SBD/May 17, 2011/Franchises

Put It On My Card: Jaguars Unveil Latest Initiative Of Ongoing Loyalty Program

Season-ticket holders will be able to earn rewards at over 300 retail vendors
The Jaguars today announced Jaguars Advantage as the third component to their team loyalty program. The promo allows season-ticket holders to register an existing credit card to shop at JaguarsAdvantage.com. For each purchase made through the portal, fans can choose to receive either cash back through a PayPal account or credit toward future season tickets. More than 300 retail vendors are participating in the venture, including Foot Locker, Barnes & Noble and Dick’s Sporting Goods. The promotion is being handled by third-party vendor MyRewards.com, allowing multiple credit cards to be registered. Vendors’ redemptions range from 1-15% of the purchase total, and the team has promised to double the credit for fans that choose to credit the amount to their future season-ticket purchases. Jaguars Marketing & Sales Operations Senior Manager Steve Livingstone said a huge motivator for the new campaign was to drive tickets sales during the continuing labor situation. “The whole thing is designed to get the word out into the marketplace that we don’t want you to wait until this labor situation is resolved,” Livingstone said. The team’s ticket sales have been a roller coaster the past couple years, with the organization losing 17,000 season-ticket holders in ’09, then regaining 18,000 new season-ticket holders last year. The Jaguars are located in the third smallest market in the NFL, so the team has had to work overtime to move tickets. Livingstone said that renewals started at the beginning of the year and were at about 73% of the season-ticket base before the lockout began in early March, slightly ahead of last year’s renewal rate. To date, the team has sold 31,572 season tickets for next season, around 8,500 short of their goal of 40,000.

REWARDING LOYALTY: The Jaguars Advantage is the third and final aspect of the team’s loyalty program, instituted last year. Teal Deals, a coupon book with over $3,000 in savings, and Jaguars Rewards -- a card used at local merchants giving discounts on gas, dry cleaning and grocery stores -- were introduced before the beginning of the ’10 season. More than 200,000 gift certificates were redeemed, with some partners seeing redemptions of more than 10,000. Livingstone said that the team during recent renewal calls polled 400 renewing season-ticket holders and found that 344 had redeemed one or more of the Teal Deals last year. Livingstone estimates fans can recoup up to $500 worth of savings through Teal Deals, up to $150-200 through the Advantage program and $50-100 from the Rewards program. “Technically you could be earning about $800 during the course of a season on one $400 season ticket. And as a caveat to all that is, even if the season isn’t played this year, the fans will still be able to use these programs,” Livingstone said.

JUNE BUG: The Jaguars today also announced 30 Days of Teal, where fans that purchase or renew a season-ticket plan during the month of June will be eligible for a daily prize, including a pregame on-field pass, a free parking pass, a round of golf with one of the coaches or ultimately Super Bowl tickets.
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