May 19, 2010 | Volume 8, Issue 25

Scott Schiff
Director of Ticket Sales
Harlem Globetrotters International
[email protected]
1-800-641-HOOP

Harlem Globetrotters International, Inc.

VIP Bench Experience Package

Known best for their combination of playful comedy and superior basketball athleticism, the Harlem Globetrotters are in the business of creating lifetime memories for their fans all over the world. Each year, the Globetrotters try to create experiences unmatched by the traditional sports and entertainment sector. For the 2010 "Magical Memories" World Tour, the Globetrotters meshed their basketball and entertainment acumen together to provide a new revenue stream that was based on better fan interaction.

The creation of the VIP Bench Experience, an all inclusive, four-ticket package, allowed fans to sit on the Globetrotters' bench during the game. Before the exhibition, fans are invited to a private "backstage" meet-and-greet where they can mingle, pose for pictures, and get autographs from players. Additionally, players have commonly invited the VIPs in the Globetrotters' team huddles as well as a few on-court skits. Understanding the popularity of each Globetrotter, Director of Ticket Sales, Scott Schiff states, "Our players are professional entertainers, and the experience they provide by interacting with kids and families is one of the many reasons why people have positive memories of our show." Fans also receive top selling Globetrotter souvenirs: an authentic player jersey, a 2010 "Magical Memories" World Tour program, and a leather replica game ball.

Fans enjoy their VIP Bench Experience, interacting with the Globetrotters on the bench.

Since the VIP Bench Experience was not originally included in the overall tour budget, the Globetrotters only promoted the Bench Experience through their website. However, due to the high number of positive fan testimonials, the promotion quickly became viral. Schiff explained, "Once it started selling and fans saw people experiencing this at the show, people were quick to inquire on how they could participate the next time we were in town."

The VIP Bench Experience was advertised only on their website

No partners were used for this ticket promotion.

The Globetrotters were extremely pleased with the progress made by the VIP Bench Experience, stating, "We are thrilled with our success on the 2010 Tour, as families continue to make millions of 'Magical Memories' at our events. The positive feedback from fans during the tour has been overwhelming, as more and more parents and children add our show to their family traditions." Not only did this package secure future fan participation, but sales increased dramatically from the 2009 to the 2010 season. In 2009, VIP seats were sold to 15 shows and in 2010, VIP sales increased to 75 shows, a 400% increase, as well as provided over $50,000 in additional revenue.

The Harlem Globetrotters are excited to provide the VIP Bench Experience during the 2011 World Tour and are currently looking for ways to improve the experience. With only one VIP Bench Experience package available per show, the Globetrotters expect to come close to selling out all 269+ shows in 2011, as they already have a growing nationwide waiting list.

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