New Orleans Newspaper article on Hawks new policy

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Radical idea of pro teams refunding cash won't stick

06/20/02

By John DeShazier

Staff writer/The Times-Picayune

The idea is way too radical to catch on.

No way will a majority of professional franchises join in taking the dare of actually giving their fans more than the cursory thank you for being the "12th man," "sixth man," blah, blah, blah.

So enjoy from afar what hardly will happen here or anywhere else. Lift your glasses toward Atlanta and the Hawks and to Nashville and the NHL's Predators. Because the act of giving fans something tangible is as rare as a Saints playoff victory -- and we know how often that supernova appears.

Hawks management has made a pact with season-ticket holders. If the team doesn't advance to the playoffs, season-ticket holders will receive a $125 refund. If it does reach the postseason, season-ticket holders will attend the first playoff game free.

In Nashville, Predators management is increasing season-ticket prices by six percent. But if the Predators fail to make the playoffs, the team will refund the increase.

In other words, a Hawks team that hasn't been in the playoffs for three consecutive seasons, whose best record during that stretch was 33-49 last season, and a Predators team that has been in the NHL for four years and yet to make the playoffs have put money where their mouths are. Both have vowed improvement, or a refund. Atlanta has pledged to give a free pass to the playoff party to some even if it improves. Nashville will give money back if it doesn't.

True, the Hawks' refund isn't substantial compared to the cost of a season ticket. The team sold about 4,000 packages last year, ranging from $1,025 to $3,485, and those prices won't change this season.

The fact is, $125 might not even be enough to cover parking expenses for 41 regular-season home dates and, with the prices of refreshments on a steady incline, it might fall short of the total for five hot dogs.

The Predators' refund could be significant for ticket holders in the best seats. The majority, though, could get about the same amount as Hawks fans.

No matter. Sometimes the thought, and the gesture, really are what counts. And in defense of the Hawks, if the guarantee were truly minuscule, everybody would be doing it.

"(Hawks fans) are deserving of a playoff-caliber team, and this year we plan on delivering that message," Coach Lon Kruger said. "We will definitely be playing in the 2003 playoffs."

Or they'll be paying. Either way, fans win and that's the beauty.

Mostly, all supporters receive are kicks in the teeth. Sure, there's the lip service that athletes and team officials routinely offer. The declarations of love for a city and its residents, pleas for fans to come out and scream so loud opponents' ears will ring for weeks. The straight-faced offerings that the team/player really, really wants to play well and win, because the fans deserve it.

But when performances wane and crowds proportionally shrivel, who is chastised for refusing to show unconditional support? Who is asked to ignore common sense and good judgment, and expected to throw good money after bad, in the name of uplifting a team that quit on its coach and has been making offseason plans for a month?

Teams can go belly up on their respective playing fields. If fans show similar disinterest, which is their only way of expressing disapproval in a way that will precipitate change, the franchise begins dropping hints about relocating.

Owners can foul up operations until the stench rivals a septic tank, but if fans withdraw support until they receive a return on their investment their loyalty and commitment are questioned.

For at least this season, the Hawks and the Predators are putting the onus on themselves.

"Lon came to (management) and said he wanted to do this, to change perceptions," Hawks president Stan Kasten said. "He wanted fans to know how strongly we believed in the team."

Yes, it's a marketing ploy to generate season ticket sales. Atlanta's attendance -- 12,344 per game last season at 19,445-seat Philips Arena -- could use a spike. Nashville's season-ticket sales are down 20 percent from its first season in the league. But it's as good a ploy as has been concocted by a pro sports franchise as we've seen in a long, long time.

One that, undoubtedly, won't spread much farther than Atlanta or Nashville.