Ticket Sales Tip of the Week #104
(The Box office price of your tickets isn’t what matters)
What matters is the secondary price compared to the members rate. For seat packages that exceed 10 dates, this is important b/c ticket partners make it feasible for buyers to retain memberships. Recognizing variables can negatively impact game day ticket value, member benefits often save a renewal.
Having perimeters in place like flexible ticket exchange (pre and post game) and buying back unwanted games from members protects members from ticket dumping on the secondary which lowers prices/perceived value.
No TE, a 48 hour TE windows and any policy that favors a single ticket buyer over a member, in ’25 acts like “Kryptonite” to Membership renewal.
Lastly, when secondary ticket prices consistently increase closer to the event, chances are the team has measures in place to support this. Well done.
Major League Stars- Sara Daniel SVP of TS and Premium Carolina Hurricanes
Member benefits include: Ticket Exchange, 5 game buyback, 25% F&B discount and pay as you play Playoffs. Outcome: The secondary market didn’t dip while weekend games prices increased closer to puck drop.
Minor League Star- Matt Batchelder VP of Ticket Sales Grand Rapids Griffins
Features such as 4 Guaranteed Giveaways, Lanyard Status, Priority and concession discount, Team Road Trip, Ticket Exchange, Lounge Access and discounted NHL Wings tickets highlight memberships value.
If you appreciate, like it. To learn more: bencobbold@withinscope.ca