
Last Updated on February 3, 2023
I’m joined this episode by Eric Nichols, Senior Associate Athletics Director for Marketing and Branding/Chief Marketing Officer at the University of South Carolina.
This spring, South Carolina announced it would be rolling back its season ticket prices to 2010 prices in an effort to motivate fans to purchase. Like most athletic departments, South Carolina had a difficult year financially in 2020, so it was a risky move.
Eric discusses the methodology behind the decisionmaking process, including the financial modeling, elasticity tools, and hedging opportunities. In addition, he shares what the response has been in the forms of KPIs, such as new leads, web chats, phone call logs, and sales trends. He also discussed how they will measure the success or failure of the strategy.
Listen in as Eric shares the behind the scenes of this interesting decision!
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Author
Kristi A. Dosh is the founder of BusinessofCollegeSports.com and has served as a sports business analyst and contributor for outlets such as Forbes, ESPN, SportsBusiness Journal, Bleacher Report, SB Nation and more. She is also the author of a book on the business of college football, Saturday Millionaires. Kristi is a sought-after consultant and speaker on topics related to the business of college sports and a former practicing attorney. Click to learn more
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