2 weeks Ago By Guest Opinion
Rob Mullowney might be the best thing the Winnipeg Jets ever acquired from the Vancouver Canucks . The Sr. Vice-President of Ticket Sales and Service for both the Winnipeg Jets and Manitoba Moose, Mullowney joined True North last March, and it was a difficult time in Winnipeg.
After the end of the 2022-23 season, the team’s co-owner and president, Mark Chipman went public with a campaign to get the community back on the Jets bandwagon. For dozens of reasons, the team had lost more than 3,000 season-ticket holders since the COVID pandemic, and Chipman pulled no punches when he told the city’s business leaders, “After 10 years of consecutive sellouts, we now find ourselves in a very different world.” True North’s mission to build back their base was hardly an immediate success.
The team was good, but not great, and in 2023-24, the Jets sold out Canada Life Centre only eight times. In the smallest market in the NHL — by a mile — the euphoria everyone felt in 2011 when the Jets returned, had become pandemic weary. Many fans and businesses had decided to find different ways to spend their money.
Which brings us to Rob Mullowney. A Newfoundlander who also has history with the Jets’ former American Hockey League affiliate, the St. John’s Ice Caps, he would never refer to himself as the cavalry riding to the rescue, but he did start work with True North Sports + Entertainment in March of 2024 and Jets ticket sales have improved noticeably.
Originally from St. John’s, Mullowney has a Bachelor of Arts Degree from Memorial University of Newfoundland and a Masters’ Degree in Sports Management from the University of New Brunswick. He has been in the business of sports for more than 20 years, coming to Winnipeg after three years with Canucks Sports and Entertainment.
Since he arrived, the Jets have sold out Canada Life Centre 17 times and will sell it out tonight for the opening game of the Stanley Cup playoffs. As well, season ticket sales have increased, and group sales have helped carry a big load. Mullowney might not be the cavalry, but he’s been able to ride the on-ice success and build some loud, proud sold-out crowds.
“What I’ve seen is momentum,” he said modestly. “Momentum just keeps building, whether that’s through our membership purchases, our business community or just on general ticket sales, single game tickets and that’s definitely encouraging. “Anyone in sports will tell you when your team is winning, it’s a good thing.
From a sales perspective, it’s one objection we don’t have to deal with. Our team is playing very well which just encourages more people to be a part of what’s happening. Over the past two seasons, we’ve renewed our membership base at approximately 95 per cent.
If renewals stay in that range, it allows us to grow, adding new ticket purchasers on top of a strong renewal.” Naturally, everything starts with season ticket holders and the Jets have been able to hold on to full season ticket members over the last two years. However, Mullowney and his team have also introduced new ticketing options and increased group sales.
“It starts with our membership base and a strong renewal,” he explained. “Coming into this season, we were more intentionally focused on our group sales where, if you purchase 10 or more tickets to a particular game, you a get a unique price and group sales have been very positive. “But we also continue to offer additional value to our members through a product we call “Package Additionals,” so season tickets holders have an opportunity to purchase additional tickets at member pricing for both regular season and playoffs.
When it comes to playoffs, if we compare year-over-year, members’ additional ticket purchases were three-to-four times higher this year.” This response left less than 1,000 tickets for the general on-sale, which quickly sold, and interest in new memberships continues. Mullowney said a limited numbers of seats have been held for new members wanting playoff access now as an additional perk for committing to the 2025-26 season.
Ultimately, ticket sales increase when the home team comes to the rink every night and not only plays well, but on most nights, puts on a show. If nothing else, the Winnipeg Jets (30-7-4 at home) have been worth the price of admission this season. “You can’t win the Presidents’ Trophy without a great record, and we’ve had a very strong home record,” Mullowney said.
“Our Jets perform for our home fans on a consistent basis, and in fact, are tied for second among all NHL teams in total wins on home ice over the past two seasons. This team was wonderful right out of the gate and that’s certainly been a benefit to demand. “So yeah, it’s been fun this season,” he added.
“It’s fun because it’s what we do, it’s fun because of how the team is performing and it’s fun because of the excitement in the community. Yeah, it’s definitely fun.” And you can bet your season ticket it’s going to be fun on Saturday night.
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