Ticket Sales Tip of the Week- #95
(Bundling ticket properties moves the undesired property backwards)
I experienced this first hand when I was working in ticket sales for the Raptors and the Leaf’s acquired us. To move Raptors seats, we allowed existing Leaf members to double their seat count if they committed to Club tickets (both teams) and offered Leaf season tickets to new fans based on them committing on a 2-1 ratio (Raptors to Leaf’s) with Personal Seat Licenses attached to all the seats.
The outcome: Back in ’99 before a verified secondary market, the unwanted Raptor season tickets were appearing in newsprint and online market place ads at 50% of the invoice cost, and outside with street brokers on game day at below that figure. Hard to say if it backfired to hurt new sales or renewals worse.
Today, if you’re looking to bundle, make sure you have a strategy in place to protect the unwanted seats from flooding the secondary market and crushing both your new sales and renewal efforts to follow. Reach out if you’re in this position or looking to bundle and want to protect yourself.
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