We’ve scouted Street and Smith’s SportsBusinessDaily for the most effective action plans for ticketing in the American sports and entertainment scene. These strategies have been used by top ticketing executives in various teams across the US. The interviewed executives also talked about some of their most important lessons in the ticketing business. Check out our compilation below:
1) Mike Clough – Minnesota Twins’ VP of Ticket Sales & Service
Mike’s club launched a mobile access flex plan offering up to 20 vouchers redeemable through the MLB Ballpark App, with two pricing scales available: the lower level Field Box and the upper-level Home Plate View. The plan, which was meant to provide both flexibility and spontaneity in the schedules of Twins’ fans, also serves to grow further the adoption of mobile ticketing.
Also launched in this strategy at the Twins was an unlimited Ticket Exchange program targeting season-ticket holders. This makes schedules more flexible by enabling fans to exchange a game for another, of the same or lesser tier match in the future.
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2) Jim Popovich – Pittsburgh Pirates’ Senior Director for Membership & Retention
Popovich explained how they’ve implemented a live ticketing relocation platform via Ballena. The platform aims to provide fans with a better ticketing method that doesn’t involve going down to the team’s open, cold-weather ballpark to pull tags from their seats. As a result, the team has seen over 50% rise in traffic to their site, although they use handwritten notes and telephone calls as extra follow-ups to their members.
3) Charlie Slonaker – Philadelphia Union’s VP for Ticket Sales & Fan Services
The U’s soccer team has implemented a School Fundraiser Program. Almost a hybrid model, it provides order forms to sell tickets for 3-4 different matches. This system essentially creates an extra sales force. According to Slonaker, its credits go to Barry Gibson (Indiana Pacers) and Jason Cohen (Washington Nationals).
4) Tom Pistore – Maple Leaf Sports & Entertainment’s VP of Sales & Service
As the company entered its centennial season, Pistore says that they understood how much of a high demand the marquee game of the Maple Leafs against the Red Wings would be. In parallel, they launched the Maple Leafs vs. Red Wings alumni game, avoiding bundling (a common practice for such events) regardless of how pressed they were to do so. Although bundled selling typically meets revenue goals, fans rarely enjoy this kind of leveraging thus negatively affecting attendance and per caps. Pistore predicts that this alternative method of strategic and rigorous full pricing and scaling of the game will not only sell more than 25,000 seats but also market the company’s centennial celebrations to a new fan base without the negatives associated with leveraged selling.
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