After a seasonlong test, the Orlando Magic plans to add more experiential uses to its Magic Money app program, an offering that lets full- and partial-season-ticket holders bank the value of unused tickets to use in buying other services offered by the team.
Magic Money began as a pilot program in the 2014-15 season, when credits for unused tickets could be used only for seat upgrades. A more comprehensive program was tested this season, and it’s that deeper offering that will become standard fare next season. Specifically, fans now can bank money for additional tickets to future games, concessions, merchandise, and access to team events such as press conferences and player-autograph sessions. The team plans to add more experiences next season, as well, such as locker room tours, dinner at arena restaurants, personalized messages on the arena video board, valet parking, and being a ball boy for a game.
Users also can transfer their Magic Money funds to non-season-ticket holders.
The team’s goal with the program is to allow fans to create more customized experiences.
“We are evolving the app so that the experience becomes personalized,” said Magic CEO Alex Martins. “Ultimately, we want to get to the point next season where everyone’s experience with the app depends on their purchase habits.”
For the team, the program lets the Magic get more data on their fans’ spending patterns and preferences. Also driving the Magic Money enhancement is the overall demand for the team’s app, which launched in October in conjunction with VenueNext.
Martins said there have been 20,000 downloads of the app. The team has about 10,000 full-season-ticket holders, and 8,000 of those have used Magic Money for transactions within the app this season.
“It has allowed us to transform the way our season-ticket holders utilize their tickets,” Martins said. “The No. 1 reason that deters season-ticket holders from renewing is they can’t use all the tickets. It’s a huge factor, and what we have done is give them the opportunity to turn those back in and utilize them for a number of reasons.”
Magic Money is available only to season-ticket holders who have downloaded the team’s app and points to yet another evolution in the viability of team apps. Consider that last month the Portland Trail Blazers and the Miami Heat became the first two teams to allow fans to renew season tickets through their respective apps. The Magic do not have a renewal option through its app.
The Magic last year took an undisclosed stake in VenueNext.
“The Magic are innovative in terms of wanting to change the fan experience,” said John Paul, VenueNext founder and CEO. “They are changing the idea of a season ticket. It becomes a membership as opposed to just buying a season ticket.”
