Ticket Sales Tip of the Week #88
(Create smaller spaces to inspire Scarcity )
A mentor to many of us in the early years of the Toronto Raptors was Brian Cooper who shared 20 years ago (when teams were building super size stadiums), that smaller venues with higher ticket prices made sense.
If your goal is to blanket fill venues that are too big, it will feels empty or the secondary market will produce subsidized tickets to impact your ticket value.
Major League Stars- Tom McDonald and Anton Wimmer Toronto Raptors. By building new premium clubs (smaller spaces) in the lower bowl and by keeping the Upper Bowl Membership rate reasonable, the 25th place Raptors are playing to near capacity nightly while protecting the entry level prices.
Minor League Stars- Gavin Riches AGM Colorado Eagles. 100 games sellout (SO) streak is supported by being the AHL’s 4th smallest building. That said, targeting groups, giveaways and community programs midweek, is why unlike smaller AHL venues who average 60% capacity, they run at 100%.
JR Minor League Star of the Week- Eric Grundfast Pres Iowa Buccaneers.
I’ll update next week how a team that’s never full is on a 5 game SO streak.
If you appreciate is send a “like”, to learn more ben.cobbold@withinscope.ca