questions is mobile ticketing. Questions still swirl about hard/PDF tickets, percentages using mobile, ticket transfers, clients without mo- bile, commemorative keepsakes, and overall challenges. One major pain point for some national clients managing a great number of tickets is privacy and compliance. Transfer of data – especially to a third party – is often prohibited. While mobile is how we rate, evaluate, consume, and analyze an
experience, your market and demographics will dictate if and how you will go completely digital. We are still in the discovery phase, but one thing is for certain. Education is key. Typically, once a new tech- - tivize clients to go mobile with renewal credits or discounts.
Are You Adapting Your F&B?
They have the disposable income, but they evaluate closely how to
make ordering and delivery seamless. Do you have in-suite kiosks? Is a suite attendant actually attending to the client? Do you allow mul- tiple forms and structures of payment? Do you roll the tip into the bill, or at least educate the client on whether or not they should tip at easily? The process should be turnkey. taught us to include more POS systems on campus, make the buttons bigger, and sell only the soda cup from the concession stand, giving A topic hot at the conference was beverage pre-orders, in premium
areas especially. Whether at intermissions or halftimes, patrons are waiting in long lines for drinks. Consider putting in place a process for pre-orders or craft cocktails on tap. It’s a net win for experience and revenues. -
sion fare one level down? Are you investing in partnerships with local healthy, and upscale items? Are you pairing appropriately (beer with brats, something sparkling with seafood)? Aim for shock and awe. At the conference, we witnessed Delaware
- Trust Park. Clients love novelty, but you don’t have to reinvent the wheel. Look at your tried-and-true experiences and tweak them. Des- sert carts have stood the test of time, so why not try a craft cocktail cart next season? And remember presentation is everything. Some teams even own their own ice-sculpting machines. Think your clients love seeing their name in lights? Wait until they see it in ice. Visit
ALSD.com to view the complete photo gallery of the 2018 ALSD Conference and Tradeshow. We’ll see you in 2019 in Chicago! FM
SEVEN SALES HACKS FROM ALSD 2018
1) Deposits: To prevent a short sales win- dow, like late playoff wins, secure deposits months in advance, like in January for NHL Playoffs. If clients cannot use suites when playoff dates are announced, the deposit will not be refunded, but be used as a credit towards a future event or lease.
2) Turnkey Options and Contracts: Have a contract in place for every client. Under- stand the client’s objectives before rolling up with paperwork but make additions turnkey once you know what they want. Or put together an à la carte outline and allow clients to choose what they want.
3) Permission to Resell: Are clients strug- gling to fill their suites? It may be time for a sanctioned resell. Evaluate contractual provisions regarding reselling. You may dis- cover it helps renewals if clients are permit- ted to resell unused inventory.
4) Emotion Out of Equations: Answer objections by reinforcing features, benefits, added-value opportunities, and ROI, even if anecdotal.
5) Strategize Your Roll Out: When building new or renovating to add more premium products, be mindful to sell the most expen- sive, long-term products first. While prod- ucts like loges are trending, it may not be best to roll them out first.
6) Demographic Demands: Millennials view the game differently. They like social versus in-seat, and they are always looking for a deal. They’ll spend if the experience is memorable, so make sure to put the most appropriate foot forward.
7) Transparency Trumps: Clients want to be heard. Allow them to be part of the process, whether you’re building new or renovating.
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