The New York Jets have rolled out an intriguing new program for their season ticket holders, “Jets Rewards.” We were able to grab a few minutes with the VP of Marketing and Fan Engagement, Seth Rabinowitz to discuss it more in-depth and address a few fan concerns.
JC: What were the driving factors behind the decision to implement this program?
SR: We try to stay in constant contact with our season ticket holders and two main concerns kept arising from our discussions with them. First, they wanted an improved, smoother and more convenient gameday experience. Second, they wanted loyalty acknowledged and rewarded by the team. Those two stars aligned for the creation of this program. We feel the elimination of paper tickets and giving fans a wallet sized card will increase their gameday convenience. With that, it also allows us to better track attendance and reward it. The more games you go to, the more points you receive and if you hit different, higher thresholds of attendance and activity, you get bonus points. This entire program is about rewarding actively loyal fans, who repeatedly come out to our stadium.
JC: Is there any misconceptions about the program you would like to address?
SR: This is not a program to reward fan conduct inside the stadium, as it is being reported in some places. This is about showing up to games, showing up on time and further activity around other Jets-centric programs. We want to build a sense of community among our fans in the stadium. Season ticket holders want to be surrounded by other season ticket holders and see familiar faces at all the games they go to. This program is going to reward the season ticket holder who contributes to that community.
JC: How will this impact reselling and forwarding of tickets?
SR: This is an appropriate concern but shouldn’t affect it all. You can continue to use the same process on sites like Ticketmaster and Stub Hub that you always have. If there are further questions, don’t hesitate to reach out through our site: http://rewards.newyorkjets.com/ and we will be happy to discuss any lingering questions or issues.
JC: Will the Jets be selling the personal information off the card accounts to third parties?
SR: No, we won’t be. We will have normal terms and conditions for our own internal collection purposes but the information won’t be disseminated to outside parties.
JC: Do the points expire at the end of the season or can you roll them over to next season?
SR: The calendar year for each program will be August 1st to July 31st and then you start fresh the following year, so points won’t be rolled over. However, that doesn’t mean rewards claimed in this calendar year will be limited to use before this July 31st. For example, you can claim your points on July 30th, 2015 and be entitled to a locker room tour in the following few months.
JC: Can you combine points from multiple tickets if they are both in your name?
SR: This program is modeled a little bit like an airline frequent flier miles system. You can’t combine them, as in whoever is in the seat, earns the points. If you had 4 seats on your account, you can manage all 4 through the interface but will have 4 parallel accounts with independent balances. They can’t be combined into a single total.
What do you think of the Rewards Program? Do you have any further questions? If you do leave them below or shoot them to me on Twitter and we’ll pass them along to the organization. I also included a fact sheet from the team for reference…