When you figure that Michigan Stadium a.k.a. “The Big House” probably sits empty for more than 100 days a year, how do you “repurpose” it to generate additional revenue and continue to build the storied “Go Blue” brand?
Simple – you provide the ultimate fan experience: the chance to get married right on the block M on the 50-yard line.
U-of-M (as it’s known in these parts) has set up the following rate card:
- A one-hour on-field ceremony $6,000
- The stadium press box $4,000
- An individual suite $2,000
- The Jack Roth Stadium Club $9,000
- The fan experience Priceless
Yes, this is great NTR – a chance to utilize facilities that otherwise go unused – but it is also a novel way to create the ultimate fan event. As Katy Hepner, special events coordinator for Michigan’s Athletic Department, notes, “We know that we have passionate fans who, it would be their dream to have their wedding on the 50. So we said, ‘Why not use the space some more and at the same time, we can kind of help make the dreams of our fans come true?’” (And it’s a lot cheaper than those “destination weddings” in Cozumel.)
So, what does this mean to the well-branded, popular radio station?
Ask yourself this: what facilities, assets, and/or people sit unused that would make for that incredible fan experience?
Which of your personnel could contribute to creating “a moment” for your most passionate fans?
Whether it’s sitting in on a show, partying with the staff at a concert, or even attending a music meeting, most radio stations have the opportunity to generate more revenue – as well as incredible memories for true fans, not to mention the buzz that goes with it.
At our Summer School event at Conclave, KISS market consultant Mike Brandvold reminded us of the creation of the very first VIP Platinum Ticket program, which are now common in the concert industry. They launched this initiative for KISS’ 2003 60-date U.S. tour, and achieved 100% sellout of the $1,000 tickets generating $1.5 million.
Great brands can provide listeners with a backstage, behind-the-velvet ropes experience. Sometimes it’s just a matter of imagining your station through the eyes of your fans.
That’s why they call it CX – the Customer Experience.