How the Vegas Golden Knights Used StellarAlgo to Exceed Ticket Revenue Target by 217% 

The Challenge

The Vegas Golden Knights needed to maximize ticket revenue across season tickets, partial plans, single games, group sales, and themed events. The organization required better lead identification, more efficient campaign activation, and improved conversion rates.  

They set a $500K revenue target in partnership with StellarAlgo for campaigns activated via their StellarAlgo Sports CDP during the 2024-25 season. 

The Solution

Using the StellarAlgo platform, VGK leveraged no-code fan segmentation tools, AI-powered lead recommendations, and seamless campaign activation across all ticket types. 

The team integrated additional data sources to grow their fan universe and surface high-value upsell and acquisition opportunities. They used machine learning capabilities to identify fans with high likelihood of purchasing tickets for specific games and created targeted audiences for full seasons, partial plans, mini packs, groups & suites, theme knights, and first-time attendee nurturing campaigns. 

The platform enabled automated audience creation and direct integration with Meta campaigns, Dynamics CRM, and Eloqua marketing automation. This eliminated manual list building, allowed the team to launch campaigns faster, and automatically removed buyers from activations as they purchased tickets. 

Results

• 217% of ticket revenue goal achieved generating $1M+ total sales versus $500K target through StellarAlgo-activated campaigns 

• 2x higher ticket sales from targeted audiences compared to general marketing campaigns 

• 500K+ unique fans reached across all campaign activations and engagements 

• 10% growth in known fanbase in the 2024-25 season, expanding their engagement funnel for building loyalty and driving future ticket sales

This fan targeting approach eliminated hours of manual list building, allowing staff to run more campaigns while achieving higher conversion rates.  

“StellarAlgo makes it easy to uncover new opportunities to reach fans. We can quickly identify fans who are likely to buy tickets for specific games and push those audiences directly to our campaigns. It’s made our marketing efforts much more efficient.“

Kristen Santero, VP, Digital Marketing & Fan Development, Vegas Golden Knights 

Results Driven By

• Integrated data sources  
• No-code fan segmentation tools 
• Predictive fan targeting and propensity scoring 
• Campaign performance tracking