The S.F. Giants are “offering season ticket holders a chance to earn a bit of money on their tickets, simply by showing up to some games,” according to Alex Simon of SFGATE. For any season ticket holder who attended games for this week’s three-game series against the Cardinals, or who comes out to the Sept. 21-23 games against the Twins, the Giants are “giving out a credit ‘equal to 15% of that ticket’s value.’” The team is also “applying an additional 5% boost to the credit total if the Giants win,” which they did in all three games against the Cardinals this week, making for a “possible total credit of 20% for those games.” It is “not a direct cash payment, but rather a credit in their ticketing account.” Those credited funds can “then be used to bring down the total of future ticket purchases.” The Giants are “not allowing season ticket holders to earn the credits if they sold their tickets on secondary marketplaces like StubHub, SeatGeek or others.” The team’s “horrific season on the field,” plus some fans’ reaction to the team’s handling of the Pride Night controversy, has “cratered attendance in the second half of the season.” All nine games with fewer than 30,000 fans have happened in August and September (SFGATE, 9/10).
GETTING CREATIVE: SBJ’s Mike Mazzeo wrote “when performance falters, the business side must find other ways to attract fans” without lowering “the value of the ticket or training fans to wait for a discount.” Teams are “finding different ways to strike that balance.” The Mets sought to “identify ways to show appreciation to loyal fans while giving other potential ticket buyers more reason to come to Citi Field” in the second half of the season. The idea that “stood out” was a $10 Amazin’ Fan Reward credit attached to every ticket that could be used to purchase food, beverages or merchandise at remaining home games. Though the program was a “financial investment that could approach eight figures,” the credit had a 70% usage rate during the Mets’ most recent homestand since its July 20 unveiling. Mets President of Business Operations Lew Sherr said, “The reaction from the public has been exactly as we had hoped, which is, ‘Hey, say what you want about the way the season has played out, the Mets have done something right here and rewarded their fans and their loyalty.’ And that’s helped, I think, buoy attendance, though the original motivation was a gesture to our supporters during what has admittedly been a tough year” (SBJ, Mike Mazzeo).