Ticket Sales Tip of the Week #85
(Teams are competing against their own tickets)
Looking at other examples of membership and buying tickets, sports tickets are backwards due to the verified secondary market.
People join private sports clubs to gain access and the right to host guests. Would they join if the option to buy a day pass was also available?
Plane tickets. If 70% of the airline tickets dropped the day before the flight, would people lock in months before?
In ‘2025 teams secure season commitments three ways.
1: Underprice the ticket to eliminate risk for buyers. CFO unfriendly
2: Sell to ignorant buyers. Causes turnover and negative PR.
3: Offer membership value exclusive to the tickets.
#3 is the only option you can control, below are stars using it well.
Major League Stars- Zee French VP of TS Houston Rockets (Ironman awards to recognize member attendance), Christopher Spano- ex- Orlando City FC VP of TS (Happy hour for members before each game) and Michael Forde CSO Orlando Magic (ticket exchange for a future concession credit)
Minor League Stars- Allie Hartman VP of TS Iowa Wild (VIP Jersey, early entry and concert event seats on the ice), Greg Galiette President Louisville Bat (65% discount, TE, Member Hat, Players Lunch)
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