enhancing ticket menus and how to implement them

Enhancing thE tickEt MEnufor Packard univErsity

Loras coLLEgE PurPLE

Jake Brock Marykate Halm Austin Overmann Megan Tews Andrew Wampler

CASE SYNOPSIS

OVERVIEW Addressing the issue Strategies to implement Developing a marketing plan

ADDRESSING THE ISSUE

SWOT ANALYSIS

Ability to increase ticket price based on opponents to offset budget losses

Decline in season ticket holder base (23% decrease in five years) due to struggle on the gridiron

Traditional fanbase is aging Budget losses due to poor home

game schedule in terms of opponenets

Limited sales staff

STRENGTHS WEAKNESSES

SWOT ANALYSIS

Participant in the Southwestern Conference (SWC)

Potential to target a new market and develop improved ticket packages

Ticket prices range from $99-$1,500

Lowest and highest single game tickets in the SWC

Not maximizing revenue with 50% discount on tickets

Seat designation

OPPORTUNITIES THREATS

INFERENCE Disadvantages outweigh advantages Need new ticket packages to:

Meet needs of fans Reach new audiences

PROPOSED SOLUTIONS Maximize revenue and increase amount of fans

Institute new ticket packages Develop a rewards program based on points Establish a connection with the fans to

emphasize fan relationship

STRATEGIES TO IMPLEMENT

TICKETING

TICKET PACKAGE OPTIONS Full season ticket package Three game flex package

Family pack Single games

Family pack

FULL SEASON TICKET PACKAGE Seating chart Ticket prices are lower in advance and

increase as game date approaches

129 130 131

114

113112

THREE GAME FLEX PACK

Ticket sales staff will designate which three games tickets may be used for

Ticket Package Ticket Price

Sideline $275

Corners $150

Endzone $75

General Admission $50

Family Pack $175 (4 tickets)

Purchase Tickets Basketball

2015 SCHEDULE BENEFITS PRICING GAMEDAY PACK POINTS CARD CONTACT US

BENEFITSPackard University Football season ticket holders receive the following

benefits throughout the year:

Discounted parking

3 or 4-month interest free payment plan

20% discount on merchandise

20% discount on regular priced concession

items*

Exclusive season ticket holder tailgates

Bowl game and away game priority

Season ticket holder gift

New ticketing system and structure

Priority game-day entry Complimentary guest tickets to first home

game** Seat pad rentals Discount on mens & womens basketball sea-

son tickets Exclusive access to spring games Free family movie night in HP Stadium Online-ticket transfer technology Access to HP Stadium Field for pictures

* Excludes alcohol** Limit 2 per Season Ticket Holder

WOLF PACK

REWARDS PROGRAM

REWARDS PROGRAM Membership cards Pack Points Incentive: not available from home

PACK POINTS Earn points:

Purchasing tickets in advance Attendance at games (rank system) Weather bonus Concessions Posting on social media Referral system Donations to athletic department

PACK POINTS Redeem points

Merchandise (T-shirts or jerseys) Concession items Locker room tours Upgrade seats Meet the coaches

SPECIAL EVENT ATMOSPHERE Emphasize specialties offered at stadium Family events

Inflatables, games, and field access Stadium tours Pre-game tailgate Investment in happiness of ticket holders

DEVELOPING A MARKETING PLAN

THREE PRONG STRATEGY Retain

Preserve the existing season ticket holders Grow

Move the customers up in terms of packages Acquire

Target new audiences with preferred media

NEW MARKETS Local businesses

Incentivize company season tickets Local football teams

Youth teams High school teams

DELIVERING A MESSAGE Obtain data from audience

Which form of media would audience respond to? Email blasts Social media Phone calls Website design

WELCOME TO THE WOLF PACK

PACKARD UNIVERSITYSeason Tickets Now Available for Purchase and Renewal

Purchase Basketball2015 SCHEDULE BENEFITS PRICING GAMEDAY

PACK POINTS CARD CONTACT US

INTRODUCING THE NEW PACK POINTS CARD

The Pack Points Card will revolutionize the way you experience your Wolves play. Pack Points Card keeps your tickets and season ticket holder discounts in one paperless spot. No matter how many tickets you have for each game, all of your tickets can be found on your card. Simply swipe your card in-stadium to get 20% off mer-chandise and regular priced concession items. For improved use of your season ticket package, access your

Account Manager for free services.



WOLF PACK

ACCOUNT MANAGER

My Pack Points Card Account Manager

I dont have an account.

Email Address: continue

I have an account.

Account ID or Email

continuePasswordForgot Your Password?

Remember me

If you do not have an Account ID or password, contact Packard University Season Ticket Services at 658-450-5678 or email [email protected]

Manage your Pack Points AccountPack Points Card Account Manager lets you manage your season tickets quickly and easily.

Free Season Ticket Holder Features Forward tickets safely via email Print your tickets from home Buy additional seats for individual games Update your account Pay invoices online

Questions/ConcernsSeason ticket holders may contact Packard University Season Ticket Services at 658-450-5678For Accessible/Handicapped ticket information, please contact the Box Office at 658-450-5679



WOLF PACK

SEASON TICKETS DISCOUNT PRICING SINGLE GAME TICKETS GROUPS STUDENTS

FULL SEASON TICKET PACKAGES INCLUDES ALL SIX HOME GAMES



WOLF PACK

129 130 131

114

113112

2015 WOLVES FLEX TICKET PACKTake advantage of our most flexible ticket plan

PICK YOUR GAMES AND NUMBER OF TICKETS. USE THEM WHEN YOU WANT, THE WAY YOU WANT.

Packard is now offering one of the most convenient ways to purchase tickets to their fans with the 2015 Flex Plan. Wolves fans can purchase flex tickets starting at $16 per ticket. Fans can pick their choice of two regular season games plus one game designated by the ticket department. Flex plan

holders decide their two games on purchase.

GAME 1AUGUST 29

GAME 2SEPTEMBER 19

GAME 3OCTOBER 3

GAME 4OCTOBER 17

GAME 5NOVEMBER 7

GAME 6NOVEMBER 14

SEASON TICKETS DISCOUNT PRICING FLEX PACKS SINGLE GAME TICKETS GROUPS STUDENTS



WOLF PACK

CONCLUSION

SOURCESAdelburg, Jay. Senior Sales and Director of Fan Experience for Chicago Red Stars Phone Interview.

Associated Press. (August 22, 2014). Schools Eye Beer Sales for Help. Retrieved from: http://m.espn.go.com/ncf/story?storyId=11392186&top&wjb

Desmond, Neil. Customer Service Executive for Chicago Blackhawks Phone Interview.

Larkin et al. (2014). Out of the Loop and Alone Amongst 80,000 fans. SMA Conference 2014

Monroe, Matt. Assistant AD of Ticket Sales at University of Maryland Phone Interview.

Mullen, Bernie. (2011). Successful Ticketing Marketing Plan Requires Breaking the Silows. Sport Business Journal.

Shapiro, S. L., & Drayer, J. (2012). A New Age of Demand-Based Pricing: An Examination of Dynamic Ticket Pricing and Secondary Market Prices in Major League Baseball. Journal Of Sport Management, 26(6), 532-546

THANK YOU

QUESTIONS?

OBJECTION Resale of flex ticket packages

Recognize the potential problem Already made money on the ticket Will have attendance at game

OBJECTION Lowering ticket price on game day

Dynamic ticket pricing differs for primary and secondary audiences

Shapiro, Dwyer, and Drayer San Francisco Giants Journal of

Sport Management SMA oral presentation

OBJECTION Relocation of student section

Endzone is already energized section Opening area with potential to sell more

expensive tickets Location is far away from designated family area

OBJECTION Alcohol Sales

21 on-campus and 11 off-campus stadiums offer alcohol sales as of 2013

Unregulated by NCAA Athletic Departments absobring new costs

Season TicketsFlex Pack

Button 5: Basketball: Twitter: Facebook: Instagram: YouTube: Button 7: Button 6: Twitter 2: Facebook 2: Instagram 2: YouTube 2: Button 8:

enhancing ticket menus and how to implement them

Sports