Ticket Sales Tip of the Week #41
Use midweek school night games to retain Members.
(Pertains to tickets less so for premium)
Thanks James Ware a new Maple Leaf’s PSL Season Seat Holder (SSH) who b/c he shared his “1st world problem” (5 diehard Leaf fans in his house and 4 tickets) I came up with a new solution, listed below.
A few stats:
-Visiting Rob Fasoldt-St Louis Cardinals I learned that his midweek radius to draw fans is 50 miles compared to the weekend when it’s 600.
– The Blue Jays ticket sales lead by John Santana sold 9500 fewer seats to watch MLB best pitcher G Cole New York Yankees on a Wednesday then they did to see the 29th place no stars KC Royals 5 days earlier.
– The NHL’s most valued team the Maple Leafs, ticket sales lead by Tom McDonald & Anton Wimmer can exceed capacity by 500 seats for weekend games yet 7 times during the week this year have had 400 plus empties.
The Problem:
Weaker attendance impact scarcity to buy and/or attend. This leads to unwanted seats on the secondary which rewards your uncommitted last min ticket buyer with the best $ and hangs your committed FS buyers.
Solution:
1- Similar to Vegas being cheaper Sunday to Wednesday, price your seats in a similar manner. That said, this won’t fly with the CFO.
2. My new solution “The Ware Family dilemma”
Introduce a preseason exchange to your local STH ( timeline I stole from Don Rovak at the Falcon thanks to Ernie Bugelli) by offering members significant value to exchange weekend for non transferrable midweek inventory.
Let me know your thoughts? For more ideas, reach out.
chriskelly@withinscope.ca