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Kansas City Royals hop on bandwagon with Fountain Bar Fan Pass

KANSAS CITY, MO - APRIL 11: General view of the fountains and Pepsi Porch above right field as the Kansas City Royals play against the Seattle Mariners at Kauffman Stadium on April 11, 2018 in Kansas City, Missouri. Seattle won 4-2. (Photo by Joe Robbins/Getty Images) *** Local Caption ***
KANSAS CITY, MO - APRIL 11: General view of the fountains and Pepsi Porch above right field as the Kansas City Royals play against the Seattle Mariners at Kauffman Stadium on April 11, 2018 in Kansas City, Missouri. Seattle won 4-2. (Photo by Joe Robbins/Getty Images) *** Local Caption *** /
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The Kansas City Royals are embracing the latest trends in the sport-entertainment industry with a new option for fans to come to Kauffman Stadium.

As ticketing on mobile devices continues to replace traditional methods of selling and measuring attendance at events like MLB games, franchises like the Kansas City Royals are wise to use the technology to their advantage.

Many MLB teams have already began offering ticket subscriptions using MLB’s At the Ballpark app, and the Royals have become the latest to do so. The Royals’ “Fountain Bar Fan Pass” enables fans to purchase a monthly subscription online at the rate of $29.99.

For that fee, the purchaser will receive one standing-room-only ticket to all Royals home games during the month delivered to the registered At the Ballpark app on the customer’s device. Once inside, subscribers will have options to upgrade their tickets to include seats if they so choose, which includes a first crack at seats in the fountain bar. All of those transactions are conducted exclusively in the app as well.

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The model has become popular at other MLB parks for many reasons. First, it allows fans who wish to simply get in the gate and enjoy the view of the field from outfield concourses to do so.

In addition, those who want to treat stadiums on game days as merely a social gathering place and aren’t necessarily in attendance to watch the games can avoid the extra costs associated with spectating. Finally, it gives fans flexibility to attend games when they want and know they will have a ticket for those instances.

While fans have enjoyed the new option, it has proven to be a win for the franchises as well. Getting as many fans inside their stadiums as possible enhances the chances to sell concessions and merchandise. Selling these subscriptions also helps to offset the loss of potential revenue that comes with unsold seats.

Lastly, just the offering itself has proven to be a great marketing tool to potential fans of younger ages. These are the reasons why sport-entertainment entities from MLB franchises all the way down to NCAA football teams are gravitating toward the model.

The Royals may be a bit late to this party, but the moniker of better late than never applies here. As the Royals continue to work toward becoming sustainably and wildly profitable, the Fountain Bar Fan Pass is another step in that direction.