Ticket Sales Tip of the Week #45- the Stars behind them
(Playoff pricing for your members)
In the secondary ticket market, everybody at a price has “access to playoff tickets” so listing this as a membership benefit is a fluff comment. Unlike the season schedule, the playoffs come with uncontrollable variables (unknown opponent, TV controlled start times, day of the week, game importance to the series) that have the potential to negatively impact the ticket value.
That said, teams who recognize the variables and price friendly their members in the early rounds of the playoffs, will notice the secondary market value excessive to the members cost and likely have a playoff opt in close to 100%. For these teams, member retention and membership/waitlists growth will be by products of the playoffs.
On the flip side, if your playoff opt in isn’t close to 100%, consider taking playoff access off your membership benefits page. Should your CFO or board still be set on inflated membership playoff pricing, I hope retaining this post protects TS teams from the impact of members dissatisfaction.
Major League Stars- Nashville Predators: CRO Dionna Widder and Sr D TS A.J. Tomeny
Years ago attending a Preds playoff game I learned from my Uber driver and taking with fans that the Member rate was 50% the box office round 1 price.
Minor League Stars- Toronto Marlies :Dir of Bus Operations Marc Lira
The Marlies include the first 2 playoff games for all full season members.
To learn more: chriskelly@withinscope.ca or 416-770-0917