Vegas Golden Knights – inaugural season and breaking records | "Buy the Way…" Insights on Integrated Marketing Communication

If you have known me for any length of time, you would know that I’ve never been into sports. However, that has changed in the last six months. Last October, I found myself with season tickets to the Las Vegas Golden Knights, the first professional sports team in Las Vegas. Over the last six months I have learned about the great sport of hockey and our team has done amazingly well, exceeding expectations and breaking records. Another thing the Las Vegas Golden Knights do well (besides play hockey) is communicate with their season ticket holders. Their social media pages all have a lot of followers, they send frequent and informative emails and they excel at in-game ceremonies. The successful communication started long before there even was a team – in 2015 owner Bill Foley and general manager George McPhee started a ticket drive called “Vegas Wants Hockey” and they managed to get 11,000 people to deposit money for season tickets for a team that did not yet exist (not to mention in an arena that had not yet been built). I’m sure glad the ticket drive was a success, as it ensured the arena was built and an expansion team started in Vegas. The timing couldn’t have been better, because the Vegas Golden Knights helped their city heal from the tragic events of 1 October. And now, I get to go to my first ever hockey playoffs, because the Vegas Golden Knights clinched the playoffs!