Experience Pass® + Experience Upgrades®

Atlanta Braves Case Study

The Braves drove 9X higher game attendance from a younger fan base.

The Situation

The Atlanta Braves were looking to attract first-time buyers to the front end of the 2015 season and were hoping to expand their overall fan base with younger, more digitally-connected audiences who are entering their prime earning potential.

Our Solution

The Braves utilized Experience Pass to offer subscription access to all home games in April and May (excluding opening day). Fans paid one flat rate and could attend as many games as their schedule allowed.

We achieved our primary goal of attracting a younger, more digitally-focused audience who values the flexibility Braves Spring Pass offered.

Derek Schiller, EVP of Sales and Marketing, Atlanta Braves

60%

of buyers

were between 18 and 34 years old

17%

higher spend

on in-venue per caps

55%

of buyers

were brand new to the database

9X

higher attendance

as compared to single-game buyers over the same time period

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