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Lesson 9.2 – Ticket Sales Strategies Copyright © 2011 by Sports Career Consulting, LLC.

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1 Lesson 9.2 – Ticket Sales Strategies Copyright © 2011 by Sports Career Consulting, LLC

2 Season Tickets Season tickets: Provide consumers with a ticket to every home game for a particular sport or event for one package price Season tickets typically provide the core revenue stream for most professional sports teams, colleges and universities LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC

3 LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC Season Tickets Most organizations include additional benefits for consumers purchasing season tickets to add value to their purchase

4 Season Ticket Benefits TEXAS RANGERS SEASON TICKET BENEFITS As a Rangers full season ticket-holder, you can enjoy the following benefits: 20% off concessions Bonus tickets for select months Complimentary coupons for upgrading seats on select dates Personalized season ticket holder name plate on seats Private season ticket entrances Annual season ticket holder picnic with player autographs Season Ticket Holder End-of-Season Play Day on the field LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC

5 Season Ticket Benefits The Brooklyn Cyclones make an effort to personalize season ticketholder benefits Membership to Cyclones Nation, where ticketholders are issued a username and password providing access to an exclusive STH-only page on the Cyclones website, featuring an interactive blog, chats with the teams General Manager and additional discounts An opportunity to come take batting practice at the ballpark LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC

6 Season Ticket Benefits The Brooklyn Cyclones make an effort to personalize season ticketholder benefits The chance to stand on the field, side-by-side with the 2009 Cyclones team for a group picture that ticketholders can download and print for free An exclusive invitation to see the teams first practice of the year LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC

7 Personal Seat Licenses A personal seat license (most often referred to as a PSL), gives the holder the right to buy season tickets for a specific seat within a stadium or venue Teams and venues typically offer PSLs as a means for generating additional revenue to help offset the debt incurred during the construction of the stadium or arena LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC

8 PSLs LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC With the opening of their new stadium in 2010, the NY Jets wanted to reward fans who made an extra commitment to the franchise by contributing money, through PSLs, toward the Jets' $800 million share of stadium costs by offering those fans the premier parking spaces at the stadium, leaving upper level ticket buyers to settle for parking spaces further from the stadium. Said Thad Sheely, Jets Vice President; "We're trying to create a benefit for our PSL holders, not trying to treat anyone worse.

9 PSLs LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC PSLs have provided an excellent solution for generating revenue for many teams over the years, but not all organizations have found the concept to be perfect. Since 1999, Texas Tech basketball fans wanting the best season ticket locations for Red Raider basketball games at the luxurious United Spirit Arena were required to purchase PSLs. In 2010, Texas Tech announced plans to eliminate the PSL program

10 Ticket Packages A ticket package is a sales approach that involves grouping together a select number of games to form a package or mini-plan Teams generally offer a special rate and/or an additional benefit for committing to a greater number of games LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC

11 LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC Ticket Packages Packages offer flexibility for consumer purchases by requiring smaller financial and time commitments to purchase game / event tickets

12 Season Ticket Holder gift Guaranteed seat location Discount off gate prices Playoff ticket priority Renewal rights based on availability Personal season ticket account executive Complimentary subscription to Magic Magazine Yearly upgrade opportunities into Full Season packages Complimentary subscription to E-Magic Insider ( newsletter) Ability to purchase additional game tickets in advance of public sale LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC Orlando Magic half season packages offer these great benefits:

13 LESSON 9.2 Ticket Promotion & Sales Tue.Feb. 8vs. Golden State Sun.Feb. 13vs. New Orleans Tue.Feb. 22vs. Indiana Wed.March 2vs. Sacramento Fri.March 4vs. NY Fri.March 11vs. Minnesota Sat.March 26vs. Phoenix Wed.March 30vs. Toronto Fri.April 8vs. Detroit Mon.April 18vs. Indiana Wed.April 20vs. Miami Copyright © 2011 by Sports Career Consulting, LLC Wed.Nov. 3vs. Milwaukee Tue.Nov. 9vs. Dallas Fri.Nov. 12vs. L.A. Lakers Sat.Nov. 27vs. Philly Mon.Nov. 29vs. Boston, Sat.Dec. 4vs. Memphis, Sat.Dec. 18vs. Denver, Wed.Dec. 22vs. San Antonio Sat.Jan. 8vs. NJ Tue.Jan. 18vs. Detroit Thur.Jan. 20vs. Houston, Tue.Feb. 1vs. Cleveland Orlando Magic Half Season Plan

14 The Weekender Game Pack OpponentDate Columbus Oct. 23 Edmonton Nov. 6 Detroit Dec. 11 Anaheim Jan. 23 New Jersey Jan. 29 St. Louis March 12 Colorado April 10 See your favorite Calgary Flames opponents on the weekend with five Saturday games and two Sunday games. Rival Edmonton and perennial powerhouse teams Detroit and Colorado are all in the Weekender Game Pack LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC Ticket Mini-Plans

15 LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC Fort Myers Miracle Monday Night Club Typically Monday nights are difficult days for teams to draw crowds so, in 2009, the Fort Myers Miracle created the Monday Night Club where, for $30, members receive a ticket to every Monday night home game through the entire season, free parking and a Monday Night Club t-shirt

16 Season Ticket Equivalent Season Ticket Equivalent: Refer to the sum of all of the various ticket packages sold converted to one measurable number Also referred to as FSE (Full Season Equivalent) LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC

17 Lets say the Washington Nationals sold 400 new quarter season packages, 800 new half season packages and 2,000 new full season packages in the off season. How many season ticket equivalents (FSEs) did they sell? LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC Discussion Topic

18 Quarter season tickets (400 total) = 100 Half season tickets (800 total) = 400 Full season tickets (2,000 total) =2,000 Season ticket equivalents = 2,500 LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC Discussion Topic

19 Group Tickets Group tickets: Refer to a reserved block of tickets for a specific game or event Groups usually require a minimum of ten or more individuals to qualify for group rates LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC

20 Group Ticket Packages Bring your group of 10 or more to the D.C. United playoff game on Saturday, October 30th at 7:00pm and receive a special group discount, preferred block seating, your group name in lights on the scoreboard during the game! All fans are encouraged to WEAR BLACK to this event. Your group has the option to order a limited- edition tee-shirt for each person in the group for an additional $4 per person. Fill out your contact information with credit card details and we'll take care of the rest. LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC

21 Rent, the Tony Award and Pulitzer Prize winning musical continues to thrill audiences all over the world. Based on Giacomo Puccini's classic 1896 opera, La Boheme, Rent tells an the story of struggling young artists living on the edge and reaching for glory in New York's East Village. With exciting rock music, intelligent lyrics and a hot young cast, Rent sings of our time, of facing an uncertain future with courage, humor, loyalty and love… Group Ticket Minimum: Ten (10) Tickets LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC

22 Our (Sea World) group discounts apply to a group of 20 people or more. The group rate is available at the ticket booths on the day of your visit or prepaid vouchers can be purchased prior to your visit. Payment by cash or bank cheque. Unused vouchers are non refundable. For more information contact our Group Sales Department. LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC Group Ticket Packages

23 Groups of receive 10% discount ADULTS$52.20 CHILDREN ( years)$33.30 LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC Group Ticket Packages Groups of receive 12.5% discount ADULTS$50.75 CHILDREN ( years)$32.35 Groups of 100+ receive 15% discount ADULTS$49.30 CHILDREN ( years)$31.45

24 In an effort to attract new fans and compete in a more competitive environment, many organizations have turned to unique fan experience packages to boost group ticket sales LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC Interactive Ticket Packages

25 With a minimum purchase of 75 group tickets, fans can sign up for the Boston Celtics Halftime High Five Kids Tunnel where up to 25 members of the participating group have (open to those 14 years and younger) the opportunity to actually get on the court and high-five the Celtics players as they come back onto the court after half-time LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC Celtics Halftime High Five Kids Tunnel

26 Interactive Ticket Packages The Los Angeles Sparks offer a traveling practice program where, if a group purchases 1,000 or more tickets, the team will hold a full practice at the site of the ticket buying groups choice LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC Sparks Traveling Practice Program

27 Interactive Ticket Packages Through the teams Court of Dreams ticket package, Oklahoma City Thunder fans have the chance to play on the court before the game. In 2009, the team hosted students from 13 area high schools at the Ford Center and students competed in various basketball competitions with winners getting their game night seats upgraded. Thunder Vice President of Community Relations Dan Mahoney on the program: A lot of people would love to play on an NBA court, and through our group sales effort, we are able to provide that to our fans. LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC Thunders Court of Dreams

28 Theme Ticket Packages LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC The goal of a theme night ticket package is to attract large groups to attend a game or event through creatively marketing a ticket package designed exclusively for their particular group

29 Theme Night Tickets Dont have a reason to get together? Well give you one! Just take a look at the dates weve selected to celebrate different themes that include just about everybody. Theres sure to be a Theme Night that will give you and your group the perfect chance to take in a game, surrounded by others who share your enthusiasm. LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC Bobcats Theme Nights Let You Create An Instant Occasion!

30 Theme Night Tickets SCOUT NIGHTS Saturday, November p.m. - Orlando Magic Friday, January p.m. - Toronto Raptors Friday, April p.m. - Toronto Raptors TEACHER APPRECIATION NIGHT/DAY Saturday, December p.m. - Houston Rockets Saturday, April p.m. - New York Knicks YOUTH BASKETBALL NIGHTS Saturday, November p.m. - Golden State Warriors Wednesday, December p.m. - Indiana Pacers Saturday, March p.m. - Washington Wizards LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC

31 Theme Night Tickets Golf Night – December 8 th : If Adam Sandler can pull it off… so can we! (Sleeve of Gulls Golf Balls give-away) Old Time Hockey Weekend – January 21 st and 22 nd : All the hockey traditions brought back in one weekend! (Hockey Puck give-away on Friday and Gulls T-Shirt give-away Saturday) Trucker Night – February 19 th : Gulls Trucker Hat Give-away If the Gulls are cooling everything off this season, Why are Saturday Night Games so HOT? Saturday Night Fever Theme Nights LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC

32 Theme Night Tickets Disco Night – March 5 th : Ah the 70s! If only that decade were frozen in time! You bring the big collars, bell-bottoms and gold chains and well provide the FRO wigs! 80s Night – March 19 th : Who doesnt get chills when they think of the 80s! (Tank Top Give-away) Fan Appreciation Night – April 9 th : This night is etched in ice for you! (Gulls Hat Give-away) LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC

33 Theme Night Tickets 2004 Girl Scout Night With The Comets Be sure to bring your friends and family to the game! VS. Dont miss out on all the fun! Join your troop and other Girl Scouts as the Comets take on the Connecticut Sun! Then, stick around for the first ever Girl Scout Lock-in at Toyota Center. LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC

34 Single Game Tickets Many organizations promote the sale of individual game tickets to fans prior to the start of the season, game or event Advance sales encourage fans to purchase tickets to individual events in advance to eliminate the risk of people changing their minds on the day of the game LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC

35 Single Game Tickets University of Wisconsin Badgers Womens Basketball Single Game Tickets LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC GENERAL PUBLIC HOME SINGLE GAME TICKETS Three Game packages will go on-sale at 8:30 am on Monday, October 18 and home single game tickets will then go on-sale at 8:30am on Monday, November 1. If necessary, the standard ticket lottery system will be used for those purchasing tickets at the ticket office. All reserved single game tickets are $7.00. Reserved single game tickets MUST be purchased in advance, as there will be no day-of-game reserved single game tickets for sale. All day-of-game sales will be general admission tickets. Adult general admission single game tickets are also $7.00. UW student, youth (2-17), and senior citizen (55-up) general admission single game tickets are $3.00.

36 Single Game Tickets LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC The NBAs Cleveland Cavaliers have effectively marketed the release date of individual game tickets. The campaign has been so effective that they now must utilize a wristband lottery priority system for fans planning to purchase tickets

37 Single Game Tickets LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC The Milwaukee Brewers implemented a promotion focused on star first baseman Prince Fielders participation in Major League Baseballs 2009 Home Run Derby. With every homer hit by Fielder, fans received $1 off the purchase price of an Outfield Box Seat for the August series against the Colorado Rockies. Fielder wound up crushing 23 total home runs during the competition meaning fans could purchase box seats, normally priced at $28, for just $5. The promotion reportedly created a wild scene at the Miller Park ticket office the following morning when hundreds of fans lined up at the Box Office, and the 5,000 available tickets were sold out in just 12 minutes.

38 Single Game Tickets LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC The Houston Astros offered a "one day opportunity" to fans subscribed to the teams service. An offer for special promotional discounted tickets for the up-coming weekday games and lasted just one day (from 9:00 to 5:00). The promotion helped the franchise sell nearly 1,000 tickets.

39 Premium Seating Premium seats are tickets to a game or event that feature additional benefits or values Premium seats could include anything from suites, courtside seats, or seats elsewhere that receive preferential or VIP treatment LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC

40 Premium Seating - Suites A company that leases a luxury suite at the Staples Center in Los Angeles receives tickets to each event throughout the year, including the Lakers (NBA), Clippers (NBA), Kings (NHL), Avengers (Arena Football), Sparks (WNBA) concerts and family shows LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC

41 Premium Seating – Club Seats Executive Club Seat Members at the Georgia Dome in Atlanta receive VIP parking privileges, access to private lounge areas in the stadium (described online as spacious, sun-filled atriums that feature living room style lounges with big screen televisions with specialty grills and buffets in both areas also offer food selections prepared to order) and access to exclusive concessions options LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC

42 Premium Seating PREMIUM SEAT HOLDERS ALSO RECEIVE THESE ADDITIONAL BENEFITS: The VERY BEST seats season to season Priority upgrades during renewals Discount beverage coupons Exclusive Premium Seat Holder commemorative season poster Offers to other local events, when available LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC

43 Promotional Tickets Come Celebrate Elvis Night Elvis singing at the South Atrium Stage during pre-game Elvis singing the National Anthem Elvis Karaoke Contest Elvis Costume Contest Elvis Dances/Dancers & Blaze Appearance by the Dunking Elvises Win a trip to Graceland! Elvis Night, March 3, 2004 at the Rose Garden Blazers vs. Bonzi Wells and the Memphis Grizzlies LESSON 9.2 Ticket Promotion & Sales Copyright © 2011 by Sports Career Consulting, LLC

44 Ticket Promotion & Sales LESSON 9.2 REVIEW (ANSWERS) Copyright © 2011 by Sports Career Consulting, LLC 1)List five ticket sales strategies Season tickets Ticket packages Group tickets Theme tickets Individual game and single game ticket sales (advanced sales) Premium seating Walk up and promotional ticket sales

45 Ticket Promotion & Sales LESSON 9.2 REVIEW (ANSWERS) Copyright © 2011 by Sports Career Consulting, LLC 2) Define ticket package A ticket package is a sales approach that involves grouping together a select number of games to form a package or mini-plan


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