This document discusses the importance of customer loyalty for generating revenue. It notes that 20% of customers account for 80% of revenue, and that it costs 5-6 times as much to acquire a new customer as it does to retain an existing loyal one. It then outlines various opportunities to increase loyalty and revenue such as advance parking, tours, commemorative tickets, food and beverage upgrades, and using current customers to promote the organization. The document stresses listening to customers and trying new approaches to provide value to both the customer and organization.

1. Finding New Dollars
The Loyalty Effect

2. Basic Loyalty Rule
20% of Our Guests bring 80% of Our Revenue
Costs 5-6 times as much to win and service a new customer
as it does to keep a loyal guest
Understanding the Demographics

3. How Many Ticket Buyers Do We
Touch
Avg Purchase is 3 Tickets
COPQ
VOC
VOP
VOS

4. Real Opportunities
Advance Parking
Peel Rate
Tours
Commemorative Tickets
Flex Seating Upgrades
In-Event Upgrades
Local Dinner Reservations / Orders / Delivery to Venue
Ice Cream!!!

5. Look, Listen, Learn
Try Something New
What Can I do For the Organization AND the
Customer?
Touch, Touch, Touch
Extend the Bell Curve

6. Who Are Your Best Sales People?
Your Customer!
Be The expert – Make Your Product Shine!
Say Yes every chance you can