We are all Kings
Town, Mammoth Resorts and Mammoth Lakes Tourism join in marketing venture with Los Angeles Kings
Mammoth Lakes Tourism (MLT) and the Town of Mammoth Lakes have decided to join Mammoth Resorts in a joint marketing venture with the Los Angeles Kings of the National Hockey League.
The three Mammoth entities have agreed to pay the Kings $2 million over six years according to Wednesday’s presentation by Town Recreation Manager Stu Brown at the regular MLT Board meeting.
Mammoth Resorts will pay 66 percent of the cost, MLT 30 percent and the Town of Mammoth Lakes 4 percent.
The agreement both broadens and extends the one-year deal for this year between the Kings and Mammoth Resorts.
As Brown explained, Mammoth currently has a 25 home game deal with the Kings this year, which includes sponsorship of the first intermission of these games, as well as ads/banners which appear on the arena Jumbotron.
With the Town and MLT signing on, that agreement will extend to all 41 home games each season.
Brown said the deal culminates a 20-month process.
In return for the commitment by the Town and MLT, the Kings have pledged to donate $1 million to Mammoth Lakes Recreation (MLR) to help facilitate the construction of the proposed Multi-Use Facility for Mammoth Creek Park.
There are many aspects of the deal that Brown is excited about.
First, the proposed rink is seen as a visitation-driving amenity that will draw new users/guests to Mammoth Lakes.
Brown cited one survey which stated that Kings fans are three times as likely than the average Southern California resident to have gone skiing or snowboarding in the past twelve months.
Annual Kings home attendance at the Staples Center in L.A. is approximately 750,000 per year.
The Kings, via American Sports Entertainment, have also expressed a desire to work with the Town on a limited management program.
