With so many chances to impress customers and wow employees, it’s no wonder many corporate leaders invest in season tickets. Season tickets open doors to exclusive experiences and create lifelong adventures that partners will remember for years.
Despite the perks of using corporate season tickets, many leaders question how, when, and why to use them. If you wonder whether the benefits outweigh the drawbacks, you’re in the right place.
Why Have Season Tickets Been the Go-To Option for Ticket Strategies?
Season tickets have traditionally been the go-to option for many corporate ticket strategies. Historically, season-based packages offer the best pricing, locations, and seating options.
However, when tickets go unused, money and effort go down the drain. Many organizations have gone cold on season tickets because of the potential waste.
Why Are Season Tickets Becoming Less Popular?
Corporate pain points include missed opportunities to use tickets and a lack of reliable reporting. Companies don’t know how to track season ticket usage or how to measure the real return on investment. And as seasonal pricing rises, these risks may not be worth the price of seasonal packages.
Many companies opt to buy one-time tickets instead. With one-off purchases, you aren’t forced to buy the full season or take on penalties for only choosing a set number of games. Modern businesses want more options and flexibility — even if that means paying more per event.
Even professional leagues acknowledge the shifting tide. Pro organizations are incentivizing season tickets with discounts, exclusive events, and subscriber perks. The goal is to increase popularity after season ticket sales have struggled.
What Are the Alternatives to Corporate Ticketing?
Several alternative ticketing options offer different benefits from season tickets. These include:
- Splitting up a single season ticket package into a set number of events or games
- Buying series-based ticketing packages
- Buying single-game tickets only as teams want and need them
These purchasing options might be more beneficial in the long run, depending on how often your organization attends events. The right strategy depends on understanding your employees and your stakeholders, and knowing how they plan to use live tickets.
Benefits and Advantages of Season Tickets
There are still several perks to season ticket subscriptions, especially if you have the ability to use full-season passes — usually at an attendance rate of more than 70% over the season.
When you purchase season tickets, you know exactly where your designated seats are each night. Plus, you have easier access to the amenities that matter most (like concessions, restrooms, or suites).
Plus, if you have club access, ticket holders enjoy special parking, venue perks, amenities, and customer service. Venue teams and account managers are better equipped to handle requests from season ticket holders versus one-off attendees. If you want the experience to feel more exclusive, this is the ticketing option for you.
How Can Companies Decide What’s Right?
Deciding which tickets are right for your company comes down to fulfillment. Can your team actually use what you’re buying at full capacity? To narrow down the options, consider these factors:
- Number of seats: Decide how many seats you need across all attendees, including clients, prospects, and employees.
- Price: If you only need six tickets or seats, you may not be able to afford a full season.
- Attendee interest: Is this the right team, venue, or event category? Does a full-season experience align with your goals? Do attendees have a documented interest in attending this type of event? If you have a set budget (such as $20K annually), does it make more sense to spend it all in one place?
- Policy and procedure: Are there policies and procedures in place to manage ticket use? For instance, if a client goes, does an employee also go? Do employees have limitations on the number of times they can attend?
Don’t forget — the goal is always to maximize usage without wasting resources or throwing ticket opportunities away.
Best Practices for Maximizing Ticket Usage
Even if the above factors help you decide to buy season tickets, you’ll still need a plan for how to use them well. Regardless of the kind of event you attend, the key is to ensure those seats are at full capacity.
You can do this by adhering to common tips and best practices:
- Create better policies for ticket transfers.
- Mitigate waste more efficiently by donating or selling tickets you don’t need.
- Have a system in place to see who goes to the events when you buy tickets.
- Check your return on investment for each event.
Let’s imagine a hypothetical scenario in which you determine that one client who spends $1 million per year with your business is a better fit for season tickets than a client who only spends $5K per year. Unfortunately, when your high-paying VIP doesn’t show up to the event or transfers his ticket to someone else, that investment becomes a waste. As a business owner, your investment is lost.
When this cycle happens repeatedly, organizations quickly lose out on the reasons they invested in season tickets in the first place.
Make Your Ticketing Strategy Count
Ticketnology exists to maximize corporate ticket usage so business leaders can achieve their predetermined hospitality goals.
We know it’s crucial to choose ticketing packages that are perfect for your budget, audience, and corporate culture. Beyond that, we ensure that when it’s actually time to use and enjoy your investment, you get the ROI you need.
Chat with Ticketnology today to maximize your corporate ticketing strategy.