The movement from season-ticket holder to season-ticket member has resulted in the development of benefits and opportunities associated with membership. Thus, the proverbial American Express tag line, “Membership has its privileges,” has become the operative philosophy and positioning used to sell the ticket product.
As I have written previously, one of the key drivers in adopting this membership philosophy is to provide consumers with strong reasons to purchase their ticket plans directly from the teams — namely, benefits and other forms of access that the secondary ticket cannot provide. The benefits and access are used to offset any cost or pricing advantage that the secondary market can use to attract buyers.
Most recently, the concept of “homage” has been added to the membership concept as a way of expressing gratitude or acknowledging a level of investment/connection to the team and the organization through some form of recognition. An interesting twist to this recognition is that it appears to be twofold: first, recognizing members for their support, and secondly, making a public statement to nonmembers and the public that the organization values its members in the hopes of securing additional members.
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A young Cavs fans searches for his name on the hardwood.
Photos by: CLEVELAND CAVALIERS (2)
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Members can be recognized either in terms of longevity (probably the most common) or total spend per account. The total spend concept usually has amenities and benefits associated with a level of spending, eliminating the need in most cases for any type of homage.
While a significant number of teams and leagues have begun this practice of homage, I have selected three examples to illustrate the
concept.
Cleveland Cavaliers’ Wine & Gold United
“When we first launched our Wine & Gold United platform in 2013, one of our big initiatives was to find unique ways to show visual signs of difference for our members,” said Abbey Mathis, director of membership development and activation for the Cavaliers. “We chose to recognize our most-valued members by including their names and placing them on the hardwood to symbolize they were the true ‘foundation’ of our organization. We also feel there’s something special about going down to the court and being able to find your name and feel that sense of connection that they are a part of something much bigger.”
Interestingly, the concept of a ticket member or supporter having his or her name visible somewhere in the facility has been a practice for a number of years, but it is always something that the individual would have paid for. When a new venue was being constructed, it became a common practice to sell bricks that would either become a wall or a sidewalk or a similar in-ground display. Supporters would usually purchase two such bricks — one to be displayed in the facility and one as a keepsake that could be displayed in their homes or offices. What the Cavaliers are doing is taking the “for sale” element out by converting it to an homage showing appreciation and respect for the ticket members.
Pittsburgh Pirates’ home-field advantage
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Pirates season-ticket holder names appear on the outfield wall at PNC Park.
Photos by: PITTSBURGH PIRATES (2) |
“Our fans have created a tremendous home-field advantage for us here at PNC Park and our members are at the core of that environment. We wanted to do something unique and symbolic, so finding a way that our ‘members take the field’ with us every game was the goal,” said Drew Cloud, executive vice president of the Pirates. “I think we are the only team in professional sports where our season-ticket members are literally in the field of play with us every game, so we felt that was the type of recognition our members deserved.”
Cloud said the goal of the effort that put members’ names on PNC Park’s outfield wall was creating a membership platform that recognizes the investment in ways beyond just good seats and better prices. “Membership for us is about creating memorable and personalized experiences, unique access, and recognition that you are truly part of the team,” he said.
MLS gives fans a place on shirts
“Creating the photo collage, inside the outline of the player number on every uniform in the MLS, was a unique way for the league to connect with our most-ardent supporters: the season-ticket holders,” said Declan Bolger, MLS vice president of club services. “We are a young league; we’re innovative, creative and know that our fans and players come first, so it made sense for us to become the first league to run this unique feature. We thought this initiative would be popular, but this first year has surpassed our expectations. Every single club embraced it, and it’s been a huge hit with our supporters and the players.”
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A photo collage of season-ticket holders on MLS jerseys has been a hit.
Photo by: MARK THOR / ORLANDO CITY SC
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MLS has been characterized by a passionate fan base that is younger than those of the big four professional sports leagues in the United States. This fan base has embraced being different by adopting a variety of traditions and practices commonly found in European football clubs — namely, songs, chants and scarves. MLS, along with the WNBA, are the only major — those playing at the highest level — league sports that permit a sponsor logo/name on the uniform. Therefore, it would seem logical that MLS would be the league most likely to incorporate an homage into the uniform.
What could be more meaningful to the members than actually having their photos incorporated into the jerseys of their favorite teams and their favorite players? Is there a better form of homage than being part of the players and ultimately the game itself? That said, is there a better way to increase jersey sales for those same members and supporters?
I expect this practice of homage to continue to be adopted by more and more teams, and to take more and more creative forms — perhaps a banner hanging in the rafters at Boston Celtics games, or a fan monument in the monument park area at Yankee Stadium. Whatever comes next, I’m sure it will be appreciated by the members and supporters, and isn’t that what this is ultimately about?
Bill Sutton (wsutton1@usf.edu) is the founding director of the sport and entertainment business management MBA at the University of South Florida and principal of Bill Sutton & Associates. Follow him on Twitter @Sutton_ImpactU.
