The MLS Dynamo today formally announced the launch of the Forever Orange Membership Club, a series of add-ons and incentives for ticket holders. With the announcement, current season-ticket holders were automatically rolled into the new program. In addition to the 17 regular-season MLS games and one Dynamo Charities Cup match, the plans will now include features such as a complimentary MLS LIVE subscription; personalized seat nameplates; in-arena and ticket discounts; and priority access to tickets for playoff matches and non-Dynamo events at BBVA Compass Stadium. Perhaps the most innovative aspect is the account credit, which fans can spend in a variety if ways.
Dynamo President Chris Canetti said that the impetus for Forever Orange was two-fold: "to provide more value to season-ticket holders and strengthen their connection to the team." The account credit empowers fans to "spend their money on what they value," he noted, rather than have the team dictate which games or experiences would add value to ticket packages. As far as interface and implementation of the program, Canetti said the "basic concept" came from a familiar e-commerce platform, iTunes. Fans will log on to a website that will show their personal point totals and give them options for how to use them. If the effort comes off well, Canetti hopes the program results in "improved usage of seats," as well as "fantastic renewal rates" for season seats.
