I don't think you understand marketing.
Let me give you an example of what this whole “The Season Ticket Holders want to see everyone” thing reminds me of.
In 18 years working in college basketball (at multiple schools) we ALWAYS have to re-assess what we are going to do for basketball game programs. There's essentially four options:
#1 - Big, nice, full of content, and full of ads.
#2 - Cheap paper handouts with no ads.
#3 - Somewhere in between 1 and 2. (Nice color front, some quick info and a couple ads)
#4 - No programs, tell everyone to use their phone.
If you do #1, people complain that there’s too many ads, and the content inside isn’t up to the minute.
- You HAVE to have ads to offset the cost of printing a book.
- Printing books takes a few days, so the text is always out of date compared to what you read online before the game.
If you do #2, people complain that the programs are cheap and look terrible.
- They DO look terrible, but they’re cheap and up to the minute… hot off the copier.
If you do #4, everyone complains. Especially old people (and IT).
So the common sense answer is #3. Except, YOU STILL GET ALL THE SAME COMPLAINTS FROM #1 AND FROM #2 (And from #4 from the people too stupid to pick one up).
People think they should be bigger, and nicer, with more information or features.
People think any number of ads greater than zero is too many ads.
They complain that the game programs from Thursday and Saturday are basically the same, except a quick update for a different opponent. (Which is true, because it had to be at the printer at 9 a.m. Friday morning so we could get it by 5 pm Friday, so
I updated it at midnight Thursday and did it as quickly as possible so I could get the hell out of there).
You cannot have “more stuff in it” and “up to the minute.” Because more stuff takes time to write and print.
You cannot have “nice” or "Bigger" and “ad free” because nicer costs money and the ads have to offset that.
I feel like the NHL’s fan feedback with regard to the schedule is:
- We want more rivalry games
- We want to see everyone at home once a year.
- We want to more Saturday games.
- Why are Saturday games so expensive compared to Tuesday games?
- We want to host four playoff rounds per year because we always win the Cup.
The NHL owners read that feedback said
We can’t create more in-season Saturdays.
We definitely aren’t lowering Saturday ticket prices
We can't all win the Cup every year. Building a Cup winning team isn’t easy.
We can't have MORE rivalry games AND more non-conference games at the same time.
We all can’t agree on an alignment that creates more divisions, which would create more rivalry games (Without giving SOMEONE FEWER rivalry games).
What about playing everyone?
And they looked at the data. And it said exactly what I say it says.
And the teams that are really bad at hockey and have bad attendance said “I can’t give them a winning team, so our attendance is going to bad anyway… But if we make the schedule change, I can tell them ‘I HEARD YOU and I’m GIVING YOU something you want, and the Cup winner will come too, just give me time’ and build trust with them.”
And the teams that sell out all the time said “Our arena will be full no matter what, we don't give a damn."
And that meant the teams that are in the 90% to 98% capacity range and aren't bad at hockey and would read the data and say "This is stupid" were out-voted because there's only a handful of those teams.