The Washington Wizards begin their 2008-09 campaign Wednesday night against the New Jersey Nets at Verizon Center. Tim Lemke hosted an e-mail question-and-answer session with Mark Schiponi, the team’s senior vice president in charge of ticket and sponsorship sales, to get a sense of how the team is dealing with the tough economic climate. Here’s the full exchange.
Q: Recently, NBA commissioner David Stern said the league would be laying off about 80 workers, citing a possible slowdown in ticket sales and sponsorships because of the economy. What are you expecting in terms of sales of season tickets and single-game tickets this year?
A: Our renewal rate was a little under 90 percent this year, so we got off to a good start. Advanced ticket sales and groups are tracking a little ahead of last year, so we have a good story to tell so far on the tickets side. I think what has helped immensely is the fact that our owner, Mr. (Abe) Pollin, is committed to keeping tickets affordable. Our average ticket prices are lower than all but two NBA teams according to Team Marketing Report.
Q: Has the organization made any adjustments in terms of pricing, plan structures or payment plans to help fans who may be struggling because of the economic climate?
A: We have. We are offering $31-a-game season tickets in the lower level. The gate price on that seat is normally $88. Fans also still can purchase season tickets on the Hill for $16 a game. The gate price on those seats is normally $48. There are also a limited number of seats that sell for $10 each game, but they go very quickly. We also gave plan holders the option to pay for their tickets over a six-month period.
We are still offering promotions that make it affordable for families and others to attend games, such as family fun nights (four tickets, four drinks, four hot dogs - $79 on the Hill and $180 in the lower level), college nights every Wednesday ($10 tickets with college ID) and $5 kids day tickets every Sunday.
We also offer special discounts at several games for military, first-responders, students and teachers.
Q: We know there are some industries, such as automobile manufacturers, who have cut back on advertising spending. Have you seen any decline in ad spending or sponsorships?
A: Sponsorships are going to be affected by the tough economic conditions, no question about that. We had a 16 percent increase last year, but we’ll probably end up flat this year.
Q: Who are some of the Wizards’ new corporate partners?
A: Enterasys (Information Technology), ShoreTel (Phone Systems), Holy Cross Hospital, General Dynamics, The Manhattan Club.
Q: There was a lot of excitement heading into this season, but that has been dampened a bit with the injuries to Gilbert Arenas and Brendan Haywood. Is it harder to sell tickets when fans know they might not see two of the team’s top players?
A: It doesn’t affect our core fans, our plan holders. They understand that Gilbert is going to be with us for a long time and that he’ll be back for most of the season and the playoffs. They also know that we have two All-Stars in Caron Butler and Antawn Jamison, along with a talented supporting [cast] that proved last year that it can carry the team while other players are injured. Don’t forget: This is basically the same team that led the Eastern Conference two years ago before we were pummeled with injuries. Our fans remember that.
Q: There’s a lot of enthusiasm about the Capitals right now, and their attendance is up. Does that help or hinder the Wizards’ ability to fill seats at Verizon Center?
A: It actually helps. It makes the suites and clubseats more valuable and more popular. We had record sales in executive seating last year and should finish ahead of that number this year.
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