Season Ticket Reporting - What Do You WANT To See?
Morgan Denton Katz ???
Ticketnology | Changing The Game | Customer Experience Obsessed
Investing in season tickets can be a valuable asset for any organization, offering opportunities to entertain clients, reward employees, and build lasting relationships with key partners. However, without proper tracking and reporting, it can be challenging to truly understand the value of your investment. You report on every other aspect within the business, especially large expenses so why not your season tickets?
Reporting matters. And you can view your data from a dozen different perspectives to drive smarter decisions.
1. Understand Overall Usage
The first key metric to track in your season ticket reporting is overall usage. How often are your tickets being used versus sitting idle? By identifying patterns in ticket usage, you can gain insights into how often tickets are being utilized and for what purpose. This helps you spot underused tickets, which can then be reallocated for better ROI. For example, if you find that only 60% of your tickets are being used regularly, you can look into adjusting your distribution strategy to increase that number.
Tracking overall usage also highlights peak times or events when your tickets are most valuable. Also one often overlooked is, what days of the week are you tickets being used the most. This data can inform decisions on whether you should continue with your current ticket package, expand it, or downsize based on actual utilization.
2. Internal vs. External Allocation
Many organizations split their season tickets between internal use (employees and staff) and external use (clients, partners, or VIPs). By reporting on this allocation, you can assess whether your season tickets are being used strategically.
It all ties back to your goals for purchasing the season tickets. If you purchased them for internal use, as an employee perk than you will focus on who internally is using them. If you purchased them for business development, you would hope at least 50% are going to clients, partners and vendors.
Having a clear view of how many tickets are used for internal versus external purposes allows you to strike the right balance and ensure your tickets are serving their intended goals.
3. Identify Your Top Users
Understanding who your top ticket users are can help you identify key stakeholders, both internally and externally, who regularly benefit from your season tickets. In many cases, you might discover certain individuals or departments consistently request tickets, while others are less engaged.
For internal teams, this can help you spot potential areas of favoritism or overuse, while externally, it helps ensure your most valuable clients and partners are receiving tickets. It also could identify a culture shift in your organization and point out area's you could reinvest your ticket purchases. Reporting on top users allows you to make adjustments as needed.
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4. Resale Value of Unused Tickets
Despite the best efforts to allocate tickets, there will always be some that go unused. Rather than letting these tickets go to waste, tracking their resale value is an important aspect of your season ticket reporting. By leveraging secondary markets, you can recoup some of your initial investment by reselling tickets that otherwise would have gone unused.
Reporting on the resale value of your tickets provides insights into how much money you’re making back on unused tickets and whether you need to adjust your ticket allocation strategy. If your resale value is high, it might be a sign that you have more tickets than you need. Maybe you don't need that 4th parking pass for every game. Or maybe you want to adjust the number of seats - once you look at it thru a resale perspective you can make an informed future decision on renewals.
5. Track Year-Over-Year Usage
Another critical metric to monitor is year-over-year (YoY) usage in ticket usage. Are more people using your tickets this year than last? Has there been an increase in client or employee satisfaction tied to the use of season tickets? Like any KPI in marketing, you want to see it increase.
Tracking YoY data allows you to see the long-term benefits of your investment. It also gives you the chance to spot trends in usage that might not be immediately apparent on a short-term basis.
For example, you may notice that ticket usage increases during certain months or events, which can inform your allocation decisions in future seasons. Additionally, YoY growth reports can serve as evidence that your season ticket investment is paying off, helping justify the expense to leadership.
Ultimately, reporting on your season ticket investment isn’t just about crunching numbers—it’s about driving actionable insights that maximize your ROI. By looking at your tickets from multiple angles—such as overall usage, internal versus external allocation, top users, resale value, and YoY growth—you gain a comprehensive view of how your tickets are being used and where there are opportunities for improvement.
Regularly reviewing this data ensures you’re not only getting the most out of your season tickets but also making data-driven decisions that align with your company’s broader goals. Whether you’re using tickets to deepen client relationships, reward employees, or generate revenue through resale, proper reporting can help you stay on track and continually optimize your approach.