John McMullen (Owner – New Jersey Devils) . . . Then also the owner of another client, the Houston Astros, McMullen retained us (including colleague Douglas K. Nelson) to (a) help re-launch his newly born New Jersey Devils National Hockey League club (formerly the Colorado Rockies) 60 days before its opening puck-drop, (b) restructure its pricing and season plan packaging 30 days after the original plan had been announced and (c) recapture his personal credibility with the New York media. Top tier season plan buyers were given access to the nearby Pegasus Club in return for a front-end long term loan to the club, inadvertently foreshadowing seat licenses.
How the first 30-60 days of a new ownership are managed can have lasting implications for the marketing of a sports franchise and how fans, media and prospects view not only owner intentions but the brand personality. Faltering first impressions are costly to reverse.