SBD/July 11, 2012/Franchises

Stars Launch New Ticket Sales Campaign In Hope Of Increasing Corporate Sales Numbers

The Stars have launched a "new ticket sales campaign for the upcoming season, with hopes of gaining corporate fans," according to Candace Carlisle of the DALLAS BUSINESS JOURNAL. Stars VP/Ticket Sales Matt Bowman said that the industry average of corporate fans "is 60 percent to 70 percent of the audience for a professional sports team." Bowman "didn't have specific figures for the Stars but said the franchise recognizes that it has been losing ground." He added, "We think businesses haven't thought of the Dallas Stars over the past few years, and we want to make sure we are part of the discussion as people make their decisions about sports entertainment." The franchise has "added a corporate ambassador group to its ticket sales team, adding a dozen team members focused on increasing the club's exposure to the Dallas business community." Bowman said, "We've been out there reminding the business community that we have been here since 1993 and telling our story. They are saying, 'Hey we're glad to hear from you guys; we haven't heard from you in awhile.' We have seen an uptick in new business, but we have a lot more work to do." He added that the club's season ticket base "isn't where it should be." Bowman said that the corporate fan base is "important to the Stars as they seek to return to the levels of season ticket holders seen in the 1990s." He said that part of the club's strategy is "reducing ticket prices and adding value to the fan experience." Bowman added that from packages that offer "lower-level inclusive sideline seats at $139 for each ticket to half-season suites at the American Airlines Center that include Stars and Dallas Mavericks games for $75,000 -- it's all about customization" (DALLAS BUSINESS JOURNAL, 7/6 issue).
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