Business Plan— Dream Seats

Pricing Model Recommendations

Citi Open to execute one of three models for ticket sales for Dream Seats
a) Single Session
b) Full Series (11 sessions)
c) Mixed
Dream Seats do act as ‘court side seats’ such as those in the NBA and do offer some similar
experiences. Although, because of extreme heat, lack of shade, and inability to move with ease,
we believe our fans will not have an enjoyable experience the entire week, on court, for every
match. It is a great experience to complement a suite or box as an added special for hosting
clients. Currently, per conversations over the hotline there is great interest in Dream Seats for a
specific session.

After reviewing ticket numbers, to allow for the greatest potential revenue (see pg. 3), it does
make sense to keep 1-3 seats to sell on a full series basis and sell the other 7 seats to our
hotline callers who have requested pricing for single sessions.
Access to Stadium Club
There is a possibility to sell only full series Dream Seats with access to Stadium Club. These
tickets would only allow access to the air-conditioning, lounge seating and food and beverage
but not outdoor patio seating.
• Ability to escape the heat and court in a cooler environment
• Incentivizing all-inclusive food package
The cost of the ticket package should remain $4,000

Physical Dream Seats

Purchased during the 2018 tournament

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Dream Seat benefits
Each ticket will be sold with the following benefits:
• Access to Stadium Club all-inclusive food buffet including beer & wine (FULL SERIES
ONLY)
• Courtside Name Recognition
• Invite to Taste of Tennis Party on July 29th
• Exclusive executive bathroom
• Citi Open Official Merchandise (free player towel or water bottle)
• Complimentary Weeklong LOT A Parking (1-4 Seats= 1 Parking Pass, 5 or more Seats= 2
Parking Passes)
Dream Seat Pricing Details
Full Series
If we were to sell all 10 Dream Seats on a full series basis at $4,000 our potential revenue
maxes out at $40,000.

Per Session
By selling all 10 seats every session with variable pricing per session our potential revenue
increases $6,250 for a total potential revenue of $46,250.

Even though we have to reach a larger audience selling per session, we strongly believe there is
a larger market of fans who will buy a court side seat once or twice for an upgraded experience.

Target Single Session Buyers:

• Fans who are looking to experience a single day at the tournament in an exhilarating
seat directly on court
• Additional VIP ticket option for business clients who are already hosting guests
• Luxury customers who have bought in the past
• Tennis fanatics who are able to afford an upper level ticket
• Executives throughout DC who entertain clients/ guests
• Tourists who are looking for a memorable experience in DC for a reasonable price

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 Single Session Dream Seat Proposal
Based on the number of hotline calls we received about Dream Seats and the potential to sell
seats to current full series hospitality buyers, I propose we reserve 1-3 seats for full series sales
and sell the other 7 seats per session. This would allow enough inventory to sell to our hotline
callers or tennis fanatics who are looking for an upgraded experience for just one session. It
also allows enough inventory for full series buyers without compromising potential revenue.
The proposal to mix sales of our Dream Seats allows us the flexibility to adjust our inventory
based on current sales. If we are able to reach the larger tennis fanatic market and sell by per
session our revenue would increase. If we notice more full series buyers, we can adjust to
secure revenue at that specific point in time.
Marketing- Once we publish Dream Seat language which specifies sales are on a weeklong basis
we are pinned to that statement. Ticket buyers who wonder if they are available on a single
session basis will not reach out which can be a loss in revenue. If we publish Dream Seats on a
single session basis with an option to purchase the entire week at a discount, it could be to our
advantage.
Sessions 1-11

3 Seats- Full Series

7 Seats- Per Session

Variable Pricing Largest

Potential Rev

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