Are Your Season Plans Trade-Proof?

Are Your Season Plans Trade-Proof?

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. Their response? Offering refunds and focusing on long-term fan loyalty. But the best strategy is preventing this fallout in the first place.

Keeping Fans Invested Beyond Star Power

Rather than reacting to a crisis, teams should proactively build a resilient fan base by emphasizing ticket package flexibility and experiences that go beyond any single player:

Flexible Ticket Packages

Fans appreciate the ability to customize their ticket packages and not necessarily commit to a full season or half season plan. It’s time to change the season plan model.

  • Pick Plans - Allow fans to pre-select the matchups they want to attend.
  • Voucher Packs (the true “flex plan”) - A committed number of tickets or games that can be redeemed/used at any time throughout the season.
  • Money Banks - Similar to a gift card, pre-paid spend that can be used at any time throughout the season. 
  • Subscription Passes - Provide access to a set number of games per month

These can be structured such that the bigger the commitment, the bigger the benefit, in terms of discounts, tickets, or even special bonus experiences.

Season Ticket Member Perks

Ensure member value beyond any one player. Teams already have the assets to create mind-blowing benefits that are too good to pass up.

  • Dinner with a Player – Private dining experiences with select players for top-tier members.
  • Locker Room Access – Pre-game or post-game locker room visits for a behind-the-scenes look.
  • Road Trip Experience – Travel with the team for an away game, including flights and accommodations.
  • Draft Day War Room Access – Exclusive invitation to the team’s draft headquarters to witness picks in real time.
  • Team Photo Day – Annual professional photo session with players and coaching staff.
  • In-Game Decision Experience – Sit with a team executive to experience real-time strategy discussions.
  • Game Day Honorary Coach/GM – Sit courtside with the coaching staff or shadow the GM for a day.

These benefits can be offered in tiers, where higher-tenured members unlock more benefits

In-Venue Experiences

The game-day environment should be a spectacle in itself.

  • Skyline Terraces – Rooftop-style seating areas with scenic views, open-air lounges, and craft beer selections.
  • On-Court Social Spaces – Court-side standing high tables with bar access, allowing fans to socialize while still feeling part of the action.
  • Interactive Fan Zones – Tech-driven experiences like AR dunk contests, interactive stat displays, and VR replays of iconic team moments.
  • Luxury Cabanas – Private, cabana-style seating with lounge chairs and table service, creating a resort-like experience within the arena.
  • Themed Sections – Fan-centric areas tailored for different crowds, such as an "E-Sports Lounge" for gaming enthusiasts or a "Legends Deck" celebrating franchise history.

These can be unlocked through fan or member loyalty. Once you hit a certain number of games attended, you can unlock in-venue experiences.

Handling Fallout with Grace

If a franchise player leaves, swift and transparent communication is key. Providing options, whether through refunds or additional incentives, reassures fans that their loyalty is valued. A team’s brand should outlast any individual star. By prioritizing customized ticket packages, and fan experiences, franchises can weather major trades while keeping venues full and high-energy.

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