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Pricing Tickets for a Sport Event (2008)

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2008 presentation on ticket sales and operations

Publié dans : Formation, Technologie, Business
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Pricing Tickets for a Sport Event (2008)

  1. 1. Chapter 9 Ticket Sales and Operations
  2. 2.  Examines the issues that sports managers face with respect to selling and pricing tickets for sporting events.  It is estimated that U.S. consumers spend $12 billion a year on tickets for sporting events  Ticket sales are the biggest sources of revenue for minor league baseball who rely on their fans as well as for Div. I collegiate athletics (27%).  In 2002, Michigan and Ohio State earned approximately $28 million for each athletic department from ticket sales alone.  From 1991-2000, ticket prices for all the major leagues grew at an annual rate of 8.4%, so that gate receipts more than doubled over that time period.  During 2001-2002 attendance among the four major sports leagues diminished due to a slowing economy and increased competition from the entertainment industry. Intro/ Admission Pricing
  3. 3.  The increase in ticket prices make it more likely for fans to substitute attending games for more less expensive entertainment options.  The pricing approach of most sports teams is cost oriented  In 2001, 23 MLB teams increased ticket prices and of those 23 teams 15 lost attendance during that season.  With the large dependence on football revenues, most schools competing in the larger conferences (Big 12, Big 10, SEC, PAC 10) have developed “priority seating” programs. This ties preferred seating locations within the stadium to extra donations to that schools athletic department. This was first introduced in the 1980’s, and has grown over the years to the point where 90% of Div. IA schools currently employ the concept.  These “privileged seats” may cost a season ticket holder anywhere from $5,000-$10,000 for two season tickets.
  4. 4. Pricing Tickets for Sporting Events
  5. 5. Tactics for Improving Ticket Sales/ web-based ticketing sales  Ticket sales are used for many different things:  Revenue Production (large sport businesses)  Non-monetary outcomes – building community support/ involvement (small colleges)  Differential Pricing  Flexible Ticket Packaging  Money-Back Guarantee  WEB BASED TICKET SALES  Main point – All parties benefit from a web-based ticket program
  6. 6. Organizing Ticket Sales  Types of Tickets:  Full season  Tickets bought for complete season  Partial Season  Tickets bought only for part of a season/ certain # amount of fames  Individual Game  Ticket per game  Complimentary  “Comps”/ group or individual tickets at no cost to consumer  Student  Specific tickets at discounted or other different regulations for students
  7. 7. Preseason Sales  Different start dates for different teams depending on organization  Should have all tickets printed, seats assigned, orders recorded, etc. before season starts  Organizations should take advantage of new additions, fan enthusiasm, changes in team, etc. to sell more tickets
  8. 8. Methods of Selling  Direct Mail  Follow-up Phone Calls  Telemarketing  Direct Sales  Outlets  E-ticketing
  9. 9. In-Season Sales  Once a season starts, ticket offices know what tickets they have left over. They then sell them by:  Group sales  Consignment  Discounts  Complimentary admission  Giveaways
  10. 10. Account Systems  Computerized ticketing  The sophistication of computerization in ticket offices has increased over the past 15 years.  For every Sport Management major they should have a personal computer.  Because with a personal computer, even a small sport organization can purchase relatively inexpensive.  Printing  Tickets may be printed by an outside company or by the ticket office.  Season Tickets  Accounting Procedures for Ticket Revenue  The ticket office receives payments throughout the year and has a system to maintain accurate records of receipts, deposits, and accounts receivable.  Fans order tickets without immediate pay.
  11. 11.  Ticket Records  The ticket office maintains records to account for every ticket.  Game Day  Pre-game preparations  Many preparations are done before the ticket windows are opened.  During Game  Although game day is difficult for the ticket office, there are strategies to help the operation run smoothly.  Post-game  The job is not done yet.  The office checks the ticket sales and receipts for each seller to make sure his or hers records are accurate.  Attendance  Post-game reconciliation
  12. 12. Summary  Consumers in the United States spend almost 12 billion dollars a year buying tickets to sporting events.  Economic Recession of the early 20’s  Erosion  Cost of ticket  Internet Ticketing