126: Service-First Selling: How the Texas Rangers Are Redefining Ticketing Success

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Aug 6, 2025

Nick Richardson, VP of Ticket Sales & Service at the Texas Rangers, shares insights on revolutionizing ticket sales through a fan-focused approach. He discusses innovative strategies like flexible ticket plans and themed mini packs. Nick reveals how AI can enhance customer engagement while emphasizing the importance of personal touch and fan feedback. A standout story illustrates how a simple gesture created lifelong fans. Dive into tactics for nurturing customer loyalty and modernizing ticketing experiences that resonate with today’s sports fans.

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INSIGHT

Flexibility Over Fixed Subscriptions

Ticket plans are evolving from full season toward more flexible mini and themed packs to match fan preferences.
Flexibility and exclusive perks matter more to fans than rigid subscription models, especially in large geographic areas like Texas.

ADVICE

Use Mini Flex Plans Strategically

Develop smaller mini plans and flex options as entry points to increase game attendance and grow fan commitment.
Add perks or experiences to these plans to provide value beyond just the ticket price.

ADVICE

Drive Full Digital Ticketing Adoption

Push digital ticketing fully and support fans with how-to videos and clear communication.
Charge for printed tickets only in special cases to encourage digital adoption and convenience.

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Nick Richardson, VP of Ticket Sales & Service at the Texas Rangers, joins the show to break down how one of MLB’s premier organizations is evolving ticket plans to match fan behavior, preferences, and expectations. From mini packs and flex plans to AI-driven outreach and unforgettable fan experiences, Nick shares powerful, tactical insights on customer service, digital transformation, and building a culture that wins fans—not just renewals.

This episode is a must-listen for marketing directors, sales leaders, and team execs looking to boost retention and modernize their ticketing approach.

Key Topics Covered:

How the Rangers structure and position modern ticket plans (10-game, flex, theme-night bundles, and more)
Why subscription models didn’t work in Texas (but might in your market)
How to use promotional items and exclusive perks to drive ticket sales and renewals
Strategies for retaining flex plan buyers who don’t schedule in advance
The power of fan surveys—and how to turn feedback into action
How to train reps for service-first selling (and why one rep’s 90%+ renewal rate proves it works)
A behind-the-scenes story of a $70 gesture that created lifelong fandom
Where AI fits into the sales funnel—and where it absolutely doesn't

Timestamps:

00:00 – Welcome & intro to Nick Richardson
01:00 – Evolution of ticket plans: from full season to flex
04:30 – Why theme-night mini packs are a hit
07:00 – Subscription models: what works (and doesn’t)
08:45 – Value perception: experience > discount
11:00 – Digital ticketing: overcoming resistance
13:00 – Turning survey feedback into real changes
17:30 – Building a service-first culture
22:30 – Creating magical fan moments (on a budget)
31:00 – How the Rangers measure customer service
38:00 – Where AI helps (and where it can't replace humans)

Call to Action:

Looking to revamp your ticketing strategy? Take a page from the Rangers playbook—prioritize flexibility, experiences, and service. And don’t underestimate the power of small, surprising moments.

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