The change in name from season-ticket holders to Birdland members is marketing specifically designed to target millennials. As someone who is an employer of millennials, and whose parent company has put a lot of time and research into how to attract and keep talent from that age group, they want to feel like they are a part of something bigger than themselves. Wrapping up season-ticket holders with the Birdland bow is trying to get that across subliminally. Make no mistake that we hired a successful president of business operations from the Miami Heat, and we immediately institute this program. The Redskins had a similar hire, and immediately started this #TogetherWeHail program, where variants of that hashtag and #hail are plastered around different parts of the stadium and in all advertisements, video breaks highlighting the community during games, etc.
It’s all part of a plan to target that key millennial demographic and get them to feel a part of this community and therefore, spend their money on tickets. The good thing that comes from this is that we are going to be getting more value out of our membership in all likelihood.