Ticket Sales Tip of the Week #90
(True Memberships can overcome the secondary market)
The flexibility of the secondary market which allows anybody to be a seller means teams can’t protect the best location and price for their members. (Read the sentence again so it sinks in).
In simple terms, minus premium (which services a different audience with different drivers) the majority of members belong to 1 of 3 buckets.
Bucket 1: They’ve made money or at least recouped costs in the past so renewing season tickets is automatic and feels risk free.
Bucket 2: They see value in the benefits of being a member and if offsets them sometimes paying a higher price per game .
Bucket 3: They’re pigeons who in most cases were attracted to season tickets thinking that the Bucket 1 feature was a given.
Recognizing that the secondary pricing data makes it harder for CFO’s to support Bucket 1 and that Bucket 3 turnover annually, tomorrow I’ll feature 3 Major League and 3 Minor League stars defining Bucket 2 and growing Season Memberships in 2025.
If you appreciate it, like it. To learn more: bencobbold@withinscope.ca