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AFL Variable Ticket Pricing explained

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This is a presentation to support the Sports Geek Podcast outlining the AFL Variable Ticket Pricing strategy at the MCG and Etihad Stadiums. Listen to Sports Geek Podcast for more info http://sportsgeekhq.com/SGP

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AFL Variable Ticket Pricing explained

  1. 1. Explains… Variable Pricing SportsGeekhttp://sportsgeekhq.com @SportsGeek
  2. 2. What is Variable Pricing? SportsGeekhttp://sportsgeekhq.com @SportsGeek
  3. 3. # Adult Conc Junior U/6 1 $60 $52 $20 $17 2 $55 $46 $17 $14 3 $50 $41 $14 $11 4 $45 $36 $14 $11 5 $35 $26 $10 $7 6 $30 $22 $9 $6 7 $25 $17 $5 $2 A-Game Leaders COLL 7 CARL 5 HAW 4 13 A games SportsGeekhttp://sportsgeekhq.com @SportsGeek
  4. 4. # Adult Conc Junior U/6 1 $60 $52 $20 $17 2 $55 $46 $17 $14 3 $45 $36 $14 $11 4 $35 $26 $10 $7 5 $30 $22 $9 $6 14 B games B-Game Leaders MEL 5 RICH 5 COLL 4 SportsGeekhttp://sportsgeekhq.com @SportsGeek
  5. 5. # Adult Conc Junior U/6 1 $60 $52 $20 $17 2 $35 $26 $10 $7 3 $30 $22 $9 $6 16 C games C-Game Leaders MEL 7 RICH 4 GWS 3 SportsGeekhttp://sportsgeekhq.com @SportsGeek
  6. 6. CLASSIFICATION DESCRIPTION A-Reserved This is a reserved seat event; there will be no general admission available. Everyone attending the match must have a valid seat ticket. Members without a season reserved seat will be required to upgrade their membership to a daily seat. A-Game This is a high demand match; with ticket sales expected into the backs of Q level General admission will be limited for advance sales, with a minimum held for member walk up on match day. B-Game This is a medium demand game, with ticket sales expected in the lower bowl and minimal demand for Q level. C-Game This is a low demand game with ticket sales expected to be mainly general admission. SportsGeekhttp://sportsgeekhq.com @SportsGeek What do the classifications mean?
  7. 7. Row Labels A-Res A B C TBA TOTAL ADEL 2 2 BL 1 1 2 CARL 1 4 2 1 8 COLL 2 5 4 2 1 14 ESS 2 2 2 1 7 FRE 2 2 GCFC 1 1 GEEL 1 2 2 5 GWS 3 3 HAW 1 3 4 2 1 11 MELB 5 7 12 NMFC 1 1 2 PORT 1 1 RICH 1 2 5 4 12 STK 2 2 SYD 1 2 3 WB 1 1 WCE 1 1 2 Games 4 9 14 16 2 45 SportsGeekhttp://sportsgeekhq.com @SportsGeek Breaking down MCG games…
  8. 8. SportsGeekhttp://sportsgeekhq.com @SportsGeek MCG games attendance so far… 0 17500 35000 52500 70000 A B C Average
  9. 9. SportsGeekhttp://sportsgeekhq.com @SportsGeek MCG games this time last year… 2014 2013 Difference Carlton Vs Richmond 62,037 80,971 -18,934 Melbourne Vs West Coast 22,226 18,571 3,655 Collingwood Vs Geelong 63,152 66,768 -3,616 Essendon Vs Carlton 62,730 82,639 -19,909 Richmond Vs Collingwood 62,100 81,950 -19,850 Carlton Vs Melbourne 37,323 35,286 2,037
  10. 10. What about Etihad Stadium? SportsGeekhttp://sportsgeekhq.com @SportsGeek
  11. 11. # Adult Conc Junior U/6 1 $62 $53 $21 $18 2 $52 $43 $15 $12 3 $43 $34 $12 $9 4 $36 $27 $10 $7 5 $25 $17 $5 $2 16 A games A-Game Leaders ESS 5 NMFC 5 GEEL 4 SportsGeekhttp://sportsgeekhq.com @SportsGeek
  12. 12. # Adult Conc Junior U/6 1 $62 $53 $21 $18 2 $52 $43 $15 $12 3 $40 $31 $12 $9 4 $25 $17 $5 $2 B-Game Leaders CARL 6 WB 6 ESS 5 STK 5 SportsGeekhttp://sportsgeekhq.com @SportsGeek 18 B games
  13. 13. # Adult Conc Junior U/6 1 $62 $53 $21 $18 2 $52 $43 $15 $12 3 $40 $31 $12 $9 4 $25 $17 $5 $2 C-Game Leaders STK 5 WB 5 NMFC 3 13 C games SportsGeekhttp://sportsgeekhq.com @SportsGeek
  14. 14. CLASSIFICATION DESCRIPTION A-Reserved This is a reserved seat event; there will be no general admission available. Everyone attending the match must have a valid seat ticket. Members without a season reserved seat will be required to upgrade their membership to a daily seat. A-Game This is a high demand match; with ticket sales expected into the backs Level 3 General admission will be limited for advance sales, with a minimum held for member walk up on match day. B-Reserved This is a reserved seat event; there will be no general admission available. This is applicable to Essendon home medium games only. Everyone attending the match must have a valid seat ticket. Members without a season reserved seat will be required to upgrade their membership to a daily seat. B-Game This is a medium demand game, with ticket sales expected in the lower bowl and minimal demand for Level 3. C-Game This is a low demand game with ticket sales expected to be mainly general admission. What do the classifications mean? SportsGeekhttp://sportsgeekhq.com @SportsGeek
  15. 15. Row Labels A-Res A B-Res B C TBA TOTAL ADEL 1 2 3 BL 3 3 CARL 2 1 6 9 COLL 3 3 ESS 5 4 1 10 FRE 1 2 3 GCFC 1 1 2 4 GEEL 3 1 4 GWS 1 1 2 HAW 1 1 2 MELB 3 1 4 NMFC 1 4 3 3 11 PORT 2 1 3 RICH 3 1 4 STK 2 1 4 5 12 SYD 1 1 2 WB 1 2 6 4 1 14 WCE 1 1 1 3 Games s 7 9 4 14 13 1 48 SportsGeekhttp://sportsgeekhq.com @SportsGeek Breaking down Etihad games…
  16. 16. SportsGeekhttp://sportsgeekhq.com @SportsGeek Etihad games attendance so far… 0 12500 25000 37500 50000 A-Res A B C Average
  17. 17. SportsGeekhttp://sportsgeekhq.com @SportsGeek Etihad games this time last year… 2014 2013 Difference Carlton Vs Richmond 62,037 80,971 -18,934 Melbourne Vs West Coast 22,226 18,571 3,655 Collingwood Vs Geelong 63,152 66,768 -3,616 Essendon Vs Carlton 62,730 82,639 -19,909 Richmond Vs Collingwood 62,100 81,950 -19,850 Carlton Vs Melbourne 37,323 35,286 2,037
  18. 18. SportsGeekhttp://sportsgeekhq.com @SportsGeek Bulldogs Vs Richmond A-Game 31,724 Level 3 full Level 1 sparse
  19. 19. A Sean Callanan Media Clients Speaking SportsGeek Email Sean@SportsGeekHQ.com Phone +61407047200 LinkedIn linkedin.com/in/seancallanan Twitter @seancallanan & @SportsGeek Facebook facebook.com/sportsgeek Pinterest pinterest.com/seancallanan Instagram @SportsGeekHQ Tumblr tumblr.sportsgeekhq.com SportsGeekhttp://sportsgeekhq.com @SportsGeek
  20. 20. Please contact me to build your digital fan base & to deliver results for your sponsors ! We work hard to ensure your fans like what you do & give your team the strategies & techniques to attain your digital goals. SportsGeek At Twitter HQ Sean Callanan sean@SportsGeekHQ.com @seancallanan +61407047200 SportsGeekhttp://sportsgeekhq.com @SportsGeek

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