WSTV Confidential
Dec. 2013
Sales Manual
!
Event Category by Total Revenue!
The event category is tied with travel for only representing 6% of the total
deals mix. However, just like we showed you with the travel category , the
event group shouldn’t be ignored. We broke the event category into four
subcategories (concert,
holiday, sports and
theater) to help you focus
your efforts on signing
the right deals.!
Looking at the total
revenue from the event
category, theater jumps
out as it represents 49%, nearly half, of the event category mix. Theater is
not a subcategory just reserved for large cities, but can perform well
anywhere. A theater show can be anything from tickets to a Broadway
show or to a local dinner theater. To really make these deals sell, create a
package and add in dinner or transportation, or both, and let your audience
enjoy a night out on the town. Unique, experiential deals are always
attractive and can help distinguish your deals program.!
Concerts, holiday events and sports split the rest of the category fairly
evenly bringing in between 14 to 20 percent of the category mix. Events
and deals are a great match especially for those venues looking to clear
out unsold tickets or even to pre-sale tickets at a discount to get them sold
early. Venues count on admissions and food/merchandise sales to make
money. Deals can be the catalyst for getting people in the door with hope
that they’ll spend some of those savings on drinks or merchandise. No
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