Abstract
This chapter discusses methods and issues specific to those responsible for managing and selling a full menu, paying particular attention to building and maintaining season ticket sales. Successful season ticket sales are based upon understanding and implementing three fundamental concepts related to the segmentation of season ticket holders, reducing the churn of season ticket holders, and building and monitoring the relationships with season ticket holders. Season ticket holders and the buyers of other multiple-game packages can be segmented along four dimensions, which include demographics, media related behaviors, barriers to attendance, and incentives to attend. One of the ways to differentiate between the multiple-game ticket prospect and the single-game purchaser is how frequently they listen to the team on the radio. The solution for reducing psychic costs is to identify those fans who are otherwise interested in attending the sporting event and to offer ways that reduce the mental, physical, and emotional expenditure.
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