Box Office & Retail Operations

Sport Finance

Box Office Operations

Vital for the success of the organization:
Successes enhance the organization Failures could be disastrous

Point of entry for fans:

First impression Influences further purchases

Ticket sales usually the most important source of revenue.

Number sold Unit cost

Box Office Operations

Primary Product: Tickets
Souvenir Information Seat Warnings Rain policy

Printing:
Computerized Not computerized
Must have tix for all seats Must destroy all unused tix following event

Must be stored securely

Box Office Operations

Types of tickets:
Reserved General Admission Season

Mini-season
Comps

Box Office Operations

Season Tickets:
Guaranteed source of income No concern about the opponent, weather, etc. The sale of a particular seat

Mini-season plans:
Season tickets for a portion of the season Lower financial commitment Part of the consumption escalator Another source of consumer data

Box Office Operations

Complementary tickets:
Increase the crowd size Free experience for new consumer Influence or reward

Student tickets:
Often discounted Special sections

Box Office Operations

The Event Ticket manager must understand the particulars of each event:
Seats available Type of fans Anticipated crowd size Staff necessary Space necessary

Number of comps necessary

House Seats
Oversold VIPs

Box Office Operations

Pre-Event Preparations:
1. Each ticket seller is assigned a specific number of tickets and a small bank for change.

2. Pre-game ticket audit per each seller.

Box Office Operations

During the Event:
1. Windows remain open for a enough time to accommodate all who can be served.

2. Will-call window remains open.

Box Office Operations

Post-event:
1. Ticket Sellers reconcile their banks:
Unsold tickets Cash Checks Card receipts

2. Ticket Manager writes a sales report

Attendance report (Sales + Comps)

Customer Retention
Know the customer:
a)
b) c) d)

Identify the customers Internal market data

Differentiate the customer Satisfy specific needs Interact with the customer Engage in dialogue Customize items for consumers
Personalize direct mail Specific items Specific services

Customer Retention
What Upsets Customers?
a. Long delays

b.
c. d. e. f. g. h. i. j.

Service or sales problems that result in serious customer problems or emergencies.

Uncaring or sloppy attitude Wasted time: Trips back and forth, etc. Failure to listen Failure to follow customers instructions Broken promises Inability to provide needed answers or info. Impolite employees Feelings of not being an important customer