How the Worcester Railers Leveraged FEVO to Increase Holiday Pack Sales

Overview

The Worcester Railers successfully transformed their Holiday Pack campaign by utilizing FEVO’s Post-Transaction Code functionality, incorporating premium theme night tickets, and implementing strategic in-game marketing. The combination of these elements resulted in a 35% increase in total Holiday Pack sales compared to the previous season, with a 45% year-over-year (YOY) increase in online sales.

In addition to increasing overall sales, the Railers saw a significant lift in incremental revenue from fans purchasing additional tickets during the redemption process. This success underscores the effectiveness of well-timed upsell opportunities and in-game activations in driving fan engagement and maximizing revenue.

The Challenge

In previous seasons, the Railers ran a similar holiday Offer directly through their primary ticketing provider, but the program had several factors that limited revenue potential:

• Upsell Restrictions: Customers could only redeem vouchers for games, without the option to purchase additional tickets for the same game or other games in the future.
• Lack of Urgency: The package included general admission vouchers, but there was no exclusivity or limited-time incentive to purchase.

The Railers needed to maximize per-order spend, create urgency around holiday purchases, and leverage arena-based marketing to capture in-the-moment sales.

The Solution

To address these challenges, the Railers implemented a multi-faceted strategy using FEVO’s advanced ticketing features and in-game marketing tools.

1. Introducing FEVO's Post-Transaction Codes for Upsells

A key component of this year’s success was the implementation of FEVO’s Post-Transaction Codes, enabling  fans to seamlessly purchase additional tickets immediately after checkout. This feature gave fans the opportunity to:

• Add extra tickets to their order right after purchasing the holiday package.
• Upgrade their package by purchasing premium tickets for high-demand theme nights.
• Purchase additional tickets during voucher redemption, generating thousands of dollars in incremental revenue from this feature alone.

By making it effortless for fans to increase their spend, the Railers saw higher per-customer revenue compared to the previous year.

2. Incorporating Tier 1 Theme Nights for Exclusivity and Urgency

This year, the Railers enhanced their Holiday Pack by adding Tier 1 games (high-demand theme nights) with limited-time availability and designated seating sections. This created:

• A sense of exclusivity, encouraging fans to purchase early.
• A reason for customers to commit to specific dates rather than waiting to redeem vouchers later.
• Higher attendance at premium games, ensuring that the most valuable nights were filled with engaged fans.

This strategic shift significantly boosted early-season ticket sales and increased overall campaign success.

3. In-Game Marketing to Capture Real-Time Purchases

To further enhance engagement, the Railers implemented multiple in-game activations to promote the Holiday Pack and drive impulse purchases. This included:

• Jumbotron QR Code Promotions: Displayed at key moments, allowing fans to scan and purchase in real time.
• Seat Tags with QR Codes: Placed on select seats, providing a direct purchase link from their mobile devices.
• Pop-Up Banner in High-Traffic Areas: Positioned in key sections of the arena, ensuring high visibility and awareness of the holiday offer.

These in-arena marketing tactics ensured that fans could act immediately, leading to a noticeable increase in direct purchases during games.

Results & Key Insights

The Railers saw exceptional results with their new approach:

• 35% increase in total Holiday Pack sales compared to the previous season.
• 45% YOY increase in online sales driven by FEVO’s user-friendly checkout experience.
• Thousands in incremental revenue from ticket upsells during voucher redemption.
• Higher per-customer spend from buyers adding tickets at checkout or during redemption.
• Real-time revenue drivers by capturing purchases directly from the jumbotron QR and seat tags.

"We enjoyed the voucher redemption process from our side… a vast majority [of fans] have found the process to be simple. In fact, it has been leading to us getting incremental revenue from the redemption link! ... Overall, our Holiday Pack campaign saw a 35% increase from last season, with Online Sales increasing by 45% YOY… This gives me optimism that we will look to increase how we do packages through FEVO!”

Steve Kando, Worcester Railers

Takeaways

The success of the Worcester Railers’ Holiday Pack campaign demonstrates the impact of strategic upselling, premium game access, and real-time marketing on ticket sales.

Key Lessons:

FEVO Post-Transaction Codes: Greater Flexibility & Revenue

• Last Year: Fans could only redeem vouchers, limiting upsell opportunities.
• This Year: Fans could purchase extra tickets easily, boosting total spend per order.

In-Game Marketing = Real-Time Conversions

• Jumbotron, seat tags, and pop-up banners provided multiple access points for impulse buyers.

Limited-Time Offers Drive Urgency

• Including Tier 1 theme nights encouraged earlier purchases and increased FOMO (fear of missing out).

Frictionless Upsells Increase Revenue

• FEVO's Post-Transaction Code made it effortless for fans to add more tickets after checkout and during redemption.