Ticket Sales Tip of the Week #11- Teams: Remember the long game and don’t burn bridges
This tip comes directly from a friend of 28 years who’s used this guiding light to steer an international sports career of growth. This past Saturday, while I was at his Toronto house picking up my daughter from a sleep over, he was starting 4 days in Miami with his current NBA team which thanks to the tip, also included an invite to stay at his former CEO’s home and playoff hockey tickets from the same team he left while in the role of CRO.
How can teams apply this tip (principle)?
Playoffs:
Recognizing the variables impacting the playoff schedule, are your Season Ticket holders getting the best value when they commit to the playoffs?
Considering “rights to playoffs” is often listed as the number #1 feature to making the season commitment, let’s hope so. Two Litmus tests: If your playoff commitment is below the season renewal rate and/or the online secondary market is below the season ticket holder playoff rate, considering them warnings. No teams wants their STH’s to incorrectly perceive themselves as pigeons come playoff time.
Group Tickets (this doesn’t apply to premium hospitality areas)
Recognizing that groups are buying at best Tier 2 seat locations, in bulk, introduce new fans and often committing in advance, is your team policy for group leaders pertaining to rain outs, concessions value, price protection and group member cancels friendly? Easy solution, be flexible to support early commitments and make sure your rain out policy (baseball and soccer) doesn’t hang the group leader.