Discussion Session Video - What's Working Now? (October 30, 2024)
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 session along with a summary of what was discussed.
Flexible Pricing Models
Many teams are experimenting with dynamic pricing and variable ticket packages to better match demand and purchasing trends. By adjusting prices based on factors like opponent, day of the week, or demand spikes, they can attract a broader audience without undervaluing the experience.
Enhanced Group Sales
Expanding on group sales with targeted packages (like family or corporate bundles) has shown positive results. Offering tailored experiences, such as pre-game meet-and-greets, exclusive seating sections, or custom merchandise for groups, creates added value that encourages larger purchases.
Season Ticket Membership Perks
To retain season ticket holders and attract new ones, teams are focusing on exclusive benefits for members. These perks range from early access to additional events, exclusive content, and member-only digital spaces to on-field or behind-the-scenes experiences, making memberships feel more like a community.
Theme Nights and Special Events
Creative theme nights tied to local interests, pop culture, or notable causes have been highly effective. Ideas like “80s Night,” “Superhero Day,” or community give-back events draw unique crowds and create opportunities for collaboration with local businesses for co-marketing.
Digital-First Strategies
Digital marketing campaigns, particularly through social media ads targeting specific demographics, are helping sales teams reach new audiences. The session highlighted tactics like remarketing ads for users who viewed ticket pages but didn’t purchase, and engaging video content to showcase game-day excitement.
Fan Engagement through Technology
Using interactive tech like mobile apps or augmented reality features in venues creates a more engaging experience for attendees. Loyalty programs and gamified elements within apps that reward fans for purchases or participation have shown to increase ticket renewals and fan enthusiasm.
Family-Friendly Packages
With a rising interest in family experiences, venues are providing kid-friendly packages that include food vouchers, mascot meet-ups, and game-day activities specifically for younger audiences, making it easier for families to justify attending.
Corporate Partnerships and Sponsorships
Collaboration with local businesses has been a significant boost for some teams. By working with corporate sponsors to create bundled deals or incentives, teams can drive ticket sales while giving partners visibility to the fanbase.
Experiential Upgrades
Allowing fans to upgrade their experience after purchasing a ticket has proven effective. Offering options like premium seating, pre-game access, or VIP lounges as add-ons helps capture more revenue from fans who are already committed to attending.
