Jack Daniel’s Concert Experience

Challenge:
Maximize Current Assets & Find New Revenue Streams for non-hockey events at SAP Center. 

Solution:
Transform the BMW Lounge, normally a dark space on event days, into the Jack Daniel’s Concert Experience to generate net revenue for the company during select events. I was involved in every step of the process through assisting with the sponsorship pitch to Jack Daniel’s, to brainstorming the marketing look and feel, developing and executing the marketing plan, to evaluating processes to find ways to further maximize revenue after we had collected data.  

Approach: 

Step 1: Define key benefits of purchasing a Jack Daniel’s Concert Experience pass
Step 2: Determine Objectives (Price Structure, Net Revenue Goal, Benefits, Product Details per price level)
Step 3: Determine key marketing positioning of the experience
Step 4: Develop logo, marketing collateral, and marketing strategy/timeline
Step 5: Execute Marketing Plan
Step 6: Evaluate past sales data and continue to make adjustments after key learnings

Result:
Developed a program that both maximized current assets and found new revenue streams while also providing our sponsor (Jack Daniel’s) with a program that aligned with their vision and values. Additionally, after six months of data, we continued to evaluate our pricing/benefit structure creating a four-tier system based on the following criteria: Historical/Current Concert ATP (Average Ticket Price), Projected Event Attendance, Projected Concert Net Revenue, and Benefits Received per price level. This allowed us to maximize our revenue for our lowest ATP events as well as our highest ATP events while maintaining the value of the product event over event.