Competitive Edge - Sports & Entertainment Marketing News

Ticketmaster and the Orlando Magic Transform the Season Ticket Experience


The Orlando Magic are innovating the season ticket membership with their unique virtual currency, Magic Money. This unique offering gives fans the freedom and flexibility to personalize their season ticket experience, transforming what was once considered a rigid product into a more adaptable and valuable opportunity.

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Discussion Questions:

  1. What is “Magic Money”, according to this news story?
  2. What is innovation?
  3. This news story suggests that the Orlando Magic are innovating the season ticket membership. What does that mean?
  4. How are they innovating?
  5. What is a “pilot” program?
  6. Why do sports and entertainment businesses introduce pilot programs?
  7. Describe the initial phase of Orlando’s “Magic Money” program.
  8. How has it evolved since then?
  9. What are ticket sales?
  10. Why are ticket sales important to any sports team?
  11. What are season tickets?
  12. Why are season tickets important to an organization like the Orlando Magic?
  13. What are fan preferences?
  14. What is market research?
  15. How do sports teams learn more about fan preferences?
  16. How do they use that data to improve the fan experience?
  17. How did the Magic use data to create Magic Money?
  18. How might the Magic Money program help the Orlando Magic to increase season ticket sales?
  19. What is “retention” as it relates to ticket sales?
  20. Why is retention important?
  21. According to this story, how has the Magic Money program impacted retention rates for the Orlando Magic?
  22. Do you think other sports teams will create similar programs for their fans? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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