From Mark Cuban’s blog:
[T]he Mavs are a business. I want to make a profit. But unlike every other business, making the most money possible is not a driving motivation…
[I want] to make sure that every Mavs game is about far more than basketball. I want to make sure that every time any fan walks into the American Airlines Center they know that they will feel special. They will have a special experience. They will have an emotional connection. They will feel an energy and excitement they can not get anywhere else. They will be able to see a look of joy in their family members. They will know that we respect the financial, emotional and time investment they have made in our Mavs. In a years time they won’t remember the score, or even a single play from the game, but they will remember who they were with and how they felt during the game.
It is a special trust that is incumbent on me and all Mavs employees to live up to. It is expensive to deliver on this goal. But it is worth every penny. No matter what it costs.