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WHITE SOX BRAND TICKET PLAN AFTER TEAM MANAGER

Chicago White Sox see 20% increase in 'Ozzie Plans' from last year and look for more plans to sell throughout the 2009 MLB season

CONTACT

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Tom Sheridan
Director of Ticket Sales
Chicago White Sox
312-674-5340

ORGANIZATION

Chicago White Sox

PROGRAM TITLE

13 Game Ozzie Plan

OBJECTIVES

The White Sox made an effort to offer a price sensitive season ticket program that had the flexibility of selecting specific home games. Providing affordable ticket options that can get a "traditional" individual purchaser to feel like a White Sox season ticket holder has always been part of the White Sox organization.
 

PROGRAM DESCRIPTION

The Ozzie Plan started from research that the White Sox conducted 10 seasons ago. The numbers showed that many of the club's "offline" customers were purchasing tickets for two to four games per year. From the initial research, the White Sox created the "7 Game Pak". It allowed fans the opportunity to buy tickets to six home games and get tickets to a seventh home game for free.

After a few years, the club saw a significant increase in two to four game purchasers to six paid game purchasers. The club then decided to push the "7 Game Pak" to a 9 game plan and rebranded it as the "Minnie" Plan, in honor of former White Sox outfield great, #9 Minnie Minoso.

The success of the Minoso Plan evolved into the 13 game "Ozzie" Plan. "Obviously, (it) worked from a branding standpoint and allowed us to get more games purchased from our fan base", says Chicago White Sox Director of Ticket Sales, Tom Sheridan. The larger "entry-level" ticket purchase is linked to former White Sox player and current manager of the club, Ozzie Guillen.

The layout of the plan has been altered to help generate ticket sales throughout the season, in particular the months of April, May and September. Buyers are required to select three games in April and two games in each successive month of the season.

MEDIA

The Ozzie Plan was advertised through the club's season ticket brochure, email blasts, and online at whitesox.com

PARTNERS

The assistance of Ticketmaster and Major League Baseball Advanced Media (MLBAM) has been important to the Ozzie Plan. "We could have never gotten this program done without the daily, weekly and monthly assistance of Ticketmaster and MLBAM", states Sheridan.
 

RESULTS

The popular ticket plan is doing well for the upcoming season.  Sheridan states that "the Ozzie Plan is up 20 percent over last season at this time. We hope that the flexibility of the plan and the draw of some of the marquee games on our schedule will continue to push sales during the season."

LOOKING AHEAD

The Ozzie Plan has been very successful and the White Sox will continue to promote the Ozzie Plan for future seasons.

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