For team sport marketers, the escalator is crucial, in part because fan surveys indicate clear intentions to move up the escalator. For instance, fans who currently attend three games per year typically indicate their intention to attend five or six games the next year. The key is to create a marketing plan-with an array of elements and tactics--that can satisfy the needs of various consumer clusters and thereby move user groups up the escalator. At the same time, even a casual fan knows that great numbers of consumers can fall off the escalator.