For nearly ten years, derby enjoyed amazing crowds with little marketing. We were a viable entertainment option. So why, in the last few years, have so many leagues cut back on travel, lost money or their venue? They are not catering to the fan. Rat City’s crowd funding to save their practice facility should have been the wake-up call of all wake-up calls. Keep in mind that this is the same league that set the national attendance record a few years ago.
No more mainstream TV shows or movies about derby. The honeymoon period is over.
Business Acumen is Crucial
Lately, my role announcing is not nearly as important as being a business resource to leagues. My BA in Business Management followed by years running department stores, helps me see wasted money and missed opportunities. I managed budgets, marketing and personnel issues for stores that generated millions of dollars annually and was accountable when sales went up or down.
Trust me, when I say that general proper business practices lack at all levels of roller derby.
By the Skater for the Fan
Once you sell tickets, you are a business. Don’t worry about losing control; your league is yours.
It’s time to look at fans as customers. There are many decisions to be made in order to make a profit. Profit increases by generating more income (grow your fan-base, sell more merchandise, increase fundraising) or lowering expenses.
So, if your league is struggling, what will it be? “By the skater, for the fan?” I hope so. Unless you don’t mind playing for fun behind closed doors (nothing wrong with that), adapt your production, strategize your ticket sales and give fans a night to remember.
Even if you pull in a fair number of fans, why do so many not return? There is a disconnect between what you offer and what fans hope for. I can give you solid ideas on how to increase the crowds coming through the door, but if they’re only coming once, your pool of new fans continually gets smaller.
Wondering what your fan retention is? To get a good visual, use your phone and take a panorama of the crowd at the beginning of your event, then after halftime and again at the night’s conclusion. You’ll see about how many stay for the whole game.
Speed of the Game
First off, it’s not WFTDA’s fault for the speed of the game and the way it’s being played. They made revisions to try to better define the game and it only takes one to find loopholes that many follow. Yes, the slower, stop-and-go-style of game confuses fans.
My job, as an announcer is to succinctly explain what is happening. It’s impossible, in a few sentences, to relay pack destruction, reformation and why they stop. People are confused; they don’t understand how a game on wheels can be slow.
You decide if this ends or not. If you are unsanctioned, play the game you want to. If you are sanctioned, use it when it makes sense. If you hate it, let your WFTDA BOD know.
Make the Night Memorable
Don’t kill production value; make it better. The evening needs to entertain from start to finish. A few ideas:
• Engaging openings for teams and videos for the screens or jumbotrons
• Keep skaters accessible to fans – autograph tables on the way in and way out
• Make each half-time short but memorable with acts or contests
Nobody wants teams to experience financial issues or constant worry that every bout has to be “the one.” Give fans what they want, make it consistent, sell more tickets and get fans to return.
Stay tuned for my next post in the series on fan retention. I’ll explore specific, creative ways you can keep ’em coming back.
How is your league retaining fans in derby’s post-Honeymoon stage? Comment below with your tips and experiences.