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USGA's Ticketing Evolution: Balancing tradition with modern fan demands - Dan McBride, USGA

Oct 22, 2024

53:59

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Dan McBride, Senior Director of Championship Ticketing and Experiences at the USGA, reveals how data transforms ticketing in golf. He discusses innovative strategies like flex memberships and high-end group offerings that cater to modern fan demands. McBride emphasizes the role of AI in enhancing fan engagement and logistics for major events. He also delves into the crucial impact of social media advertising on ticket sales, highlighting platforms like Instagram as key tools for reaching diverse audiences.

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Episode notes

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Quick takeaways

The USGA utilizes data-driven strategies to create flexible ticketing models and enhance fan engagement across various golf events.

Crafting memorable experiences for fans, especially families, is essential in golf ticketing to encourage repeat attendance and lasting connections.

Adapting ticketing practices to local cultures and preferences allows organizations to effectively meet diverse market demands and improve fan satisfaction.

Deep dives

Understanding Ticketing in Golf

Ticketing in the world of golf presents unique challenges compared to traditional team sports. Unlike professional sports teams that have a consistent home venue and schedule, major golf events require flexible strategies due to their varied locations and formats. For instance, the USGA manages around 15 championships each year, with different ticketing strategies tailored to each market based on demographics and previous sales data. This approach involves extensive market research and constant adaptation to ensure that ticketing strategies align with fan expectations and market conditions.

Intro

3min

From Field to Front Office: A Sports Career Journey

4min

Innovative Ticketing Strategies in Sports

18min

Innovating Ticketing: AI and Fan Engagement

7min

Enhancing Fan Experience and Ticketing Dynamics

14min

Maximizing Ticket Sales Through Social Media Advertising

1min

Ticketing Turmoil at the Australian Grand Prix

7min

In this Sports Geek interview with Sean Callanan, Dan McBride from USGA chats about the evolution of ticketing and fan engagement in golf. McBride discusses leveraging data for effective ticketing strategies, implementing innovative models like flex memberships, and enhancing the overall fan experience at USGA events. Show notes - https://sportsgeekhq.com/dan-mcbride-usga/

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