The event, including the coattail effect in the weekend that followed it, netted sales into the six-figure range and yet cost only about seven percent of that net figure, according to Schillinger.
“We did a really good job of welcoming people to the newly remodeled rooms,” he says, “so good, in fact, that several people wrote thank you cards to us!”
Schillinger attributes his resounding success in part to the pains he takes to cultivate deep links with his community, forged through other promotions that tap into local sports and local school teams. He has done hole-in-one golf tournaments, where the grand prize was $10,000 in equipment and labor. He also recently sold tickets to a local school’s football match against an arch-rival and gave all the proceeds to the school—with a ticket purchase giving the buyer the right to be in a drawing for a single-shot field-goal-kicking contest, again, with a $10,000 gear-and-labor package as the carrot at the end of the stick. Participation in the event, Schillinger says, was well worth the value of getting in front of a crowd of 6,000 in a very high-profile way. Soon, while basketball season is under way, he says he plans to sponsor a half-court free throw event.