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Tickets, Tickets, Tickets
The Financial Backbone to a Great Event
About Hockey Canada Events
Hockey Canada has ticket prices from $3.50 - $350 per game and ticket budgets between $30,000 and
$30 million for an event.
Strategic
Pillars
Experience Execution Brand Legacy
Defining
the
Strategic
Pillars
Deliver
extraordinary
experiences to
event
stakeholders
Challenge
current practices
and industry
standards to
deliver
exceptional
events
Grow the game
of hockey and
enhance the
perception of
Hockey Canada
Enrich and
positively
impact the long
term well-being
of the local
hockey
community
The 3 Keys to Event
Success
1.TICKETS
2.TICKETS
3.TICKETS
Why Tickets
1. Tickets are 98 cent dollars
2. Tickets drive ancillary revenues
3. Tickets create atmosphere
4. Tickets drive tourism
5. You control tickets
Give Yourself a Chance
• Don’t build the church for
Christmas Eve
• Data is King
• Price with a purpose
• Control your inventory
• Early Bird gets the worm
• Free means it is not worth
anything
Case Studies
2016 IIHF U 18 Women’s World Championship
TELUS CUP
Leduc v Sault Ste. Marie
2016 IIHF U18 Women’s World Championship
• Create a winning media partnership
• Price with a purpose
• Reduce Supply- create urgency
• Never let them see you sweat- deliver the plan, patience is key
• The plan sells the tickets, not the system
Case Studies
TELUS Cup
What do Sault Ste. Marie, ON and
Leduc, AB have in common?
TELUS Cup
They know how to host an incredibly
successful TELUS Cup
Summary
“A rising tide lifts all boats”
JFK
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