Interpreting BC's ticket sales push
BC launched a "Father's Day Kickoff Sale" Wednesday. Like other recent efforts, I applaud the push by the Ticket Department, but worry that BC's aggressive marketing is a sign of a bigger problem. I know that football ticket sales are down again. There is always a decline in years in which BC doesn't play Notre Dame. But the trending is worse than previous non-Irish seasons. Then there are the season ticket renewal anecdotes.
The scenario goes something like this. BC Season Ticket holder let his/her tickets lapse. After ignoring email reminders, they get a personal call from the ticket office mentioning they can still have their seat(s). In most cases the calls are ineffective and the ticket holder declines to renew. [IF YOU HAVE A SIMILAR EXPERIENCE PLEASE SHARE IT IN THE COMMENTS.]
Now comes the Father's Day sale. Considering the season is two months away, I think it is too early to start major discounting. What does that signal to your most loyal customer base? Like any situation with slack demand, BC has to be careful how much they devalue their own product. BC put this sale in a limited window, but I have a funny feeling we will see more sales as the season approaches.
If you ask Gene why sales are lagging, he will tell you the economy, television and secondary market reselling have contributed to the decline. Those are factors. So is the gameday experience and the product on the field. I wish I had a simple solution but I don't. My fear with the front loaded home slate and the low expectations, we could see our lowest attendance figures since the early days of TOB.
Because there is no simple solution, I think BC is stuck dumping tickets at low prices. It may offset things a bit. In the long run, I hope all the factors are recognized and BC does a better job rebuilding the game day experience. Winning is the best sales driver but so are relationships and expectations. BC needs to rebuild relationships with their most loyal fans. And BC needs to coach Spaz into being a better face of the program. If those things don't change, BC will be giving tickets away soon.