Ticket Sales Tip of Week #50 and the Stars responsible
(Retaining Season ticket holders isn’t about the fluff)
FOMA caused by scarcity before the recognized secondary market (who teams/leagues have since formed partnerships with) was the main driver in the past to retain Season Ticket holders.
Today, the surest way to retain STH’s is if they’re confident they can recover if not profit by selling what they don’t need. The second best is by loading up “unique and meaningful value” not fluff for being a season ticket holders. Examples: Early entry, discount F&B, parking, player interaction, VIP experiences, extra seats at STH rate, unique merchandise, all season events.
Major League Stars of the Week- Toronto Raptors SVP of Tickets Sales Tom McDonald, VP of TS Anton Wimmer and Chief Marketing Shannon Hosford.
With truly a bad ’23-24 team, the Raptors have continued to sell out games and could retain season ticket holders at 88% based on the goodwill that particularly Upper Bowl STH’s have retained value above cost for a decade.
Minor League Star of the Week- Iowa Wild former VIP of Ticket Sales Eric Grundfast.
The Wild created a legendary VIP opt in program for all levels of Season Ticket holders that in addition to a unique jersey, includes Early entry, Guaranteed Promos, Town Hall with coach, VIP Party, Gold Passes for post game concerts.
On the flip side, the downside of the secondary market is that if you hold the line on ticket pricing when the secondary is cheaper, you convert your Full Season committed members into periodic on a needs basis game day buyers.
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