The NBA said that on-site retail merchandise sales during All-Star 2007 in Las Vegas increased by 54% versus the prior sales record set in Los Angeles in 2004.
The flagship NBA Store location within NBA All-Star Jam Session presented by adidas produced a sales increase of 25% from the previous high in Los Angeles. The NBA said it worked with XP Events to meet the increased demand for All-Star product in Las Vegas by taking a new and creative approach to retail merchandising, which gave the NBA its largest retail presence to date in an All-Star city.
“This was the most comprehensive merchandising strategy we have employed at an All-Star event and were pleased with the results,” said Brian Keegan, senior director, global merchandising group, NBA. “The scope of our retail operations made All-Star merchandise available throughout Las Vegas which generated record sales as well as a strong branding presence for the NBA. Las Vegas will serve as a blueprint for future All-Star merchandising efforts.”
The record 136,311 fans who visited Jam Session in the Mandalay Bay Resort & Casino contributed to the record sales at the NBA Store on site. Additional merchandising operations for official All-Star apparel, memorabilia and other licensed products included over 30 NBA Store satellite locations throughout Las Vegas in NBA partner hotels, McCarran International Airport and high-profile locations throughout the Las Vegas Strip. XP Events managed and operated merchandising initiatives leading up to and during the week of NBA All-Star 2007 that included high-visibility NBA Store locations in Las Vegas Fashion Show Mall, 21 NBA All-Star Fashion Shows, mobile merchandise trailers on the Las Vegas Strip, as well as player appearances at NBA Store locations throughout the week.
“Our goal was to make this years All-Star merchandising effort the most successful in the NBAs history, and the results speak for themselves,” said Alan Fey, President of XP Events. “This significant increase over the prior All-Star sales record proves the tremendous demand for All-Star product in Las Vegas and is a credit to the teamwork between the NBA, NBA licensees and XP Events.”