Ticket Sales Tip of the Week #53
(Unlike other club memberships, sports tickets offer 1 day commitments)
Fifteen years ago, trying to buy last-minute hockey tickets with my friend Sam Webster we were shut out. Nowadays, that scenario is virtually unheard of across all markets and games. The era of Fear of Missing Out (FOMA) that once drove season ticket (membership) sales is in the past.
In 2024, thanks to the rise of the verified secondary market, savvy consumers opt for season seats (memberships) for three and a half compelling reasons:
Financial Sense: Season seats offer the opportunity to either recoup costs or even turn a profit on your investment. This is evident in NFL markets where waitlists often surpass the venue’s seating capacity.
Exclusive Experiences: Membership comes with priceless perks, including preferred access, unique experiences, player interactions, and value attached to additional spend. A standout example Dionna Widder, then with the Cavs, who immortalized every member’s name on the championship banner.
Premium sightlines: My former boss MLSE exec Steve Griggs sold out four rows of courtside seats during the Raptors’ inaugural seasons by providing a taste of front-row action to every 11-33 game courtside package buyer.
3.5. Status Symbol: Membership carries a certain prestige, albeit a modest 0.5 because if tickets lose their perceived scarcity, this dies.
Today’s ticket landscape dictates that failing to deliver on points #1 and #2 may result in members opting out of season commitments and only purchasing tickets as needed.
For more information, contact us at info@withinscope.ca or 416-770-0917