The executive behind the successful A’s Access program, which replaced the standard season-ticket setup with a monthly membership program, has left the team to start a company that will market the concept to other franchises in all sports.
The A’s announced in a two-paragraph release Monday that chief operating officer Chris Giles has departed.
“We thank Chris for his contributions to the A’s and wish him the best in his future endeavors,” team president Dave Kaval said in the statement.
The A’s said Kaval would have no further comment on Giles, who, according to the team’s website, oversaw strategy and execution for all of the club’s revenue-generating operations. That included sales, marketing, partnerships, public relations and community involvement.
In 2019, the A’s moved to A’s Access, which turned standard ticket sales into a membership program.
Instead of buying a season-ticket plan with a set number of games, fans pay a monthly fee based on how many games they want to attend — from 10 to all 81.
In a phone interview Monday, Giles said he decided to leave the A’s and create his own firm — to be called Greenfield Sports Group — to market similar, customized memberships to other franchises and create software that can enable teams to execute them.
“We’ve had a ton of success,” Giles said. “It’s a fundamentally new approach to ticketing. There’s a lot of interest from other teams and properties on how to be able to do that.
“As an industry, we need to start thinking about what teams can sell that can’t be replicated through a secondary market transaction.”
The memberships can be customized for those who want the same seat every game or those who want to move around the ballpark. They also include parking, concessions discounts and access to clubs within the Coliseum.
The A’s sold roughly 18,000 memberships in 2019. Average attendance rose as well, but modestly given their second straight 97-win season, from 19,427 in 2018 to 20,521 in 2019. They ranked 24th in the majors last season, two spots higher than in 2018.
Henry Schulman is a San Francisco Chronicle staff writer.
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