Last season the Charlotte Hornets missed the playoffs for the fifth year in a row. But the team left fans hopeful for the future with an up-tempo style spearheaded by Rookie of the Year LaMelo Ball.
Team executives believe the much-needed improvement on the court and an appearance in the play-in game set the table for increased ticket and sponsor sales.
Those predictions are beginning to pan out. Charlotte continues to rank among the top five in the 30-team NBA for new season-ticket sales this summer and, during the past week, saw a spike in demand with the start of single-game ticket sales.
NBA teams released their 2021-22 schedules late last week. On Aug. 21, the Hornets held a priority pre-sale for single-game tickets and set a franchise record for tickets sold and revenue. The following day, individual tickets went on sale to the public. And, while those sales did not break records, they did trend higher than in recent years.
“We think that’s an indication that our fan base is excited,” Hornets President Fred Whitfield told CBJ during an interview this week.
Whitfield, hired as team president in 2006, said this is, by far, the most anticipated season for the franchise during his tenure. It should be noted that Whitfield is responsible for the business side of the Hornets, not basketball.
That means his job is to be ready to maximize sales when the opportunity arrives. He mentioned some of the reasons for fans’ newfound enthusiasm: Ball’s exciting rookie debut and intoxicating potential (even GQ has hopped on the bandwagon), a breakout season for leading scorer Terry Rozier (who recently signed a $97 million contract extension), the solid pre-injury performance of Gordon Hayward and the signing of free-agent Kelly Oubre Jr. this month. Add to those roster moves a multiyear contract extension for head coach James Borrego.
Charlotte ranks fifth in new season-ticket sales, and Whitfield anticipates adding 2,000 full-season accounts by the start of the season in October. Combined with season renewals and combined partial-season plans, the Hornets expect to enter the 2021-22 season with 11,000 to 12,000 full-season equivalents, up from 10,000 in recent years.
Capacity at Spectrum Center is 19,000. Like the rest of the NBA, the Hornets are eager to return to full capacity and a full slate of home games.
Industry newsletter Team Marketing Report estimated the Hornets lost $11.7 million in combined revenue from tickets, concessions and merchandise in 2019-20, when the pandemic wiped out Charlotte’s final 10 home games. Last season, the NBA shortened the season from 82 games to 72 in anticipation of Covid-related postponements. That equated to 36 home games instead of the usual 41. For half of those, the Hornets could not have any fans because of infection spread and case rates. During the second half of the season, Charlotte was able to bring back capacity at 15% (3,000 fans) and, later, 25% (5,000 fans).
Despite the Delta variant, current plans and protocols allow for full crowds. If the season started today, fans would have to wear masks, per current county health requirements.
“We’re following the guidance of the CDC; we’re continuing to work closely with our state and local and county health officials and any guidance they may give us,” Whitfield said.
The Hornets and the Charlotte Regional Visitors Authority, the public entity that provides back-of-house services including maintenance and cleaning, worked together to make the building the first sports venue to earn certification from three independent groups. The accreditations for outbreak response and prevention come from the Global Biorisk Advisory Council, the WELL Health-Safety Rating for facility operations and management, and Sharecare health security verification.
Whitfield is pleased with the upcoming schedule, starting with the season opener Oct. 20 at home against Indiana. Charlotte has 22 weekend home games: 10 Fridays, five Saturdays and seven Sundays. Start times on Sundays vary depending on time of year (read: football season). Sunday games in recent years have done better than expected, Whitfield added.
The Hornets have several attractive home pairings, including a Friday and Sunday in November with former Charlotte All-Star Kemba Walker returning with the New York Knicks, followed by the lone appearance of Stephen Curry and the Golden State Warriors. At the end of January, consecutive Friday and Sunday home dates bring both Los Angeles teams to Spectrum Center: LeBron James, Russell Westbrook and the Lakers on Jan. 28 and the Clippers with Paul George and Kawhi Leonard on Jan. 30.
The world champion Milwaukee Bucks, led by Giannis Antetokounmpo, play here Jan. 8 and 10.
Charlotte will have four games televised nationally by ESPN this season, the most in franchise history since the NBA returned in 2004. Regional media partner Bally Sports Southeast will air all 82 regular-season games.