Unit 9 – Ticket Promotion &
Sales
Copyright © 2010 by Sports Career Consulting, LLC
UNIT 9 OBJECTIVES
Ticket
Promotion &
Sales
1)Understand the importance of ticket
sales to the sports and entertainment
industry
2)Identify factors that influence a fan’s
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
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© 2010 by Sports Career Consulting, LLC
Lesson 9.1 –
The Role of Ticket Sales
Copyright © 2010 by Sports Career Consulting, LLC
Ticket Promotion & Sales
UNIT 9
Importance of Ticket Sales
Ticket sales provide the
financial backbone for many
organizations within the
industry
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© 2010 by Sports Career Consulting, LLC
Ticket Promotion & Sales
UNIT 9
Importance of Ticket Sales
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
franchise’s local revenue in all four
major sports leagues, ranging as high
as 80 percent for some teams
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Ticket Promotion & Sales
UNIT 9
Importance of Ticket Sales
A fan’s 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
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Ticket Promotion & Sales
UNIT 9
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
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Ticket Promotion & Sales
UNIT 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
Copyright
• 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
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Ticket Promotion & Sales
UNIT 9
Winning teams traditionally
draw bigger crowds
From 2007 to 2009, the NHL’s Chicago Blackhawks
went from one of the worst teams in the league to a
championship caliber hockey club. Subsequently, the
franchise’s 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 (secondworst in the NHL) to 912,000 in 2009, the top
attendance in the league.
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Ticket Promotion & Sales
UNIT 9
Winning teams traditionally
draw bigger crowds
In 2008, MLB’s 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.
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Ticket Promotion & Sales
UNIT 9
Some markets traditionally attract more fan
support and larger crowds by nature
 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)
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Ticket Promotion & Sales
UNIT 9
Highly visible athletes and entertainers
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
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Ticket Promotion & Sales
UNIT 9
Highly visible athletes and entertainers
In 2009, the WNBA’s 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
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Ticket Promotion & Sales
UNIT 9
Highly visible athletes and entertainers
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
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Ticket Promotion & Sales
UNIT 9
Promotions Personnel
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.”
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Ticket Promotion & Sales
UNIT 9
Highly visible athletes and entertainers
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.”
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Ticket Promotion & Sales
UNIT 9
Storied facilities with tradition also have a
unique appeal that help attendance
 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. John’s University etc.)
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Ticket Promotion & Sales
UNIT 9
Stadiums with Tradition Attract Fans
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Ticket Promotion & Sales
UNIT 9
New stadiums and venues rely on improved
amenities to excite consumers
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.
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Ticket Promotion & Sales
UNIT 9
New stadiums and venues rely on improved
amenities to excite consumers
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 highdef jumbotron in the world
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Ticket Promotion & Sales
UNIT 9
New stadiums and venues rely on improved
amenities to excite consumers
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
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Ticket Promotion & Sales
UNIT 9
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
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Ticket Promotion & Sales
UNIT 9
Indianapolis Indians
Promotional Dates
DAY
DATE
TIME
PROMOTION
Sat
5/1
7p
Scooby-Doo Appearance
Sun
5/2
2p
Logo Baseball Day / Tiger Scout Day / State Employees Day
Mon
5/3
11a
Baseball in Education
Tues
5/4
7p
Ladies Night
Wed
5/5
2p
Business Day Special
Thurs
5/6
7p
317 Ryders Motorcycle Club Night
Fri
5/7
7p
Girl Scouts Night / Nurses Night / Kelley Racing Night
Mon
5/17
7p
Radio Sponsors Night / Monday Dollar Menu
Tues
5/18
11a
Baseball in Education Day
Wed
5/19
2p
Business Day Special
Thurs
5/20
7p
Insurance Night (2-for-1) / American Stroke Association Night
Fri
5/21
7p
Morton Salt Night (2-for-1) / Team Picture Night / Boy Scout Night
Sat
5/22
7p
Donnie & Eliza Thornberry Appearance / Lafayette Community Night
Sun
5/23
2p
Wiffle Bat Day
Mon
5/24
7p
/ YMCA Day (2-for-1)
Monday Dollar Menu / Million Dollar May Giveaway
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Ticket Promotion & Sales
UNIT 9
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.
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Ticket Promotion & Sales
UNIT 9
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.
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Ticket Promotion & Sales
UNIT 9
Promotions Personnel
Most organizations employ a full-time
staff to manage promotions and sales
LSU’s athletics staff features an entire
department devoted to promotions,
including a director, two assistant directors
and two coordinators
The NBA’s Golden State Warriors employ a
staff of five to focus specifically on group
ticket sales
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Ticket Promotion & Sales
UNIT 9
Promotions Personnel
The frequency of promotions and size of sales staffs are
dependant upon a team’s available ticket inventory
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
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Ticket Promotion & Sales
UNIT 9
Promotions Personnel
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.”
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Ticket Promotion & Sales
UNIT 9
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 fan’s decision to attend a
particular game?
Does the organization review fan demographic
information when creating ticket marketing
strategies?
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Ticket Promotion & Sales
UNIT 9
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?
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Ticket Promotion & Sales
UNIT 9
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
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Ticket Promotion & Sales
UNIT 9
Ticketing Trends
The “Orlando Flex” ticket package offers buyers
access a number of different parks, including
Universal Studios, Sea World, Wet N Wild and
Busch Gardens
* 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
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Ticket Promotion & Sales
UNIT 9
Ticketing Trends
Minor league hockey’s Green Bay
Gamblers offers flex packages of 8,
15, or 30 games
Fans have the luxury
of choosing any
games they want
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© 2010 by Sports Career Consulting, LLC
Lesson 9.2 –
Ticket Sales Strategies
Copyright © 2010 by Sports Career Consulting, LLC
Ticket Promotion & Sales
UNIT 9
Season Tickets
Season tickets:
Season tickets typically
provide the core revenue
stream for most
professional sports
teams, colleges and
universities
Copyright
Provide consumers
with a ticket to every
home game for a
particular sport or
event for one package
price
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Ticket Promotion & Sales
UNIT 9
Season Tickets
Most organizations include additional benefits
for consumers purchasing season tickets to add
value to their purchase
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Ticket Promotion & Sales
UNIT 9
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
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Ticket Promotion & Sales
UNIT 9
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 team’s General Manager and additional
discounts
• An opportunity to come take batting practice at the
ballpark
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Ticket Promotion & Sales
UNIT 9
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 team’s first
practice of the year
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Ticket Promotion & Sales
UNIT 9
Personal Seat Licenses
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
Copyright
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
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Ticket Promotion & Sales
UNIT 9
PSLs
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.”
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Ticket Promotion & Sales
UNIT 9
PSLs
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.”
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Ticket Promotion & Sales
UNIT 9
Ticket Packages
Teams generally offer a
special rate and/or an
additional benefit for
committing to a greater
number of games
Copyright
A ticket package is a
sales approach that
involves grouping
together a select
number of games to
form a “package” or
“mini-plan”
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Ticket Promotion & Sales
UNIT 9
Ticket Packages
Packages offer flexibility for consumer purchases
by requiring smaller financial and time
commitments to purchase game / event tickets
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Ticket Promotion & Sales
UNIT 9
Orlando Magic half season packages
offer these great benefits:
• 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
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Ticket Promotion & Sales
UNIT 9
Orlando Magic Half Season Plan
Wed.
Nov. 3
vs. Milwaukee
Tue.
Nov. 9
vs. Dallas
Tue.
Feb. 8
vs. Golden State
Fri.
Nov. 12
vs. L.A. Lakers
Sun.
Feb. 13
vs. New Orleans
Sat.
Nov. 27
vs. Philly
Tue.
Feb. 22
vs. Indiana
Mon.
Nov. 29
vs. Boston,
Wed.
March 2
vs. Sacramento
Sat.
Dec. 4
vs. Memphis,
Fri.
March 4
vs. NY
Sat.
Dec. 18
vs. Denver,
Fri.
March 11
vs. Minnesota
Wed.
Dec. 22
vs. San Antonio
Sat.
March 26
vs. Phoenix
Sat.
Jan. 8
vs. NJ
Wed.
March 30
vs. Toronto
Tue.
Jan. 18
vs. Detroit
Fri.
April 8
vs. Detroit
Thur.
Jan. 20
vs. Houston,
Mon.
April 18
vs. Indiana
Tue.
Feb. 1
vs. Cleveland
Wed.
April 20
vs. Miami
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Ticket Promotion & Sales
UNIT 9
Ticket Mini-Plans
The Weekender Game Pack 2004-05
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
Copyright
Opponent
Date
Columbus
Oct. 23
Edmonton
Nov. 6
Detroit
Dec. 11
Anaheim
Jan. 23
New Jersey
Jan. 29
St. Louis
March 12
Colorado
April 10
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Ticket Promotion & Sales
UNIT 9
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
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Ticket Promotion & Sales
UNIT 9
Season Ticket Equivalent
Season Ticket
Equivalent:
Also referred to as FSE
(Full Season Equivalent)
Copyright
Refer to the sum of
all of the various
ticket packages sold
converted to one
measurable number
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Ticket Promotion & Sales
UNIT 9
Discussion Topic
Let’s 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?
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Ticket Promotion & Sales
UNIT 9
Discussion Topic
Quarter season tickets (400 total) = 100
Half season tickets (800 total) =
400
Full season tickets (2,000 total) = 2,000
Season ticket equivalents =
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2,500
Ticket Promotion & Sales
UNIT 9
Group Tickets
Groups usually require a
minimum of ten or more
individuals to qualify for
group rates
Copyright
Group tickets:
Refer to a reserved
block of tickets for a
specific game or event
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Ticket Promotion & Sales
UNIT 9
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.
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Ticket Promotion & Sales
UNIT 9
Group Ticket
Minimum:
Ten (10) Tickets
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…
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Ticket Promotion & Sales
UNIT 9
Group Ticket Packages
“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.”
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Ticket Promotion & Sales
UNIT 9
Group Ticket Packages
Groups of 20-49 receive 10% discount
ADULTS
$52.20
CHILDREN (4 - 13 years)
$33.30
Groups of 50-99 receive 12.5% discount
ADULTS
$50.75
CHILDREN (4 - 13 years)
$32.35
Groups of 100+ receive 15% discount
ADULTS
CHILDREN (4 - 13 years)
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$49.30
$31.45
Ticket Promotion & Sales
UNIT 9
“Interactive” Ticket Packages
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
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Ticket Promotion & Sales
UNIT 9
Interactive Ticket Packages
Celtics Halftime High Five Kids Tunnel
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
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UNIT 9
Interactive Ticket Packages
Sparks Traveling Practice Program
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 group’s choice
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Ticket Promotion & Sales
UNIT 9
Interactive Ticket Packages
Thunder’s Court of Dreams
Through the team’s “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.”
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Ticket Promotion & Sales
UNIT 9
“Theme” Ticket Packages
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
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UNIT 9
Theme Night Tickets
Bobcats Theme Nights Let You Create An
Instant Occasion!
“Don’t have a reason to get together? We’ll give you one! Just
take a look at the dates we’ve selected to celebrate different
themes that include just about everybody. There’s 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.”
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Ticket Promotion & Sales
UNIT 9
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
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Ticket Promotion & Sales
UNIT 9
Theme Night Tickets
“If the Gulls are cooling everything off this season,
Why are Saturday Night Games so HOT?”
Saturday Night Fever Theme Nights
Golf Night – December 8th : If Adam Sandler can pull it off… so can
we! (Sleeve of Gulls Golf Balls give-away)
Old Time Hockey Weekend – January 21st and 22nd : 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 19th : Gulls Trucker Hat Give-away
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Ticket Promotion & Sales
UNIT 9
Theme Night Tickets
Disco Night – March 5th : Ah the 70’s! If only that decade were
frozen in time! You bring the big collars, bell-bottoms and gold
chains and we’ll provide the FRO wigs!
80’s Night – March 19th : Who doesn’t get chills when they think of
the 80’s! (Tank Top Give-away)
Fan Appreciation Night – April 9th : This night is etched in ice for
you! (Gulls Hat Give-away)
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Ticket Promotion & Sales
UNIT 9
Theme Night Tickets
2004 Girl Scout Night With The Comets
Be sure to bring your friends and family to the game!
VS.
Don’t 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.
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Ticket Promotion & Sales
UNIT 9
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
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Ticket Promotion & Sales
UNIT 9
Single Game Tickets
2004-2005 University of Wisconsin Badgers Women’s
Basketball
Single Game Tickets
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.
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Ticket Promotion & Sales
UNIT 9
Single Game Tickets
The NBA’s Cleveland Cavalier’s 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
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Ticket Promotion & Sales
UNIT 9
Single Game Tickets
The Milwaukee Brewers implemented a
promotion focused on star first baseman
Prince Fielder’s participation in Major League
Baseball’s 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.
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Ticket Promotion & Sales
UNIT 9
Single Game Tickets
The Houston Astros offered a "one day opportunity"
to fans subscribed to the team’s 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.
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Ticket Promotion & Sales
UNIT 9
Premium Seating
Premium seats could
include anything from
suites, courtside seats, or
seats elsewhere that
receive preferential or
“VIP” treatment
Copyright
Premium seats are
tickets to a game or
event that feature
additional benefits or
values
© 2010 by Sports Career Consulting, LLC
Ticket Promotion & Sales
UNIT 9
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
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Ticket Promotion & Sales
UNIT 9
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
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Ticket Promotion & Sales
UNIT 9
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
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Ticket Promotion & Sales
UNIT 9
Promotional Tickets
“Come Celebrate Elvis Night”
Elvis Night, March 3, 2004 at the Rose Garden
Blazers vs. Bonzi Wells and the Memphis Grizzlies
 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!
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Lesson 9.3 –
The Ticket Sales Cycle
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Ticket Promotion & Sales
UNIT 9
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”
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Ticket Promotion & Sales
UNIT 9
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
Copyright
The frequency escalator
is a marketing tool that
examines the attendance
levels of fans
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Ticket Promotion & Sales
UNIT 9
The Frequency
Escalator
Heavy User
Medium User
Light User
Indirect User
Non User
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UNIT 9
Frequency Escalator
The unaware consumer does not know a product
or service exists and therefore does not attend
games or events
The sports and entertainment marketer reaches this
group of consumers through advertising, publicity
and promotional items
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Ticket Promotion & Sales
UNIT 9
Frequency Escalator
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)
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
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Ticket Promotion & Sales
UNIT 9
Frequency Escalator
Light users attend games and events for
promotional giveaways, team performance
and social interaction
This group of consumers can be reached through
increased promotion and give-aways and creative
packaging strategies
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Ticket Promotion & Sales
UNIT 9
Frequency Escalator
Medium users attend less than half
the times possible
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
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Ticket Promotion & Sales
UNIT 9
Frequency Escalator
Heavy users participate or attend more than half
the times possible and are the most important
group to an organization
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 fan’s city and purchase all
of their CDs
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UNIT 9
Frequency Escalator
Descending the escalator occurs when
consumers downgrade or eliminate their
participation levels
Descending the escalator occurs when a
consumer has over purchased or
overcommitted
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Ticket Promotion & Sales
UNIT 9
Descending the Escalator
Is often a byproduct of fan disconnect or
discord with “their” team, event, or
favorite performers
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Lesson 9.4 –
Ticketing Technologies
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Ticket Promotion & Sales
UNIT 9
How has technology improved the
ticketing process?
 Distribution
 Database Marketing
 Service
 Sales
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UNIT 9
Ticketing Technologies
Technology has streamlined the
distribution of tickets
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
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UNIT 9
Ticketing Technologies - Discussion
Major League Baseball’s 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?
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UNIT 9
Ticketing Technologies - Discussion
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
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Ticket Promotion & Sales
UNIT 9
Ticketing Technologies
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.
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Ticket Promotion & Sales
UNIT 9
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.
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Ticket Promotion & Sales
UNIT 9
Ticketing Technologies
Database marketing
has enjoyed continued
growth as the new
trend in direct
marketing
among many sports
and entertainment
organizations
Copyright
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
© 2010 by Sports Career Consulting, LLC
Ticket Promotion & Sales
UNIT 9
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 NBA’s 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.
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UNIT 9
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.
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UNIT 9
Ticketing Technologies
By segmenting fans based on their buying habits and
demographic information, an organization can:
 Generate new business
 Boost renewal and retention rates
 Establish sales leads
 Increase fan loyalty
 Strengthen relationships with customers
 Improve communications with fans
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UNIT 9
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 team’s Website
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UNIT 9
Service
 Forward tickets electronically, allowing customers to
email tickets to friends, family or clients—even 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
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UNIT 9
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
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UNIT 9
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
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UNIT 9
Sales
In 2009, the NHL’s 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.
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UNIT 9
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
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Ticket Promotion & Sales
UNIT 9
Ticketing Technologies
Drawbacks to the Advancement of
Ticketing Technologies
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
organization’s bottom line, and ultimately drives
ticket prices up for consumers
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Ticket Promotion & Sales
UNIT 9
Ticketing Technologies
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
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Ticket Promotion & Sales
UNIT 9
Ticketing Technologies
Drawbacks to the Advancement of
Ticketing Technologies
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
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UNIT 9
Ticketing Technologies
Sports and entertainment properties are now being
challenged to adapt to the seismic growth and
legalization of the secondary ticket market
StubHub boasts partnerships with St.
John’s, 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”
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Ticket Promotion & Sales
UNIT 9
Ticketing Technologies
Sports and entertainment properties are now being
challenged to adapt to the seismic growth and
legalization of the secondary ticket market
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
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Ticket Promotion & Sales
UNIT 9
Blank Slide Available
for Teacher Edits
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UNIT 9 REVIEW (ANSWERS)
Ticket
Promotion &
Sales
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 franchise’s annual
revenue.
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UNIT 9 REVIEW (ANSWERS)
Ticket
Promotion &
Sales
2)Identify factors that influence a fan’s
decision to purchase tickets
 Performance
 Fan loyalty and fan support
 Highly visible athletes and entertainers
 Facilities, venues and stadiums
 Promotion and sales
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UNIT 9 REVIEW (ANSWERS)
Ticket
Promotion &
Sales
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
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UNIT 9 REVIEW (ANSWERS)
Ticket
Promotion &
Sales
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
Copyright © 2010 by Sports Career Consulting, LLC
UNIT 9 REVIEW (ANSWERS)
Ticket
Promotion &
Sales
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.
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End Unit 9
Copyright © 2010 by Sports Career Consulting, LLC