D.C. United Case Study: Flexibility in Action
Like many of today’s fans, season ticket holders desire a greater level of flexibility, value, and control when it comes to their tickets. D.C. United’s season ticket holders are no exception.
When D.C. United moved into a new stadium, the team decided to meet their season ticket holders’ need for value by offering members the opportunity to customize their memberships.
By implementing Fluid Ticket® technology, D.C. United was able to offer members the ability to return tickets for games they couldn’t or didn’t want to attend. In return, season ticket holders were able to collect Fan Allocation Money which could be used for merchandise, concessions, guest tickets, and more.
The addition of Fluid Ticket also allowed D.C. United the opportunity to strategically manage their inventory and resell returned tickets on the primary market to other fans.
This resulted in over $300k in incremental revenue on returned tickets resold and 81% of season ticket holders who registered to use Fluid Ticket, utilizing the platform for returns, buying additional tickets, and purchasing experiences and upgrades.
D.C. United scored big by giving their season ticket members the ability to return tickets through an innovative ticketing technology as fluid as life. They regained control of seats that might have otherwise gone unused and gave season ticket holders a higher level of flexibility and value—a win-win for fans and the team.