NFLの名物オーナー
NFLアトランタ・ファルコンズのオーナー、アーサー・ブランク(Ather Blank)は
既存のオーナーたちとは違った名物オーナーとしてちょっとした話題になっている。
彼はアメリカンフットボールチーム、アトランタ・ファルコンズのオーナーなんだけど
彼の本業はアメリカのHomeDepotのオーナー。
HomeDepotというのはアメリカの大型ホームセンターのチェーン店。
衣食住の住にかかわるものはなんでも揃うお店。
玄関の扉から便所、洗濯機、木材、カーペット、工具、芝生・・・
とにかく、このお店のものだけで家を建てられるくらいの品揃え。
彼がファルコンズのオーナーになったのは最近のことで、
ファルコンズは彼に買収されるまではチームとしてはぼろぼろだったんだ。
ところが、彼がオーナーになってチームに徹底させたことはプレーヤーが
地域の role model(模範)になることだった。
選手に地域のチャリティーイベントへの参加を徹底させ、
ファンを大切にすることを教え込んだ。
自らも今までばか高かったシーズンチケットを、外野席では破格の100ドル、
1試合あたりにすれば10ドルにして今まで閑古鳥だった地元のスタンドを満員にさせた。
今ではシーズンチケットを購入するのにウエイティングリストがあるくらいだ。
他のNFLオーナーたちの大反対にもめげず入場料を安くすることによって
少しでも多くの地元ファンに楽しんでもらうために彼は行動に出たのだ。
スタンドがファンで埋まることによるホームゲームでのファンの後押しも
今年のチームが好成績の要因となっている。
ちなみに、アメリカのテレビ中継は面白くて
スタンドがファンで埋まらないと地元地域でのテレビ中継は
されないことがよくある (ブロックアウトという)。
郊外ではテレビ中継される。
これは少しでも多くの地元ファンに生で試合を見に来てもらうための戦略なんだそうだ。
(チケット入場者を増やす戦略)
以前はこの入場者数もままならなかったんだけど
このオーナーがこれだけシーズンチケットを安くすることにより
スタジアムは満席になり、 テレビ中継もされるようになるので
試合に見に行けない地元の人たちもテレビで観戦できる。
このことにより、地元の人たちのチームへの関心度も高くなった。
今までのオーナーの常識を変えることによって、
さまざまな相乗効果を生み出した結果となったんだ。
日本のスポーツ界に目を向けたとき、こんな名物オーナーはいるだろうか。
野球の巨人の渡辺元オーナーは巨人を強くするために
かなりめちゃめちゃなことをしていると思うけど
それはファンのニーズと必ずしも一致していない。
ゴルフ界はどうだろう。
こんな名物オーナーが開催している試合はあるかな。
あるいは地元のファンを大切にした試合はあるかな。
たとえば、入場者の少ない初日、2日目の入場料を無料にするとか、
仮装した入場者は無料にするとか、
子供、シニアの割引料金を設定するとか、
チャイルドケアセンターを設置するとか、
飼い犬同伴OKの日を作るとか(そのうちドッグフード会社がスポンサーに
つく試合も現れるかも)・・・・
ゴルフの試合って実際に会場でないと伝わらない独特の緊張感とか
プロがボールを打つその打球音とか、選手のキャラクターとか絶対に
あるんですよ。
それに、プロも絶対ファンがたくさん見ている前のほうが
気合もより入ったいいプレーができる。
アイデアはいろいろ出てくると思う。
とにかく、スポンサーはお金を出すだけじゃなくて
試合を盛り上げることにももっと知恵を出したらどうだろう。
ツアー機構もそんなアイデアを積極的に提案していくサポートの仕方も
やってみるべきじゃないかな。
(REXの旧ブログ ”フロリダ☆ゴルフライフ” 2005/01/21 より)
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