Digital Marketing Tools Help Kings' Ticket Sales.

For the Los Angeles Kings, a little technology could be the key to selling a lot of seats.

Since the last season ended in May, the Kings have increased their season ticket base by 16 percent, picking up about 1,500 full-season equivalent ticket plans (FSEs) and bringing total season-ticket holders to 11,000. Last off-season's FSE increase was just 800.

The National Hockey League will not disclose league-wide season ticket numbers, but sources said the Kings have significantly outpaced the other teams.

While last season's surprising playoff run and a modest 2.5 percent increase in ticket prices were credited for some of the increase, electronic promotions have contributed to the jump.

The team spent $50,000 on the production and distribution of a CDROM aimed at corporate buyers and an electronic brochure e-mailed to prospective individual buyers. Chris McGowan, Kings director of ticket sales, said that the jump in corporate subscriptions, which have gone up by 400 - about twice the increase of a year ago - could be directly attributed to the CD-ROM presentation.

He estimated that the off-season FSE gains have resulted in more than $500,000 in additional ticket revenues, though only a portion could be attributed to the media plan.

The e-brochure includes audio highlights from last season, a colorcoded chart illustrating all Staples Center seating options and "investment calculator" to quickly figure the cost of every possible ticket plan. The CD-ROM includes soundtrack-backed hockey footage filmed from 40 different spots in the building,

"You've got to go in with something more than a paper brochure' said McGowan about presenting to potential corporate clients. "When I can go into a CD-ROM and click on Arena Club, (a visual of) people eating lobster and drinking martinis does a lot more."

The two pieces were produced by Vancouver-based Channel 1 Media Solutions, whose clients also include the Vancouver Canucks and the Nashville Predators of the NHL. About 25,000 e-brochures have been sent to prospective season ticket holders.

The season ticket increase, recorded before the Sept. 11 terror attacks, comes at a time when business conditions were softening, according to David Carter, principle of Redondo Beach-based marketing strategists Sports Business Group. "Nowadays, people have fewer entertainment dollars, period," Carter said.