Behind the Scenes of Rolling Back Season Ticket Prices

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​ ​decision​making​ ​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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