June 11, 2003
Volume 2, Issue 10

Ticket Sales "Heat" Up in Miami

Customized ticket plan generates over $150,000 in sales for Heat

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Contact: Mari Schmidt, Senior Director, Ticket Sales,
786.777.4218, [email protected]

Organization: Miami Heat

Program Title: Create Your Own Ticket Plan  
"Pick 6 + 1"

Objective: To significantly increase ticket sales by offering fans an incentive for attending multiple games.

Program Description:  In Miami, players aren't the only ones who received a bonus this year...so did the fans! The Miami Heat have created an outstanding fan-incentive program that has significantly boosted ticket sales! The Create Your Own Ticket Plan "Pick 6 + 1" program offers a "bonus" ticket to fans who attend more than six games over the course of the season.

The flexible "Pick 6 + 1" plan offers a variety of game dates and price categories to choose from, giving each fan the chance to choose a ticket package suitable to their needs. The prices of the ticket plans range from $186- $1080.

Results:  The Create Your Own Ticket Plan "Pick 6 + 1" promotion was hugely successful for Miami. The plan proved to be one of the Heat's most effective sales tools in overcoming sagging attendance numbers, as the program resulted in over 400 packages sold. All told, the program generated over $150,000 in revenue!

Media: To promote the "Pick 6+1" program, the Heat advertised through radio, local theatres and their own website.

Looking Ahead: After evaluating the results of the Create Your Own Ticket Plan "Pick 6 + 1" and receiving positive feedback from fans, the Heat definitely plan on bringing this promotion back next season. The Heat are also looking to secure an official sponsor for the "Pick 6 + 1" promotion for the 2003-2004 season and beyond!