2014 Sports Marketing Association Case Study Bowl presented by The Aspire Group- National Championship winning presentation in which we had to enhance the current ticket menu of a University and discuss how we would direct their ticketing and marketing departments in the implementation of said enhanced ticket menu. Focused on the attendance escalator, revenue maximization, fan relationships, flex plan ticket sales, dynamic ticket pricing, season ticket memberships and membership rewards.
5. 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
6. 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
8. 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
11. TICKET PACKAGE OPTIONS
• Full season ticket package
• Three game flex package
• Family pack
• Single games
• Family pack
12. FULL SEASON TICKET PACKAGE
• Seating chart
• Ticket prices are lower in advance and
increase as game date approaches
129 130 131
114
113
112
13. 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)
14. Purchase Tickets Basketball
2015 SCHEDULE BENEFITS PRICING GAMEDAY PACK POINTS CARD CONTACT US
BENEFITS
Packard 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 men’s & women’s 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
17. 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
19. 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
21. 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
22. NEW MARKETS
• Local businesses
• Incentivize company season tickets
• Local football teams
• Youth teams
• High school teams
23. DELIVERING A MESSAGE
• Obtain data from audience
• Which form of media would audience respond to?
• Email blasts
• Social media
• Phone calls
• Website design
24. WELCOME TO THE WOLF PACK
PACKARD UNIVERSITY
Season Tickets Now Available for Purchase and Renewal
25. Purchase Basketball
2015 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
yourticketsandseasonticketholderdiscountsinonepaperlessspot.Nomatterhowmanyticketsyouhavefor
eachgame,allofyourticketscanbefoundonyourcard.Simplyswipeyourcardin-stadiumtoget20%offmer-
chandise and regular priced concession items. For improved use of your season ticket package, access your
Account Manager for free services.
Purchase Tickets Basketball
2015 SCHEDULE BENEFITS PRICING GAMEDAY PACK POINTS CARD CONTACT US
WOLF
PACK
26. ACCOUNT MANAGER
My Pack Points Card™
Account Manager
I don’t have an account.
Email Address: continue
I have an account.
Account ID or Email
continuePassword
Forgot 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
SeasonTicketServices@PackardWolves.com
Manage your Pack Points Account
Pack 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/Concerns
Season ticket holders may contact Packard University Season Ticket Services at 658-450-5678
For Accessible/Handicapped ticket information, please contact the Box Office at 658-450-5679
Purchase Tickets Basketball
2015 SCHEDULE BENEFITS PRICING GAMEDAY PACK POINTS CARD CONTACT US
WOLF
PACK
27. SEASON TICKETS DISCOUNT PRICING SINGLE GAME TICKETS GROUPS STUDENTS
FULL SEASON TICKET PACKAGES INCLUDES ALL SIX HOME GAMES
Purchase Tickets Basketball
2015 SCHEDULE BENEFITS PRICING GAMEDAY PACK POINTS CARD CONTACT US
WOLF
PACK
129 130 131
114
113
112
FLEX PACKS
28. 2015 WOLVES FLEX TICKET PACK
Take 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 1
AUGUST 29
GAME 2
SEPTEMBER 19
GAME 3
OCTOBER 3
GAME 4
OCTOBER 17
GAME 5
NOVEMBER 7
GAME 6
NOVEMBER 14
SEASON TICKETS DISCOUNT PRICING FLEX PACKS SINGLE GAME TICKETS GROUPS STUDENTS
Purchase Tickets Basketball
2015 SCHEDULE BENEFITS PRICING GAMEDAY PACK POINTS CARD CONTACT US
WOLF
PACK
30. SOURCES
Adelburg, 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
32. OBJECTION
• Resale of flex ticket packages
• Recognize the potential problem
• Already made money on the ticket
• Will have attendance at game
33. 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
34. 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
35. 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
