Chiefs Hunt outlines changes the Chiefs are making to get the red back in Arrowhead - Page 5

**Tribal Warfare** · 04-13-2013, 06:47 PM

Chiefs owner outlines changes to get the red back in Arrowhead
By SAM MELLINGER
The Kansas City Star
Clark Hunt is sitting at a small table in his enormous suite at Arrowhead Stadium, hands in his lap, his voice steady and professional. But really, he may as well be standing in front of you all, arms outstretched, his words as sweet as he’s capable of making them sound:

Hug?

The Chiefs owner is here, talking to you, emphasizing a philosophy shift in the franchise he holds so dear. Hunt wants you to expect something very different from the Chiefs you came to know in recent years. Some of what he is doing sounds very cool for fans, some of it will help the team make more money. Some of it will do both.

Hunt knows it won’t mean much if the team doesn’t win, but while the new football men he hired work on that part, it’s significant that the man who took so much heat last year — taunting banners flying over the stadium, nasty name-calling, stacks of angry letters — is extending a hand.

“Certainly the football side of the Chiefs the last four years was more guarded in how information was shared externally,” he says. “There’s still teams in the league that operate like that, but what I’ve seen in the last 12 months, attending ownership meetings and being on the digital committee, is an understanding that, hey, the model is shifting and we have to be more open.”

Hunt is doing everything he can to make sure the hiring of coach Andy Reid and general manager John Dorsey is the end to a brutal four-year run marked by arrogance and detachment, bottoming out with a 2-14 thud last season that made Arrowhead quiet and fans wearing bags on their heads.

Hunt won’t blame the problems on anyone. He doesn’t bring up any names. But when Scott ***** was hired and given total football control four years ago, he brought a hyper-secretive and isolated style that — especially as the losses piled up — turned off many loyal fans.

But it was more than just losing that turned off many fans, so Hunt and club president Mark Donovan know that more than just winning is needed to bring them back. Consumers fans — have more power and more options than ever, so everyone lost with that old model. The Chiefs had empty seats, quiet or booing crowds, and fans who felt pushed away to prove it.

That’s not how the Chiefs became Kansas City’s passion. That’s not how they became a wildly profitable business.

Without a strong sense of connection, many fans drifted, and the Chiefs are now trying to woo them back with gifts and technology. The Chiefs were the first NFL team to use paperless tickets last year, and going forward, this is will be their vehicle of choice.

“Really, we want the experience with our fan base to be one where they’re an insider,” Hunt says. “Where they feel like an insider. Where they’re getting to see things, and hear things, and learn things that people generally don’t have an opportunity to do.”

The key to this is the season-ticketholder card the Chiefs created last year. Paperless tickets make it easier for fans to transfer seats or replace lost items. Now the club is adding a loyalty program that is part Foursquare, part frequent flier account and the first of its kind in the NFL.

The buzzword here is value. Part of winning back fans is to create more value in that card than mere admittance to the stadium. For instance, go to team events like next week’s draft party, and you’ll earn points. Show your card at various club sponsors and you’ll receive a discount. You get the idea.

Collect enough points and you can “buy” experiences that otherwise aren’t for sale, like pregame sideline passes or dinner with Reid.

The card is also important to the Chiefs, because they can gather data. Scanning those cards tells them all sorts of information — how early you arrive at the stadium, what you buy when you’re there, how often you attend club events during the week, etc.

You can look at this part in two ways. The Chiefs can use the information to maximize their profits (when and how to better staff the stadium, for instance) or to improve the efficiency of a fan’s game day experience. Both are true.

All NFL teams are working to bring fans into their stadiums instead of having them home on their couches. There are league-wide initiatives, like certain replays in the stadium that aren’t shown at home, and the Chiefs are working on other ways to enhance the stadium experience — cameras following players from their cars to the locker room, better cell phone reception, more fantasy football stats, etc.

This is all coming at a crucial time for the Chiefs. They still call Arrowhead “the loudest stadium in the NFL,” but that has been more of an outdated reminder of better times than an honest point of pride in recent years. They have fallen behind.

Again, the best way to change that is for the Chiefs to win. But fans have been disappointed by far more than losses in recent years. Heck, the Chiefs still haven’t won a playoff game since January 1994 so this isn’t a front-running fan base. Just one that wants to feel their love reciprocated.

The Chiefs think this is the way. They’re trying to replace the disconnect of the past four years with something closer to the party of the 1990s — and they’re doing it with the latest technology and a more open philosophy.

In other words, they want you back. And they’re changing to do it.

**Bugeater** · 04-14-2013, 08:25 AM

Quote:

Originally Posted by Marcellus

I think people have lost their ****ing minds is what I think.

There is a distinct difference between believing the moves the Chiefs are making will only get them to 8-8 and believing that that is their goal and everyone in the organization would be happy with that.

I have no issue with anyone believing that 8-8 or 9-7 is this teams ceiling with Alex Smith.

I think if you believe that's the plan and goal you are an idiot who thinks way too highly of your own opinion when it comes to football.

And that is what many people are claiming. Its ludicrous.

Hmmm. You didn't really answer my question.

Look, I'm sure they'd love to win a SB, but I don't believe that it's a priority for them or any other coach/GM in the league. Their main concern is keeping their jobs for as long as possible. If they happen to win a SB along the way, that's great. If not, oh well, we all made a shit ton of money.

OrtonsPiercedTaint · 04-14-2013, 08:26 AM

2010 was rough for a lot of folk$.

Carlota69 · 04-14-2013, 08:31 AM

Quote:

Originally Posted by Marcellus

I think people have lost their ****ing minds is what I think.

There is a distinct difference between believing the moves the Chiefs are making will only get them to 8-8 and believing that that is their goal and everyone in the organization would be happy with that.

I have no issue with anyone believing that 8-8 or 9-7 is this teams ceiling with Alex Smith.

I think if you believe that's the plan and goal you are an idiot who thinks way too highly of your own opinion when it comes to football.

And that is what many people are claiming. Its ludicrous.

Agreed. What kills me is how they KNOW xWhats going to happen and how they KNOW that the new regime only wants to go 8-8 and their goal isn't to go to SB. They KNOW everything.

No one KNOWS shit. They may be right, they may not. But to even for a one second think that it's more important to be mediocre than win it all is ridiculous. Everyone wants to win a SB. From the owner, to the GM, to the water boy, to the fans. Everyone wants to wina championship. 8-8 isn't enough for anyone, although to may be what we a looking at next year. But, I don't think anyone's goal is to continue to be 8-8.

Smith is a stop gap for the moment, until he proves otherwise, and I can't imagine this FO not drafting a QB once they see one they like.

Th draft hasn't happened yet. The poker hand hasn't hit the river yet.

Coogs · 04-14-2013, 08:31 AM

Quote:

Originally Posted by OrtonsPiercedTaint

2010 was rough for a lot of folk$.

That's true.

Marcellus · 04-14-2013, 08:33 AM

Quote:

Originally Posted by Bugeater

Hmmm. You didn't really answer my question.

Look, I'm sure they'd love to win a SB, but I don't believe that it's a priority for them or any other coach/GM in the league. Their main concern is keeping their jobs for as long as possible. If they happen to win a SB along the way, that's great. If not, oh well, we all made a shit ton of money.

Andy Reid is an established coach. He didn't come to KC to go 8-8 and worry about his job, I guarantee you that.

He has his guaranteed $ wrapped up in his contract, you act like he could get fired after 2 seasons and miss out on the other 3 years worth of money. Nope he is paid one way or another.

The fact is all Reid has to focus on is winning as much as humanly possible. I dont think 8-8 is part of that plan.

Does he have the ability to push this team to a playoff win? I think so. If he doesn't it wont be because he got to 8-8 and didn't worry about anything more.

If anything the trade for Smith tells us they think they can win now. Had they drafted Geno they would have had a few years to develop him without worry of job repercussions.

Trading for Alex pushed the expectations on them right now so that blows the 8-8 job security crap off the map out the gate.

**gblowfish** · 04-14-2013, 08:35 AM

This is so sad.

Chunt thinks the way to make us love the Chiefs is to give us a plastic card to earn "Frequent Fan Points?" They want me to use a Chiefs Card like I'm shopping at CVS or Price Chopper? JFC, gimme a break. All they want to do is gather more marketing information. That's all this is. It is a cynical, calculated business move only. This proves NOTHING to me. If they really loved the STH, they wouldn't make you EARN a trip onto the sidelines. I got to do that anyway the last couple of years. I don't give a crap about having dinner with Coach Reid. It would probably be pretty disgusting anyway, watching that fat **** choke down a slab of ribs.

Every retail outlet now wants you to have "their card." They want to know what you bought, when you bought it, why you bought it, what else you might buy....buy....buy....buy.....buy.

Nothing to see here. It's same as it ever was.

chiefzilla1501 · 04-14-2013, 08:39 AM

Quote:

Originally Posted by Bugeater

Hmmm. You didn't really answer my question.

Look, I'm sure they'd love to win a SB, but I don't believe that it's a priority for them or any other coach/GM in the league. Their main concern is keeping their jobs for as long as possible. If they happen to win a SB along the way, that's great. If not, oh well, we all made a shit ton of money.

I have a lot of questions about whether Reid can manage games to get a team into a Super Bowl. Never once have I questioned that the dude wants to win.

chiefzilla1501 · 04-14-2013, 08:50 AM

Quote:

Originally Posted by gblowfish

This is so sad.

Chunt thinks the way to make us love the Chiefs is to give us a plastic card to earn "Frequent Fan Points?" They want me to use a Chiefs Card like I'm shopping at CVS or Price Chopper? JFC, gimme a break. All they want to do is gather more marketing information. That's all this is. It is a cynical, calculated business move only. This proves NOTHING to me. If they really loved the STH, they wouldn't make you EARN a trip onto the sidelines. I got to do that anyway the last couple of years. I don't give a crap about having dinner with Coach Reid. It would probably be pretty disgusting anyway, watching that fat **** choke down a slab of ribs.

Every retail outlet now wants you to have "their card." They want to know what you bought, when you bought it, why you bought it, what else you might buy....buy....buy....buy.....buy.

Nothing to see here. It's same as it ever was.

Actually, not to nitpick, but having worked on the data side of these programs, these programs are great for the business and the customer. It's a great idea and I'm glad the Chiefs are on the cutting edge. As for "earning" rewards. I love this too. If you are a devoted fan through thick and thin, more than just showing up to a few games and sitting down the entire time, than hell yeah, give them better seats and perks. I don't see any problem with rewarding fans who are most loyal to their team. Since it sounds like you are beyond a loyal fan, I'm sure you'll get some sweet perks too and your tune will change.

Sweet Daddy Hate · 04-14-2013, 08:52 AM

All these ****ers want is a swift return to Martyball. Hell, I bet that shit was even brought up in the initial meetings. "remember the good ol' days"? Etc. Oh yeah, the days we didnt win jack-shit? Oh yeah. That was ****in' grrrrrrrrrrreat! **** me.
Posted via Mobile Device

Sweet Daddy Hate · 04-14-2013, 08:54 AM

Quote:

Originally Posted by chiefzilla1501

Actually, not to nitpick, but having worked on the data side of these programs, these programs are great for the business and the customer. It's a great idea and I'm glad the Chiefs are on the cutting edge. As for "earning" rewards. I love this too. If you are a devoted fan through thick and thin, more than just showing up to a few games and sitting down the entire time, than hell yeah, give them better seats and perks. I don't see any problem with rewarding fans who are most loyal to their team. Since it sounds like you are beyond a loyal fan, I'm sure you'll get some sweet perks too and your tune will change.

So... The card will monitor your ass psition to determine whether you are standing or sitting?
Posted via Mobile Device

chiefzilla1501 · 04-14-2013, 08:55 AM

Quote:

Originally Posted by Sweet Dick Willie

All these ****ers want is a swift return to Martyball. Hell, I bet that shit was even brought up in the initial meetings. "remember the good ol' days"? Etc. Oh yeah, the days we didnt win jack-shit? Oh yeah. That was ****in' grrrrrrrrrrreat! **** me.
Posted via Mobile Device

Andy Reid is an offensive coach who doesn't run the ball much. I don't know what you're trying to say here. Just because the team is dialed in to going 8-8 now, does not mean they don't want to be serious winners in the future. We haven't seen good or bad what their long-term plan is.

chiefzilla1501 · 04-14-2013, 08:57 AM

Quote:

Originally Posted by Sweet Dick Willie

So... The card will monitor your ass psition to determine whether you are standing or sitting?
Posted via Mobile Device

If you are going to every home game multiple years, draft parties, Arrowhead events, etc.... more than likely you love this team, and more than likely you're the type of fan who likes to stand and get loud. Not rocket science.

**gblowfish** · 04-14-2013, 09:02 AM

Quote:

Originally Posted by chiefzilla1501

Actually, not to nitpick, but having worked on the data side of these programs, these programs are great for the business and the customer. It's a great idea and I'm glad the Chiefs are on the cutting edge. As for "earning" rewards. I love this too. If you are a devoted fan through thick and thin, more than just showing up to a few games and sitting down the entire time, than hell yeah, give them better seats and perks. I don't see any problem with rewarding fans who are most loyal to their team. Since it sounds like you are beyond a loyal fan, I'm sure you'll get some sweet perks too and your tune will change.

Are you a mult for Reid the Red, the Chiefs current version of Baghdad Bob?

Oh, and as far as "earning rewards as a devoted fan" all I can tell you is my family has had season tickets for 45 years. In 1993 when the Chiefs made it to the AFC Championship game, all we got from the Chiefs was a letter from Carl Peterson telling to go **** ourselves if we wanted a shot at Super Bowl Tickets. That really showed me what the Chiefs thought of our family loyalty when the rubber met the road.

ChiefMojo · 04-14-2013, 09:07 AM

So gblowfish you apparently just glossed over all the rest of the article then or picked out the one thing you wanted to rant about? From reading your post it is apparent you have a agenda and nothing will fix that... your issue, not ours.

In reality I think most fans don't care about the whole "card reward business" even though it is smart business, as much as they do with the connection and feeling like insiders aspect. The fanbase as a whole just wants to feel like what they had interaction wise back in the 90' to mid 00's (I know that whole Martyball/Grandpa Dick era pisses some of you off). Nothing less and nothing more. Sure everyone will come completely back once we start winning but don't think for a second there isn't a large portion of the fanbase that just want to feel they are a part of the franchise like they once were. By going .500 really gets most of those fans back along with the feeling of being loved/connected... I know that pisses some on this board off mightily!

For those to say Dorsey, Reid and Hunt just want to be .500 to fill Clark's pockets are insane and stupid! Those guys want to win championships as bad or probably worse than the fanbase.

chiefzilla1501 · 04-14-2013, 09:12 AM

Quote:

Originally Posted by gblowfish

Are you a mult for Reid the Red, the Chiefs current version of Baghdad Bob?

Oh, and as far as "earning rewards as a devoted fan" all I can tell you is my family has had season tickets for 45 years. In 1993 when the Chiefs made it to the AFC Championship game, all we got from the Chiefs was a letter from Carl Peterson telling to go **** ourselves if we wanted a shot at Super Bowl Tickets. That really showed me what the Chiefs thought of our family loyalty when the rubber met the road.

No, man. I respect your opinion a lot. I am just saying I know the loyalty business and think you have a misperception of it. This is one of the few business practices that have been great for customers and fans. Because businesses that use loyalty/rewards cards build their business around what customers want, not what some executive on the 50th floor thinks customers want.

To your second point... I know you've been screwed in the past. I'm assuming the new program fixes that by actually tracking your loyalty, not just with season tickets, but also with things you do outside of Arrowhead. Maybe you'll get ****ed again. If you do, that's a damn shame.

04-13-2013, 06:47 PM
Tribal Warfare The Boom Boom Room Join Date: Aug 2000 Location: Far Beyond Comprehension Casino cash: $922813	Hunt outlines changes the Chiefs are making to get the red back in Arrowhead Chiefs owner outlines changes to get the red back in Arrowhead By SAM MELLINGER The Kansas City Star Clark Hunt is sitting at a small table in his enormous suite at Arrowhead Stadium, hands in his lap, his voice steady and professional. But really, he may as well be standing in front of you all, arms outstretched, his words as sweet as he’s capable of making them sound: Hug? The Chiefs owner is here, talking to you, emphasizing a philosophy shift in the franchise he holds so dear. Hunt wants you to expect something very different from the Chiefs you came to know in recent years. Some of what he is doing sounds very cool for fans, some of it will help the team make more money. Some of it will do both. Hunt knows it won’t mean much if the team doesn’t win, but while the new football men he hired work on that part, it’s significant that the man who took so much heat last year — taunting banners flying over the stadium, nasty name-calling, stacks of angry letters — is extending a hand. “Certainly the football side of the Chiefs the last four years was more guarded in how information was shared externally,” he says. “There’s still teams in the league that operate like that, but what I’ve seen in the last 12 months, attending ownership meetings and being on the digital committee, is an understanding that, hey, the model is shifting and we have to be more open.” Hunt is doing everything he can to make sure the hiring of coach Andy Reid and general manager John Dorsey is the end to a brutal four-year run marked by arrogance and detachment, bottoming out with a 2-14 thud last season that made Arrowhead quiet and fans wearing bags on their heads. Hunt won’t blame the problems on anyone. He doesn’t bring up any names. But when Scott ***** was hired and given total football control four years ago, he brought a hyper-secretive and isolated style that — especially as the losses piled up — turned off many loyal fans. But it was more than just losing that turned off many fans, so Hunt and club president Mark Donovan know that more than just winning is needed to bring them back. Consumers fans — have more power and more options than ever, so everyone lost with that old model. The Chiefs had empty seats, quiet or booing crowds, and fans who felt pushed away to prove it. That’s not how the Chiefs became Kansas City’s passion. That’s not how they became a wildly profitable business. Without a strong sense of connection, many fans drifted, and the Chiefs are now trying to woo them back with gifts and technology. The Chiefs were the first NFL team to use paperless tickets last year, and going forward, this is will be their vehicle of choice. “Really, we want the experience with our fan base to be one where they’re an insider,” Hunt says. “Where they feel like an insider. Where they’re getting to see things, and hear things, and learn things that people generally don’t have an opportunity to do.” The key to this is the season-ticketholder card the Chiefs created last year. Paperless tickets make it easier for fans to transfer seats or replace lost items. Now the club is adding a loyalty program that is part Foursquare, part frequent flier account and the first of its kind in the NFL. The buzzword here is value. Part of winning back fans is to create more value in that card than mere admittance to the stadium. For instance, go to team events like next week’s draft party, and you’ll earn points. Show your card at various club sponsors and you’ll receive a discount. You get the idea. Collect enough points and you can “buy” experiences that otherwise aren’t for sale, like pregame sideline passes or dinner with Reid. The card is also important to the Chiefs, because they can gather data. Scanning those cards tells them all sorts of information — how early you arrive at the stadium, what you buy when you’re there, how often you attend club events during the week, etc. You can look at this part in two ways. The Chiefs can use the information to maximize their profits (when and how to better staff the stadium, for instance) or to improve the efficiency of a fan’s game day experience. Both are true. All NFL teams are working to bring fans into their stadiums instead of having them home on their couches. There are league-wide initiatives, like certain replays in the stadium that aren’t shown at home, and the Chiefs are working on other ways to enhance the stadium experience — cameras following players from their cars to the locker room, better cell phone reception, more fantasy football stats, etc. This is all coming at a crucial time for the Chiefs. They still call Arrowhead “the loudest stadium in the NFL,” but that has been more of an outdated reminder of better times than an honest point of pride in recent years. They have fallen behind. Again, the best way to change that is for the Chiefs to win. But fans have been disappointed by far more than losses in recent years. Heck, the Chiefs still haven’t won a playoff game since January 1994 so this isn’t a front-running fan base. Just one that wants to feel their love reciprocated. The Chiefs think this is the way. They’re trying to replace the disconnect of the past four years with something closer to the party of the 1990s — and they’re doing it with the latest technology and a more open philosophy. In other words, they want you back. And they’re changing to do it.
Posts: 42,059

04-14-2013, 08:26 AM	#62
OrtonsPiercedTaint MVP Join Date: Dec 2012 Casino cash: $10004980	2010 was rough for a lot of folk$.
Posts: 5,994

04-14-2013, 08:35 AM	#66
gblowfish Be Kind To Your Pets Join Date: Jun 2002 Location: Glorious Independence, MO Casino cash: $17686178 VARSITY	This is so sad. Chunt thinks the way to make us love the Chiefs is to give us a plastic card to earn "Frequent Fan Points?" They want me to use a Chiefs Card like I'm shopping at CVS or Price Chopper? JFC, gimme a break. All they want to do is gather more marketing information. That's all this is. It is a cynical, calculated business move only. This proves NOTHING to me. If they really loved the STH, they wouldn't make you EARN a trip onto the sidelines. I got to do that anyway the last couple of years. I don't give a crap about having dinner with Coach Reid. It would probably be pretty disgusting anyway, watching that fat **** choke down a slab of ribs. Every retail outlet now wants you to have "their card." They want to know what you bought, when you bought it, why you bought it, what else you might buy....buy....buy....buy.....buy. Nothing to see here. It's same as it ever was.
Posts: 40,830

04-14-2013, 08:52 AM	#69
Sweet Daddy Hate Unsparing Join Date: Aug 2008 Casino cash: $10004900	All these **ers want is a swift return to Martyball. Hell, I bet that shit was even brought up in the initial meetings. "remember the good ol' days"? Etc. Oh yeah, the days we didnt win jack-shit? Oh yeah. That was in' grrrrrrrrrrreat! ** me. Posted via Mobile Device
Posts: 77,135

04-14-2013, 09:07 AM	#74
ChiefMojo Happy, Happy, Happy!!! Join Date: Jan 2009 Casino cash: $10004935	So gblowfish you apparently just glossed over all the rest of the article then or picked out the one thing you wanted to rant about? From reading your post it is apparent you have a agenda and nothing will fix that... your issue, not ours. In reality I think most fans don't care about the whole "card reward business" even though it is smart business, as much as they do with the connection and feeling like insiders aspect. The fanbase as a whole just wants to feel like what they had interaction wise back in the 90' to mid 00's (I know that whole Martyball/Grandpa Dick era pisses some of you off). Nothing less and nothing more. Sure everyone will come completely back once we start winning but don't think for a second there isn't a large portion of the fanbase that just want to feel they are a part of the franchise like they once were. By going .500 really gets most of those fans back along with the feeling of being loved/connected... I know that pisses some on this board off mightily! For those to say Dorsey, Reid and Hunt just want to be .500 to fill Clark's pockets are insane and stupid! Those guys want to win championships as bad or probably worse than the fanbase.
Posts: 2,283