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CX Monthly
FRI 22 MAY | TICKET PRICING & SEGMENTATION
G2’s “70/30 Rule” applied by PSG
G2’s “70/30 Rule” applied by PSG

Suggests that 70% of a club’s ticketing revenue should come from only 30% of the seating capacity

Another key principle of the LTS is by now familiar to most LaLiga clubs – G2 Strategic’s “70/30 rule,” suggests that 70% of a club’s ticketing revenue should come from only 30% of the seating capacity.  The underlying rationale for this pricing methodology is the view that at the upper end of the price scale, customers are motivated not because of price considerations, but instead by having exclusive access to an experience that is not available to people in the lower and mid-tier of the price scale.

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PSG has taken this principle to an art, as they have invested in a broad range of premium experiences that “money can’t buy,” recognizing that many businesses and wealthy individuals are not limited by what they can afford, but how they want to spend their time.  Parc des Princes may be an extreme example (after all, this is Paris), as they have 64 different lounges that host up to 5200 VIP customers per game, which are primarily sold to 1300 companies.  But any club can adapt the same principles, scales appropriately for their market. 

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PSG – What does the new “La Galerie” VIP area of the Parc des Princes look like with the entry tunnel of the players?

{From Sportbuzzbusiness.fr, November 28, 2019)

Paris Saint-Germain continues to heal its VIP offer with the launch of a new product “very upscale” with The Gallery.  Like the Tottenham Stadium…this new space with a capacity of 54 seats offers a direct view of the tunnel connecting the locker room to the entrance to the lawn.  A VIP Fan Experience accompanied in the stadium seats 122, with access closer to the lawn and the bench of the players.  READ MORE

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