5 Holiday Engagement Tips from Our Chief Services Officer

As Chief Services Officer, my passion has always centered on one question: How can sports organizations and entertainment brands build relationships that last long after the final whistle or curtain call?

As the holiday season approaches, that question becomes both more urgent and complex. The holidays represent a prime opportunity to drive ticket sales, merchandise purchases, and seasonal goodwill. But it’s also one of the most crowded, noisy, and chaotic times of the year.

When our Client Success team talks to partners leading into Q4, we consistently hear the same pain points: ad costs are skyrocketing, inboxes are overflowing, internal teams are stretched thin, and everyone is wondering how to keep these new holiday fans engaged once January rolls around.

To help your organization navigate the seasonal rush, here are five holiday engagement tips to maximize fan engagement and experience this holiday season.

1. Cut Through the Chaos with Context, Not Volume

Families are already overwhelmed with promotional noise and packed schedules. 

• Ditch the generic email blasts and deliver targeted value. Send segmented emails including a "Last-Minute Gift Guide" or tailored recommendations based on past purchase behavior. Solve an immediate holiday problem for your fans instead of adding clutter to their inboxes.

2. Beat Rising Ad Costs by Prioritizing Owned Channels

Paid ad inventory spikes in cost during Q4 as retail giants bid up rates. Instead of overspending, lean into your most valuable asset: your existing first-party database. 

• Use targeted mobile app notifications, direct SMS, and segmented email campaigns to re-engage past buyers and offer exclusive early-access perks to your most loyal supporters.

3. Protect Your Staff with Pre-Built Automation

Holiday ticket inquiries, fulfillment deadlines, and customer service requests can quickly overwhelm your internal team. 

• Protect them by automating repetitive workflows ahead of time: configure triggered welcome emails or order confirmations with holiday FAQs.

4. Treat Every Seasonal Transaction as a Data Asset

Holiday buyers are often purchasing for someone else (e.g., a parent gifting tickets to their kids).

• Don’t treat these as one-off transactions. Use mobile ticketing and in-venue digital touchpoints to capture the contact details and preferences of the end user so you can continue the relationship into the new year.

5. Launch Your January Re-Engagement Strategy in November

Fan engagement often drops steeply after the holiday excitement subsides.

• Build your post-holiday nurture series before the rush starts: prepare an automated "Gear Up for Game Day" merch discount timed right after the holidays or exclusive winter game previews to keep momentum alive through Q1.

Holiday success isn’t measured solely by Q4 revenue numbers; it’s measured by the strength of the relationships you carry into Q1 and beyond.

By grounding your holiday strategy in data-driven personalization, operational readiness, and post-holiday planning, your organization can break through the holiday noise while staying true to what matters most: fan experience!

Want to review your data workflows or automate your seasonal fan journeys before the rush? Reach out to our Client Success team, we’re here to help you finish the year strong.