Discussion Sessions

Discussion Session: Buyer Benefits (July 15, 2025)

In this session, we explore what perks, programs, and surprises really keep season ticket members, group leaders, and fans coming back for more.

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

Turning a Ticket into a Relationship

Buyer benefits work when the purchase stops feeling like a one-off transaction and starts feeling like the beginning (or continuation) of a relationship. The conversation framed the core idea: reward behavior in ways that recognize commitment, signal status, and invite further engagement. Early adopters or high-value buyers shouldn’t just get access—they should get something that feels earned and visible.

Visible, Tiered, Aspirational Rewards

Benefits that are seen do double duty: they delight the recipient and create aspiration in others. The branded season-ticket holder gift box—designed like a premium unboxing experience and handed out prominently with dedicated lines and flags—generated chatter and upsells because non-holders saw it and wanted in.

Similarly, group and season plans can be structured with clear tiers (e.g., X tickets = autographed item, Y = suite night) so buyers know what milestones unlock better experiences, and group leaders can get “hero moments” that both motivate them and broadcast desirability to peers.

Choice and Low-Friction Execution

Giving buyers agency—letting them pick from a small curated set of benefits—improves satisfaction over one-size-fits-all giveaways. A member portal where people choose among options, combined with point accrual from behaviors (attendance, concessions, surveys), lets fans tailor rewards to what actually matters to them.

Operational simplicity matters too: avoid complexity like size selection where possible (hats over shirts), and streamline group fulfillment so it’s turnkey, while dedicating more flexible, choice-driven experiences to season ticket members.

Re-Engagement and Funnel Progression

Benefits shouldn't end at first purchase. “Come again” or thank-you offers targeted to single-game buyers create a low-friction next step and help move fans deeper—toward mini plans, group leadership, or full season commitments.

Effective buyer benefit programs mix visibility, aspiration, choice, and ease, while also providing gentle pathways back in for one-time or lapsed buyers. When executed well, tickets become more than access—they become a sequence of moments that build loyalty and advocacy.

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