STADIS Data from 2012 MiLB Championship Game

7/30/2019 STADIS Data from 2012 MiLB Championship Game

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The Value of STADIS Data

2012 MILB Championship Stats

September 18, 2012


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STADIS is the data integration, value-add

and Advanced Promotions Platform developed

by IMS STADIS pioneered the value-add technology

for the sports industry at the Philadelphia

Phillies in 2004


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STADIS customers include teams from all majorsports including:

Major League Baseball (MLB)

Minor League Baseball (MiLB)

National Basketball Association (NBA)

National Hockey League (NHL)

National Football League (NFL)

NCAA


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Data from Reno Aces vs. Pawtucket Red Sox

2012 AAA Championship Game hosted by the

Durham Bulls

Insights showing selective F&B - RetailMerchandise data from STADIS tickets

Bad weather had a dramatic impact on overall

attendance


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Definitions:

Redemption: Amount of value on a STADIS ticket that is

spent

Breakage or unused value: Amount of value on a STADIS

ticket that is remaining or unspent

Uplift: Amount of money spent above the amount of originalvalue on a STADIS ticket

Uplift is measured on the split tender when the last

remaining portion of STADIS value is spent and either

cash or credit card is used to pay the remaining amount

due on that transaction

Note: A STADIS ticket holder may spend additional

money through the game, but if they dont scan their

ticket, these sales cannot be tracked


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793 tickets with $5 of value were pre-paid by fans218 of these used in full

13 were partially used

562 had 0 redemption (were not used at all)

Unused values (breakage) from these 575 tickets(13+562) are revenue & included in calculations

where referenced

Ticket Barcode personal information (name, address, etc.)

removed for confidentiality

Data does not include ticket prices


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The following data shows how STADIS can help you:

Lever subcontractor and sponsor co-marketing fundsKnow your top purchasers

Know what these top purchasers are buying

Develop custom offerings (operational, marketing,

etc.) to drive more frequency & $ per transaction

Drive higher spending per fan through

Higher ticket retails, or

Higher pre-paid load amounts Higher F&B and Retail spending & per caps

Higher perceived value by gifting

Fill in the missing F&B and Merchandise revenue

generated per fan for your CRM initiatives


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$4,225

$2,831

$1,394

$1,045

$0

$500$1,000

$1,500

$2,000

$2,500

$3,000

$3,500

$4,000

$4,500

$5,000

$5,500

Total Amount Loaded Sales Contribution Areas

Loaded Value Unused Value Redemption Uplift on Redemption

67% of Load

Amount

33% of Load

Amount

25% Above

Load Amount

Notes: Unused Value abnormally larger than historical average of 28%

Data shows $5 ticket unused values pre-paid by fans,

Does not include unused values on $15 & $5 tickets gifted by IMS

Avg. $5.21 load per

STADIS ticket

Avg. $6.50 return

per STADIS ticket

75% Above

Redemption Amount


10/22

562

231

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

793 - $5 STADIS Tickets Pre-Paid By Fans

Tix w/"0" Redemption Tix w/Any Redemption


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Cum % of STADIS Tickets

Cum %of

STADIS

Sales

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Note: STADIS sales exclude all unused values (breakage)

STADIS Tickets


12/22

STADIS

Ticket

Avg.

Per Cap

Cum % of STADIS Tickets w/Redemption

$-

$2.50

$5.00

$7.50

$10.00

$12.50

$15.00

$17.50

$20.00

$22.50

$25.00

$27.50

$30.00

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Note: STADIS per caps exclude all unused values (breakage)

Stadium Per Cap $10.09 STADIS Tickets


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The top 11% of

STADIS Tickets

Contributed 31%of STADIS sales

Notes: STADIS sales exclude alunused values (breakage)


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18 $285

231 $2,154

0%5%

10%15%20%25%30%35%40%45%50%55%60%

65%70%75%80%85%90%95%100%

Tickets with Redemption Sales

$15 Load $5 LoadNote:0 Redemption Tickets Not Included


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15218

313

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

$15 Tickets $5 Tickets

Full Redemption Partial Redemption

Note: 0 Redemption Tickets Not Included

Or, for

STADIS

tickets that

had anyspending, only

6% of value

remained

unspent


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Sales Per

STADIS

Ticket

Load Amount Per STADIS Ticket

$0

$5

$10

$15

$20

$25

$30

$35

$40

$45

$50

$55

$60

$65

$0 $1 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 $12 $13 $14 $15 $16

Any tickets above $5 are Tix w/Uplift

Any tickets above $15 are Tix w/Uplift

Note that not one $15 Tix w/any

redemption was below the avg. per cap

Note: STADIS sales exclude all unused values (breakage)

Stadium Avg. Per Cap $10.09 STADIS Tickets

231

$5 STADIS

Tickets

18

$15 STADIS

Tickets


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$-

$5.00

$10.00

$15.00

$20.00

$25.00

$30.00

$35.00

$40.00

$45.00

$50.00

$55.00

$60.00

$65.00

Sales/STADIS Ticket Load Amount/Ticket

Sales/Ticket

STADIS Tickets

Stadium

Avg. Per

Cap

$10.09

0 247

Note: STADIS sales exclude allunused values (breakage)


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Multiple Tickets

with Value Can

Be Used To Makea Purchase

Note: STADIS sales exclude unusedvalue (breakage)


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Drive Fans

to Specific

Locations

Market to

Specific

Fans

Note: STADIS sales exclude unusedvalue (breakage)


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All results based on actual data capturedPromotions become accountable and measurable

Most unused value (or breakage) resulted from tickets

with 0 redemption

Usually no-shows and/or are unaware they had

value

Gate access can tell us which is the case

When redeemed, the majority of tickets were

redeemed in full


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STADIS tickets can drive per cap growth 90% of tickets had an average per cap higher than stadium

per cap

All $15 loaded tickets w/redemption had a per cap higher

than the stadium per cap

Proper mix planning of load amounts assures success

Total return (including unused value) averaged +$1.29/ticket, or

+25%

Increase per cap and revenue by incenting fans to load

more/ticket $5 loads showed uplift, but not enough to surpass stadium

per cap


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To lean more about STADIS new AdvancedPromotions Platform

To learn how STADIS can create immediate and lasting

value for you and your customers, contact:

Jim Shrader:[email protected] Massi: [email protected]

Phone: 484.482.1600
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]

Documents

STADIS Data from 2012 MiLB Championship Game