Surviving Without Ice

The National Hockey League lockout has forced venues to change their winter schedules, adding concerts, conventions and family events in lieu of hockey games.

One example of a success story is New Year’s Eve at Tampa, Fla.’s St. Pete Times Forum. The venue normally hosts a game by the Tampa Bay Lightning on December 31st. This time, instead of turning out the lights, St. Pete booked a Barenaked Ladies concert, buying and promoting the show in-house.

The facility’s ticketing staff, which usually directs its energy toward hockey and arena football games, sold a $100 package for the event, which provided patrons unlimited booze and food all night at the venue’s club level. Ducats at $20 and $35 were also sold.

The marketing and corporate departments sold $350,000 in tickets and sponsorships for the show, according to the arena. The venue marketed the event on print, radio and television.

All told, the arena said it grossed $400,000 and sold more than 15,000 tix to BNL’s in-the-round performance.