The Magic wanted to find a unique way to reward their loyal season ticket holders with the best seats and give them unprecedented flexibility should their gameday plans change. They also wanted to grow their base by attracting new fans and converting occasional fans into repeat attendees.
For existing season ticket members, the Magic offered Fluid Ticket technology that allowed fans to return seats they couldn’t use and allowed the Magic to resell those same seats to new paying fans. Additionally, it allowed fans to purchase additional seats or better seats in just a few taps on their smartphone.
The Magic also offered Experience Pass to attract the next generation of fans with new types of access to either an 8-game subscription or an 11-game subscription.