The Athletics are set to enhance the experience of season ticket holders, likening them to high-value clientele at casinos. This new strategy features a layered rewards system inspired by Las Vegas players’ clubs as the team gears up for its transition to Nevada.
Team President Marc Badain highlighted that sports teams have historically not invested adequately in their most dedicated supporters and need to re-evaluate their approach to fan engagement.
“Teams often overlook the importance of (season ticket holders),” Badain remarked. “Complacency sets in. … Particularly regarding gifts, outreach, or just sending emails. As a season ticket holder for several teams, I can say that the approach often leaves much to be desired. It’s about more than merely packaging a scarf and shipping it.”
With this revised strategy, gifts and benefits would be customized based on the level of spending, similar to how perks are distributed in casinos.
“There’s no need for a standard gift for all fans,” Badain noted. “We should add a personal touch.” Just like in Las Vegas, where a casino host manages a budget to cater to gamblers, the same logic should be applied to sports franchises and their season ticket holders.
Renewals of season tickets are a crucial revenue stream for teams. “Consider it could generate around $100 million (in revenue), often more,” Badain stated. “What’s the optimal investment for the team in return for their loyal customers? It’s not only the ethical approach but also makes solid economic sense.”
He emphasized that keeping existing season ticket holders is far more economical than acquiring new ones. “The cost of replacing a ticket holder far exceeds the investment in those minor touches,” Badain explained. “Thus, considerable focus is being directed toward this.”
This initiative unfolds as the A’s embark on building a $2 billion ballpark in Las Vegas, slated for completion in 2028. The venue will sport 30,000 permanent seats and accommodate 33,000 fans, including standing areas, making it the most compact stadium in Major League Baseball.
Instead of maximizing seating, the team has opted for reduced capacity to foster open, social areas accessible to all ticket holders.
“We envision at least five to seven social zones that do not require a ticket for access – though a ticket to enter the ballpark is still needed,” Badain explained. “Baseball is a unique sport; not every fan wishes to remain seated for nine innings. Many prefer to explore the ballpark, and we aim to facilitate that journey.”
Among these areas will be a spacious plaza in center field. “This zone will serve as a communal area for fans to watch the game from a new angle,” he added. “We decided to forgo numerous seats and decrease overall capacity to promote spaces that don’t necessitate a ticket, allowing fans with third-deck seats to still enjoy a fresh perspective of the game.”
“If you prefer to sit and watch the game for the whole duration, you absolutely can,” he emphasized. “If you want to head to the bullpen area or wander down the alley to view the game from the fence line, those opportunities will be available. Likewise, if you want to visit a bar on the third deck, that will be an option as well.”