WHEN THINGS LOOK MOST BLEAK, FEED ‘EM
No bones about it. We were desperate.
It was January 2007. Mandalay had recently bought the Staten Island Yankees in a partnership with the New York Yankees. The SI Yanks hadn’t sold out a game in six years. In fact, they averaged only about 1,000 people in stadium in a 7,100 seat ballpark. There was no demand for tickets.
We sat down with the New York Yankees and crafted what we thought was a tremendous season ticket package. The perks included:
• Priority access to New York Yankees regular season games before the general public.
• Priority access to Yankees playoff tickets before the general public.
• A free ticket to a New York Yankees game.
• A private New York Yankees “Old-Timers Day” at Staten Island’s ballpark, just for SI Yanks season ticket holders.
We launched all these perks with huge fanfare, a big press conference and ads in the New York Daily News and Staten Island Advance.
In the next three weeks, I think we sold ten season tickets. It was time for Plan B.