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Portland Pirates Launch Market Research Project with McClain Marketing

December 16, 2003 - American Hockey League (AHL)
Portland Pirates News Release


Portland, ME - The Portland Pirates and McClain Marketing Group today announced the launch of an extensive market research study to assist the Pirates' ownership and management in understanding the impact of various factors on game attendance. The project was developed following the Pirates' acceptance of new lease terms with the Cumberland County Civic Center in November and their stated, public commitment to continue to operate a successful American Hockey League franchise in the Portland market.

In a statement released today, Brian Petrovek, Managing Owner/CEO of the Portland Pirates, said, "We previously noted, at the time we signed our lease extension with the Trustees of the Civic Center, that the Pirates were committed to the greater Portland area. I said at that time as well that we would take the initiative and work tirelessly to create a strong, viable, long-term position for our franchise. The research study with McClain Marketing is one critical step toward that end and will help us to get a better current view and understanding of our market.

"We will use the results to assist us in determining both short-term tactics, to enable us to operate successfully during this new lease, and long-term strategies to be better positioned and prepared to operate in a new venue a few years from now."

According to Sue-Ellen McClain, Principal of McClain Marketing, "The study will be developed in collaboration with the Pirates' management to collect key information and perceptions which will then be incorporated into the development of initiatives to increase attendance, create fan excitement and loyalty, and to enhance the Pirates' brand.

"The project is consistent with the best marketing research practices used by many of the most successful professional sports and entertainment organizations. McClain Marketing is excited to work with the Pirates to create some rolling thunder within the community to ensure a successful American Hockey League franchise for the long term."

Portland has had a local professional AHL team for 27 years beginning in 1977 with the Maine Mariners. Today, the Portland Pirates are in their 11th season and are affiliated with the National Hockey League's Washington Capitals.

McClain Marketing Group, a full service Portland agency, is a strategic marketing communications firm offering integrated services including strategic planning, creative/design, advertising, media planning and placement, public relations, sales promotion, and interactive web strategies to a variety of Maine companies and organizations as well as companies outside of Maine in the outdoor and recreation industry. The firm specializes in developing a strategic approach to business communications and brand development. Clients include The Organic Exchange Board including Nike, Timberland and Early Winters, Noyes Moving & Storage, Portland Regional Chamber, 32North, Black Stove Shops, Carrabassett Valley Academy, L.L.Bean, Merrill Bank, EarCraft Inc., and Maine Winter Sports Center, to name a few.

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The opinions expressed in this release are those of the organization issuing it, and do not necessarily reflect the thoughts or opinions of OurSports Central or its staff.

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