Gwinnett

In April 2001 National Sports Services responded to a request for proposal from the Gwinnett County Cultural and Civic Center to place an ECHL hockey team in the County’s 11,000-seat arena to be constructed. NSS was one of three finalists selected by the Civic Center Board of Directors as the prospective hockey tenant.

In October 2002, National Sports Services entered into a joint venture relationship with Mobile Professional Sports (MPS) of Mobile, Alabama which led to the formation of Gwinnett County Hockey LLC. Mobile Professional Sports contributed a dormant ECHL franchise to Gwinnett County Hockey LLC with NSS providing management services for the hockey team and LLC.

National Sports Services and Gwinnett County Hockey LLC executed a five-year management agreement with a five-year extension which outlines the comprehensive supervisory services NSS provides on an annual basis. Additionally, NSS is an equity holder in Gwinnett County Hockey LLC.

Upon Gwinnett County Hockey LLC being awarded the right to place a team in the arena, NSS prepared start-up, capital and operating budgets and the initial business plan for the LLC. The business plan and financial documents were used by NSS to raise $225,000 from Gwinnett County investors giving the team a ‘local’ face in the team’s primary trade area while providing additional capital for team operations. National Sports Services assisted with the preparation of confidentiality agreements, the private placement memorandum, and all other critical documents required to secure local investment.

The hockey team began formal operations in Gwinnett in July 2002. NSS created the necessary personnel documents (administrative job descriptions, organizational chart, employee handbook) and began both local and national searches for front office personnel. National Sports Services identified and determined valuation and pricing for all ticket, advertising and sponsorship inventory and developed the initial marketing campaigns for the hockey team including name the team contest, logo identity and season ticket sales drive.

The team name and logo – Gwinnett Gladiators – were unveiled in August 2002. The initial season ticket drive culminated in October 2002 with 500 season tickets under contract.

Prior to the Gladiators’ first home game in October 2003, NSS was instrumental in the development and execution of all day-to-day operational activities of the franchise. National Sports Services created sponsorship and ticket sales initiatives, developed marketing programs, identified and interviewed prospective employees, created community outreach programs and prepared the team’s promotional materials. NSS provided sales training materials and assisted the organization with establishing a successful sales culture.

In concert with Gwinnett County Hockey LLC, NSS developed a sales productivity and database management software program for the Gladiators. The Customer Service Management (CSM) software allows sales representatives and administrative staff members to retain a wealth of information on their customers, prospects and arena patrons. The CSM is a communication tool, which allows the hockey team to communicate via e-mail and direct mail, to various constituencies with customized information. Since installation of the software in March 2003, the Gladiators have secured contact information for more than 70,000 businesses and qualified consumers in CSM.

Prior to and during the 2003-2004 hockey season, NSS created, analyzed and distributed financial documents and various internal reports on a regular basis (weekly, monthly) to the ownership and management of the hockey team. During this process, Bill Davidson, CEO of National Sports Services, served as the Gladiators’ Chief Financial Officer.

On Opening Night, October 24, 2003, the Gladiators attracted 6,457 fans to the first ever hockey game at the Gwinnett Arena. For the season, the Gladiators attracted an average of 5,015 fans per game – the fifth highest attendance in the 30-team ECHL.

The inaugural season for the Gladiators was a success both on and off the ice. On the ice, the team reached the Conference Semi-Finals – the final four of the ECHL. Off the ice, the Gladiators sold over 1,500 full season tickets, generated nearly $2 million in ticket revenue and posted a profit from operations. Of special note is that with no operating history in the market (i.e. renewals) the team generated more than $250,000 from group ticket sales.

NSS has continued to provide daily management for the Gladiators franchise in the three years since the inaugural 2003-04 season. In the past three years, the Gladiators have attracted an average of 5,800 fans per game consistently ranking near the top of ECHL attendance. From 2003-04 the team has increased sponsorship more than 35% and group ticket sales more than 50%. On the ice the team has made the playoffs all six years of its existence including an appearance in the Kelly Cup finals – the ECHL version of the Stanley Cup – in 2005-06.