By Bill Guertin, The 800-Pound Gorilla Ticket Playbook Contributor You've heard it a thousand times. You make a solid pitch for a suite, a hospitality package, a group outing — something you genuinely believe would benefit their business — and the response comes back before you've even
Most traditionally, customer service has been boxed into a corner, handled by a designated group of individuals or in some cases a call center. However, in the sports industry, where the product is about both entertainment and emotion, limiting customer service to a single team is a missed opportunity. Whether
Use this list as a reference for new theme night ideas. Each theme can be adapted into a group-ticket offer, sponsorship package, community partnership, giveaway, premium experience, or special ticket bundle. Pop Culture, Fandom, and Entertainment Star Wars Night: Character appearances, themed jerseys, light-up giveaways, costume contests, and
By Bill Guertin, The 800-Pound Gorilla Ticket Playbook Contributor You made a great presentation. You asked smart questions, you listened well, you matched the right package to the right need, and the prospect seemed genuinely interested. Then they leaned back, nodded thoughtfully, and said the seven words that have
In today’s increasingly mobile world, people are moving more often. Whether it's job relocations, lifestyle shifts, or the population boom in sunbelt cities, teams in those markets are faced with a crucial challenge and opportunity: how do you win the hearts of fans who didn’t grow
Success in group sales goes beyond cold calls and email blasts, it is about spotting opportunities wherever they live, including right under your own roof. If you want to knock your group sales goals out of the park, it might be time to take a closer look at the relationships,
Upcoming Discussions
Resale marketplaces have changed the rules of ticket sales. Fans have more choices than ever, making it increasingly important for sales reps to sell value, not just tickets. From memberships and premium experiences to exclusive benefits and long-term relationships, the most successful organizations have learned how to stand apart
The ultimate resource for ticket sales professionals including sales reps, marketers, promoters, and executives. "Sold Out" starts here.
AI Is Already Changing the Ticket Sales Playbook Artificial intelligence is quickly moving from novelty to everyday utility in ticket sales. The opportunity is not simply to automate more work, but to help sales, marketing, service, and operations teams make better decisions with the time and data they already have.
Ticket sales can be exhilarating, but the constant mix of games, events, meetings, deadlines, calls, texts and overflowing inboxes can also become relentless. Staying effective over a long season requires more than working harder. It means recognizing strain early, directing energy toward the work that matters and building habits that
By Bill Guertin, The 800-Pound Gorilla Ticket Playbook Contributor After over 20 years in sports sales training, I've had a view from just about every version of a ticket sales office you can imagine. From the well-knowns to the unknowns, Major Leagues, Minor Leagues, and everything
Turn Venue Space Into Event Inventory Sports venues have more to sell than seats, suites, and hospitality areas. Conference rooms, concourses, parking lots, unused storage areas, club spaces, and nearby partner locations can become pre-game event inventory when teams look at their buildings with fresh eyes. The strongest opportunity
Theme nights have always been a staple of sports attendance, but the most forward-thinking teams are pushing well past the usual giveaway table. The best promotions now treat the entire fan experience as a canvas, driving meaningful new fan attendance and building the kind of memories that turn casual
Sorry! We forgot to hit record on this one until half-way through the session! In this session, we discussed the best ticket sales promotions of 2025. Here's the shortened video recording of the session along with a summary of what was discussed. The most powerful drivers of
In this session, we discussed tips and tricks to make your promotion stand out, create urgency, and sell more tickets Here's a video recording of the session along with a summary of what was discussed. In today's crowded events marketplace, simply running a promotion is no
If you want to future-proof your fanbase, start by thinking smaller, literally. While most teams chase adults with credit cards, the real long-term play sits in the stands with foam fingers and juice boxes. Those kids are your future diehards, and if you hook them early, you’ll
In this session, we discussed repeatable frameworks and tactics that raise real dollars and drive real attendance. Here's a video recording of the session along with a summary of what was discussed. The most effective group ticket sales rarely begin with a conversation about tickets — they begin with
Let’s just say it: group reps are tired. And not just the “need a nap after a long day of outreach” kind of tired. We’re talking about the kind of tired that comes from carrying the weight of an entire revenue channel while being told to “just make
In this session, we discussed themed offers, flash sales, gifting, and bundling. It’s never too early to start planning for the holidays. Here's a video recording of the session along with a summary of what was discussed. The holiday season, from Halloween through New Year’s, is
Some nights, it’s not about the matchup — it’s about the moment. Across sports, teams are leaning into creative, community-driven theme nights that are filling seats and feeding fan culture. If your promo calendar still looks like it’s stuck in the bobblehead era, it’s time to
In this session, we discussed things schools! Performance groups, fundraisers, sports teams, assemblies, and more! Here's a video recording of the session along with a summary of what was discussed. Partner with School Sports Teams and Clubs Connecting with existing school athletic programs is a natural entry point
In today's competitive entertainment landscape, selling tickets isn't just about filling seats it's about crafting experiences. If you're still selling tickets as commodities or one-size-fits-all, you're leaving serious revenue on the table and playing right into the
Customer Service is the foundation that brings fans coming back time and time again. Having exceptional service builds trust and emotional loyalty, which can lead to season ticket renewals, repeat buyers, word-of-mouth recommendations, and increased brand engagement. Good customer service translates to real measurable returns. To build that
Bobblehead giveaways have become far more than quirky trinkets as they often sell out stadiums or arenas. From classic player likenesses to wacky mash-ups, innovative designs and collector pieces, bobbleheads help teams score big on attendance and revenue. Why Bobbleheads Still Drive Ticket Sales * Massive turnout long before game
In this session, we explore what perks, programs, and surprises really keep season ticket members, group leaders, and fans coming back for more. Here's a video recording of the session along with a summary of what was discussed. Turning a Ticket into a Relationship Buyer benefits work when
The WNBA isn’t just growing—it’s surging, surpassing expectations which is setting the stage for a new era in women’s professional sports. In a move that showcases both bold vision and undeniable momentum, the league has announced the addition of three new franchises: Cleveland (2028), Detroit (2029)
Let’s be real, sports teams aren’t just competing against each other. They’re competing against TikTok, Netflix binge sessions, and whatever viral meme is currently setting the internet on fire. So how do you cut through the noise and get butts in seats? By embracing the weird, wonderful,
When the sales and marketing teams of a sports organization work in harmony, the results can be just as thrilling as a last-second buzzer-beater. While they may have different day-to-day goals, both teams ultimately aim to fill seats, build loyalty, and drive revenue. Here are seven
In this session, we tackle the latest and greatest concepts related to theme nights. From Grateful Dead Nights to Bark at the Park and Hello Kitty takeovers, teams are moving the needle on revenue and fan engagement. Here's a video recording of the session along with a summary
The New England Revolution crush youth soccer sales and their recent finishes in MLS group sales standings echo this. 2023- 1st overall in Group Sales in the MLS 2024- 2nd overall in Group Sales in the MLS Learn from Senior Manager of Group Sales, Joe Medcalf, how they structure their
Women's professional sports are in the midst of a historic surge, capturing headlines, attracting record-breaking crowds, and gaining new commercial traction that was unthinkable a decade ago. From packed arenas to primetime TV deals, the momentum is unmistakable. But what’s behind this growth, and which sports
In this session, with guest Mark Metz from the Columbus Blue Jackets, we discussed how teams are creating unique ticket packages that allow flexibility, drive revenue, and boost attendance. Here's a video recording of the session along with a summary of what was discussed. Holiday Packs That Pair
Attracting new and different fans to your event requires a new and different approach. Sports organizations can no longer rely solely on the thrill of the game to fill the stands. Today’s fans crave more than just competition—they want an experience. That means building immersive, inclusive, and diverse
When fans flock to major sporting events, they’re not just there for the action on the field, track, or court. Increasingly, they're also drawn by the experiences — and that includes what’s in their cups. Specialty drinks have become an integral part of the fanfare at iconic
The San Diego Padres have sold out of their Petco Barkyard memberships for the 2025 season!! Yes, that is right. The 10 game plans that were offered for fans to enjoy games with their favorite furry friend was a hit. The Barkyard sponsored by Petco features five semi-private, dog-
In this session, we discussed how flash sales and timed offers can create urgency and drive sales results. Here's a video recording of the session along with a summary of what was discussed. Focus on Value, Not Just Discounts One of the biggest misconceptions about flash sales is
Too often, young or inexperienced managers fall into the trap of treating their team as a monolith—where everyone is expected to think, perform, and respond in the same way. Expectations are replicated from one account executive to the next, and recognition—whether it’s awards, shoutouts, or incentives—follows
According to an article from EMarketer Reddit is the social platform that is seeing bigger time spend gains year over year than any other platform. The trend towards Reddit is driven by many factors but the largest being the human element of it and the desire for perspectives from real
In the competitive world of ticket sales, organizations often find themselves weighing two approaches to fill their venues: maximizing revenue per ticket versus prioritizing attendance, commonly referred to as the "butts in seats" mentality. While both strategies have their merits, finding the right balance can mean the difference
In this session, we discussed best practices on how to collect and leverage data from your promotions to drive sales. Here's a video recording of the session along with a summary of what was discussed. Why Data Matters in Ticket Sales Rather than being just another buzzword, data
Are Your Season Plans Trade-Proof? How to Keep a Loyal Fan Base After Losing a Franchise Player When a superstar leaves, the ripple effect goes beyond the roster. It hits ticket sales HARD. The Dallas Mavericks faced this challenge after trading Luka Doncic, prompting frustration among season ticket holders.
In this session, we outlined ideas and tactics to inspire competition and urgency among your groups, resulting in higher sales. Here's a video recording of the session along with a summary of what was discussed. The Power of Competition in Sales Competition is deeply embedded in human nature.
It’s no secret that more and more ticket sales are challenged by the in-home experience. Food and beverage is cheaper, the bathroom "line" is shorter, and your couch is a major upgrade upgrade from a stadium seat! So as venues continue to reinvent various viewing spaces
In the sports industry, one recurring phenomenon stands out: a team achieves success, such as winning a championship or making a deep playoff run, and suddenly there’s a decision to scale back group sales inventory—or even reduce group sales staff. These decisions often happen quickly, based on the
In this session, we outlined actionable tips on how to create a winning ticketing strategy for 2025. With pricing pressures across sports ticketing, it's important to sharpen your skills to be successful. Here's a video recording of the session along with a summary of what was
In today’s Instagram-driven world, fans expect more than just the game or show when they buy a ticket. They’re looking for special moments, shareable experiences, and those all-important photo opportunities. For teams, venues, and events, this presents a golden opportunity: By embracing these demands and rethinking
Promotional items, when chosen and designed effectively, have the power to ignite fan excitement, create lasting memories, and ultimately drive ticket sales. But what makes a promotional item truly stand out? How can you ensure that your investment knocks it out of the park? Below, we dive into the key
Farming and Group Sales: Two Peas in a Pod At first glance, comparing group sales and farming might sound a bit far-fetched. However, a deeper look reveals striking parallels. Both are processes that require time, patience, and consistent effort to achieve success. Exploring these similarities highlights why understanding this
Gone are the days when theme nights were exclusive to minor league teams. What once felt like a quirky tradition limited to smaller venues has now evolved into a major league phenomenon. Remember when minor league ballparks introduced Star Wars nights, complete with costumed fans and lightsaber giveaways? Today, those
In the competitive world of ticket sales, some reps consistently rise to the top. Their success isn't just a matter of charisma or luck—it's built on a set of specific behaviors that give them an edge. Top-selling professionals don’t just know how to
As the regular season wraps up and playoff buzz fades, ticket sales for many teams often take a hit. But savvy franchises are discovering that post-season promotions can keep the excitement, and the revenue, alive well into the off-season. From exclusive early-bird tickets to fan loyalty rewards,
In this session, we had an open discussion about "What's Working Now?" in the ticket sales world. It's a difficult environment to sell tickets and there are pricing pressures, so creativity is more important than ever. Here's a video recording of the
In the fast-paced and high-visibility world of ticket sales, getting creative with sponsorships can be the perfect way to hit it out of the park. Here, we explore ten innovative sponsorship ideas that you can implement within the ticket sales buy-flow. These are chances to connect brands
The classic "Buy One, Get One" deal has been a staple in ticket sales for years, but it can start to feel a little flat. If you're looking to spice things up and offer your fans something fresh, it's time to think outside the
