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USGA's Ticketing Evolution: Balancing tradition with modern fan demands - Dan McBride, USGA
Oct 22, 2024
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.
53:59
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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.
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.
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