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


Passes sold


first-time buyers


median age of buyers


total revenue

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