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The ‘Heat Experience’ in the office


heatofc.jpgThe Heat could be invading an office near you.

The Heat Experience, anyway. That means Burnie the Heat mascot; the Heat Dancers, members of the Xtreme Team; the 2006 NBA Championship Trophy; the team’s Fireball Express – the firetruck that contains baskets, water cannons and a stereo system; Heat flags; noisemakers; and air fresheners.

And of course, sales representatives with information about purchasing season tickets and mini-plans.

Dubbed “office takeovers,” the idea of the lunchtime invasion is to get fans and potential ticket buyers excited about the Heat’s upcoming season. After going 15-67 last year, the team is employing grass-roots approaches to marketing and ticket sales.

The “Heat Experience” has already stopped at offices on Brickell and Biscayne Boulevard in Miami and has plans to make more stops at the Suntrust Building, the Bank of America Tower and the Wachovia Tower in the coming weeks. Check out this photo from One Biscayne Tower earlier this month.

The Heat gang made its first stop in Broward today, showing up at New River Center, which just happens to be the home of the Sun Sentinel. The hip hop music was so loud it could be heard several floors above the lobby and Heat dancers signed autographs on posters of last year’s dance squad. Sales representatives handed out ticket brochures and implored office workers to take noisemakers, only if they planned to attend games.

“We’re trying to get people excited for the season. We know last season wasn’t the best, but Dwyane Wade is healthy,” said Chris Cordero, a Heat account manager. “Everybody is always excited. People want to come out and see the trophy. People don’t believe it’s real.”

Heat representatives said the efforts have been successful in securing sales leads on potential ticket buyers.

“The whole purpose of this is to bring the Heat Experience out of the arena,” said Joshua Goshin, Heat marketing event coordinator.

Categories: Miami Heat (174), Promotions (120), Tickets (126)


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About the author
CRAIG DAVIS In more than 33 years at the Sun Sentinel, Craig Davis has written about a wide variety of sports topics from baseball to yachting, fishing to triathlons, and also worked as a copy editor and page designer. Recently he reported on local sports, including running, swimming, cycling, equestrian and beach volleyball. He enjoys sports as a participant as well as a spectator, is active in the South Florida running scene plays in the curling club at Saveology Iceplex. This blog offers a glimpse at the business side of sports in the interest of enhancing enjoyment of the games and sporting options as a spectator as well as a participant.
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