Ticket Sales Tip of the Week #115
(Your secondary ticket price scale can’t look like a slide)
Thanks to my colleague Ben Cobbold, in addition to tracking attendance, 2 years ago I began tracking the games entry price on the secondary market across 3 timelines (preseason, 1st of the month and gameday) to help understand what attendance alone wasn’t sharing.
What I learned:
1) Sellout are nice, retaining a healthy game price on the secondary market which boosts yield and membership retention, is more important.
2) Primary sale ticket discounts only matters if based on the projected secondary price.
3) Having a strategy to keep unwanted tickets off the secondary market supports your floor $ which supports retention and new sales.
Major League Stars- Vincent Lucier VP Montreal Canadians
The single game secondary market prices for the Canadians is the reverse of the slide. Like a plane ticket, closer to the event, the ticket price goes up. This supports retention and a 3 year sellout streak in the NHL’s largest building.
Minor League Stars- Erik Eisenberg VP of TS Las Vegas Aviators
The Aviators have a ticket exchange solution for tickets not scanned and credit $ to group leaders for unused seats. This flexibility keeps unwanted tickets off the secondary market which protects the floor price and therefore supports membership, group sales and drives new sales to the primary.
*Amazing Stat: As of November 10th, the Rangers are the NHL’s best road team yet they’re 0-7 at home and have been shut out 5 of the 7 games.
If you appreciate it, like it. To learn more: bencobbold@withinscope.ca