Nick Richardson, VP of Ticket Sales & Service at the Texas Rangers, joins the show to break down how one of MLB’s premier organizations is evolving ticket plans to match fan behavior, preferences, and expectations. From mini packs and flex plans to AI-driven outreach and unforgettable fan experiences, Nick shares powerful, tactical insights on customer service, digital transformation, and building a culture that wins fans—not just renewals.
This episode is a must-listen for marketing directors, sales leaders, and team execs looking to boost retention and modernize their ticketing approach.
Key Topics Covered:
- How the Rangers structure and position modern ticket plans (10-game, flex, theme-night bundles, and more)
- Why subscription models didn’t work in Texas (but might in your market)
- How to use promotional items and exclusive perks to drive ticket sales and renewals
- Strategies for retaining flex plan buyers who don’t schedule in advance
- The power of fan surveys—and how to turn feedback into action
- How to train reps for service-first selling (and why one rep’s 90%+ renewal rate proves it works)
- A behind-the-scenes story of a $70 gesture that created lifelong fandom
- Where AI fits into the sales funnel—and where it absolutely doesn't
Timestamps:
- 00:00 – Welcome & intro to Nick Richardson
- 01:00 – Evolution of ticket plans: from full season to flex
- 04:30 – Why theme-night mini packs are a hit
- 07:00 – Subscription models: what works (and doesn’t)
- 08:45 – Value perception: experience > discount
- 11:00 – Digital ticketing: overcoming resistance
- 13:00 – Turning survey feedback into real changes
- 17:30 – Building a service-first culture
- 22:30 – Creating magical fan moments (on a budget)
- 31:00 – How the Rangers measure customer service
- 38:00 – Where AI helps (and where it can't replace humans)
Call to Action:
Looking to revamp your ticketing strategy? Take a page from the Rangers playbook—prioritize flexibility, experiences, and service. And don’t underestimate the power of small, surprising moments.
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