[外電] Ailene Voisin: Front and center agai …

看板Kings (沙加緬度國王)作者kingpredrag (I love Man Utd!!!!!!!!!)時間16年前 (2009/12/26 17:57)推噓5(5推 0噓 1→)

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Ailene Voisin: Front and center again, Maloofs show they care Ailene Voisin專欄：再次回到球場，老闆展現對球隊的重視 http://0rz.tw/R3lJy By Ailene Voisin avoisin@sacbee.com Published: Wednesday, Dec. 23, 2009 - 12:00 am | Page 1C Last Modified: Wednesday, Dec. 23, 2009 - 10:26 am The family swears the tale isn't true: Colleen Maloof didn't recently send sons Joe and Gavin to their bedrooms without supper, forbidding them to reappear until their vocabulary lists included terms such as innovative, imaginative, creative. 馬洛夫家庭發誓這個故事是不正確：Colleen並沒有藉著不讓他們吃晚餐來讓兒子Joe和 Gavin重新找回創意、想像力和創造力。 But something happened. The family that made its fortune in sales and marketing – then seemingly forgot about sales and marketing – is doing everything from cold-calling customers to selling Kings tickets during the recent visit to Arco Arena by the Washington Wizards. 但我們還是看到事情出現改變。馬洛夫家族靠著行銷和銷售致富，最近在這方面不太得志的他們正試圖用各種方法於景氣寒冬中賣出星期三主場對巫師的門票。 "That dollar-beer night was a huge success," Kings co-owner Joe Maloof said. "Gavin and I were so excited by the size of the crowd, seeing all those fans again, that we went into the ticket booths and started selling. The only bad thing is that we didn't expect such a large turnout and the beer lines were too long. We'll fix that for next time. We have a ton of other stuff lined up, believe me: Food. Beverages. Parking. We're looking at everything." 「一塊錢啤酒之夜是空前的成功。」老闆之一的Joe說。「我和Gavin都很興奮能夠再看到一大票球迷，於是我們走進售票亭開始叫賣。美中不足的是我們沒預期到這麼大量的人潮，而讓買啤酒的隊伍拖的太長了。下次我們會再做些修正，我們會依序推出其他企畫，相信我，吃的、喝的、停車的優惠，我們會嘗試一切的辦法。」 Why the epiphany now? Why not sooner? 為何現在才這樣做？之前在搞甚麼鬼？ Anyone know a good shrink? 大家都知道優惠的好處 For whatever reason – the empty seats, the crippled economy, something as simple as finally grasping the need to re-engage the community – the Maloofs have busted out of their mansions and become beer guys again. 為了各種原因─賣不出去座位、低迷的景氣，靠著這樣簡單的事吸引了需要重新凝聚的人氣，老闆們也為此放下身段，親自上陣叫賣啤酒。 They are showing up in public, presiding in the front offices and on the sidelines, back to being the fun-loving and sometimes goofy guys who charmed the region. Clearly, they have reinvested in their Kings, emotionally, psychologically and physically. 他們公開現身，接掌球場辦公室，親臨現場看球，重新找回製造歡笑的樂趣，有時候他們顯得笨拙卻深受群眾愛戴。很明顯地，他們重新投入了國王隊，不管在情感上、心理上和身體力行上。 Less known is their direct influence on a marketing blitz that began with drastic ticket price reductions and continues at a frenetic, 24/7 pace. 鮮為人知地，他們大幅降低票價，並全年不打烊地持續推出瘋狂的企劃。 Bobblehead nights. One-dollar beer nights. Meet Tyreke Evans nights. Meet Paul Westphal nights. Meet the Maloofs and vent nights. Standing-room-only tickets for the Los Angeles Lakers' visit Saturday. 搖頭娃娃之夜、一元啤酒之夜、和reke見面之夜、和西法見面之夜、和馬洛夫家族見面之夜和許多讓球迷宣洩情感的夜晚﹝我想要和Kayte共度燭光晚餐之夜>//////<﹞，另外星期六主場打湖人只賣站票。 The owners are game for anything that puts fannies in the seats and delivers the message that they care, including an aggressive "We Want You Back" campaign – two free tickets and a buffet dinner to Monday's game against Denver – conceived to lure former season-ticket holders into the building. 老闆們願意在比賽中提供更多的樂趣給觀眾，並且讓球迷們了解他們在乎球迷的感受，球場懸掛了斗大的標語─「我要你回來」。星期一對丹佛的比賽提供兩張免費的門票和一頓歐式自助餐，希望上一季的季票持有者能重新回到球場。 "I was one of those disgruntled fans who turned in his tickets after last season," said Tom Riddle, an Auburn resident who plans to take up the Maloofs on their offer. "It was a combination of things. We were losing hours at work, forced to take furlough days, and I was very disappointed with the product. It would take me 45 minutes, maybe an hour, to get to every game. It wasn't worth it. But when I received the letter last week, I RSVP'd immediately. You and a guest get a dinner buffet, two VIP tickets to the game, and you get to meet Paul Westphal. Besides, I really love the way the team is playing, even though we're young." 「我是上季覺得不爽而退票的球迷之一。」球迷Tom Riddle說到，他住在Auburn並計劃下星期一要接受這項優惠。「有很多的因素，我花了很多時間在工作上，又有被裁員的壓力，去看每場比賽還得花上四十五分鐘到一小時的車程，然而我對得到的回報很不滿意，這不值得。不過上禮拜我接到優惠通知時，我立刻回覆了，可以邀個伴去共享一頓晚餐，又能拿到兩張VIP票，還能和西法見面，何樂而不為。另外我很喜歡球隊現在的表現，儘管我們菜味十足。」 Though there is a discernible buzz at the Arco offices, the recovery process in the NBA is almost always incremental. Transformation takes time. Teams grow up and grow old, routinely chasing off fans as they fall into the NBA draft lottery. And the Maloofs, by the way, aren't neophytes to attendance struggles and fiscal crises. 這對球團高層是個好的訊息，重建之路在NBA是要循序漸進的，轉變需要時間，球隊必須成長與成熟，老是參加樂透會讓球迷心灰意冷。順帶一提，老闆們在面對挫折和財務危機並不是新手。 During their ownership of the Houston Rockets (1979-82), times were almost as rotten. The Cavaliers, Pacers, Kings, Jazz, Spurs and Clippers were only a few of the teams hampered by crazy or underfunded owners. Franchises were relocated. Drugs were an issue. Magic and Bird were seen on late-night tape delay, or not at all. Attention sagged in most cities. 他們曾經持有過休士頓火箭的股份﹝1979-1982﹞，這是好久以前的事了。騎士、溜馬、爵士、馬刺和快艇都曾被一些腦袋有問題或資金短缺的老闆給拖累過。經營權的轉變，毒品的問題，深夜幾乎都在重播魔術和大鳥的比賽。大多數的城市都分不到媒體的版面。 "We averaged something like 9,000 or 10,000 fans that first year, and we tried everything to sell tickets," Joe Maloof recalled. "Then the team caught fire, we got Moses Malone, and we went to the NBA Finals, and that bumped us up a bit (to 11,710)." 「第一年我們平均只有九千到一萬名觀眾，我們嘗試了所有辦法賣票。」Joe說。「然後球隊戰績上揚，Moses Malone加盟，接著我們打入總冠軍戰，幫助票房成長了一些 ﹝平均11710人﹞。」 In other words, the quality of the product matters. Immensely. As bad as circumstances have been for the Kings franchise – arena frustrations, coaching carousels, delaying the inevitable by obsessing over mid-level exceptions, the dwindling of discretionary income by an outrageously loyal fan base – the club is finally catching some momentum. 換句話說，產品的品質才是重點。國王的財務就像當前的環境一樣糟，擴建案失敗、教練更迭、過多中產合約造成的薪資負擔拖累了球隊的重建，忠實球迷的消費意願低落造成基本收入的減少，幸好球隊已經看到轉機。﹝感謝阿泰解惑<(_ _)>﹞ Westphal's hiring appears brilliant. Geoff Petrie's last draft was brilliant. Evans is a sensation and potentially a superstar. The team is likeable, encroaching on lovable. Matriarch Colleen Maloof's frequent presence at Arco Arena also has been noted, and Gavin and Joe Maloof's constant presence has favorably infected the organization, as has their insistence on tabling the arena matters. 僱用西法是步好棋，派崔今年的選秀也下的漂亮，reke有成為超級巨星的潛力和條件。球隊變的討喜、有侵略性而備受愛戴。Matriarch Colleen Maloof頻繁的出現在球場也成為焦點之一，Joe和Gavin每役必與也有效的影響了球團，正如他們對主場事務的堅持。 "People love comeback stories," Joe Maloof said Monday, hours before the Kings' stunning comeback victory in Chicago. "The fans want us to succeed. They're tired of all the negativity. What happened was … the sellout on opening night gave us all hope, reminded us how much fun this can be. We've just got to get our swagger back. This is where we belong, and we're not going anywhere. We want our legacy to be a championship for Sacramento, and that's what we're working for. We're not looking back." 「大家都愛看大逆轉的比賽。」星期一在對公牛的大逆轉後，Joe這樣說道。「球迷要的是勝利，討厭挫敗。開幕戰門票售罄給了我們希望，提醒了我們比賽的樂趣，我們會重新振作的，我們是屬於這個地方，我們不會離開，我們要為沙城拿下一座冠軍，這是我們努力所做的，我們不會沉溺於往日的光環之中。」這片文章對於我的破英文而言很難翻，有錯請指正。另外明天國王贏湖人的話，5664那篇推爆的那一個我發5000p。 -- ※ 發信站: 批踢踢實業坊(ptt.cc) ◆ From: 118.167.169.235 ※ 編輯: kingpredrag 來自: 118.167.169.235 (12/26 18:00)