SBD/March 6, 2014/Franchises

Jaguars Unveil '14 Season-Ticket Campaign, With Numerous Fan-Engagement Opportunities

The Jaguars yesterday unveiled their '14 season-ticket campaign, "highlighted by a program to give fans year-round engagement with the team and five new seating areas they hope caters to families, corporate clients and diehard customers alike," according to Ryan O'Halloran of the FLORIDA TIMES-UNION. Coupled with the "ongoing construction project that will feature the world’s largest video scoreboards, the Jaguars’ intention is to improve the fan experience for their seven home games." The plan was a "result of studying four surveys conducted with season ticket holders" in late '13. The Jaguars with the plan wanted to "keep season ticket prices flat." The two "main components of the plan were the creation of Jags365 and the five new seating areas." Jags365 is a program that will "engage season ticket holders (at no additional cost) to year-round access to the Jaguars." A staff of eight, "including five new hires, will be in charge of relations with the season ticket base, which is currently 46,000." The opportunities for fans include a "chalk-talk with team officials, attending the postgame press conference, leading the Jaguars onto the field, a fantasy camp where fans can do the same drills as the players, watching movies on the field and networking events for season ticket holders to generate business contacts." Jaguars President Mark Lamping said that "selling these new areas will allow the Jaguars’ average ticket price to rise without the team raising existing prices." Lamping added that he "thought the new sections would be a 'mix' of existing fans who upgrade their tickets and new customers." Additionally, the Jaguars plan to "recognize long-time season ticket holders, including a permanent Wall of Fame-type structure in the south end zone with the names of each inaugural season ticket holder (about 11,000 names)" (FLORIDA TIMES-UNION, 3/6).
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