’re going to remain in a real uphill battle that you probably will not win.
We have to put the systems in location that will help us maximize our foundation, and that will assist with longevity going forward.
What is being available in the future to make sure you’re following the sports marketing industry?
I think that’s a massive offseason job. We have not gotten to that point yet, however the more we can start modeling and projecting out exactly what we need to hit, the much better. It’s simply been a (labor force) problem, and we just haven’t had the time to begin it.
We are in somewhat of a honeymoon phase right now. Since the group is having so much success on the ice, our ticket sales are in such a positive place that we can concentrate on reinforcing our collaborations group to offer to not just the local market but the national market to take that next action.