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May 11, 2016 | Volume 14, Issue 6
ORLANDO MAGIC SEE AN INCREASE IN SEASON TICKET RENEWALS THANKS TO MAGIC MONEY PROGRAM
Magic give season ticket holders the option to trade in unused tickets for special amenities.
By: Mike Curtin
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Dear Faithful Readers,
Hope all is well!
This has been a busy time here at the office. We have our Steering Committee coming to town this weekend for a nice mixture of work and fun. It will be nice to look back at the 2016 Forum and start to move forward towards the 2017 National Sports Forum in Minneapolis, Minnesota. June 1st is the start of our "new year" so stay tuned for some fun announcements and a new website!
With the NBA playoffs in full swing, we thought it was a good opportunity to feature one of our long time forum friends and former Offical Host, the Orlando Magic. They do great work with creative ticket options and below you will find one of our favorites.
Enjoy!
Ryan Heidrich
Director of Communications
P.S. - Don’t forget to stay engaged with us on social media! Follow @NatlSportsForum on Twitter and Instagram and like us on Facebook!
PROGRAM TITLE
Orlando Magic: "Magic Money Program"
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OBJECTIVES
Marketing departments across sports organizations are always looking for new ways to actively engage and capture the attention of their season ticket holders. With lower than ideal attendance numbers for the past couple of years, the Orlando Magic knew they needed to offer their loyal fan base a way to customize their experience in a way that added extra value for season-ticket holders. After looking into behavioral analytics of their season-ticket holders, they found that customization is the most effective way to create this value they were looking to provide.
PROGRAM DESCRIPTION
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Many teams offer season ticket benefits that include being able to exchange unused tickets for a seat to another game. The Orlando Magic has begun to offer even more ways to customize your fan experience. The "Magic Money" program started in 2014-15 with fans being able to exchange unused tickets for seat upgrades. Significant additions were made to enhance the fan experience for the 2015-2016 season.
This season, fans were able to utilize their “Magic Money” for: additional tickets to future games, concessions, merchandise, unique experiences, access to team events, as well as the ability to transfer magic money to non-season ticket holders. Additionally, more features are currently being planned for the future of the program. As a result, the Magic will now be able to track fan spending since every transaction will be going through the Magic app.
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Click the image above to view the Orlando Magic website!
PARTNERSHIP
The Orlando Magic partnered with app provider VenueNext to drive the expansion of the magic money platform. Using integrations from companies such as Experience and Ticketmaster, the VenueNext platform has allowed the Magic to extend the use of magic money throughout the Amway Center.
RESULTS
So far, the Orlando Magic have seen some amazing results at the infancy of this program. While corporate sponsorship and group ticket sales have been on the rise, the most impressive result may be the increase in renewal rates from those season ticket holders that have utilized the ability to return seats and spent the resulting Magic Money to improve their experience.
LOOKING AHEAD
Given the overwhelming response from season-ticket holders and the Magic community, the team plans on growing this program even more in the future. While continuing to build on the program, the Magic plan on adding even more personalization to the program in hopes that its success continues well into the future.
CONTACT
For more information, contact:
Stefanie Mattos, Executive Assistant for Marketing and Business Strategy, Orlando Magic
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The National Sports Forum is 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 2017 NSF Conference and Trade Show will be held on February 12 - 14, 2017 in Minneapolis, MN. Visit www.sports-forum.com.
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