Learning Goal: I’m working on a business question and need an explanation and answer to help me learn.
In class we’ve talked a lot about tickets and their importance to properties from a revenue standpoint.We looked at the various teams to illustrate how a team breaks up its seating from a price standpoint and also looked at the various types of seating they have to market (i.e. season tickets, premium, etc.). Now it’s your turn to provide a recommendation on a ticketing approach for a team.
You are the Vice President of Ticketing for an NFL or NBA franchise.You are moving into a new stadium/arena.Using the included blank stadium seating charts, you are to choose your sport and then devise a strategy for how to price and market tickets for the team.
Use the appropriate ticket map and shade in your ticket philosophy and provide a guide as to the various pricing levels (for NFL – Do not color or provide analysis/strategy for the seating areas that are marked “W-“ or “E-“.Only worry about sections that are 100+, 200+, 300+ and 400+).Include a key that illustrates what the ticket cost is for the color coding you come up with.125 points
In Word (no more than 2 pages), explain your ticketing strategy and how you arrived at your price points.Also be sure to show delineations between regular seating and premium seating.When you use premium seating, be sure to highlight what kinds of seats they are and what amenities you propose that a fan should receive. 75 points
You will likely want to research a current team and see how they have broken down their seating and their secondary ticketing strategy.HOWEVER, DO NOT COPY THEIR APPROACH.As you inspect the team’s strategy and use it as a guide, you may want to find out:
What kinds of tickets do they have to market?
(Note that it could be all of these above and more)
What are the various pricing models that they are using?
What does each offering cost?
Are there any benefits associated with any of the seat categories?
Are there any terms as to the maximum number of years a fan is committing themselves to as part of any purchase?