FEVOForum Recap: Reaching the Next Generation of Buyers

Younger value-conscious fans are ready to engage—if the offer is right. That was the focus of our August FEVOForum, “Reach Next Gen Buyers: Flexible, Secure, Smart Ways to Sell.” Hosted by FEVO VP of Partner Success, Mallory Eichhorn, the session featured insights from:

• Justin Andrews, VP, Ticketing & Revenue Strategy, Peachtree Entertainment
• Chris Carmichael, VP Ticket Operations & Client Services, Orlando Solar Bears
• Lydia Ritter, Manager Group and Inside Sales, Dallas Stars

Together, the panel explored the habits of Gen Z buyers and shared practical strategies for connecting with this influential audience.

Understanding the Gen Z Buyer

Gen Z (born 1998–2012) is becoming the largest spending generation, projected to surpass boomers by 2029. Our panelists identified four defining traits:

• Digitally native: Gen Z expects seamless online experiences and uses mobile-first payment methods like Apple Pay, Venmo, and PayPal.
• Vibe-based budgeting: They buy based on how a purchase feels, not just cost.
• Value-driven: Discounts help, but bundled perks like merch, food, or parking create real appeal.
• Personalization: Experiences that feel tailored—tunnels, scoreboard shout-outs, or surprise seating—go further than a standard ticket.

"Gen Z…they like the exclusivity, they like the flexibility, so we’ve tried to incorporate those.” -Chris Carmichael, Orlando Solar Bears

Flexible Payments & "Party Now, Pay Later"

Justin Andrews explained how Peachtree Entertainment uses Buy Now, Pay Later (via Zip) to ease entry costs for festivalgoers. Buyers pay in installments, while organizers receive full revenue upfront.

"We really try to use Buy Now, Pay Later from a later marketing push to give people a chance to even pay after the festival, it takes away the risk on our end… but gives the consumer the option to continue paying well after the event’s even played off.” -Justin Andrews, Peachtree Entertainment

The result? Lower friction, higher conversion, and more first-time buyers in the database.

Post-Transaction Codes & Flexibility

The Orlando Solar Bears tapped into flexibility by using Post-Transaction Codes for a combo deal with the Tampa Bay Lightning. Instead of locking fans into specific games, buyers could redeem codes later for the dates that worked best.

Chris noted: “We’ve seen a big increase in our combo tickets sold for this. The flexibility really stood out to those that didn’t want to be locked into a certain game they couldn’t attend.”

That simple change drove thousands in added revenue and stronger fan engagement.

Student Rush & On-Campus Outreach

The Dallas Stars have built a powerful College Rush program. By tabling at local universities, they grew a list of 24,000+ student emails and pushed out last-minute offers via text.

"We send it out probably a day or two before the game and typically get about 100–150 seats purchased off of it. It’s an easy way to move last-minute inventory and reach students where they are.”

-Lydia Ritter, Dallas Stars

Creative Value-Add Offers

Beyond ticket price, panelists highlighted the power of value-driven bundles:

• Sunday Funday packages with tickets, hats, and concessions (Solar Bears)
• Pickleball paddle giveaways and mystery tickets with surprise seating (Solar Bears)
• Theme nights and merch add-ons (Dallas Stars)

"Instead of discounting the ticket, [we focus on] adding value — whether it’s a hat and food, a paddle, or even a mystery seat. That’s attracted a lot of buyers.” -Chris Carmichael, Orlando Solar Bears

Key Takeaways

As Gen Z’s spending power grows, sports teams and entertainment companies must:

• Offer flexible payment methods and ticketing models
• Build in value through bundled perks and experiences
• Lean into exclusivity, personalization, and social-first marketing
• Test new approaches like subscription passes and influencer ambassador programs

"It's really just about meeting the fans where they’re at and figuring out what the best incentive is for them.” -Justin Andrews, Peachtree Entertainment

Watch the Webinar On-Demand

Missed the live session? You can catch the full discussion below and hear directly from Justin, Chris, and Lydia.