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“Dollar Beers/Dollar Dogs” Promotion Named Venues Today 2009 Hall of Headlines Runner Up!
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The “Dollar Beers/Dollar Dogs” promotion at Grand Rapids Griffins games was recently recognized by Venues Today for the use of great facility concession skills. The article entitled “2009 Hall of Headlines Runner Up” appeared in the December 2009 issue of Venues Today.
The Hall of Headlines article outlines the story Behind the Headlines and what it means to the industry at large. This year the magazine recognized the runners up in four categories including news, bookings, marketing and concessions. In the Venues Today article Richard MacKeigan, Regional General Manager of Van Andel Arena, is quoted as saying he hopes to carry the success of the team far into the future.
The promotion started when an idea formed between SMG-Van Andel Arena, its exclusive food and beverage provider SAVOR…Grand Rapids, and team owner DP Fox Ventures, to help improve attendance for the AHL’s Grand Rapids Griffins’ home games. The “Dollar Beers/Dollar Dogs” promotion is offered every Friday night at Griffins home games. Fans can enjoy hot dogs and domestic drafts for only $1 each. The promotion is available one hour before the game until one hour after the game has started, while supplies last.
This promotion has proven to be extremely appealing to college students, which number in excess of 70,000 in downtown Grand Rapids. Viral marketing has also proven to be successful in gaining the attention of this underserved demographic, which is continually changing with new students enrolling and old students graduating every year.
As a direct result of the promotion the Grand Rapids Griffins had numerous sell-outs on Fridays in 2009. The AHL even awarded the team best "Overall Ticket Sales Growth" for the Western Conference for 2008-09. Based on the enthusiasm from the patrons, the attendance spilled over to other nights as well.
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