Creating subscription season tickets
Hello, and welcome to this guide on our new Subscriptions module! In this article we will cover:
- What is a subscription season ticket?
- How to set up a subscription season pass and prices?
- Associating season passes, maps and price zones
- How does the subscription work for the end user?
- Communicating with your customers
We also have a downloadable pack with some key tips and advice for a successful launch. Jump ahead to download the PDF →
What is a subscription season ticket?
A subscription season ticket, or subscription season pass, allows you sell access to season tickets and matches in a subscription model, meaning your customers can choose to subscribe to their season ticket, and pay a monthly fee rather than a larger one-off payment at the beginning of each season. The subscription your customers purchase will run continuously, and they will keep being withdrawn monthly, until terminated, meaning your customers also do not need to worry about renewing their season ticket each year. There are many advantages for both you, as the organiser, and your customers when it comes to using the subscription model, which we will come back to later on.
Who has access?
The subscription module must be activated for you, so please contact support if you are interested in using the module. At present, this feature is reserved specifically for sports clubs in Norway who are familiar with the season pass functionality.
How to set up subscription season pass and prices?
Setting up the subscription event
You should already be familiar in how to create a season ticket (if you are not, please head this way), so setting up your subscription event and types should be straight forward. The same basic principals apply as when creating a season pass - you input first the general subscription details under Edit and then you set up your various prices under Subscription types. You will then associate a season pass to your subscription, but we will get back to that.
Once the module has been activated for you, head to the Subscriptions tab in the main menu.
Choose + Create new subscription to start creating your subscription event which will then contain your different subscription types. Fill in the relevant fields with a title, description etc., as you would for a season pass. Read below for advice on what kind of information you should share with your purchasers when it comes to the subscription description.
Note that there are no fields to input a start or end date, as the subscription is inherently a continuous service.
Setting up your subscription types
You will set up your different subscription types and prices under the Subscription types tab. You will recognise these settings from your regular ticket and season pass types:
You will, however, notice that there are some differences and limitations on this page. As highlighted above, the Monthly end price customer cannot be 0, as you cannot sell free subscriptions. This end price is what the purchaser will pay each month for their subscription. Notice also that the TicketCo fee is then calculated according to this monthly price, meaning the TicketCo provision is withdrawn from each monthly instalment, and as always, this will be recorded on your invoice.
You will also notice that you must assign Legal term to your subscription type - you cannot set up a subscription type without legal terms. This is done to ensure that purchasers accept the legal terms in order to be able to purchase a subscription. Please contact Norsk Toppfotball if you are in doubt about what should be covered in your legal terms.
You will also see that our Sales channels are limited to Admin page and Web, as subscriptions are not yet available for sale on our apps. The Admin page refers to the Reservations tab, where you can create, edit and delete subscription reservations. Note that you cannot create admin sales registered as cash or invoice as you might do with a season pass.
Once you have set up your subscription type, remember to save, and then you can create some more types if necessary. You may consider having different prices for adults and kids, and maybe different prices depending on the seat in the stadium.
In general, we would recommend not creating too many different subscription prices, ideally no more than 10, as this could later prove difficult to keep track of.
Associating season passes, maps and price zones
Just as you would associate an event to a season pass, you must associate a season pass to your subscription. This creates a kind of hierarchy which will allow the subscriber to access all matches and season passes contained within the subscription:
Subscription contains ➡️ Season passes which contain ➡️ Events
Provided that the same seat map is used for the various season passes, it is then possible to add the season pass for each new season under the same subscription event. This typically means that (referring to the order above) the further left, the less frequently you need to create or set up new versions; and the further right, the greater the number of events created.
You will associate the season pass under the Associate tab. You will then find that the seat map assigned to the season pass is automatically added to the subscription. Next, head to Price zones to assign your different subscription types to different zones on the map. More help with this can be found here.
How does the subscription work for the end user?
Paying for the subscription
When your customers start their subscriptions, they will pay for the first month to begin with, and this will kick start the 6 month lock in period. That is to say that once started, the customer cannot cancel their subscription within the first 6 months, and your legal terms should reflect this.
The customer will be charged for their subscription on the same day of the month as when they first purchased, with the exception of all days after 28th in order to allow for varying month lengths. For example, if I purchased a subscription on the 7th on February, I could expect the next instalment to be withdrawn on 7th March. If I purchased on 29th January, the next instalment would be on 28th February. If I purchased on 31st October, the next payment would be on 28th November, and so on. Again, it is important to make this clear to purchasers, as this may play a part in when they wish to start their subscription.
Provided that the customer pays for their subscription with a valid Mastercard or VISA card, there should not be any issues with future payments, as the customer will be charged on the same card each month. If, however, the customer does not have enough funds on the account, or the card has expired, this could result in a subscription becoming overdue.
Please see this help page for more detailed information regarding subscription statuses and overdue subscriptions.
Communicating with your customers
Finally, we wanted to share some important tips regarding how to communicate with your customers when it comes to subscriptions. When advertising the subscription season pass, consider the perks that this offers your purchasers. For many, paying a monthly smaller sum for access to the league matches is much better payment model than a one-off payment for a season pass at the start of each season.
As the subscription is continuous, you must also ensure to provide worthwhile services and extra benefits during the periods when there are no matches being played.
Perhaps you can offer some discounts on merchandise, or some complimentary drinks at your club cafe for example.
We also suggest emphasising that there is a 6 month lock in period once a subscription is started, and that payments are taken on the same card and on the same day as when the subscription is signed. This should be covered in your legal terms anyway, but it is worth addressing these points in your event description, or on an FAQ page on your website. Furthermore, you should explain how customers can update their card once a subscription has started.