San Jose Sharks: Pricing the Present in a Future that's Teal Presented by KAGR

Pricing is not simply a revenue lever; it is a strategic function that requires enterprise-wide alignment. As the San Jose Sharks strengthen on-ice performance and operate under a new long-term arena agreement and renovation plan, today's pricing decisions are central to balancing near-term revenue targets with long-term fan and brand considerations. This session will examine how business intelligence can lead from the front to drive strategic consensus. Rather than confining pricing to a primarily analytical exercise, the Sharks established a structured, cross-functional process involving ticketing, finance, marketing, operations, executive leadership, and external advisors, ensuring decisions reflect both quantitative rigor and organizational alignment.