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Unit 9 – Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC.

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2 Unit 9 – Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

3 Ticket Promotion & Sales UNIT 9 OBJECTIVES 1)Understand the importance of ticket sales to the sports and entertainment industry 2)Identify factors that influence a fans decision to purchase tickets 3)List five ticket sales strategies 4)Define ticket package 5)Explain the concept of frequency escalator 6)Describe how ticketing technology has provided innovative alternatives for customers Copyright © 2010 by Sports Career Consulting, LLC

4 Lesson 9.1 – The Role of Ticket Sales Copyright © 2010 by Sports Career Consulting, LLC

5 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC Importance of Ticket Sales Ticket sales provide the financial backbone for many organizations within the industry

6 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC According to an article published in the Sports Business Journal, ticket sales are the lifeblood of most franchises. Sales from tickets and club seats can account for more than half of a typical franchises local revenue in all four major sports leagues, ranging as high as 80 percent for some teams Importance of Ticket Sales

7 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC A fans participation in a game or event can be as important as the athletes and performers as they create an exciting atmosphere that energizes the performers and enhances the consumer experience Importance of Ticket Sales

8 Factors Influencing Attendance 1) Performance 2) Fan loyalty and fan support 3) Highly visible athletes and entertainers 4) Facilities, venues and stadiums 5) Promotion and sales UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

9 Factors Influencing Attendance Rank the Local Venues 1 - 5 1) Performance 2) Fan loyalty and fan support 3) Highly visible athletes and entertainers 4) Facilities, venues and stadiums 5) Promotion and sales UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC Verizon FedEX Jiffy Lube Live Lane Stadium Byrd Stadium Patriot Center Wolf Trap Camden Yards Nationals Stadium RFK Kennedy Center MT&T (Baltimore) _________ Woodgrove Stadium Leonard Stadium

10 Winning teams traditionally draw bigger crowds UNIT 9 Ticket Promotion & Sales From 2007 to 2009, the NHLs Chicago Blackhawks went from one of the worst teams in the league to a championship caliber hockey club. Subsequently, the franchises season-ticket base grew from 3,400 to 14,000 with a waiting list of 4,000. Regular season attendance jumped from 522,000 in 2007 (second- worst in the NHL) to 912,000 in 2009, the top attendance in the league. Copyright © 2010 by Sports Career Consulting, LLC

11 Winning teams traditionally draw bigger crowds UNIT 9 Ticket Promotion & Sales In 2008, MLBs Tampa Bay Rays ranked 26th (out of 30) in attendance per home game in the regular season, averaging just 21,304 per game. However, as the team made a post-season run to the World Series, attendance quickly spiked and the team sold out every game throughout the playoffs. Copyright © 2010 by Sports Career Consulting, LLC

12 Some markets traditionally attract more fan support and larger crowds by nature UNIT 9 Ticket Promotion & Sales New England Hockey in Canadian markets High school basketball in Indiana High school football in Texas College football in the south (Texas, Alabama, Georgia, Florida) Copyright © 2010 by Sports Career Consulting, LLC

13 Highly visible athletes and entertainers UNIT 9 Ticket Promotion & Sales The Los Angeles Galaxy of Major League Soccer sold 5,000 new season tickets in just one day after announcing the signing of mega-star David Beckham The Beckham effect was felt by teams throughout the league, with the Houston Dynamo reporting a 200% jump in season-ticket sales Copyright © 2010 by Sports Career Consulting, LLC

14 Highly visible athletes and entertainers UNIT 9 Ticket Promotion & Sales In 2009, the WNBAs Candace Parker has helped the L.A. Sparks season ticket sales reach its highest point since 2005; twice as many were sold the day after she was drafted as the day before, and road crowds were three times bigger for the Sparks than for other WNBA teams Copyright © 2010 by Sports Career Consulting, LLC

15 Highly visible athletes and entertainers UNIT 9 Ticket Promotion & Sales The Minnesota Vikings sold a record number of tickets after the news of Brett Favre signing with the team broke, selling more than 4,000 season ticket packages and 15,000 single-game seats in less than three days Copyright © 2010 by Sports Career Consulting, LLC

16 Promotions Personnel UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC In the summer of 2010, the Miami Heat sold out of season ticket inventory in just a few hours after the announcement LeBron James announced in a one hour ESPN special that he would be bringing (his) talents to South Beach. As of August 2010, the Miami Herald suggested that more than 6,000 names were on a waiting list season tickets, and that the list was growing by the minute.

17 Highly visible athletes and entertainers UNIT 9 Ticket Promotion & Sales The New York Knicks managed to sell out their 2010-11 season ticket inventory with just the anticipation of potentially adding free agent LeBron James to the roster, reportedly even creating a waiting list because of high demand. After LeBron announced his decision to sign with Miami, the NY Daily News reported that Knicks fans dumped their season tickets at face value and below on Friday, a day after LeBron James announced he was heading to Miami instead of Manhattan. Copyright © 2010 by Sports Career Consulting, LLC

18 Storied facilities with tradition also have a unique appeal that help attendance UNIT 9 Ticket Promotion & Sales Fenway Park (Boston Red Sox) Wrigley Field (Chicago Cubs) Lambeau Field (Green Bay Packers) Madison Square Garden (New York Knicks, New York Rangers New York Liberty, St. Johns University etc.) Copyright © 2010 by Sports Career Consulting, LLC

19 Stadiums with Tradition Attract Fans UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

20 New stadiums and venues rely on improved amenities to excite consumers UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC The new $1.3 billion Yankee Stadium has an in-house museum, party suites, a members-only restaurant and many other luxury amenities "We tried to reflect a five-star hotel and put a ballfield in the middle," said Yankees COO Lonn Trost.

21 New stadiums and venues rely on improved amenities to excite consumers UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC As a fan-friendly element of the Minnesota Twins new ballpark, the stadium features three-sided shelters where fans can go to warm up on chilly game days In the new Dallas Cowboys stadium, fans can enjoy the action on the biggest high- def jumbotron in the world

22 New stadiums and venues rely on improved amenities to excite consumers UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC The Florida Marlins new stadium, scheduled to open in 2012, will feature a left-field beach with a swimming pool (fans buying seats in this area will have a view into the home bullpen), a right-field porch where fans can catch home-run balls and sliding glass panels behind left field to showcase Miami's skyline

23 Promotional Efforts Drive Sales In 1952, the legendary Bill Veeck introduced Bat Day with the Cleveland Indians, a promotions tradition carried on today by many minor league baseball clubs, including the Indianapolis Indians UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

24 DAYDATETIMEPROMOTION Sat5/17p Scooby-Doo Appearance Sun5/22p Logo Baseball Day / Tiger Scout Day / State Employees Day Mon5/311a Baseball in Education Tues5/47p Ladies Night Wed5/52p Business Day Special Thurs5/67p 317 Ryders Motorcycle Club Night Fri5/77p Girl Scouts Night / Nurses Night / Kelley Racing Night Mon5/177p Radio Sponsors Night / Monday Dollar Menu Tues5/1811a Baseball in Education Day Wed5/192p Business Day Special Thurs5/207p Insurance Night (2-for-1) / American Stroke Association Night Fri5/217p Morton Salt Night (2-for-1) / Team Picture Night / Boy Scout Night Sat5/227p Donnie & Eliza Thornberry Appearance / Lafayette Community Night Sun5/232p / YMCA Day (2-for-1) Mon5/247p Monday Dollar Menu / Million Dollar May Giveaway Indianapolis Indians Promotional Dates UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC Wiffle Bat Day

25 Promotional Efforts Drive Sales At the end of the 2008 season, the Oakland Raiders teamed up with the Golden State Warriors on a single game ticket promotion. With the help of a mutual sponsor, the teams were able to offer a $50 package that included a ticket to both a Raiders and Warriors game. Nearly 1,000 single game tickets were sold for each club as the result of the promotion with 750 of those coming in the first 2 days of the promotion. UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

26 Promotional Efforts Drive Sales Concert promoters now offering VIP packages, offering fans opportunities to access the best seats for the show and often times exclusive access to the artist for a premium price. Packages might include a back stage tour and pre-show dinners. Through the sale of premium packages, concert promoters and artists can make as much on 10% of their audience as they do on the other 90%. While an average concert ticket may cost $90, the VIP ticket can go for $1750. Broadway shows have also enjoyed a lot of success through the implementation of premium VIP packaging. UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

27 Promotions Personnel UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC LSUs athletics staff features an entire department devoted to promotions, including a director, two assistant directors and two coordinators The NBAs Golden State Warriors employ a staff of five to focus specifically on group ticket sales Most organizations employ a full-time staff to manage promotions and sales

28 Promotions Personnel UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC The Green Bay Packers, whose home games have been sold out on a season ticket basis since 1960, do not have any ticket sales personnel on staff and, subsequently, do not typically host any ticket driven promotions at games By contrast, the New Orleans Hornets have a staff of nearly 30 sales representatives with a ticket sales focus The frequency of promotions and size of sales staffs are dependant upon a teams available ticket inventory

29 Promotions Personnel UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC After the announcement of the signing of free agents LeBron James, Chris Bosh and Dwyane Wade, the Miami Heat quickly sold out of ticket inventory. Soon after, the team let go a reported 30 ticket sales staff members. Said team spokesperson Lorrie-Ann Diaz, Now that the supply for (season tickets) has been exhausted we no longer require a season ticket sales team.

30 Market Research in Ticket Sales How do fans feel about the ease of buying tickets? What motivates fans to buy tickets? What factors impact a fans decision to attend a particular game? Does the organization review fan demographic information when creating ticket marketing strategies? UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

31 Market Research in Ticket Sales Which newspapers and sections are fans most likely to read? Which radio station favorites best fit fan demographics? Which television stations are fan favorites? UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

32 Ticketing Trends Like any other industry, business trends play an important role in how sports and entertainment properties market their products and services One current industry trend is the development of flex ticket packages UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

33 Ticketing Trends * Flex package purchasers only have to pay for parking once and the package is good for 14 consecutive days * Flex package buyers can jump between parks as many times as as they wish during those 14 days UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC The Orlando Flex ticket package offers buyers access a number of different parks, including Universal Studios, Sea World, Wet N Wild and Busch Gardens

34 Ticketing Trends UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC Minor league hockeys Green Bay Gamblers offers flex packages of 8, 15, or 30 games Fans have the luxury of choosing any games they want

35 Lesson 9.2 – Ticket Sales Strategies Copyright © 2010 by Sports Career Consulting, LLC

36 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 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

37 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC Season Tickets Most organizations include additional benefits for consumers purchasing season tickets to add value to their purchase

38 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 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

39 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 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

40 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 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

41 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 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

42 PSLs UNIT 9 Ticket Promotion & Sales Copyright © 2010 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.

43 PSLs UNIT 9 Ticket Promotion & Sales Copyright © 2010 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.

44 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 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

45 UNIT 9 Ticket Promotion & Sales Copyright © 2010 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

46 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 (e-mail newsletter) Ability to purchase additional game tickets in advance of public sale UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC Orlando Magic half season packages offer these great benefits:

47 UNIT 9 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 © 2010 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

48 The Weekender Game Pack 2004-05 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 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC Ticket Mini-Plans

49 UNIT 9 Ticket Promotion & Sales Copyright © 2010 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

50 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) UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

51 Lets say the Kansas City Royals 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? UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC Discussion Topic

52 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 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC Discussion Topic

53 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 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

54 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. UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

55 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 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

56 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. UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC Group Ticket Packages

57 Groups of 20-49 receive 10% discount ADULTS$52.20 CHILDREN (4 - 13 years)$33.30 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC Group Ticket Packages Groups of 50-99 receive 12.5% discount ADULTS$50.75 CHILDREN (4 - 13 years)$32.35 Groups of 100+ receive 15% discount ADULTS$49.30 CHILDREN (4 - 13 years)$31.45

58 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 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC Interactive Ticket Packages

59 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 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC Celtics Halftime High Five Kids Tunnel

60 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 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC Sparks Traveling Practice Program

61 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. UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC Thunders Court of Dreams

62 Theme Ticket Packages UNIT 9 Ticket Promotion & Sales Copyright © 2010 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

63 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. UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC Bobcats Theme Nights Let You Create An Instant Occasion!

64 Theme Night Tickets SCOUT NIGHTS Saturday, November 6 - 7 p.m. - Orlando Magic Friday, January 28 - 7 p.m. - Toronto Raptors Friday, April 1 - 7 p.m. - Toronto Raptors TEACHER APPRECIATION NIGHT/DAY Saturday, December 18 - 7 p.m. - Houston Rockets Saturday, April 16 - 1 p.m. - New York Knicks YOUTH BASKETBALL NIGHTS Saturday, November 13 - 7 p.m. - Golden State Warriors Wednesday, December 29 - 7 p.m. - Indiana Pacers Saturday, March 5 - 7 p.m. - Washington Wizards UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

65 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 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

66 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) UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

67 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. UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

68 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 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

69 Single Game Tickets 2004-2005 University of Wisconsin Badgers Womens Basketball Single Game Tickets UNIT 9 Ticket Promotion & Sales Copyright © 2010 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.

70 Single Game Tickets UNIT 9 Ticket Promotion & Sales Copyright © 2010 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

71 Single Game Tickets UNIT 9 Ticket Promotion & Sales Copyright © 2010 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 11-13 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.

72 Single Game Tickets UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC The Houston Astros offered a "one day opportunity" to fans subscribed to the teams email 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.

73 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 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

74 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 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

75 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 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

76 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 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

77 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 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

78 Lesson 9.3 – The Ticket Sales Cycle Copyright © 2010 by Sports Career Consulting, LLC

79 Sports & Entertainment Marketing Goals The ultimate goal of sports and entertainment promotion according to Mullin, Hardy and Sutton is to increase overall consumption of products or services through increased awareness and interest UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

80 Frequency Escalator The frequency escalator is a marketing tool that examines the attendance levels of fans The basic concept of the escalator is that sports and entertainment marketers focus not on getting new fans to games, but rather encourage those fans already attending to attend with more frequency UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

81 The Frequency Escalator Medium User Non User Indirect User Light User Heavy User UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

82 The unaware consumer does not know a product or service exists and therefore does not attend games or events Copyright © 2010 by Sports Career Consulting, LLC The sports and entertainment marketer reaches this group of consumers through advertising, publicity and promotional items UNIT 9 Ticket Promotion & Sales Frequency Escalator

83 The indirect user is aware of the product or service, but does not directly participate by attending events, but rather consumes via another source (television, radio etc) Copyright © 2010 by Sports Career Consulting, LLC The sports and entertainment marketer goal with indirect users is to do something to get them to act. This group of consumers can be reached through promotional tickets, individual/single game tickets, theme nights and group nights UNIT 9 Ticket Promotion & Sales Frequency Escalator

84 Light users attend games and events for promotional giveaways, team performance and social interaction Copyright © 2010 by Sports Career Consulting, LLC This group of consumers can be reached through increased promotion and give-aways and creative packaging strategies UNIT 9 Ticket Promotion & Sales Frequency Escalator

85 Medium users attend less than half the times possible Copyright © 2010 by Sports Career Consulting, LLC The keys to reaching this group include good service, appealing to fan pride, creating team affiliations, added benefits such as seat locations and emphasis on the value of fan participation UNIT 9 Ticket Promotion & Sales Frequency Escalator

86 Heavy users participate or attend more than half the times possible and are the most important group to an organization Copyright © 2010 by Sports Career Consulting, LLC Examples of heavy users include season ticket holders, Tom Cruise fans that see each of his films in the theater and purchase all of his DVDs and fans of the Dave Matthews Band who see the concerts each time they visit the fans city and purchase all of their CDs UNIT 9 Ticket Promotion & Sales Frequency Escalator

87 Descending the escalator occurs when consumers downgrade or eliminate their participation levels Copyright © 2010 by Sports Career Consulting, LLC Descending the escalator occurs when a consumer has over purchased or overcommitted UNIT 9 Ticket Promotion & Sales Frequency Escalator

88 Copyright © 2010 by Sports Career Consulting, LLC Is often a byproduct of fan disconnect or discord with their team, event, or favorite performers UNIT 9 Ticket Promotion & Sales Descending the Escalator

89 Lesson 9.4 – Ticketing Technologies Copyright © 2010 by Sports Career Consulting, LLC

90 Distribution Database Marketing Service Sales How has technology improved the ticketing process? UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

91 Ticketing Technologies UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC The world wide web provides many access points for fans wanting to purchase tickets online TicketMaster.com Individual team, league or event websites Online ticket brokers Fandango.com Technology has streamlined the distribution of tickets

92 Major League Baseballs San Francisco Giants utilize barcode technology to scan tickets as fans enter the stadium (SBC Park) through electronic turnstiles. What are the advantages to implementing barcode technology at a stadium? Ticketing Technologies - Discussion Copyright © 2010 by Sports Career Consulting, LLC UNIT 9 Ticket Promotion & Sales

93 What are some advantages? 1) Enables the team to avoid common ticketing problems 2) Staff can quickly deactivate lost or stolen tickets and reissue new ones 3) Virtually eliminates the possibility of erroneously selling the same seat more than once UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC Ticketing Technologies - Discussion

94 Ticketing Technologies UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC All events hosted at the Intrust Bank Arena in Wichita will feature mobile ticketing in which tickets are delivered directly to customers cell phones. If customers select mobile delivery, they then receive a digital bar-coded picture message that serves as an alternative to a physical, hard copy ticket. Ticket Distribution

95 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC Ticket Distribution All events hosted at the Intrust Bank Arena in Wichita will feature mobile ticketing in which tickets are delivered directly to customers cell phones. If customers select mobile delivery, they then receive a digital bar-coded picture message that serves as an alternative to a physical, hard copy ticket.

96 Ticketing Technologies Database marketing is the process of gathering information about existing and prospective customers, entering that information into a centralized database, and using that database to drive marketing efforts Database marketing has enjoyed continued growth as the new trend in direct marketing among many sports and entertainment organizations UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

97 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC Database Marketing Database marketing enables marketers to capture information directly relating to their fan bases and allows for a more effective direct marketing campaign In an effort to build their database and expose new fans to their product, the NBAs Portland Trail Blazers launched an email campaign encouraging fans to register online. Fans who registered online received a pair of complimentary tickets to a pre-season game.

98 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC Database Marketing Ten years ago, the Staples Center hosted its first prime time boxing event (De La Hoya vs. Mosley). Arena marketers made a conscious effort to capture information about ticket buyers and begin building a database. A decade later, the database has grown significantly and has helped the facility enjoy some of the most profitable nights in Staples Center history.

99 Ticketing Technologies UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC Generate new business Boost renewal and retention rates Establish sales leads Increase fan loyalty Strengthen relationships with customers Improve communications with fans By segmenting fans based on their buying habits and demographic information, an organization can:

100 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC Service Many organizations have implemented online account manager programs for their season ticket holders as a vehicle for improving customer relations Technology makes communication easier and more effective between teams and consumers The Memphis Grizzlies season ticket holders enjoy many benefits via the teams Website

101 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC Service Forward tickets electronically, allowing customers to email tickets to friends, family or clientseven at the last minute Manage tickets by tracking ticket usage and managing guest lists online Edit personal profiles to keep account info updated Make payments, view statements, and renew ticket packages

102 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC Sales Dynamic ticket pricing refers to the process of adjusting ticket prices on the basis of changing variables like weather, opponent, demand, availability or who is scheduled to pitch on a particular day Many teams already charge different prices for seats based on the opponent or other factors, but the dynamic pricing allows an organization to manage ticket sales efforts by carefully measuring supply and demand and creating price points accordingly

103 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC Sales In a 2009 series vs. the New York Mets, the San Francisco Giants had some bleacher seats that regularly go for $17 each varied in price from $15 to $33, depending on the weather and pitching matchups

104 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC Sales In 2009, the NHLs Dallas Stars also adopted a dynamic ticket pricing model. The technology analyzes the Stars and their opponents' win-loss records, attendance, stats, opposing players, and more. Standings, ticket inventory, and attendance also play a role in determining the ticket price. By implementing the new strategy, Stars fans could see dramatic swings in ticket prices. CNet.com reported that terrace seats would be offered for $36 for the Stars' Oct. 14 game. Just two days later, those same seats will be offered for $60.

105 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC Sales Reports began swirling in 2009 that both LiveNation and Ticketmaster have been giving consideration to applying dynamic ticket pricing strategies so this is a trend that may begin gaining some traction in the near future

106 Ticketing Technologies UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC The selling of tickets by an unauthorized third party, called ticket scalpers or online brokers, has become commonplace online This practice has a negative impact on an organizations bottom line, and ultimately drives ticket prices up for consumers Drawbacks to the Advancement of Ticketing Technologies

107 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC Drawbacks to the Advancement of Ticketing Technologies In 2009, Florida toughened its ticket scalping laws to help consumers when Gov. Charlie Crist signed into law a new ticket resale bill that requires Internet brokers to offer better guarantees, outlaws the sale or use of "bot" software, and makes it illegal to scalp tickets to charity events

108 Ticketing Technologies UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC During the 2010 FIFA World Cup in South Africa, a special World Cup court sentenced a Nigerian scalper to three years in jail after he was found with 30 tickets on for the opening match Drawbacks to the Advancement of Ticketing Technologies

109 UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC StubHub boasts partnerships with St. Johns, USC, Wisconsin and Georgetown Athletics (among many others) as the official ticket marketplace RazorGator stakes its claim as the official ticket package partner of the Ultimate Fighting Championship Sports and entertainment properties are now being challenged to adapt to the seismic growth and legalization of the secondary ticket market

110 Ticketing Technologies UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC In 2008, Ticketmaster paid $265 million for ticket reseller TicketsNow to secure a larger piece of the secondary market TicketLiquidator launched in 2002 and boasts an inventory that includes more than 4 million tickets for over 83,000 events worldwide Sports and entertainment properties are now being challenged to adapt to the seismic growth and legalization of the secondary ticket market

111 Blank Slide Available for Teacher Edits UNIT 9 Ticket Promotion & Sales Copyright © 2010 by Sports Career Consulting, LLC

112 Ticket Promotion & Sales UNIT 9 REVIEW (ANSWERS) Copyright © 2010 by Sports Career Consulting, LLC 1)Understand the importance of ticket sales to the sports and entertainment industry Specific evidence supporting the importance of the ticket sales function would include a 2003 report by the Sports Business Journal that $11.7 billion was spent by consumers on tickets to sporting events that year. Additionally, ticket sales typically generate between 50 – 66% of a Major League Soccer franchises annual revenue.

113 Ticket Promotion & Sales UNIT 9 REVIEW (ANSWERS) Copyright © 2010 by Sports Career Consulting, LLC 2)Identify factors that influence a fans decision to purchase tickets Performance Fan loyalty and fan support Highly visible athletes and entertainers Facilities, venues and stadiums Promotion and sales

114 Ticket Promotion & Sales UNIT 9 REVIEW (ANSWERS) Copyright © 2010 by Sports Career Consulting, LLC 3)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

115 Ticket Promotion & Sales UNIT 9 REVIEW (ANSWERS) Copyright © 2010 by Sports Career Consulting, LLC 4)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 5)Explain the concept of frequency escalator The basic concept of the escalator is that sports and entertainment marketers focus not on getting new fans to games, but rather encourage those fans already attending to attend with more frequency with an increased level of commitment

116 Ticket Promotion & Sales UNIT 9 REVIEW (ANSWERS) Copyright © 2010 by Sports Career Consulting, LLC 6)Describe how ticketing technology has provided innovative alternatives for customers Ticketing technology has improved the customer buying experience by creating additional and improved distribution channels. Customers can purchase tickets in person, on the telephone or via the Internet. Today, customers have the capability to manage their accounts, print tickets at home or event send to tickets to friends and family electronically.

117 End Unit 9 Copyright © 2010 by Sports Career Consulting, LLC


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