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Author Topic: Bombers introduce new "social pass" for people who just want to stand...  (Read 1398 times)
The Zipp
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« on: May 15, 2019, 12:57:52 PM »

Probably a good idea...

Football fans who prefer to stand and mingle at Winnipeg Blue Bombers games now have a new way of doing it.

The football club on Wednesday announced the Jim Beam Social Pass, offering fans the option to purchase a $37 pass (one drink included) to stand in the north end zone of IG Field for the duration of the game.

The pass means fans won't have to purchase an assigned seat and can enjoy the Jim Beam Stillhouse and the Rum Hut from kickoff to the end of the game.

"A contingent of our fans enjoy game days differently, spending the duration of games in the north end zone," said Winnipeg Blue Bombers president and CEO, Wade Miller.

"With the Rum Hut, the new Jim Beam Stillhouse, the DJ booth and social atmosphere we've created in that area of the stadium, the next step was to create a pass for these fans to enjoy games their way."

The pass will be available on a game-by-game basis only for the 2019 season.
« Last Edit: May 15, 2019, 01:01:16 PM by ModAdmin » Logged
GOLDMEMBER
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« Reply #1 on: May 15, 2019, 01:00:04 PM »

So essentially $27 to stand?

Is this good value?
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The Zipp
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« Reply #2 on: May 15, 2019, 01:02:40 PM »

So essentially $27 to stand?

Is this good value?

I think my per game price on my upper deck seat is somewhere in the $30 range...I am sure it will fill a niche and get some more people into the game on the hot summer nights.  I suppose they will just direct these folks to the covered concourse in the event of a lightening delay.
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bluengold204
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« Reply #3 on: May 15, 2019, 01:06:36 PM »

Not really a big fan of this, I sit in the north end zone and the concourse gets a bit crowded as it is during the summer games.  

$37 even with the free drink (I'm assuming alcohol?) is a bit much IMO
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GCn19
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« Reply #4 on: May 15, 2019, 01:23:35 PM »

I know several of my friends who do not even go to their seat until the 4th Q and stand around the rum hut from the time they arrive until then. This might be up their alley.
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3rdand1.5
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« Reply #5 on: May 15, 2019, 01:46:28 PM »

Sounds like a great marketing idea, I may never use it but I know some people who probably would.
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blue_or_die
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« Reply #6 on: May 15, 2019, 02:11:29 PM »

I'm guessing you wouldn't necessarily be contained to the north endzone, right? Otherwise, regular attendees wouldn't be able to pass through when going to other concessions, etc.

Won't this just promote standing around the concourse more so? It's already pretty bad and that's when people have a seat to go to.

If we had the extra concourse space, absolutely it would be a brilliant way to get the socializing crowd out to the park and sell extra tickets. In that case, I would put tickets at $20 which would essentially just expand the stadium attendance capacity. However, on the surface this kind of just seems like a nuisance to regular attendees who want to watch the game and use the concourse to expedite getting beer, food and washroom breaks because there will be more people standing in the way of that.
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The Zipp
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« Reply #7 on: May 15, 2019, 03:09:37 PM »

Here are some more details :

https://www.bluebombers.com/jim-beam-social-pass/
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BOYSBLUEFAN
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« Reply #8 on: May 15, 2019, 04:02:57 PM »

I know NFL teams do this, but one of the reasons they do it is so that fans who can't afford a 'seat' ticket, can get into the games cheaper. The fan's who purchase the standing room only at an NFL game cherish their ticket so that they can actually watch the game. If the Bombers are going to designate a specific area for viewing that does not congest an entire area in the concourse, I am on board with this. However, as others have mentioned, and I know this as well, there are lots of people who attend the games just to party by the Rum Hut and they don't actually watch the game, thus I don't see a point to promote selling tickets if this is the way fans will take advantage of the 'standing' ticket as this will indeed just congest that area of the stadium.             
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rubanski
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« Reply #9 on: May 15, 2019, 04:32:44 PM »

It's a great idea, plenty of folks don't even consider sitting during the game. You accomplish a few key things for long term success.

There's clearly a group who will be buying these tickets.
More people develop a culture of going to games regularly.
This feeds directly in to the pool of people who are hot prospects to become regular season ticket holders - which is the holy grail of any sports franchise.

Makes more and more sense to make the South end zone ultra kid friendly with things like family washrooms, free balloons/tattoos, a no alcohol section, etc, etc.

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TBURGESS
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« Reply #10 on: May 15, 2019, 05:49:35 PM »

Wont folks who used to buy a ticket and spend their time at the Rum Hut, now just buy these standing room tickets? Seems like it would be a net loss in revenue.
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The Zipp
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« Reply #11 on: May 15, 2019, 06:40:41 PM »

Wont folks who used to buy a ticket and spend their time at the Rum Hut, now just buy these standing room tickets? Seems like it would be a net loss in revenue.

Maybe...but it could pull in others that didn't attend because they didn't want to shell out the $$...also this has what looks like a sponsor to it - "Jim Beam social pass".  Who knows how all that played out as well.  If the BB truly thought they would lose money they wouldn't do this
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blue_or_die
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« Reply #12 on: May 15, 2019, 06:50:06 PM »

It's a great idea, plenty of folks don't even consider sitting during the game. You accomplish a few key things for long term success.

There's clearly a group who will be buying these tickets.
More people develop a culture of going to games regularly.
This feeds directly in to the pool of people who are hot prospects to become regular season ticket holders - which is the holy grail of any sports franchise.

Makes more and more sense to make the South end zone ultra kid friendly with things like family washrooms, free balloons/tattoos, a no alcohol section, etc, etc.



That's true that plenty don't even sit during the game....however, now they will get to enjoy the same experience at the expense of revenue. It only works if it's able to draw new fans. Maybe it will? I hope so.
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blue_or_die
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« Reply #13 on: May 15, 2019, 06:52:35 PM »

My ideal solution is to remove all/most of the north endzone seating and turn it into a patio with some casual seating (loge-type) and even a few extra vendors, which will alleviate a lot of the north endzone. This will also attract the party-goers and new fans, and rid the empty seats for the cameras.

During games later in the year/games where seat demand is higher (and grey cups?), regular seating can simply be added to this area to get it up to regular capacity.
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Sir Blue and Gold
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« Reply #14 on: May 15, 2019, 07:28:14 PM »

Wont folks who used to buy a ticket and spend their time at the Rum Hut, now just buy these standing room tickets? Seems like it would be a net loss in revenue.

It's just another option for people to buy tickets. I am going to make the assumption that the vast majority of fans who experience Bomber games in this way are likely not season ticket holders and probably just attend a few games over the summer, depending on their schedule. Live sport is a hyper-competitive market these days and customers want flexibility.

The Bombers may also want to know exactly how many people watch the game this way, because other than eyeballing the stands they probably have no real way of knowing and tracking how popular this option is. If a significant portion of fans like this, then maybe they look at facility changes/updates to accommodate. They would also be able to market the experience now. Keep in mind as well, fans that presumably show up to stand around and drink are probably high-profit margin patrons so a "loss" isn't the only way to look at it. You likely want to do something to appease that crowd and encourage others to partake.
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Colton
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« Reply #15 on: May 15, 2019, 08:46:57 PM »

Wont folks who used to buy a ticket and spend their time at the Rum Hut, now just buy these standing room tickets? Seems like it would be a net loss in revenue.

$37 probably isn't much less than the average ticket price people buying these are spending already. If you then sell that seat they would have occupied to another person you're basically just increasing the capacity of the stadium. Depending on how many of these they sell, I'd imagine they'd make a profit off this during the Banjo Bowl alone.
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pjrocksmb
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« Reply #16 on: May 16, 2019, 02:41:47 AM »

marketing gimmick, not a bad idea but that's about all it is

average joe can get in less buying tickets with discount codes, group discounts, kijiji or buying tickets off friends or season ticket holders

won't be much of a factor in attendance

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blue newt
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« Reply #17 on: May 16, 2019, 03:42:03 AM »

marketing gimmick, not a bad idea but that's about all it is

average joe can get in less buying tickets with discount codes, group discounts, kijiji or buying tickets off friends or season ticket holders

won't be much of a factor in attendance



Not everyone puts in that same amount of work to find tickets, though, especially not a casual fan.

I don't think it will drastically affect attendance numbers (the venue is still bound by fire code occupancy limits), but it does provide options for people.  I can see the more social aspect of watching the game this way would appeal to a great number of people.  Certainly, if I were going to a game solo or as a casual fan just wanting to have a good time with a few friends, this option would lure me in.  They'd be marketing this to a different crowd than the traditional ticket, I would imagine.  As a student (albeit not a young one, but they don't know that), the sport teams in BC send me offers like this from time to time.  "Hey, we think you'll enjoy watching our team.  Here's an affordable ticket with an included beverage...give us a chance to impress you!"  As someone who may not otherwise ever buy a ticket to see professional lacrosse (in my case, but it may be football for someone else), it's certainly a tempting, low pressure way to dip my toes into the possibility of enjoying the sport, in a social, lively atmosphere. 
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BLUEBOMBER
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« Reply #18 on: May 16, 2019, 04:29:57 AM »

Gotta try anything... desperate times call for desperate measures..
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TecnoGenius
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« Reply #19 on: May 16, 2019, 05:28:45 AM »

Great idea.  Even if this is "just marketing", it's trying appeal to different segments.  What does the club have to lose?

Wont folks who used to buy a ticket and spend their time at the Rum Hut, now just buy these standing room tickets? Seems like it would be a net loss in revenue.

With the STH campaign saying you can get ST's seats at only $24/game, I don't think $37 will result in a loss of revenue.  And the ticket cost isn't $27 after the $10 beer, because the $10 beer only really costs the club maybe $2.

The Bombers may also want to know exactly how many people watch the game this way, because other than eyeballing the stands they probably have no real way of knowing and tracking how popular this option is. If a significant portion of fans like this, then maybe they look at facility changes/updates to accommodate. They would also be able to market the experience now. Keep in mind as well, fans that presumably show up to stand around and drink are probably high-profit margin patrons so a "loss" isn't the only way to look at it. You likely want to do something to appease that crowd and encourage others to partake.

Best comments so far, SB&G.  WFC gets metrics, exposure/marketing, and -- your most salient point -- the fact these ticket buyers won't be standing around with empty cups in their hands: they'll be drinking the whole game.  Each attendee will probably drop $50 easy, in addition to their ticket.

And I really like the attitude-segregation IGF offers.  This furthers that.  If you're young, single, rowdy, don't watch the game much, or like to drink a lot, North EZ concourse is your place.  Like vocal fans who are into the game?  East side upper deck between the 15-40YL's on both sides.  Like golf clapping and talking all British to Strevla'?  West side lower between the 40YLs.  Kids and no view?  South EZ.  Limited income but love the game and need a view?  CYL nosebleed, either side.  Are you 70+?  West upper C line rows 1-8.  Smack talk?  East side front row with Donny C   Wink Cheesy

OK, so there are exceptions (there's some real loud sections on West side upper around the 30's), but there's these little pockets all around IGF with their own character (due to the STH regulars), and they are wildly different.  I've been to about 35 games at IGF, and at least 30 were in different sections each time.  It's a completely different game and experience depending on your seat.

I think the club should document this and play it up!  Put out a STH survey asking people to describe their section.  Make a multiple choice form:
1. blaring/loud/moderate/quiet
2. knowledgeable/casual
3. drunk/sober
4. watching the game / barely paying attention
5. youth / young adults / middle age / fogies

Put the results out in marketing materials.  Play up the sections, "like to scream at BLM? sit in section X"; "want things quiet and headache free, sit in section Y".  Or better yet, state it in negatives: "if you want quiet, avoid sections A, B, D and Z", "want to be loud?  avoid sections E, F, and W."

I'm sure I'm not the only one who has had game day experiences ruined by finding myself sitting next to fans who are the complete opposite to me, and either I irritate them, or they irritate me.  A definite problem since the gregarious East-siders have converted me (grew up a West-sider) into a loud fanatic.

The last thing you want to do, is have such a ruined-game-day experience for a first-time attendee.  They'll never be back.
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GCn19
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« Reply #20 on: May 16, 2019, 11:25:56 AM »

These tickets are designed for groups of young guys/gals who decide last minute they should all go get drunk at the game. Instead of trying to find blocks of seats they can just buy these passes and get stadium access. It costs the club nothing to introduce another ticket option that a few people may genuinely like.
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bluengold204
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« Reply #21 on: May 16, 2019, 12:36:40 PM »

$37 probably isn't much less than the average ticket price people buying these are spending already. If you then sell that seat they would have occupied to another person you're basically just increasing the capacity of the stadium. Depending on how many of these they sell, I'd imagine they'd make a profit off this during the Banjo Bowl alone.

Ugh I hope they don't do this for the Banjo Bowl the north endzone is a zoo already for that game.
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TBURGESS
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« Reply #22 on: May 16, 2019, 12:51:06 PM »

The folks who would buy these tickets aren't the same folks who would buy season tickets, so you have to compare single ticket game day prices with these tickets. Quick check shows the cheapest tickets at $27 a game. Add in a beer. and you're probably at $37, so these tickets are basically the same price as the cheapest tickets. Therefore... no loss in revenue.

The only way these tickets generate more revenue is if the Bombers can sell the seat too. Not likely at most games, but a possibility at games like the Banjo bowl.

I can't see this marketing play making much, if any, difference to the overall numbers.

These tickets do nothing to segregate the heavy drinkers away from the others. The rum hut already does that.

Folks who are going to party at the rum hut don't need a block of seats together because they aren't going to use them anyway.



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