Loras College Gold Team Adam Schwoebel Shane Williams Jimmy Collins Alexis Seth e sportsbusinesscom Strengths Weaknesses Highlevel of competition Lowest season ticket price ID: 614347
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Slide1
Packard University Season Ticket Plans
Loras College Gold TeamAdam Schwoebel, Shane Williams, Jimmy Collins, Alexis SethSlide2Slide3
e
sportsbusiness.comSlide4
Strengths Weaknesses
High-level of competitionLowest season ticket priceHistorically, high-renewal rate Steady in the “in-demand” sections sections
Declining ticket revenues
Team performance
Lack of fan data from secondary market sales Slide5
Opportunities Threats
Ability to tap into new markets Declining renewal rate
Other entertainment options
Secondary market Slide6
Season Ticket Plan ResearchSlide7
Vanderbilt University
Motivate fans to purchase earlierProvide incentivesRenewal raffle Experience travel
Recommendations
Originality/Creativity
Mini-plans
Pick-three
Season ticket holder input/feedbackSlide8
Northwestern University
Incentivize advanced purchasesPrice-point leverageStarted digital and print in JulyRecommendationsExperience, not team performance
Email database
Target market
Family
Social media
Season ticket holder input/feedbackSlide9
Tulane University
Developing a new ticket packageSell the atmosphere and game environment, not the teamTailor to target market(s)Get feedback after each seasonMotivate fans to purchase early
Make it affordable
Appeal to the masses
Incentives toward season ticket holders
iPads, tickets to other events, concessions, etc.
Make fans a part of the processSlide10
Dubuque Fighting Saints
Incentive to purchase earlyPros
Cons
Creates Early Demand Flexibility of Promotions
Attendance Information Season-Ticket Packages
Advice
Convey to fans that game day price is not increasing, advanced price is discountedSlide11
Packard Season Ticket PackagesSlide12
2014 Ticket Levels Slide13
Price Sensitivity Model
University
STH High
STH Low
Peer A
2350
199
Peer B
1999
250
Peer C
1830
299
Peer D
1250
175
Peer E
999
150
Peer F
1500
325
Peer G
2250
249
Packard
1500
99
Average
1739.71
235.29
Standard Deviation
478.75
76.52
Reasonable High
2218.47
311.81
Reasonable Low
1260.96
158.76Slide14
2015 Ticket LevelsSlide15
Target Markets
Platinum Passionate/loyal fan (heavy user)40+ years oldIncome $100,000+Gold
Avid fan (heavy user)
30-50 years old
Income $80,000+
Silver
Follower (medium user)
25-45 years old
Income $65,000+Slide16
Target Markets
BronzeCurious (medium user)22-45 years oldIncome $50,000+Corners
Interested fan (light user)
22-45 years old
Income $40,000
End-zone
Casual fan (light user)
22-45 years old
Income $30,000+Slide17
Season Ticket Packages
Premium seatingPlatinum $1,750 per seatGold$1,200 per seat
Incentives
Coupon booklet
Seat-backs
Private tailgate with free buffet
Season long parking pass
Locker room
t
our
Raffle for away game experience
Tickets
Transportation
LodgingSlide18
Season Ticket Packages
Sideline seating Silver$900 per seatBronze$750 per seat
Incentives
Coupon booklet
Seat- backs
Locker room tour
Raffle for away game experience Slide19
Season Ticket Packages
Packard SeatingCorner (Blue)$250 per seatEnd-zone (Yellow)$200 per seat
Family seating
Incentives
Coupon booklet
One free food and beverage item (one use)
20% off one merchandise item
Coupons to local sponsors
Seat-backs
Raffle for away game experienceSlide20
Family Plans
4-6 tickets in End-zone seatingFace value $800-$1200/seasonPlan price $400-$600/seasonIncentives
Packard Seating
Slide21
Partial Season Packages
2, 3, or 4 game packagesAvailable in Silver, Bronze, Corner, and End-zone sectionsSeason-ticket holder price
Incentives
Packard football t-shirt
Concession coupons Slide22
Incentive to Purchase Early
Only available in silver, bronze, corner, and end zone sectionsIf purchased one month+ before game day- 40% off single game ticket priceOne month to two weeks- 20% offOne week to two weeks- 10% off
< One week- No discountSlide23
Marketing and Fan Engagement Slide24
Educating the Fans
Educating ticket holders + Fans = Higher retention rate
Snail (Mail)
Email
Face to faceSlide25
Social Media Slide26
Press Release Slide27
ConclusionSlide28
Thank You! Questions?Slide29
Work Cited
http://esportsbusiness.com/esports-and-the-escalator-concept-part-1/
Eduselling
: the role of customer education in selling to corporate clients in the sport industry. By Williams Sutton, Tony
Lachowetz
and John
Clark
http://www.bluehens.com
/
http://www.5circles.com/van-westendorp-pricing-the-price-sensitivity-meter
/
Steve Walsh – Senior associate Athletic Director of External Affairs (Vanderbilt University)
Kileigh
Carpenter – Assistant Director of Marketing (Northwestern University)
Tony
Margherio
- Assistant Director of Marketing and Even Sales (Tulane University)
Matt Rau- Vice- President of Business Operations (Dubuque Fighting Saints)Slide30
Objection
Values for incentivesCoupon booklet ($30)Seatbacks ($35)Example-Wisconsin and ArkansasPrivate tailgate with free buffet ($40)
Season long parking pass ($1,500)
Example-Vanderbilt
Locker room tour (Experiential)
Raffle for away game experience (Experiential or $600)Slide31
Objection
Calculating our pricesAveraged peers highs and lowsFound standard deviation of those averagesFound the reasonable highs and lowsSlide32
Objection
Price Sensitivity ModelAnswers these questions and finds optimal ticket price1. At what price do you think the product/service is priced so low that it makes you question its quality?2. At
what price do you think the product/service is a bargain?
3. At
what price do you think the product/service begins to seem expensive?
4. At
what price do you think the product/service is too expensive?Slide33
Objection
Family Plans!!!Slide34
Objection
FRM- Ability to manage the fans and give them the “control” that makes such a big differenceStrategic Consulting and Research- Better understand what each fan wants and how to move fans up the attendance escalator, as well as increase revenueAsset Optimization- Our group understands Packard’s situation and has created a plan that will be successful in 2015Big Data- With the incorporation of the Price Sensitivity Model, we are able to more narrowly pin point specific ticket prices