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Behind the Scenes of Rolling Back Season Ticket Prices

How and why did South Carolina decide to roll back 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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  • Kristi Dosh

    Kristi A. Dosh is the founder of 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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