FEVO’s Q2 Planning Guide: Key Dates and Holidays for Your Offers

Awareness of important cultural dates + a willingness to devise topical and enticing campaigns = the perfect combination for maximizing your sales calendar.

All it takes is a little foresight.

Which is why we thought it would be a useful exercise to begin publishing this, a guide to the culturally relevant dates and holidays for the quarter ahead.

With each date, we’re including some of our favorite offers from across the FEVO-verse to serve as inspiration. We encourage you to borrow from them liberally to whip up some of your own offers in the coming months. 

Now, without further ado, here are the dates to know for Q2 2024 …

April Fools (April 1)

While your marketing may be planning some viral pranks for April 1st, the date is also a good excuse to drive ticket sales. Both the Minnesota Wild and Florida Gators have run “No Foolin No Fees’” promotions where any tickets purchased for upcoming games are, as the name suggests, completely fee free. 

Tax Day (April 15)

A day of dread for many, but also a day for excitement with lucrative refunds potentially on the horizon. Teams like the Great Lakes Loons, Iowa Cubs and Gwinnett Stripers are getting cheeky with Offers priced at a mere $10.40, as a nod to the common tax form.

Star Wars Day (May 4)

Otherwise known as Star Wars day, this is a great opportunity to geek out with fans of the franchise (and maybe even bring in some new fans who are there for the collectibles as much as they are the action on the field). The Phillies have a Star Wars Night in which the first 4,000 fans that purchase tickets receive a voucher for an exclusive Phillies x Star Wars Ranger Suárez Mandalorian bobblehead. (Side note: May 4th is also Derby Day for anyone looking to attract some silly hats and seersucker suits to the stadium.)

Cinco de Mayo (May 5)

FYI Cinco de Mayo is not actually Mexican Independence Day (that’s in September), but it is still a great way to engage with fans and celebrate Mexican heritage. Quite a few teams have put together offers for this one. The Chicago White Sox are selling tickets for $5.05, the Delmarva Shorebirds have an all-you-can-eat/drink deal, Chattanooga Red Wolves SC is selling $4 Coronas and $6 margs along with a postgame concert, and the Beloit Paletas are selling $5 tickets. 

Mother’s Day (May 12)

Have you called your mother recently? Mother’s Day is a perfect time to create some offers to bring the family together and honor the important women in our lives. Premier League Lacrosse has a “buy two, get one free” special, the West Michigan Whitecaps, Lehigh Valley Iron Pigs and Tacoma Rainiers all have versions of a Mother’s Day Brunch, and the New York Racing Association features a 3.5-hour lunch buffet. The New York Yankees went big by offering a ticket package that also comes with a Kendra Scott silver pendant, because who doesn’t love a bit of jewelry on Mother’s Day?

Memorial Day (May 27)

Maybe the most glorious holiday in all of American holidays, because with Memorial Day also comes the official start to summer: beach days, picnics, pool parties and more. The Fresno Grizzlies have an All You Can Eat special where a ticket gets you entry as well as plenty of Memorial Day cookout deliciousness. The Yankees have gone the merch direction, with fans getting exclusive American Flag Yankees caps. 

Pride Month (June 1-30)

Spanning all of June, Pride month is a great opportunity to speak to your LGBTQ+ fans in an inclusive way. Many organizations host a Pride Night, including the Indiana Pacers (who are doing theirs preemptively in April since the NBA regular season will be over by June) and the Durham Bulls (who have brought in a corporate sponsor for their Pride Night and are providing up to two free tickets with purchase). 

Father’s Day (June 16)

Like Mother’s Day, this is a great opportunity to encourage the attendance of multigenerational fandom. Going to the ballgame with dad is an iconic American image for a reason: it’s often a key bonding experience for father and child. The Arizona Diamondbacks Father’s Day Catch allows fans on the field before the game for a toss, while Atlanta United have a funny Offer that’s back for a second year by popular demand: each ticket purchase includes a custom Father’s Day Toolkit. 

Juneteenth (June 19)

Quite a few teams have put together impactful offers for the holiday commemorating the end of slavery in the US. Nashville SC partnered with the National Museum of African American Music for a dual ticket bundle, Washington Nationals fans get a Juneteenth T-shirt and $5 donation to the Smithsonian National Museum of African American History and Culture with every ticket purchase, and North Carolina FC is bringing out dozens of local Black-owned business to exhibit and sell their goods at the game.