Gen20 Program Drives New Fans And Volume!

In an attempt to expand their audience, the Memorial Tournament launched a Gen20 program for this year's tournament.

The offer was valid for ages of 21 – 29 years old and was only good for 1 ticket per person per day. The tournament made the tickets non-transferable so the ticket buyer had to be the one to attend the tournament.

Each ticket also came with two (2) drink tokens redeemable at participating locations during the tournament week.  Bars such as Fado Irish Pub, Pins Mechanical Co., Urban Meyer’s Pint House, Market Bar Bridge Park and Roosevelt Room participated.  The program was sponsored by Miller Lite as well. 

The numbers for the past 3 years below speak for the success of the program: 

Promotion by the numbers:

2024 Results

• 2,276 tickets sold
• $63.16 average ticket yield
• 17,564 unique promotion viewers
• 78% of buyers new to the database

2025 Results

• 3,827 tickets sold
• $256K in ticket revenue
• $66.89 average ticket yield
• 15% buyer conversion rate

2026 Results

• 3,930 tickets sold
• $285K in ticket revenue
• $72.50 average ticket yield
• 13% buyer conversion rate

This is a perfect example of a targeted offer to a new audience that was executed well and drove significant volume.