In entertainment there is a certain mystique about season tickets and season ticket holders. For folks that are fans of a particular organization there’s a certain draw to wanting to be more engaged – season tickets are the most tangible/visible way to show the organization and other fans that you’re committed.

From the organization standpoint, season ticket holders are your core fans. They’re all in on what you’re doing, they know how to behave, they show up early, leave when asked and buy other stuff. That financial base of reliable future revenue is important to protect. As a result, here are a few benefits you can list on your website and in your sales collateral to incentivize new sales of season tickets.

• Savings from single event ticket prices – your season ticket holders should have the best price available for any game for their particular seat. They spend more money on more games, so a higher investment up front, but for that particular game they should always have the lowest price.
• Guaranteed seats to every regular season home event – this is important for fans to know, especially when the big time opponent or guest comes to town. Your season ticket holders want to know what they are paying for, so make sure to be direct about what is included.
• Priority and savings for additional single event tickets. These fans should get early access to buy extra tickets for the events for which they want to bring more friends. And if you offer a slight discount, that value they will appreciate. Plus, lots of entertainment organizations host or put on special events and other gatherings that aren’t considered a traditional event – let your season ticket holders in on these events with an exclusive time period to buy, if desired. These people are ultra committed, allow them to engage more if they’d like.
• Priority to purchase events not hosted by your organization. This would include events at other venues where you have a relationship, championship level events, partner events or promoters, and other premium events that your fans might have interest in attending. This is one of the secret perks that your premium clients will appreciate – access to tickets to exclusive events.
• Opportunity to purchase additional non-ticket products – merchandise, in-game experience products like pre-installed seat cushions, scoreboard messages, program messages and other exclusive products
• Establish priority for upgrades and seating location improvements. This is especially important for organizations that don’t have a lot of turnover and have created a high demand for certain seating areas.