New England Revolution Score With Week of Game Upgrade Offer
The New England Revolution banked some additional revenue with a week of game offer to previous group buyers offering them an upgrade to their club. For a late March game this season with questionable weather in the forecast, the Revs group sales department decided to put a $25 per ticket upgrade out to their larger youth soccer group attending that match.
Within 3 days of the game, they generated $18,000 in additional revenue and sold 720 upgrade passes to their club area.
Closer look at the numbers:
- 720 upgrades sold
- 3 day promotion with 48% conversion rate
- $25 per upgrade per person
This promotion is a perfect example of a way to continue to upsell and add on to group purchase. Additionally we are seeing more teams provide the following as add-ons or week of upgrades:
- Club experiences
- Parking
- Merchandise
- Unsold Fan Experiences
- Food and Beverage credits
Take a look at your communication schedule to fans and groups leading up to or at your game/match, are there opportunities to add in links in “Know before you go” emails? What about a QR code on the jumbotron or at a customer service desk during the game for experiences and/or upgrades?
There are so many opportunities to provide these added experiences to our fans that provide a true win/win for all involved!