It’s Chris Dey’s job to spin gold from straw as the Islanders’ senior vice-president of sales, marketing and operations, and he says this was a good season despite their failure to make the playoffs because the Isles had their highest paid attendance since the 2002-03 season and rank third in the NHL in paid attendance increase. But when you sift through the numbers, the increase amounted to a little more than 1,000 fans per game and the Islanders currently rank last in the NHL with an average announced attendance of 13,564 while playing in the league’s smallest arena.
And that’s the good news. But Dey, who also happens to be the son-in-law of owner Charles Wang, is nothing if not determined to rebuild the team’s connection to its fan base and, more importantly, to grow the fan base. As general manager Garth Snow and coach Ted Nolan recently have learned, they will combine with Dey in an extraordinary outreach effort to explain to various fan groups exactly how the Islanders intend to build a “consistent contender.”
Like most professional sports organizations, the Islanders have conducted a survey of season-ticket holders. In an interview this week with Newsday, Dey said 50 percent of those who responded said the performance of the team on the ice impacts their decision to buy.
“What you’ll see coming out is that we agree with you,” Dey said, speaking directly to the fans. “Garth can speak more directly to this, but I’m glad to put a little bit behind it. We need to commit to building a consistent contender. That’s going to require a plan, and we’ve got a very strong core of players we’re building around now – the DiPietros, the Hunters, the Okposos, Comeaus, Tambellinis. We’ve got a nucleus to build a consistent contender.
“We need to be a top-eight team in the league. We need to be a team that’s going to earn 100 points a year. Those are the goals and ambitions for our organization. What the fans deserve and what they’re going to see is a plan that’s going to lead us to becoming that type of team.”
Dey admits he is new to hockey this season, but it didn’t take him long to discover the passion of hardcore Islanders fans. Whether or not you agree with his assessment of the Isles’ core, fans have to appreciate the fact he’s listening and shares the same goals.
“What [fans] deserve is they need to see what the plan is,” Dey said. “Once they see where you’re going, then, they’ll embrace it because they’ll see how you’re building on that plan. It might take three years to fully execute the plan. But as long as they know where you’re going and what the plan is, then, they can see how each and every move is getting you closer to that.
“That’s what they haven’t seen from us before that they’re going to see. We’ll open up that dialogue with them, and I’ve spoken with Garth about that. So, you’ll see over the next month and a half Garth and I getting out into the community with Ted and being available and accessible to the fan base so that we can convey what our plan is.”
Needless to say, the goal defined by Dey is an ambitious one for Snow and Nolan to achieve on the personnel side. And next season will be critical in terms of making the right moves to achieve it through the draft and through a few key free-agent signings. Snow has said in the past that the only budget restraint Wang has placed on him is to exercise good judgment in spending.
On the business side, Dey has equally ambitious goals for himself and his sales staff. In addition to the improved attendance figures listed above, the Islanders have gone from six sellouts last season to a shot at 13 this season if they can reach capacity for Saturday’s Flyers game and the Rangers game next Thursday in the home finale. But Dey wants much more.
“We’ve got some real big work ahead of us because we want to grow that season-ticket holder fan base from 6,000 to 10,000, which is an ambitious goal, but I think there’s great opportunity,” he said. “We’ve found that about 65 percent of our season-ticket holder base is families. The Rangers are the complete opposite of that. Probably 80-85 percent of their season-ticket base is owned by corporations based on dialogue I’ve had with them.
“With all the small-to-mid-sized businesses on Long Island, there’s tremendous opportunity because you’re only looking at 35 percent of our season tickets owned by businesses. We’re very optimistic about our ability to grow that season-ticket holder fan base to 10,000. Once you do that, you’re looking at selling out 30 or more games a year, and you’re really cooking along.”
According to the survey conducted by the Islanders, there are 1,902 companies within a 20-mile radius of Nassau Coliseum that have at least 25 employees. They can count on getting a knock on the door or a telephone call from Dey’s sales force.
The Islanders offered a variety of deeply discounted promotions to boost sales this past season in an effort to broaden their audience. They offered cheap upper-deck tickets in “Loudville” for the young adult audience with limited income, and they offered the kids’ season ticket for $10 a seat for children 12 and under accompanied by an adult season-ticket holder. They also offered family fun packs for occasional fans that included discounted seats plus a hot dog, drink and sometimes a souvenir, such as a cap. Now, they’re offering a deeper discount to fans who agree to buy season tickets for two years at a time, including a 12 ½ percent discount on the first of those two seasons, plus free VIP parking, a locked-in rate for both seasons and, best of all, a 14-month payment plan.
Despite all the discounts, Dey said the Islanders’ average ticket price was the same this season as last and that it is only $7 below the league average. But if they really want to grow the fan base, Dey said, then they must concentrate their efforts on reaching Long Island businesses.
“You will see us put increasing emphasis behind our Islanders Business Club,” Dey said. “We’ve been able to develop programs where businesses can utilize the Islanders as what I call a business platform. The membership there continues to grow. Mike Bossy is the executive director. Bob Nystrom and Clark Gillies are on the board of advisors for the Islanders Business Club. We’re looking to increase that membership base, which is about 100, up to about 1,000 members next year. I think that’s where you’ll see a significant increase in our season-ticket holder base. Each member owns on average about four season tickets.”
Although he’s only played five NHL games, fans can expect to see 19-year-old Kyle Okposo featured prominently in future marketing efforts. Of all the young players in the organization, his ability might offer the best hope for the future, especially if Snow can add a little more talent around him to share the burden.
“I spoke with Kyle and Garth after Monday’s game, and we talked about the role he’ll play in the offseason in helping us market the team,” Dey said of Okposo. “He’s got a wonderful personality; he’s got great poise for a young man, and I think he’s a terrific asset for the organization both on and off the ice. Every time I’ve heard him speak, he’s been rock solid. We’re excited about Kyle.”
So, expect the plan to focus on developing the young talent in the organization, stockpiling more talent in a very deep draft this June and then trying to add a veteran forward who can score and maybe a solid defenseman to run the power play. It has to work because the plan Dey expects to articulate really is only Step One.
Step Two goes into action if the Islanders realize their goal of breaking ground in July, 2009 on the Lighthouse Project to renovate the Coliseum as the centerpiece of a development that will include a convention center, hotels, shops, restaurants and condos and townhomes.
What happens if no construction takes place after next season? Dey paused ominously before finally answering, “It’s a good question just because I would say there are a lot of ramifications for that. That’s a big question if you take it for all that it says. In other words, if we don’t get approval by next July, how does that impact the organization?”
More silence. And then: “Fundamentally, the types of things we did this year and the things we’ll do next year, we would continue to follow that on the business side. We would continue to follow the plan we’ve put into place to reach the goals I’ve shared with Charles for the organization as a business. We would continue to execute on that because those things are not dependent upon the new building.
“But then, you have a whole new business plan that’s set up on and off the ice that’s focused on what happens with the new building. So, clearly, it would impact that. That’s a whole other article.”
ISLANDERS INSIDER: The rest of Islanders Insider, including a look at how young players such as Okposo and Sean Bergenheim have provided a boost plus a look at low production from the Isles' centers, is posted on Newsday's sports web site. Click here to read the full Insider.