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Volume 24 No. 117
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Pelicans' Personal Touch Puts Team At Top Of NBA Survey Ranking Ticket-Holder Satisfaction

A recent NBA-commissioned survey ranks the Pelicans No. 1 in "season ticket holder satisfaction," thanks to an "array of personal touches and added perks for ticket holders," according to Scott Kushner of the Baton Rouge ADVOCATE. The Pelicans have "already sold more than 10,000 season-ticket equivalents" for '17-18, despite only making one playoff appearance since '11. A four-person business analytics team "conducts a variety of surveys throughout the season, drawing feedback from a variety of customer demographics on their experience in and around the Smoothie King Center, to get a feel for areas of improvement." Pelicans Senior VP/Sales Mike Stanfield said, "There are no decisions based on gut decisions anymore. ... The analytics brings an element of educated decision making." Stanfield said that the Pelicans have "been able to maintain a solid base of season ticket holders by offering each account a specialized representative with whom they communicate their needs." There are also "added perks, like a complimentary beer garden before games" and a 15% discount on concessions. They have also "fine-tuned their approach around the secondary market, limiting the amount of seats brokers are able to gobble up." Sources said that the team "sells about 2,000 season tickets to a single broker, and all other seats placed on the secondary market come from individuals." Stanfield: "We limit ourselves on what goes to the secondary market. ... Four years ago, we sold to anybody and anywhere, and it was a mistake" (Baton Rouge ADVOCATE, 9/20). In New Orleans, William Guillory cites a source as saying that the team's success in fan experience came from the "unveiling of new video boards at the Smoothie King Center" in '16-17, "along with the team's continued efforts to improve in-arena Wi-Fi, mobile ticketing and other features" (New Orleans TIMES-PICAYUNE, 9/20).