Rethinking Premium: Strategies to Maximize Revenue and Modernize Fan Experiences

The premium ticketing game is changing—and fast. In the latest FEVOForum, we gathered an all-star panel to explore how the industry’s most innovative organizations are transforming premium inventory into dynamic, revenue-driving experiences that fans genuinely value.

Hosted by John Madden (FEVO), the panel featured:

• Wil Cannon – Senior Manager of Premium & Suite Sales, San Diego Padres
• Matt Brazier – Premium Sales, Canucks Sports & Entertainment
• Scott Tester – Assistant AD of Revenue Generation, University of Washington

Here are the major takeaways:

Digitizing Premium Sales = Always-On Revenue

Both the Padres and Canucks are leaning heavily into digital suite sales via FEVO. By creating intuitive, self-serve online marketplaces, fans can browse, compare and buy premium spaces 24/7—even on a Friday night at 10 PM. That means more sales, fewer barriers and a better experience for buyers who aren’t ready to talk to a rep.

"We've been sold out of season tickets for three years, so digitizing suite sales with FEVO has been huge. It lets us capture after-hours buyers and follow up efficiently.” - ​Wil Cannon – San Diego Padres"

SRO Add-Ons Unlock New Flexibility

A major highlight: FEVO’s new Standing Room Only (SRO) functionality. Fans can now seamlessly add SRO passes to suite purchases, giving groups more flexibility and teams more inventory control. It’s a win-win for maximizing capacity without compromising the premium feel.

Smarter Merchandising & Bundling

At the University of Washington, Scott Tester and his team have redefined what “premium” can mean by pairing tickets with pregame hospitality zones, exclusive merchandise, and even stadium tours to create compelling bundled experiences. These offers aren’t just fan-friendly; they’re also a smart way to drive revenue from sold-out or legacy inventory.

And the strategy isn’t limited to college sports. Matt Brazier shared how the Vancouver Canucks applied a similar bundling approach during last year’s playoffs:

"We sold premium tickets online with a food & beverage credit and a scarf during the playoffs, and sold out in days. Sometimes trying something new is all it takes.” - Matt Brazier – Canucks Sports & Entertainment

Turnkey Tools for Targeted Campaigns

From theme nights to premium watch parties, panelists emphasized the importance of easy-to-build, mobile-friendly offers that drive immediate conversions. The Canucks’ playoff strategy last year that broke up large suites into single-ticket offers with perks resulted in quick sellouts and a new group of first-time premium buyers.

Process Over Platform

While FEVO is a powerful tool, the panelists reminded us that success comes from thoughtful execution: from sharp photography and clear copy to immediate follow-ups and well-timed outreach. In the words of Matt Brazier: “The fan experience starts with the presentation.”

Flexible Payments Widen the Funnel

With high-end experiences often carrying high price tags, options like Zip Buy Now, Pay Later are helping broaden access especially among younger audiences by making those big-ticket purchases feel a little more manageable, especially among younger audiences.

"Fans want access, affordability and value—and if you can deliver even one of those in a compelling bundle, you’re on the right track.” Scott Tester – University of Washington

Whether you're launching new premium spaces, reinvigorating underutilized inventory, or looking to expand your reach beyond traditional buyers, this conversation made one thing clear: fans are ready for something different. FEVO’s premium tools are here to help you deliver it.

Want to start building premium Offers with FEVO? Contact your Partner Success rep today.