1. Bloomington Prairie Thunder Consumer Research Report July 8, 2009

2. Study Overview Research Goals: Measure consumer behavior and attitudes towards the team, facility and league Provide Prairie Thunder with a better understanding of their current fan base Research can be complex – more questions now The Research Process: Surveys handed out at home game in April 2009 347 usable surveys were collected out of 416 handed out – 83.4% response rate Data was tabulated and analyzed using SPSS statistical software

3. Research Topics Demographics Consumers’ level of fan involvement Top reasons consumers attend games Factors that influence the consumer’s decision to attend next season Media outlets used to get information about the team Whether or not consumers are Season Ticket and/or Thunder Pass holders Where and when consumers obtained tickets for the game

4. Key Survey Findings

5. Key Survey Findings Demographics Age % Indicating 18-2921.9% 30-3921.2% 40-4933.9% 50-5915.4% 60+7.1% Annual Household Income % Indicating Less than $20,0009.8% $20,000 - $39,99915.0% $40,000 - $59,99916.0% $60,000 - $79,99913.7% $80,000 - $99,99914.7% $100,000 or greater30.7% Miles Traveled % Indicating 0-1068.6% 11-2415.5% 25-499.4% 50-742.1% 75-1001.5% 101+2.6%

6. Key Survey Findings Consumers’ Level of Fan Involvement % Indicating (1=weak, 5=strong) 113.3% 29.2% 318.8% 423.7% 532.7% Only 48% were season ticket holders

7. Key Survey Findings Top Reasons Consumers Attend Games Mean Score % Indicating: (1=disagree, 7=agree) 1234567 It provides a way to get away from everyday activities6.05.9%.6%2.6%8.2%14.3%23.1%50.3% I like the dramatic turn of events a game can take5.991.2%1.8%2.1%9.7%14.4%19.6%51.3% Hockey games are a fun way to spend my time5.872.0%1.7%6.1%7.8%16.0%11.9%54.4% The game provides an opportunity to spend time with friends5.853.5%1.8%4.1%9.7%11.8%15.3%53.7% I want to support a local team5.855.5%3.2%3.5%6.7%9.0%13.7%58.4% I like spending time with my family at the game5.806.8%3.0%1.8%9.2%9.5%10.9%58.9% I like the sport of hockey5.763.2%2.3%4.7%12.8%13.1%10.2%53.8% I enjoy U.S. Cellular Coliseum5.751.5%2.9%3.2%15.4%12.5%18.0%46.5% Prairie Thunder games are entertaining5.652.9%2.1%3.2%13.2%16.5%21.8%40.3% I value seeing high level professional athletes5.554.4%2.1%3.8%14.4%15.3%19.1%40.9% Prairie Thunder games are an inexpensive form of entertainment 5.255.0%4.7%7.3%14.0%17.2%16.6%35.3% I’m a fan of one of the teams playing5.2014.8%4.5%2.7%10.7%6.8%12.5%48.1% I’m attending with a group3.5947.5%4.3%1.6%4.0%5.0%5.9%31.7%

8. Key Survey Findings Top Factors in Influencing Consumer’s Decision to Attend Games Next Season Mean Score % Indicating: (1=most important, 10=least important) 12345678910 The team is more competitive3.3038.4%16.5%8.5%6.1%10.4%7.3%.6%4.9%3.0%4.3% More affordable concessions3.6222.6%20.1%17.7%6.7%10.4%5.5%9.8%1.2%4.3%1.8% The team offering discounted ticket packages for attending multiple games 4.1114.6%20.1%16.5%11.0%10.4%8.5%6.1%3.0%4.9% The team offering more give-away items at games 4.995.5%11.6%17.1%17.7%11.0%6.1%7.3%12.8%6.7%4.3% Personal contact with players, coaches and team personnel 5.846.1%9.8%10.4%9.1%6.1%12.2%10.4%17.1%11.0%7.9% Better in-game entertainment options6.053.0%7.3%8.5%14.0%9.8%14.0%10.4%11.0%7.3%14.6% The team becoming more involved in the community 6.303.7%5.5% 9.8%14.6%12.2%11.6%12.8%14.0%10.4% Greater access to info about the team and players 6.632.4%3.0%8.5%10.4%9.8%6.1%13.4%18.3%18.9%9.1% The team hosting more pre-game celebrity appearances 6.644.9%4.3%3.7%6.1%11.6%15.2%14.0%11.0%12.8%16.5% Better parking options6.742.4%6.7%6.1%9.8%7.9%8.5%13.4%12.2%11.0%22.0%

9. Key Survey Findings Media Outlets Used to Get Information About the Team Mean Score % Indicating: (1=not at all, 7=quite frequently) 1234567 Newspaper4.5022.7%4.2%6.6%9.6%11.0%16.4%29.6% Internet/Team website4.3926.4%4.8%5.8%8.8%10.0%9.1%35.2% Word of Mouth4.2520.2%6.6%7.9%14.2%17.5%10.9%22.7% Radio3.9826.9%5.4%9.4%14.8%12.1%7.9%23.6% Pocket schedules and team posters3.6133.7%7.4%7.7%13.2%10.1%8.9%19.0% E-mail2.4861.2%7.1%4.0%6.5%4.6%4.3%12.3% Television2.4351.1%11.1%10.5%12.7%6.2%2.5%5.9% Mail from the Prairie Thunder1.7176.6%8.1%3.1%.9%5.0% Telephone calls from the Prairie Thunder1.3885.8%4.7%1.9%3.8%2.2%.3%1.3%

10. Key Survey Findings Are Consumers Season Ticket and/or Thunder Pass holders? Season Tickets % Indicating: YesNo 28%72% Thunder Pass % Indicating: YesNo 10.1%89.9% Same group ranked “the team offering discounted ticket packages” 3 rd among factors that will determine attending games next season

11. Key Survey Findings Where and When Consumers Obtained Tickets for the Game Where Consumers Obtained Tickets for the Game % Indicating Box office/TicketMaster28.3% Part of a season ticket28.9% Bought on-line2.1% Thunder Pass2.1% Given a free ticket28.3% Bought as part of a group outing 8.9% When Consumers Obtained Tickets for the Game % Indicating Tonight36.0% Earlier this week16.7% Over a week ago17.0% Part of a season ticket30.1%

12. Conclusions and Recommendations

13. Conclusions and Recommendations Reaching the Frugal Fan The research revealed 45% of fans surveyed have an annual household income of $80,000 or more, yet nearly 1/3 of respondents came to the game via a free ticket and expensive concessions were a major complaint. It appears that even though this group is fairly affluent, the majority of their complaints relate to having to spend too much money. It seems the people of Bloomington-Normal have grown to expect some sort of discount or deal when they attend sporting events. Recommendations: Don’t lower ticket prices - offer more discounts on single-game tickets so frugal fans believe they are getting a bargain Give deeper discounts when offering multiple-game packs – make it a more appealing option Don’t forget about season ticket holders

14. Conclusions and Recommendations Improving Customer Database & Communication The research revealed a high number of consumers utilizing the team website and the Internet as a way to get information about the Prairie Thunder, yet a significantly lower number of consumers were utilizing E-mail. Even fewer respondents said phone calls were how they got their information. The lack of E-mail and phone communication with fans could explain why fans aren’t taking the next step and purchasing season tickets or multiple game packs. Recommendations: Team has to capture contact information from fans as they enter and leave If fans are already online, why not utilize E-mail? Reconsider how advertising dollars are spent Once you obtain fan info, maintain contact and build relationships

15. Conclusions and Recommendations Increasing Online Ticket Sales The research revealed only 2.1% of fans purchased their ticket online. This is extremely low in today’s Internet-savvy society, especially when compared to other sports organizations. The research also revealed a high number of fans waiting to purchase tickets until the night of the game. If the team can increase ticket sales online, more tickets are likely to sell ahead of time. Recommendations: Focus advertising efforts on quickness and ease of purchasing online Utilize E-mail addresses to send out reminders to purchase online – Create a sense of urgency so fan feels compelled to buy early

16. Conclusions and Recommendations Potential Target Market: Young Professionals and Families 25-39 The research revealed over 56% of fans in attendance were age 40 or over and a significantly lower % were 18-39, a large portion of the Bloomington-Normal population. The research also revealed a low number of children per household as well. A 2005 census revealed 32,317 adults residing in Bloomington-Normal are 25-39. It appears the team is missing out on a large portion of the population that could turn into valuable, long term fans. Recommendations: Target the 25-39 age group that includes young professionals and families This group has an expendable income, are settled in the community and many have children Don’t put too much energy into marketing to the 18-24 college student – Not willing to spend $$ on season tickets, concessions, beer – Other entertainment options – Temporary Bloomington-Normal residents

17. Conclusions and Recommendations Moving Fans up the Frequency Escalator and Attracting the Non-Hockey Fan The research revealed the team currently has a large number of fans that consider themselves “strong” hockey fans, however a small percentage of them have actually purchased season tickets or multiple game packs. Having a large number of fans that are “strong” hockey fans is great, yet it reveals the absence of the non-hockey fan. Recommendations: In order to get the “strong” hockey fans to purchase season tickets or multiple game packs, the team needs to approach them directly. More sales calls should be made to this group once customer data is gathered at games. The team needs to look beyond the “strong” hockey fan and also attract the non-hockey fan. This will expand the overall fan base and increase overall ticket sales.

18. Conclusions and Recommendations Making Concessions Prices More Appealing The research revealed an overwhelmingly high percentage of respondents who had complaints about concessions prices being too high. Although the team doesn’t control the pricing, there is a poor reflection onto the team due to this issue. If a change isn’t made, this could eventually have a negative impact on ticket sales. Recommendations: If lowering prices isn’t an option, offer an option for vouchers or coupons for concessions with season ticket packages/multiple game packs This allows fans to get concession vouchers at a discounted price up front and keeps them from handing over cash during the season

19. Questions or Comments?