Coyotes Giving Away Free Tickets ... If They Win

The Phoenix Coyotes, in need of building up a wounded fan base and putting warm fannies in the seats, have come up with quite the marketing initiative. Branded "Join The Pack!" (their exclamation point) with the kicker "We Win, You Win," the Coyotes will give fans attending any of the following five games a free ticket to a game later in the season if the team wins:

Oct. 24 vs. LA

Nov. 14 vs. Dallas

Dec. 5 vs. Ottawa

Jan. 16 vs. Minnesota

Feb. 13 vs. Dallas

All five are Saturday games, a depressing illustration of the box office challenges facing the Coyotes with the franchise's very existence in question. With Thursday's gate attendance an estimated 5,000 setting the bar, the organization may be waving the towel on weeknight games. Give management credit for being realistic.

The idea to distribute potentially thousands of free tickets if the Coyotes win any or all of the five games was undoubtedly pondered by Phoenix executives for a while. There are many pro and cons -- or, since this is hockey, Pluses and Minuses. Let's analyze:

Minus: Any time you comp or deeply discount your tickets, you're devaluing them. Why would Coyotes fans ever pay full price? Why would they ever buy season tickets?

Plus: Guess that's not really the Coyotes' biggest problem right now!

Minus: If you're a player on the Kings, Stars (twice), Senators or Wild, you have some added motivation. As they put on the foil pre-game, you can just hear the captain saying, "Phoenix thinks we stink so bad, they're giving away free tickets if they beat us!" Or there's the Gipper-esque rallying cry, "If they beat us, they're comping thousands of free tickets and as NHLPA members we lose more of our escrow!"

Plus: The way new head coach Dave Tippett has the Coyotes focused and executing a smart gameplan, they could still beat the psyched up (and psyched out) Kings, Stars, Senators and Wild.

Minus: When you really think about it, these "We Win, You Win" games create stakes that are not far removed from a gambling environment. ("Hey, why did Tippett put Bissonnette, Jovanovski and Vandermeer in the shootout? Did he get a call from upstairs saying the team didn't want to give away any more free tickets?")

Plus: Nah. The Phoenix Coyotes have plenty of good seats available in all sections.

Plus: In the final analysis, Coyotes management is doing the right thing. There are many passionate hockey fans in the Phoenix area. The team has a general manager (Don Maloney) with a plan, an excellent head coach, several skilled young players and a captain in Shane Doan who deserves to be a winner.

With "We Win, You Win!" the Phoenix staff is focused on getting some energy in the stands and reminding people a hockey game is a good night out. There's absolutely nothing wrong with that. You never know -- the Coyotes could stick around a while.