Ticket Sales Tip of the Week #96
(Solving the membership dilemma- both sides want this to work)
If Covid taught us anything it highlighted how important community and being
associated matters. The multi-billion dollar team logo sports apparel industry
might be the worlds best example.
The top of this tier “own” season tickets which teams have elevated to call “members”. If being a member highlights status and team rely on members as the “oxygen” to run their business, why are full season commitments declining?
Answer:
The Verified Secondary ticket market.
Fear of Missing Out, fake tickets and the best locations (variables which inspired full season commitments) are no longer relevant concerns or features. To exacerbate this problem, when teams price based on what traded as scarce secondary inventory, are they assuming the section members would value this same price for every seat to every game they own?
When teams are viewed as greedy on pricing (the secondary confirms) the loss for teams isn’t 2 or 4 tickets but rather the season which in a 4 seat MLB baseball account represents 324 seats.
Friday’s piece will highlight: #1 Red flag you’ll lose members, 4 traits of strong membership bases and the Stars growing membership in ’25.
If you appreciate it, like it. To learn more: bencobbold@withinscope.ca