The Detroit Red Wings are hoping season ticket holders forget about the shortened season with big discounts on beer, pop and merchandise.

The team last week sent those fans a coupon booklet (one for each paid seat).

Each contains six coupons for $3 beer at 20 or 24 ounces (regularly more than $9,; six coupons for $1 pop at 16 ounces and a $25 merchandise coupon valid at Joe Louis Arena and Hockeytown Authentics in Troy.

Season ticket holders also received free passes to Olympia Entertainment shows and invitations to special events.

Non-season-ticket holders are benefiting from the work stoppage, too, with discounted tickets, free admission to practices before the season and numerous giveaways scheduled for the remaining home games.

"Anytime you reward your loyal customers, it's a terrific idea," said Christie Nordhielm, a professor at the University of Michigan's Ross School of Business. "Doing it after a 'failure' or disruption is the most important kind of customer service activity any brand can engage in."