SBD/December 31, 2012/Franchises

Padres See Season-Ticket Sales Boost After Launching "Membership" Rewards Program

The Padres' rewards progam will include tickets, souvenirs and year-round events
The Padres have "launched a new 'membership' rewards program" that team President & CEO Tom Garfinkel "believes could become a model for other professional sports teams," according to Bill Center of the SAN DIEGO UNION-TRIBUNE. Garfinkel said, "We’re very excited about the membership program. The fans are excited." The Padres' new membership program is "open right now to purchasers of season tickets," and it will expand to "anyone who buys a ticket (through the club) as soon as single-game sales begin around FanFest." Garfinkel said that the goal of the new program is "to build a stronger connection between the Padres and their fans." Center noted "subscribers to the new program are identified as 'Members of the San Diego Padres Baseball Club.'” The rewards will "expand beyond tickets and souvenirs to include year-round events -- some including Padres players and staff members -- and discounts at participating partners." The new membership program will "have three levels (blue, gold and platinum) and four divisions (fanatic, social, business and family)." Full season-ticket purchasers "become platinum members," while half-season ticket holders "immediately qualify at the gold level with holders of a 21-game plan entering on the blue level." Benefits "increase with status." The Padres have "already held five events since the end of the 2012 season for the 'members,' including the Dec. 8 holiday party on the field (open to all members) and a tailgate party before a San Diego State football game (open to social members)." Garfinkel said one goal of the new program is to make the rewards "more attainable and meaningful.” He believes that the new membership program has "helped spur an increase in season ticket sales." The Padres said that season-ticket sales are running 25% "ahead of the same time last season" (SAN DIEGO UNION-TRIBUNE, 12/30).

TWEET RAVINE: In L.A., Steve Dilbeck reported the Dodgers are "currently considering a 'Social Media Loyalty' program that 'would give fans points for retweeting, replying, and helping the Dodgers gain followers.'" The plan would be to "have points redeemed for special offers, including tickets and merchandise." The Dodgers "broached this possibility in a survey they sent out to their Twitter followers last week that included all kinds of social media-type questions." The goal is to "increase their action on Twitter and boost their numbers of followers." The Dodgers "already have" more than 217,000 Twitter followers (LATIMES.com, 12/28).
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