The Warriors Team Up with Vontoo to Create a Custom Ticket Sales Piece...

Are you looking for new ways to showcase postseason success to drive retention of season ticket holders? Are you looking to create an engaging ticket sales piece that leaves fans wanting more?     

During the 2009 NBA offseason, the Golden State Warriors teamed up with Vontoo, Inc. to create an interactive video offering that combines the action of video with the personalization of custom phone messaging.

The video, which models similar creative pieces developed by the University of Gonzaga, Arizona State, and the Miami Dolphins, effectively reminds fans why they love the Warriors and encourages them to act on their affinity for the organization by re-purchasing their season tickets for another season.

The engaging sales piece places Warriors fans in the heat of the action (during the playoffs when the team is playing high caliber basketball). During a timeout, Coach Don Nelson draws up a play for the viewer (through custom Vontoo technology), who is deemed imperative to the team's success. After the Warriors make the game winning shot, Nellie calls the viewer to thank him/her for their contributions and encourages them to come back for another year of Warriors basketball.

The piece is well executed (placing consumers in a moment of high passion) and serves as an effective benchmark for other properties looking to create new season ticket holder retention tools. Check it out below:

A special thanks to Meg Charlebois of Dittoe Public Relations for her insights and contributions to this column.

Brewers Fans Receive Dollars for Dingers...

Are you looking for new ways to reward fans at the ballpark? Are you looking to create new ticket promotions based on team performance?

This season, the Milwaukee Brewers are running a "Dollars for Dingers" ticket promotion where fans can save $1 off a Loge Outfield ticket (regularly $28) for EACH Brewers home run hitover a 10-day stretch of the season. The promotion offers fans the chance to save a lot of money on their tickets based on the team's performance (if the team hit 28 home runs during the stretch, fans would receive tickets for free).

When the team offered the promotion from June 15 - June 25, the Brewers' power hitters slugged 12 home runs, discounting the price of the $28 loge seats to just $16 ($12 off) during a 2-game July homestand against the St. Louis Cardinals. Earlier this season, the team sold out their Dollars for Dingers ticket inventory in just 30 minutes, demonstratingthe strong support the promotion has received.

Look for more teams to showcase discounted tickets based on team performance!

The Astros Let Kids Get in Free All Summer...

Are you looking for ways to fill the stadium seats at your ballpark amidst the current economy? Are you looking for ways to make your stadium facility more kid friendly?

In an effort to boost attendance numbers at Minute Maid Park, the Houston Astros recently announced that fans will receive two (2) free tickets for kids 14-and-under with the purchase of a full-price adult ticket for games throughout the summer. Fans can capitalize on the offer between June 23 - August 23 by purchasing a ticket in either the mezzanine level ($20), view deck 1 ($15), or view deck 2 ($15) to receive the free kids tickets.

The "Kids Get in Free" promotion is being supported by both the Astros and Minute Maid, who are looking to attract families with budget constraints to the ballpark for some family entertainment. While the move is considered pretty risky, it will be interesting to see if other MLB / MiLB organizations will follow suit as attendance numbers continue to linger.

The Astros are also offering a number of other ticket promotions, including:

  • Price Matters Days
    • On select game dates, fans can receive a ticket, hot dog, soda, and chips for only $10
  • Double Play Tuesdays
    • POWERade's Double Play Tuesday's let fans purchase two (2) outfield deck tickets for just $2 by bringing in two (2) labels from any two (2) POWERade bottles
  • All You Can Eat Thursdays
    • On select game dates, fans can enjoy an all you can eat experience for just $20
  • Coca-Cola Value Nights
    • On Coca-Cola Value Nights, fans can receive four (4) mezzanine tickets, four (4) hot dogs, four (4) 20oz Cokes, and two (2) Astros baseball caps for $75 (a $70 savings)

The Dolphins Use an Interactive Viral Piece to Connect with Fans...

Are you looking for new ways to drive season ticket sales? Are you searching for new ways to engage and connect with fans?

Sarah Talalay of the Sun-Sentinel recently featured a great article on the Miami Dolphins' new season ticket holder sales piece. The Dolphins created an interactive vignette where the viewer can input his/her contact information to experience the full new signee experience.

The feature lets fans experience the excitement of signing a contract, high-fiving fans, and running through the tunnel with the team mascot all while wearing a customized jersey and seeing their name scroll across the screen.

Check out the generic version of the Dolphins season ticket holder sales piece (insert viewer name wherever the term Dolfan is seen):

Infineon Drives Ticket Sales with Driver Specials...

Are you looking for new ways to drive attendance and incremental interest in your events? Are you looking for ways to incorporate athletes into business driving initiatives?

Infineon Raceway is currently offering two (2) exciting ticket sales offers for the upcoming Toyota/Save Mart 350 race. Both offers are unique in that they offer fans the chance to capitalize on a discount ticket offer as well as a unique fan-driver experience:

"The 24 Special"

Infineon Raceway representatives are offering 750 fans the chance to purchase a ticket for just $24 when purchasing another at full price ($119) and additionally receive a front-row spot for a Q&A session with Jeff Gordon. Gordon, a Vallejo native who holds the track record for wins at the racetrack, will be hosting the special chalk-talk session for all fans to enjoy at 10:30am on raceday, but only the fans who purchase the "24 Special" will have up-close access.

"The 48 Special"

In April, Infineon Raceway announced the "48 Special", a unique ticket offer that made 480 seats available in Turn 7 for the price of $48.48 (a 50% savings). Fans who purchased the seats, located in rows 4-8, between April 1st and April 15th were treated to an exclusive chalk talk session with Jimmie Johnson on April 16th. Track representatives collaborated with Johnson, a California native and three (3) time NASCAR Sprint Cup Series defending champion, to put the exclusive package together. The promotion attracted fans from as far away as Oregon and sold nearly 1,000 tickets for the Toyota/Save Mart 350 race. 

Dodgers Fans Love Mannywood...

Are you looking to create new venue destinations for fans to enjoy? Are you looking for new ways to leverage your team's star players?

The Los Angeles Dodgers recently announced that they are capitalizing on Manny Mania by creating an exclusive section  near the left-field foul pole called "Mannywood". The Dodgers turned sections 51 and 53 into Mannywood, a move that is sure to generate incremental revenue for the organization (artificial ticket demand, merchandise sales, media coverage, etc.).

The organization is selling a pair of field box tickets to the exclusive section for $99 - with an extra bonus, free Manny Ramirez t-shirts. The $99 ticket price tag is symbolic of Ramirez's number (#99). The Dodgers celebrated Cinco De Mayo by distributing "Yo estuve en Mannywood" (translation: "I was in Mannywood") t-shirts to all fans seated in the select sections.

How do you know if you are in Mannywood? Just look for the sign:

The Flyers Call on their Fans During the Playoffs...

Are you looking for ways to stimulate playoff ticket sales? Are you looking for a new call-to-action to energize fans?

The Philadelphia Flyers recently teamed up with Verizon and Wawa to create an engaging ticket sales piece designed to serve as a call-to-action during the team's run in the 2009 NHL playoffs. The ticket promotion models the one implemented to drive ticket sales for the University of Gonzaga's women's basketball team.

The Flyers called on a supporting case of players and coaches (Mike Richards, Jeff Carter, and John Stevens) to deliver the playoff ticket sales message. The video piece features a realistic setting (making one feel like they are taking in a game at the Wachovia Center) and a cool LED ribbon board feature that shows the message "Calling XXXX". Fans that share the viral piece with their friends can be entered for the chance to win a Flyers Suite.

Overall, the acting could have been a little better but and the Flyers could have integrated Wawa/Verizon in a more unique fashion, but it is still a great piece. Hats off to Channel 1 Media!

A special thanks to Mike Mahoney of the Carolina Panthers organization for his insights and contributions to the column.

Check it out:


The Maloofs Hand Deliver Kings Season Tickets...

Are you looking for new ways to spur season ticket renewals? Are you looking for ways to make an impact in the local community?

Gavin Maloof, co-owner of the Sacramento Kings, recently teamed up with Kings players and team personnel to hand deliver the Sacramento Kings' 2009-10 season ticket renewal packages. Maloof devised the door-to-door effort as a way to make the season ticket holder experience more personal and further demonstrate the team's loyalty to its fans as it undergoes a rebuilding process.

The Kings season ticket renewal packages feature a new loyalty initiative, price savings, and flexible payment options. The season ticket renewal hand delivery is just one tactic the team feels that it can do to show fans that they truly appreciate their support for the franchise.

"The bottom line is that we've got to get people in the building. We're going to hand-deliver season tickets, make it more personal. We want everyone involved. We're not going to be last (in the standings) forever. We're rebuilding. We should have started that process two years ago, and we realize that now. That's tough on all of us. But we have the draft coming, we'll get a couple new rookies, make some moves. And we'll keep coming up with ideas. We'll get it back." - Gavin Maloof

Check out a clip detailing the Kings' door-to-door delivery and consider new ways that you can consider applying similar practices to your business!

A special thanks to Alex Vitanye, an MBA/MSA student in the Ohio Center for Sports Administration program, for his insights and contributions to this colum.

Source (Quote): The Sacramento Bee 

Cardinals Fan Buys Super Bowl Ticket for $29...

Are you looking for a new way to buy, sell, and trade tickets? Are you looking to see your favorite team play in a championship game at a low cost?

This year, one lucky Arizona Cardinals fan was able to purchase a ticket to the Super Bowl for just $29... the same ticket that many others pay thousands of dollars more to purchase (on the open market, Super Bowl tickets cost $1,400+).  


In December, the fan went on to the site and purchased a Super Bowl futures contract for the Cardinals and Steelers to meet in the Super Bowl. The fan was willing to risk $29 for the chance that if both teams made the Super Bowl, he would receive a free ticket at no additional cost. If they didn't win, he would lose his investment.

The prices of futures contracts on continuously change based on a team's chances of making it to the championship, providing fans a chance to win when their teams win. The investment costs range based on the teams selected, event, and timing of the purchase. offers a pretty interesting ticketing business model. The site claims to be the world's first futures exchance for event tickets, serving as a real-time online trading platform that gives fans, traders, and resellers a safe place to trade tickets. 

Check out a video clip below of a local news channel covering's $29 Super Bowl transaction:

A special thanks to Claudio Cabrera of for his insights and contributions to this column!

Are You Looking to Upsell Consumers?

Is your organization looking for new ways to upsell season ticket holders, fans, and general consumers? Are you looking for new ways to get consumers to choose the product you want to sell?

Dan Ariely does an excellent job explaining how to upsell consumers using the theory of relativity in his book Predictably Irrational (a NY Times Bestseller). In the first chapter of the book, Dan explains a few theories that have direct implications for sports marketers. The book begins with an example of how The Economist magazine used relativity to upsell consumers to purchase both a Print and Web subscription (realizing that most consumers would choose only the web option because the ad was being read online):

The Economist offered a Subscription Advertisement online with the following terms:

  • subscription - US $59.00
    • One-year subscription to Includes online access to all articles from The Economist since 1997
  • Print subscription - US $125.00
    • One-year subscription to the print edition of The Economist
  • Print & Web subscription - US $125
    • One-year subscription to the print edition of The Economist and online access to all articles from The Economist since 1997

Marketers at The Economist created this ad using the rationale that consumers may not know whether the Internet-only subscription at $59 is a better deal than the print-only subscription at $125 but they DO know that the $125 print & web subscription is a better deal than the $125 print-only option. The result? Consmers are more willing to purchase the print & web subscription than the other options. Simply by offering consumers an inferior/superior offering at the same price, the magazine was able to influence consumers to choose the product they wanted to sell.

Dan goes on to explain that most consumers would choose Option 3 (Print & Web subscription) because humans rarely choose things in absolute terms (Option 1). Humans don't have an internal value meter that tells us how much things are worth and instead focus on the relative advantage of one option over another and estimate value accordingly.

The same thinking applies to how retailers sell televisions (if consumers are given three options, they will almost always choose the middle-priced tv) and realtors sell properties. If you are looking to sell an item, give consumers three options and they will most likely choose Option B below:

  • Option A  (a different item than Option B)
  • Option B- (identical item/price as Option B but is inferior in some manner)
  • Option B

How does all of this apply to sports marketers?

  • Use the first example as a way to upsell consumers with magazine/web subscriptions. Drive new revenue streams by upselling consumers who are currently paying for web subscriptions (Insider access) by including an enticing web & print subscription offer (as detailed above)
  • Use the second example to sell consumers on 5-game / 10-game ticket packages. If a consumer is potentially interested in purchasing a limited game ticket package, offer "said" consumer three options:
    • Option A - 5-game ticket package ($65)
    • Option B- 10-game ticket package ($130)
    • Option B - 10-game ticket package with four (4) food vouchers ($130)

Based on the theories of relativity, consumers will be more likely to choose Option B (the package you want them to choose over lesser-value Option A). Make sense? If yes/no, pick up the book Predictably Irrational to learn more... The book details some great insights into how we as sports marketers can predict irrational consumer behavior! 

Colts Fans Pay for VIP Access Through the Horseshoe Club...

Is your property looking for new ways to generate incremental revenue? Is your organization looking to provide more opportunities for fans to take advantage of VIP experiences?

The Indianapolis Colts have created a unique VIP membership program that enables fans to experience Colts football in a new way. The team's Horseshoe Club paid-membership club enables fans to choose from one (1) of three (3) membership tiers offering exclusive opportunities and experiences that have not been made available in the past. The three tiers include:

  • Gold Level ($2,500) - Pre-game field visit, VIP pre-game tailgate party, private practice viewing, name on Colts video boards, club lounge season passes, and a kick-off luncheon invitation
  • Silver Level ($2,000) - Pre-game field visit, VIP pre-game tailgate party, private practice viewing, and a name on Colts video boards
  • Bronze Level ($1,500) - Pre-game field visit, VIP pre-game tailgate party, and a name on Colts video boards

Each of the tiered packages (three-year agreements with a one-time membership fee) are being made available to 200 select fans looking for new, unique experiences. Fans interested in the Horseshoe Club can sign up for the exclusive membership online with one quick, easy payment. The Colts are driving awareness for the offer through online email blasts (Colts Offers) and information featured on the team's website.

Organizations looking to generate incremental sums of revenue can benchmark the Colt's Horseshoe Club membership program with a multi-tiered membership program. The Colts have done a tremendous job creating a platform that satisfies what fans are looking for, exclusive opportunities and experiences.

While the Horseshoe Club membership program will not generate large sums of money, it does open up some doors to create an expansive membership club and satisfies an existing demand for new, exclusive opportunities for fans.

A special thanks to Bryan Kryder for his insights and contributions to this column...

Talladega Offers a Dream Weekend for its Fans...

Are you looking for ways to drive fan attendance? Are you looking for new ways to alter existing All-You-Can-Eat packages?

In an effort to drive consumer demand for its 2009 races, Talladega Superspeedway representatives have created an "Aaron's Dream Weekend" package that delivers true value for fans. The promotion was a huge success in 2008, leading to the decision by track representatives to bring it back for another year. The $99 package includes:

  • A reserved seat in the Allison Grandstand for the Aaron's 312 NASCAR Nationwide Series race and the Aaron's 499 NASCAR Sprint Cup Series race
  • A pre-race pit pass for Sunday's Aaron's 499 NASCAR Sprint Cup Series Race (the pre-race pit pass is good from 8am-1 hour prior to the start of the race)
  • An All-You-Can-Eat voucher for both days of racing (valid from 11:30am-1:30pm on race day)
    • Each trip to the concession stand enables persons to receive two (2) hot dogs/hamburgers, two (2) bags of chips, and two (2) soft drinks) with their food voucher

Which raises the question... Will we soon see more organizations creating ticket packages that combine a ticket to a game/event, a unique experience, and a discount on concessions? As consumers remain price-conscious during the faltering economy, it may be their only option to keep fans in the seats! 

Panthers Explore Strategies to Drive Fan Attendance

Are you looking for new ways to fill your stadium or arena to capacity? Are you creating ways for all persons of the community to attend your games?

The Sports Business Journal recently featured an excellent article on the Florida Panthers' new ticket strategy to drive fan attendance. The charge, led by team President Michael Yormark, is offering anyone with a Florida driver's license a chance to see the Panthers play at home... for free.

The team's "First Timer" Program offer the first 250 persons who register for the tickets on the team's website the chance to go to a game for free with a friend. Tickets are based on availability, meaning that the Panthers are sometimes even distributing lower bowl tickets out to the general public for free.

While the move is relatively risky (putting free tickets out into the marketplace), it could pay huge dividends for the franchise, which has been in existence for sixteen (16) years. The team is hoping that the "First Timer" initiative will spark fan attendance, which ranked in the bottom third of the league last year.

The Panthers request that each person who registers for the free tickets online provide their name, address, phone number, e-mail, and drivers license number to be eligible. The team's ticketing department plans to follow up with each of the fans 3-5 days after they attend the game for free to gauge their interest in purchasing tickets to future Panthers home games.  

In the end, will the promotion be considered a success? It has yet to be decided but on the first night of the program, the team saw its per cap rise $1.50 from its opening game in 2007, despite consumers feeling cash-strapped in the tight economy. Yormark, however is concerned about the bigger picture - expanding the team's database, increasing the per cap, and getting fans to return with paid admission.

Looking for New Ways to Sell Tickets?

Is your organization looking to offer its fans a unique ticket package? Are you looking for creative ticketing strategies to fill the seats of your venue?

Several NBA teams are currently offering some unique ticket packages and incentives for prospective season ticket holders to consider. Here is a quick rundown of some of the league's finest ticketing strategies:

Indiana Pacers - The Indiana Pacers have teamed up with Mountain Dew to offer a "Mountain Dew Big Slam Corner" season ticket package for $299. The team promotes the offer as "It's The Thing to Dew". For $299, fans can receive one (1) ticket to every home game, two (2) Mountain Dew 12-packs, in-game giveaways and monthly prizes, and exclusive Pacemates access. The team is also offering its fanbase the "Slam Dunk Sampler Plan", providing fans with tickets for eleven (11) games for the price of eight (8).

Miami Heat - The Miami Heat are offering the "D. Wade Gold Medal Ticket Special" for the first 100 Heat fans who purchase 2008-09 season tickets with an exclusive D. Wade meet-n-greet and an autographed photo of Wade with his Gold Medal.

Milwaukee Bucks - The Milwaukee Bucks are offering an "Early Bird Buy One, Get One Free" offer for consumers purchasing a season ticket in the lower level. In addition, the Bucks are throwing in a $400 ticket bank and either $400 in concessions, merchandise, or an autographed authentic jersey.

Minnesota Timberwolves - The Minnesota Timberwolves are offering a "Buy One, Get One Free" offer for season ticket holders. The team is selling a "Player Section" offer that enables fans who purchase two (2) season ticket in their favorite player's section to receive an autographed authentic Timberwolves jersey and a Meet-n-Greet with that player (sections: Randy Foye (104), Mike Miller (118), Kevin Love (124), Al Jefferson (138).

New Jersey Nets - The New Jersey Nets are offering a "Buy One, Get One, See Everyone" where fans can receive the jersey of their favorite rookie, team meet-n-greets, and exclusive benefits when buying season tickets.

New York Knicks - The New York Knicks are giving all consumers who purchase season tickets by November 1st a Player Memorabilia Box with a photo of a Knick alongside an authentic Knicks jersey number (Knicks fans can choose from Nate Robinson, David Lee, Jamal Crawford, Walt Frazier, or John Starks).

Orlando Magic - The Orlando Magic are offering a "Get a Year of Basketball With Your Stimulus Check" ticket promotion where fans can see all Magic home games for $585 ($13/seat).

San Antonio Spurs - Fans who purchase one of the Spurs three (3) Mini Packs (10 Game Rivalry Pack, Superstar 25 Game Pack, or the 10 Game Weekend Pack) will receive a limited edition Manu Ginobili bobblehead.

Are You Utilizing All Ad Revenue Channels?

ticketmaster.jpgHow often does your organization re-analyze its ad revenue channels and look for new opportunties? What efforts has your brand/organization taken to understand new ways to build ad revenue programs into ticketing services?

With the advent of the paper ticket (where consumers print off tickets/vouchers, etc.) all teams and ticket service providers should be looking to maximize the use of this channel from an ad revenue-generation standpoint. Are there ways to fill the white space on printed tickets/vouchers with ads promoting upcoming games? Upcoming offers (i.e. bobbleheads, etc.)? Ways to promote your corporate partners and/or cross promotions that they are implementing? By demonstrating value to fans through printed ticket advertising (awareness of offers, etc.) teams will at the very least be providing fans with something to look at while they wait in lines at the ticket gates an/or waiting in their car to park.

Sojern, an Omaha-based company recently announced that it would begin selling the white space on airline boarding passes for American, Continetal, Delta, Northwest, United, and US Airways. Sojern's core service will be to fill the white space on printed tickets with targeted coupons, ads, dining recommendations, and weather information. With our ticketing service providers' state-of-the-art technology, why can we not push them to enact similar offerings?

In the case of Delta Airlines, which will expand its program services to 300 cities nationwide today, consumers will have the option of printing a boarding pass with or without ads and will soon be able to save their preferences for future trips (options that your organization may also look to implement with a similar service). Thus far, Bahama Breeze, NBC Universal, Crocs, Cirque du Soleil, Omaha Steaks, and Borders have signed on to partake in the unique advertising opportunity with airlines.

A total of five (5) ads can be placed on a boarding pass, with airlines being given subsequent space to promote their frequent flyer programs and credit card offerings. Each of the six (6) aforementioned airlines bought a minority stake in Sojern and will be sharing the advertising revenue with the start-up company. With ticket service providers (Ticketmaster, Flashseats, etc.) this becomes a little more difficult to enact, but a healthy balance between corporate partner advertising and upcoming team ticket offers/promotions/food coupons would provide fans with an added-value piece even before they step into the stadium gates.

 Source: Advertising Age, Airlines Stamping Ads Onto Boarding Passes, 7.16.2008

Create Premium Value Out of Existing Ticket Inventory...

ticket.jpgTeams have begun to maximize the space they have available in-venue to offer premium seating and are now looking for new, alternative mediums to drive pricing and premium value for fans (i.e. All-You-Can-Eat sections, etc.)...

So how can sports marketers counteract this issue? Create star-branded seating sections within the venue; areas that will drive the value of the seats (and likewise, the prices) by enhancing the fan's experience at the game...

What do I mean exactly?

The Miami Heat can drive premium value out of their existing ticket inventory by collaborating with Dwyane Wade, Wade's corporate partners, and existing team partners to create an exclusive section in the lower bowl of the American Airlines Arena, branded as the D-Wade section.

But how is this different than the typical branded sections you typically see in arenas across the nation? The difference lies in the integration and involvement of Wade's corporate partners and the team's existing partners...

Example: Brand Section 101 (a section that has 22 seats per row, 29 rows)

  • Branding (and driving pricing) would equate to 638 seats in the section at a bump of $10/game
    • $287,100 in increased profits (before incurred expenses)
    • Drive incremental revenue from sponsors and/or player endorses for in-arena branding and fan access
    • Use existing team and player sponsors to distribute premium items to this select section throughout the season
      • Wade Sponsors
        • Gatorade - Product trial / meet-n-greet
        • Converse - Select couponing / discounts off Converse gear
        • Topps - Limited edition Dwyane Wade trading cards
        • T-Mobile - Exclusive phone downloads / ringtones
        • Sean John - VIP Party featuring a Dwyane Wade appearance for ticket holders 
      • Additionally, offer season ticket holders VIP experiences and customized items/apparel
        • Exclusive meet-n-greet opportunity pre/post-game
        • Distribute Wade premium items (poster, rally towels)
        • Exclusive parking section for fans seated in this section (potential tie-in for automobile partner)

Watch out for teams to develop similar unique extensions to drive the fan experience/ticket value for consumers and provide existing team/player sponsors with new avenues to have 1-to-1 personal interactions with fans!

Memphis Grizzlies Leverage Stimulus Payment...

Season%20Stimulus%20Plan.jpgA few weeks ago I mentioned the fact that teams could create exclusive ticket offers that leverage stimulus packages that 130MM taxpaying Americans will be receiving from the U.S. government. Case in Point: The Memphis Grizzlies.

The Memphis Grizzlies have created a a unique season ticket offer for fans:

  • The Memphis Grizzlies Season Stimulus Plan - Offers fans the chance to trade in their $600 stimulus payments for two (2) season tickets and $25 in Grizz Bucks" (a savings of $1,045 off the regular single-game price) through July 4th. To redeem their checks for season tickets, all fans have to do is call 901.888.HOOP.

Here is a great quote from the Mike Redlick, Executive Vice President of Business Operations for the Grizzlies, that supports the promotion:

“The federal government’s economic stimulus plan could become your Grizzlies Season Stimulus Plan. If you’ve ever thought about buying season tickets, now is your chance. All you have to do is exchange the check the government is sending you and just like that you can own a pair of 2008-09 Grizzlies season tickets. Why use the money to buy a new television to watch the Grizzlies when you can see them in person all year long?”


Give Your Fans a Reason to Buy Season Tickets!

stocktonports.gifAre you struggling to sell tickets? Have you ever sought additional reasons that fans should purchase season tickets outside of the fact that you have a good product on the field/floor?

Check out the following strategic tactic created by the Stockton Ports of the Class A Advanced league... The team created 70 ways that fans can use their season tickets in a simple one-sheeter. A great tactic to support your ticket sales initiatives!

Pushing Single Game Tickets and Flex Packs?

uncle%20sam.gifAre you trying to sell single game tickets and mult-game plans? Has the looming economy hurt your walk-up sales on game day?

Consider implementing a strategy that uses the economical struggles to your advantage: Target the economic stimulus dollars that American singles ($600) and familes ($1,200) are set to receive here in the Spring. For many adults, this "new disposable income" is just waiting to be spent. Many Americans will not see the economic stimulus as money provided to help spur their savings and investment; rather they will perceive it to be "free money" that are at their disposal to use...

Take advantage of this with your messaging!

The Fox Sports Channel recently implemented on-air promotions that reads, "Your country needs you! Help the economy and spend your government stimulus check on cool gear at" A recent issue of B&C (4.7.08) reports that the idea for the campaign came to Fox Soccer Channel VP David Sternberg when he received an IRS notice about the government's forthcoming stimulus payments.

An interesting message to consider pushing your fan base!

Buy a Ticket, Get a Pregame Meal Free?

chicagowolves2.jpgThe Chicago Wolves of the AHL recently announced a ticket offer that is bound to entice the taste buds of their ticket holders. The team is offering all fans who purchase a non-discounted playoff ticket of $20 or more a complimentary pregame meal during the team's 2008 playoff run. The ticket-based promotion, co-sponsored by Pepsi and Vienne Beef, rewards fans with a complimentary meal in the Skyline Room of the Allstate Arena 90 minutes prior to each home game.

Pre-Game Meal Items Include:

  • Salad
  • Pasta
  • Chicken
  • Hot Dogs
  • Hamburgers
  • Garlic Bread
  • Desserts and Sodas

With the emergence of teams looking to show their fans more value for their buck, I wouldn't be suprised to see more initiatives like this surface. It will be interesting to see if this idea will become a benchmark for others in the minor league ranks; a lot will be determined by consumer demand and how efficiently the team runs the on-site operations during their playoff run.