The Sharks gave their ticket buyers two simple choices: refunds or credits.getty images
With the prospect of the current NHL season ending in neutral-site locations or behind closed doors in select markets, some clubs are already offering season-ticket holders incentives to re-up for the 2020-21 campaign, while others have opted for less aggressive ticketing policies.
On May 5, in addition to a full-value refund, the Montreal Canadiens offered one of the more lucrative credit options for season-ticket holders, including a 50% bonus on the value of a fan’s credit along with a price freeze on next year’s tickets. Similarly, one of the options provided by the New York Rangers incentivized fans to roll over their credit toward 2020-21 in exchange for one of three gifts: an autographed stick, $150 in concessions credit or $150 in Madison Square Garden Store credit.
If Columbus Blue Jackets season-ticket holders apply their money toward next season, they’ll receive an additional 10% credit that could be directed toward season tickets, additional ticket purchases or concessions.
Other teams, such as the San Jose Sharks, decided on a simple strategy. It was important for the team, according to Brian Towers, vice president of ticket sales and service, to have an easy-to-understand ticketing policy. On May 7, the club offered season-ticket holders (full and partial), as well as those with group plans, suite renters and single-ticket buyers, one of two options: refunds for the missed home games during the 2019-20 season, or credits, which could be rolled over toward tickets for next season.
“Ultimately, we felt like we were at a point where we needed to do it and give people the [refund] option, just given the outlook. … We’d obviously prefer the credits, but we’re just trying to provide relief where we can,” Towers said.
Roughly half of the 5,500 people who’ve been offered the refund or credit option have responded, with 45% skewing toward credit compared to 55% for a refund. There’s no deadline as of now to respond, Towers said, but if games are canceled or played without fans, the Sharks would likely implement a deadline to request a refund. Those fans who don’t respond altogether automatically roll over their credit.
Like other NHL counterparts, San Jose explored additional bonuses to incentivize fans to keep their money in their accounts, but according to Towers, the team was already deep into its season-ticket holder renewal campaign for 2020-21. Moreover, the Sharks didn’t believe the incentives would be strong enough to “move the needle” and “make a meaningful difference” for fans.
Sharks full season-ticket holders for 2020-21 have still been paying as part of a monthly schedule, the only fans who’ve had any financial commitments for next year, Towers said. If a fan inquires about a deferred payment, the team will evaluate on a case-by-case basis. To date, the Sharks have paused payments for “hundreds of accounts,” Towers said. He added that in the coming months, the team may skip a payment for these buyers and put it toward the end of the payment schedule.
“We’re in unprecedented times, and we certainly wanted to do right by our fans,” he said.
