Louis BattleHawks also easily led all XFL teams in attendance in its debut season of 2023. Louis City SC joined the roster of local teams, and in Year 1 has already put itself in the top 10 of MLS team attendance. Gone is the NFL and the Rams, who left a few years ago for California. Louis also is a town seeing a bit of a sports makeover. The city has seen 11 World Series titles won by the Cardinals, while the Blues - in town since 1967 - added to that local trophy case with their first Stanley Cup in 2019.īut St. As FleishmanHillard CEO John Saunders told the DRIVE crowd during the opening Q&A, tennis' Davis Cup event and golf's Walker Cup draw their names from famous St. city to play host to the Olympics back in 1904 (the track used at those Summer Games still exists on the campus of Washington University). Louis is a storied sports town, and was even the first U.S. Louis was a fitting locale for the DRIVE conference, as speakers gave insights on what has worked for them thus far, but also about how we as an industry can evolve for a more prosperous future. That could be just outside a game (like The Battery in Atlanta), at a location hundreds or thousands of miles away that provides a new, immersive experience (check out what COSM is doing) or simply coming to you on your coach (whether that be mobile sports betting or having you "check in" while watching a race like NASCAR is doing).Ĭheck out SBJ's special section on the AXS DRIVE event to read a number of writeups from sessions in St. How do you capture those fans? How do you keep them in the fanhood flywheel? Attendees at DRIVE listened to a number of best practices and new initiatives that are aimed at creating more touchpoints for those fans. Most fans will not - or simply cannot for myriad reasons - make it out to a venue for a game or an event or a race. Teams, leagues, brands and other operators are embracing any information they can get their hands on to create better pricing, whether that be with tickets, with concessions or in determining price points for concerts vs. There is also ZERO fear of data among front office execs in 2023 - marking a night-and-day difference compared to where things stood even a decade ago. But while business is better than ever among many ticketing outfits, what is the point where fans will just say "no mas" on higher prices? Demand remains up post-COVID, and prices have risen with that. It was also interesting listening to insiders like AXS' Bryan Perez and KAGR's Jessica Gelman talk about fears around rising ticket prices. It's a key issue to watch over the next five years, particularly as a number of new venues come online. It's a tough balancing act, and teams, leagues, event operators, ticketing specialists and more are finding ways to entice all manner of fans to come to out. And while traditional fans are expecting more from that experience, they also don't want to be priced out. It's an experience expected by not only high-end customers, but everyone coming to a game or event - especially when they dishing out more and more money. The evolving premium experience is one area under a microscope in sports these days. Across two-and-a-half days of sessions, speakers kept circling back to a few key topics, including the premium experience, revenue generation, ticketing and venue operations, business intelligence and overall optimization and efficiency. Louis played host this week to SBJ's annual AXS DRIVE event, and a record crowd for the conference (over 500 execs) gathered in the Gateway City to discuss key issues facing their organizations.
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