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Stars Give Fans Opportunity to Share Season Tickets
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Split Season Tickets program increases revenue, enhances database marketing efforts
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| CONTACT |
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Colin Faulkner
Sr. VP of Marketing
Dallas Stars Hockey Club
[email protected]
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| ORGANIZATION |
| Dallas Stars Hockey Club |
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| PROGRAM TITLE |
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Stars Ticket Sharing
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| OBJECTIVES |
| Knowing how difficult it can be to not only attend every home game as a season ticket holder, but how much more difficult it can be to find one's replacement, the Dallas Stars wanted to create a program that would help their season seat holders facilitate the sharing of their season tickets. In addition, the club hoped that the program would help retain their current seat holders, find new prospects, and collect invaluable data about their customers. |
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| PROGRAM DESCRIPTION |
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The Stars Ticket Sharing program was designed as a service to fill a void in the Stars' season ticket program. Season ticket holders were cancelling their season seats because they had lost one of their ticket partners, and had trouble finding a replacement.
The "Split Season Tickets" online tool provides these ticket holders with a system to rank and draft individual games, and determine who in their group receives tickets to which games. The season ticket holder is the designated group leader who invites other members to join their group and become a part of their season ticket draft. The group leader has the ability to manage specific group settings, such as dividing groups of tickets into single seats, assigning games directly to a group member, and customizing each draft pick order. After the draft is complete, the results are immediately available to all group members.
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Dallas Stars fans can either make a group if they are
already a season ticket holder or can join an existing group.
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| MEDIA |
| The Dallas Stars used their own assets to promote The Stars Ticket Sharing program, focusing on web, email, and direct marketing campaigns to current season seat holders. |
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| PARTNERS |
| For this program, the Dallas Stars partnered with Dan Bartlett and SplitSeasonTickets.com. Colin Faulkner, Dallas Stars' Sr. VP of Marketing, agrees the partnership has been a definite success, stating, "Dan understands our business and has been extremely responsive and provided us and our fans an online tool that allows our fans to share tickets in a user friendly online environment." Both partners were delighted to work together, and are looking forward to more success in the future. |
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Season ticket holders can setup a draft to distribute their remaining tickets.
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| RESULTS |
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While the program has only been in effect for a few months, the Dallas Stars can already point to dozens of full season seat holder renewals that were secured as a direct result of this ticket-sharing program. They've also been able to identify several otherwise unknown season ticket prospects.
In addition to season ticket success, the program also fulfilled part of a larger organizational wide goal related to the Stars' database marketing efforts. With the help of this program, they've been able to collect a great amount of data on their fans, and use that data to help communicate and market to them more effectively.
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| LOOKING AHEAD |
| The Dallas Stars are excited to continue the program next season, and expect to build on the already increasing momentum from the 2009 season. |
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ABOUT THE NATIONAL SPORTS FORUM
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THE NSF SALUTES OUR
PartneR
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For over 14 years, The National Sports Forum has been the largest annual cross-gathering of the top team sports marketing, sales, promotions, and event entertainment executives from throughout the broad spectrum of teams and leagues in North America. The 2010 NSF Conference and Trade Show will be held on February 1-3, 2010 in Baltimore, MD. Additionally, NSF attendees and vendors rely on the NSF Alumni Association as their key resource for up-to-date and accurate information about what's going on in the sports industry. Visit www.sports-forum.com or contact The National Sports Forum at (619) 469-4101.
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