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Pink sticks, green ice and hockey dogs

The Post and Courier
February 12, 2010
By Gene Sapakoff

Darren Abbott likes drawing fans from untapped social groups, but the South Carolina Stingrays president never expected to shake down cocker spaniels and basset hounds for turnstile admission at minor league hockey games.

All for a good cause --- and more solid attendance figures.

"People are really proud of their dogs," Abbott said Thursday. "They get them washed up to bring to the games and put them in sweaters and jerseys and things like that."

The Stingrays' "Dog Days of Winter" idea is one of many promotions that keep the ECHL organization successful in the famously long marketing shadow of baseball's Charleston RiverDogs. Basic themes of the current season -- $2 Beer Fridays and Tailgate Saturdays -- are on display this weekend as the Stingrays begin a five-game homestand.

The Stingrays have not tried "Nobody Night" or received national attention for "Silent Night" (happened) or "Vasectomy Night" (almost happened).

But the comparison is as unfair as proximity to the RiverDogs' "Fun Is Good" slogan is beneficial. The Stingrays, led by Abbott and a sharp young front office staff, know their way around a promotional schedule. So do the Charleston Battery marketing types.

Marketing challenge

Such savvy comes in handy in hockey during a turbulent economy. The ECHL has seen the demise of franchises in Columbia, Greenville, Florence and Augusta. But the Stingrays are averaging 4,581 spectators per home game, well above the league average (4,292).

"Attendance hasn't been the issue as much as corporate support," Abbott said. "We're selling more tickets to individual fans than we ever have, but the businesses that were buying big chunks of season tickets and sponsorships have fallen off some. It's a lot more challenging than it was when I got here in 1996."

The Stingrays will soon unveil plans for green ice, green beer and free tickets to 1,000 military personnel for their March 12 home game against the Florida Everblades.

Pink In The Rink Night is Feb. 20 against the Toledo Walleye. The Stingrays will use pink sticks, wear pink jerseys and skate on pink ice while helping the Susan G. Komen Foundation raise money to battle breast cancer. The pink event contributed $20,000 last season.

"We should easily double what we did last year and go over $40,000 this year," Abbott said. "Pink In The

Rink has taken on a life of its own. It's not just marketing to women but it's become very popular and helps us reach a different client base. It's pretty neat."

Pet dogs at The Joe during RiverDogs games is nothing new. The RiverDogs' "Dogs With A Cause" charity drives have influenced the Stingrays, too. Canine admission profits go to a given charity of the day and Adopt-a-Dog Sundays with Camp Bow Wow has been a big hit.

So it shouldn't be a surprise that Abbott has lunch once a month with RiverDogs general manager Dave Echols, Battery director of PR and marketing Andrew Bell and Family Circle Cup general manager Bob Moran.

"We've started a little lunch club," Abbott said. "We share a lot of ideas. I think it's great. I learn from them and I hope they learn from me. They make me buy lunch more than they do and I've probably learned a lot from that more than anything."

Otherwise, they talk about how to defeat the likes of "Avatar" and Jennifer Aniston.

"We're competing more against the movies than against the RiverDogs," Abbott said. "I know there are times we all come together with dates in April, but we really do try to respect the events we each have."

Pink ice, for instance. Let's see the RiverDogs try that one.