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As a child growing up in Colorado, I remember watching John Elway during Spring Training at the University of Colorado while my dad taught classes. Those moments, surrounded by the excitement and promise of the Broncos, left a lasting impression on me. Decades later, having the chance to work with the Denver Broncos on a loyalty program was nothing short of a dream come true. It was an opportunity to take those childhood memories and channel them into something that would deepen the bond between the team and its fans.
Our work with the Broncos began in 2012, during the electrifying Peyton Manning era. From the start, the goal was clear: to create an exclusive loyalty program that wasn’t just about rewards but about transforming how fans engage with the team. Unlike typical loyalty programs, this platform was built for the top 10% of season ticket holders, emphasizing its exclusivity and making participation feel like an honor.
The strategy focused on enriching the gameday experience by encouraging fans to arrive early, not just to beat traffic, but to immerse themselves in the stadium’s culture. Whether it was tailgating or spending time at concession stands and team stores, fans were rewarded for showing up and celebrating their passion for the Broncos.
The program extended far beyond the stadium, weaving the Broncos into the fabric of the local community. Fans were rewarded for participating in fun runs, attending local events, and supporting charitable causes that mattered to the team and its supporters. This approach not only deepened loyalty but also amplified the Broncos’ positive impact on their community.
On gameday, the program had a tangible effect on revenue. Parking income increased as fans arrived earlier to tailgate and soak in the pre-game atmosphere. Spending on concessions and merchandise saw a noticeable rise as fans embraced the full stadium experience. These financial successes were matched by emotional wins, as fans found themselves participating in moments they’d only dreamed of, like meeting players, flying on the team jet, or sitting on the sidelines during a game.
The cornerstone of the Broncos’ loyalty program was its ability to offer truly unique rewards. Fans weren’t just earning points for merchandise—they were gaining access to unforgettable experiences. Whether it was shaking hands with John Elway, joining players for meet-and-greets, or flying with the team, these moments forged an emotional connection that went beyond traditional fan engagement.
Working with the Denver Broncos has been a full-circle moment for me, blending personal history with professional purpose. Watching the loyalty program come to life and seeing fans experience moments they could only dream of has been a privilege. It’s a testament to how a well-crafted strategy can amplify passion, loyalty, and community connections in a way that benefits everyone involved.
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