Ron Goch
The Telios Group
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Strategy for Complimentary Tickets

December 29th 2008

Q. What strategy would you recommend for giving away tickets in the community to fill unsold seats at athletic events?

A. With the struggling economy and many non-profit organizations struggling to maintain their cash donations, sports teams that have available ticket inventory could partner with non-profit organizations in their community and donate tickets – or have a corporate partner underwrite donated tickets – so non-profit organizations could use tickets as fundraising opportunity. (more…)

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Canned Food Drives Ticket Sales

October 29th 2007

Q. Do you have a best practice you could share for a sports team that not only used a canned food drive that helped drive single-game tickets, but also assisted with season ticket sales?

A. The Amarillo Gorillas of the CHL have partnered with the High Plains Food Bank and offer fans special discounts on single-game tickets with canned food donations, and also extend a $50 discount on season tickets with donations of 25 cans of food donated to the High Plains Food Bank. (more…)

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Netting Strong Show Rate

October 11th 2006

Q. We’ve tied tickets into corporate sponsorships as a way for the sponsors to underwrite tickets for kids and non-profit groups. We just don’t get a good return from people utilizing the tickets. What do you recommend we do to increase use of tickets?
A. I’d recommend assigning an intern or staff member to coordinate these ticket programs – developing strategies to use the tickets and maintaining consistent touches with your corporate partners to determine if they would like to distribute to youth or if they would like for your organization to distribute the tickets to a selected non-profit organization on their behalf.

Have the program coordinator develop a list of non-profit organizations that do not have the budget or resources to purchase tickets, and have your program coordinator work with each of the organizations on the list to distribute the tickets, assist with transportation needs, and create in-arena/stadium opportunities for the groups to experience when they arrive for the game.

This could include a tour of your facility, a post-game Q&A with a player or coach, or an on-court/field experience for all who attend.

This should give you a good start and foundation for increasing use of your donated tickets.
Ron Goch, The Telios Group
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Community Relations Ticket Sales Programs

March 4th 2006

Q. How can my school increase ticket sales with the attendance of youth?

A. Sports organizations may want to consider taking a closer look at their community relations programs targeted to youth and ask a similar question as the one above: “How can this program help us increase ticket sales with the attendance of youth at our events?”

For example, you may be hosting an annual youth essay contest with different age categories, covering multiple school districts, and hundreds (or even thousands) of youth in your area.  You may offer a prize for each age group in each school district, and honor those kids at one of your home sporting events.

This is a great educational program and has the potential – with a few additions – to be a great educational program that substantially increases your “ticket sales with the attendance of youth.”

You could implement a variety of different strategies to generate sizable ticket sales and one strategy may be partnering with a company (or companies) in your area to be a corporate partner of this program or the presenting sponsor.

The corporate partner (or multiple partners) you identify could underwrite the program (including the tickets), and each child who participates in the program could receive one ticket to your sporting event, courtesy of the corporate partner (or partners).  Depending on how many school districts and age categories you include in this program, this youth community relations/ticket program potentially represents a lot of youth…and a lot of ticket sales.

There are a number of other strategies to target the youth’s families, friends, etc., and we’ll visit about those strategies in the days and months ahead.

Your turn to take a swing…

What community relations programs are you presently implementing that you could modify or make adjustments – similar to the above- and sell more youth tickets?

All the best,

Ron Goch
The Telios Group

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