Experience Pass®

Atlanta Hawks Case Study

65% of the fans who bought tickets with Hawks Pass were first-time buyers.

The Situation

The Atlanta Hawks, seasoned user of Experience Upgrades®, wanted to build a younger fan base that tends to make last-minute decisions.

The Solution

For the 2014-15 season, the Hawks leveraged the single-game version of Experience Pass, giving the team the ability to sell 100%-mobile last-minute tickets to the game. The Hawks continued selling tickets via their regular primary channels while building a database of millennial fans.

Mobile is everything to younger fans, and Hawks Pass delivered the experience we were looking for.

Kyle Brunson, SVP Ticket Sales and Service

5,000

Passes sold

65%

first-time buyers

25

median age of buyers

$140k

total revenue

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