In sports business, even the most talented star player cannot guarantee ticket sales if fans lose trust in how the organization handles that player; the Indiana Fever's ticket sales declined dramatically despite having Caitlin Clark because fans felt the organization was using her as a circus act with inconsistent injury updates and poor roster decisions, demonstrating that customer trust is more valuable than star power for long-term revenue.
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Fever President Reportedly Frustrated as Caitlin Clark Fan Backlash Grows Around Stephanie WhiteAdded:
It's all starting to make sense.
>> [music] >> The constant post The Indiana Fever are begging supporters to buy tickets for the first time since [music] Caitlin Clark arrived. Seats for preseason games are still available for $280.
The home opener has entire sections that are unsold. This identical team sold out in less than an hour last year. The same squad is the most well-liked in women's basketball. Fans are also telling them why they aren't buying. Music, they remember the last season, so they're not being tricked again. Even with the most popular player in women's basketball, you can't sell out your home opener a week before the season starts. Does that mean that fans no longer trust the way your team is handling that player? Or are the sole elements at work here the economy and the price of tickets? I've never seen them ask more, I've never seen them demand more, I've never seen them tweet more when it comes to ticket sales and trying to sell out an arena. I have never seen the Indiana Fever ask more than they are asking now.
And I am beginning to >> This is one of those situations when the organization refuses to accept what the numbers show.
>> [music] >> So, let's talk about the Indiana Fever ticket sales situation right now. The Fever have been making frequent announcements about ticket availability.
They're tweeting. People are being reminded. They are working harder than ever to encourage fans to buy tickets.
[music] And this is completely unprecedented for a team that has Caitlin Clark on the roster. During [music] the first two years of the Caitlin Clark era, all tickets were sold out. In just a few minutes, the first year will be over. Music. In the second year, the same thing occurred. Tickets could not be held by the Fever long enough. Everyone was hurrying to play games. [music] The secondary market was insane. It was practically hard to obtain tickets at face value due to the high demand.
>> [music] >> Music, that was the influence of Caitlin Clark. The Indiana Fever have the greatest appeal in women's basketball, making them the most sought-after club in the WNBA. As all know, tickets are moving a little slowly for the Indiana Fever. When you compare it to the first year, flew off the shelves. When you compare it to the second year, #nowyouknow, flew off the shelves. They couldn't keep them long enough.
Now, we are a week away from preseason, a lot of tickets available.
We are about 2 weeks away from the regular season, a lot of tickets available. Not only are they available, but the Indiana Fever These tickets are high.
Like, I wouldn't spend that much money on Please do me a favor before you continue. Please subscribe if you like this video. But now that the regular season is 2 weeks away and the preseason is 1 week away, there are a ton of tickets available. Not just any old games on a weekday, not just seats with nosebleeds. There are parts of the home opener against the Dallas Wings that are totally meaningless. There are still seats available on the upper deck for more than $100. The intermediate pieces are between $300 and $400. [music] Seats behind the bench cost between $700 and $900. [music] Furthermore, nobody is buying. Even bad preseason tickets range from $100 to $280.
Countless games in the preseason.
Starters may only play a few minutes during practice games, where rotations are evaluated. The Fever also charges $280 for those tickets, which are essentially glorified scrimmages.
>> [music] >> That pricing is ridiculous. Fans are also rejecting the accusations. The Fever and their allies will now point to the economy. Gas prices have gone up.
Airfare is expensive. The cost of living has gone up. The supermarket is uncaring. All of that is accurate.
Economic factors certainly have an impact on discretionary spending, such buying sports tickets [music] or music.
That is undeniable. But, here's the issue. The economy was challenging last year as well. Inflation has been an issue for a long time. But, tickets for the previous season were still immediately sold out. Then, what has changed? Why are individuals hesitant to buy tickets this year, while they were willing to spend a lot of money the previous year? The answer is trust. Or, more accurately, the fans' [music] complete lack of trust in the company music as a result of how they handled Caitlin Clark in the previous season.
The juice worth the squeeze, especially when you don't know the role of your favorite player. [music] People reme- People remember last year.
Day-to-day, day-to-day, day-to-day, day-to-day. And they would spend tickets, and spend money, and spend And let's talk about what happened the year before, which is why many are currently reluctant to buy tickets. Music, [music] Caitlin Clark was hurt. With her status, the team went into daily mode. Every game had some element of unpredictability. Is she enjoying herself? Is she not enjoying herself?
>> [music] >> Not till well before tip-off was it known. Furthermore, music enthusiasts who bought tickets weeks or months in advance would show up at games only to find that Clark wasn't playing. Caitlin Clark, Stephanie White said before the game that the fact that she is day-to-day means that the imaging she got today is good news. Still no >> The fan in the source material claims that their favorite players weren't playing. They traveled to Indianapolis with a friend, bought [music] tickets in advance, and slept at a hotel across the street from the arena. Music, the experience is awful. The cost of airfares is your responsibility. You book a hotel. You buy tickets. You invest time, >> [music] >> effort, and energy in seeing Caitlin Clark perform. When you get there, she's not even inside the building.
>> [music] >> Another fan stated that they purchased music tickets at the start of the season, paid outrageous rates, spent a costly night in Indianapolis, and took their family to four games following Caitlin's injury. They're also taking a wait-and-see approach this year to prevent being burned again. Music. That sentiment is currently killing ticket sales. Fans remember being used. They remember feeling like they were being dragged along by the group, which used Caitlin Clark as a circus act to keep people interested. Music. And in attendance. The Fever would say that Caitlin would return soon because of the way they were behaving.
>> [music] >> Music. Fans would buy tickets to that game. Then they would say, "Actually, she needs another week or two." right before the match. But, the tickets were already sold. The money was already in the Fever's pocket. [music] Additionally, fans were met with a diminished lineup when they arrived at games expecting to see Clark. [music] Music. And by August, the team was completely devastated by injuries. Fans, however, had already committed to paying. [music] There were already plans in place. They had previously paid to watch Caitlin Clark play basketball. And the business took advantage of this by making fans wait for vague injury updates. Music. And daily status reports, which never gave them precise information about the profitability of their investment. [music] Saying about this last groin injury with Caitlin Clark is how it's been covered. The day after she had the groin injury, she was listed as day-to-day. And then, a couple weeks after that, then she was listed to being out indefinitely. Now, ESPN had August 12th as the circled return date for Caitlin Clark to get back onto the court. And just yesterday, she was listed as a game-time decision for today's game against the Dallas Wings.
And then after practice yesterday, coach Stephanie White basically came out and said like, "No, Caitlin Clark hasn't even been practicing." So, they changed it from a game-time time decision to her being out. This has been all over the place, and I get it to a certain extent.
The fans, the media does not need to know every little thing that's going on with Caitlin Clark's injuries, especially a star player like that. We will never know all the information, nor should we know all the information, and that's actually good for Caitlin. It protects her for when she does come back on the court, she can't be targeted, teams can't use a certain injury or ailment against her if people don't really know what is going on. But, the the reporting of her timeline in general, there has been no rhyme or reason to what People remember that. If you treat your clientele that way, you can't expect them to come back the next year with open wallets. [music] It's hard to build music trust, but it's easy to break it. The Indiana Fever's reputation was badly harmed by the manner they handled Caitlin Clark's injury and the details around it last season. Music. And it's not only about treating injuries. [music] The squad used Clark on the court while she was well. Fans would anticipate seeing Caitlin Clark, the top player in women's basketball, lead the offense, make plays, [music] score points, and do all those musical things. Instead, they would watch her run off the ball while doing cardio. They would watch her from the corners. Stephanie White would play her at small forward while other guards handled the ball. Fans paid top price to see the Caitlin Clark experience. They got the Stephanie White show, >> [music] >> in which the coaches' ideas about how basketball should be played to precedence over taking advantage of Caitlin Clark's [music] special abilities. Fans remember it as well.
Music. They remember thinking, "I paid how much money to watch Caitlin Clark's at screens. Music, [music] describe anything that has happened this off season. The construction of the roster is inexplicable. Music, adding eight guards when the team already has the best point guard in the world. Raven Johnson was selected at number 10 when they required size. Amber Cox talks about limiting Caitlin's time. Music, Stephanie White asserts that she is better knowledgeable because she has worked with Caitlin for 25 years.
>> [music] >> On Twitter, Lin Dunn chastised fans who questioned roster choices. [music] All of this leads to a business that seems more focused on showcasing their superior intelligence than on [music] actually growing around their generational potential. Fans take note of that. They read those quotes. They watch those interviews. They know what goes on behind the scenes. They are also making the wise decision to wait to make any investments until they get an opportunity to see how this season plays out. Because, what if my purchases and Caitlin's are restricted to a specific amount of time?
>> [music] >> If the club wishes to develop Raven Johnson, what would happen if she played [music] 25 minutes instead of 35? What would happen if they spent hundreds of dollars on lodging, travel, and tickets only to see the team's best [music] player get suffocated by Stephanie White's low, controlled music offense the season before? These are real concerns based on genuine data from the prior season and actual music remarks made by the team this off season. Fans are not behaving inappropriately. They are protecting themselves from burns in the future. Show me this is going to be different music before I give you my money, >> [music] >> is what they are requesting. The economics of it are also significant.
Music, [music] these tickets are extremely expensive.
The cost of seats on the upper deck is $100. Music, 300 to 400 and 700 to 900 music should sit behind the bench during the intermediate portions. NBA prices are those. Due to Caitlin's injury, the Fever are charging high market premium franchise rates for a club that finished 10 and 30 for the previous season. You can charge those prices when customers are confident they will receive the item they are buying.
>> [music] >> But when that trust is violated and individuals have already been disappointed, >> [music] >> such rates suddenly look far less acceptable. Why would someone pay $280 for a preseason ticket when there's a real chance music. Caitlin plays for a short while as the starters rest. Why would someone pay $400 for a regular season game last year when they couldn't even watch her play? The Fever is being given a harsh lesson about customer relations.
Demand cannot be taken for granted. You can't take fans for granted music. They will ultimately lose faith in you.
Therefore, you can't treat them like ATMs that you can shake anytime you need money.
>> [music] >> Eventually, they'll say, "I'm good on that." And that's exactly what's happening music. When the most attractive player in women's basketball is on your team, it is embarrassing to have 70% of the tickets sold. There isn't a supply issue. That is not how the economy operates. It comes down to trust. When fans say things like, "We're not sure you're going to deliver what we're paying for," they are exercising their financial power. Comparing this to previous year makes it much more noticeable. Last year's home opener sold out in less than an hour. [music] Tickets for this year's home opener are sold out a week before the game. It's a loud discrepancy. That is hardly a tiny drop. The demand for music has significantly decreased. And it's happening while Caitlin Clark, Kelsey Mitchell, and Aliyah Boston are still on the team. Music, the roster seems better than it did last season.
>> [music] >> So, why aren't fans making purchases?
Because they are skeptical of the organization's capacity to make effective use of that roster. They don't believe Stephanie White will take full advantage of Caitlin Clark. Music, they don't think the front office will prioritize winning above proving their process works. They don't trust that the money they spend will provide the entertainment value they expect. [music] On Twitter, Lynn Dunn then refers the fans as whiners. That is the cherry on top of this disaster. A company is struggling to sell tickets and has clearly done something to erode fan trust. A front office executive is classifying critics and telling them to stop talking instead than addressing these problems. [music] Do you know what happens when companies behave that way?
Fans lose interest even more. They remark, "Oh, you think I complain too much?
>> [music] >> Allow me to demonstrate what happens when I completely fail to show up."
That's what happened with the Mets when Steve Cohen music criticized fans for not spending enough money. Attendance was declining. Fans questioned, "You think we don't spend enough? Observe us not making any purchases." [music] The Indiana Fever are following the same path. They are losing their fan base because they disregard legitimate criticism, make irrational roster decisions, and treat their star player in a way that annoys people who pay to watch her.
>> [music] >> At the moment, they are using ticket sales to cover the cost. The Fever organization needs to understand this reality. They became significant because, thanks to Caitlin Clark, music, [music] they had sold out venues. She improved their product sales, national awareness, and media coverage. She did not, however, [music] provide them steadfast loyalty. Fans came because they wanted to see Caitlin Clark perform at her best. When the organization prevents that from occurring, fans take notice.
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