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Box Office & Retail Operations
Sport Finance
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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
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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
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Box Office Operations
Types of tickets:
Reserved
General Admission
Season
Mini-season
Comps
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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
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Box Office Operations
Complementary tickets:
Increase the crowd size
Free experience for new consumer
Influence or reward
Student tickets: Often discounted
Special sections
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Box Office Operations
The EventTicket manager must understand theparticulars of each
event:
Seats available
Type of fans
Anticipated crowd size
Staff necessary
Space necessary
Number of comps necessary
House Seats
Oversold
VIPs
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Box Office Operations
Pre-Event Preparations:
1. Each ticket seller is assigned a specific number oftickets
and a small bank for change.
2. Pre-game ticket audit per each seller.
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Box Office Operations
During the Event:
1. Windows remain open for a enough time toaccommodate all who
can be served.
2. Will-call window remains open.
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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)
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Customer Retention
Know the customer:
a) Identify the customersInternal market data
b) Differentiate the customerSatisfy specific needs
c) Interact with the customerEngage in dialogue
d) Customize items for consumers
Personalize direct mail
Specific items
Specific services
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What Upsets Customers?
a. Long delays
b. Service or sales problems that result in serious
customerproblems or emergencies.
c. Uncaring or sloppy attitude
d. Wasted time: Trips back and forth, etc.
e. Failure to listen
f. Failure to follow customers instructions
g. Broken promises
h. Inability to provide needed answers or info.
i. Impolite employees
j. Feelings of not being an important customer
Customer Retention
