Madison Square Garden | Increase Fan Retention

MSG LogoThe Madison Square Garden Company is a sports and entertainment holding company and owner of the Madison Square Garden Arena, New York Knicks, New York Rangers, New York Liberty, Radio City Music Hall, Chicago Theatre, Beacon Theatre and the Forum arena in Los Angeles.


As part of a 3-year, billion dollar arena transformation, the Madison Square Garden Company desired high-end service training and coaching for the sales service and retention team of the Knicks, Rangers and Liberty. We were then asked to provide annual training for their entire event staff and supervisory team for all managed venues.


Our Project Lead incorporated the client’s corporate service principles into the development of content for the tailor-made training workshops. This ensured that the training materials complemented the ongoing guest service program while building additional momentum and staff buy-in. 

We developed and delivered annual refresher training on service essentials for all venues that included coaching for sales, service and retention team representatives. Training reached and equipped nearly 3,000 staff, supervisors and managers.


This work resulted in:

  • Sustained renewal sales of more than 90% during the facility renovation. 
  • Increased overall service quality and continuity while achieving consistent guest satisfaction scores over 97%.
  • Protection and promotion of the legacy of these iconic brands.

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