Discussion Session: Back to School (August 19, 2025)

In this session, we discussed things schools! Performance groups, fundraisers, sports teams, assemblies, and more!

Here's a video recording of the session along with a summary of what was discussed.

Partner with School Sports Teams and Clubs

Connecting with existing school athletic programs is a natural entry point for ticket promotions. Teams like hockey, basketball, or cheerleading already have dedicated followings. By offering fan experiences such as on-ice activities, pre-game performances, or even hosting rivalry matches, you can spark enthusiasm that spreads from the team to the broader student body. This grassroots approach builds momentum quickly and often turns participants into natural ambassadors who promote events to their peers and families.

Create School Day and Field Trip Opportunities

Organizing daytime games or events as field trips provides a memorable experience for students while filling venues during otherwise low-demand slots. These can be paired with educational elements or fundraising tie-ins to increase buy-in from schools. End-of-year celebrations and back-to-school nights are particularly effective times, aligning with natural transitions in the academic calendar. Although logistics like transportation may rest with the schools, offering clear support and communication makes participation easier.

Recognize and Reward Educators and Staff

School staff appreciation events go far beyond teachers. By rebranding them as School Employee Nights, organizations have found success in engaging custodial staff, administrators, counselors, and more. Adding thoughtful giveaways (tote bags, crewnecks, journals) or unique fan experiences (like shooting hoops after a game) boosts attendance and goodwill. Inclusive recognition fosters community pride and increases the likelihood of broader participation from entire school districts.

Incentivize Student Achievement

Reward-based programs are powerful motivators. Teams and venues have implemented initiatives that tie ticket offers to attendance, grades, or reading achievements. For example, a “See You in Your Seats” program provided discounted tickets for students maintaining strong attendance records. Similarly, reading challenges or merit-based vouchers encourage participation while promoting academic goals. These programs not only drive ticket sales but also earn schools’ support by reinforcing positive behaviors.

Engage Parent Organizations and Creative Performances

Parent Teacher Organizations (PTOs) and similar groups are often the best gateway into schools, especially for fundraising-based promotions. These organizations amplify reach by sharing offers with parents, siblings, and the broader community. Another strong tactic is inviting school choirs, bands, or dance teams to perform at events. Seasonal programs like holiday sing-alongs or spring concerts can attract hundreds or even thousands of additional attendees, creating traditions that schools return to year after year.