Although USA Pickleball’s Golden Ticket initiative will be familiar to many readers, it has recently revamped the experience with the introduction of new chief marketing officer José Moreno.
José and his team have thrown their weight behind a new style Golden Ticket journey. Recognizing the process in the past could be a little complex, their mission is to streamline the process, ushering in a new era of clarity and accessibility.
“Part Of An Ecosystem”
“We want people to play in our Golden Ticket events, and not just in our owned and operated ones at USA Pickleball, but through our third-party partners in APP and UTR,” says Moreno, drawing from his previous role as CMO at the Fiesta Bowl. “We want people who play in them to feel like they’re part of an ecosystem that truly means something, and this is the path to get them to Nationals.”
Prospective participants can find comprehensive qualification guidelines on the USA Pickleball website, along with a dedicated page listing all Golden Ticket events, including those organized by APP and UTR. These events are prominently labeled with the USA Pickleball Golden Ticket logo on this page of the APP website, ensuring clear identification.
A Coveted Spot
In essence, clinching a gold medal in any bracket at a designated Golden Ticket event guarantees a coveted spot at the Nationals through pre-registration. Following registration by Golden Ticket holders, remaining slots are filled via a lottery drawing from eligible players. Participation in any Golden Ticket event grants entry into the registration lottery.
“We’re building this brand equity in Golden Ticket, and the name “Golden Ticket,” the marker, the logo, the brand,” Moreno explained. “You’re going to see the brand fully integrated in every tournament that is a qualifier, like APP, UTR, and ours.”
Furthermore, players can anticipate top-notch hospitality and amenities at Golden Ticket events, including a dedicated player lounge and commemorative gifts. USA Pickleball’s staff will also be on hand to ensure a warm welcome and a seamless experience, emphasizing inclusivity and community engagement.
“Our staff is going to be there, and when you walk in, it’s ‘hey, how’d you do? Hey, can I get you anything? Can I get your water? How’s your day shaking out?’
“We’re Not Selling You Anything”
“We’re not selling you anything,” Moreno explains. “You’re a member, and we want you to feel like you’re part of this membership. We’ve cut our Golden Ticket arch that we’re bringing with us, and we’ve got some real cool inflatable Instagrammable moments that we’re doing with giant paddles.
For us, it’s just about how we can get in front of the members and how we can appreciate them for being a part of our system.”
The player lounge, a staple at all Golden Ticket events, will offer music, comfortable seating, refreshments, and a vibrant atmosphere. Furthermore, participants in USA Pickleball-owned tournaments will receive swag bags containing commemorative items.
Continuous improvement is at the core of USA Pickleball’s approach, with Moreno emphasizing a commitment to learning and refinement: “Now it’s just delivering. Marketing is really about a promise of what’s to come, so how can we deliver on that? Also, we know we’re not going to be perfect in every way; we want to learn at every step of the way. Every tournament that we do, we want to get better and better and better.”
Special Significance
Golden Ticket events hold special significance for APP Tour loyalists, as they are the only professional league sanctioned by USA Pickleball. Moreno underscores the fruitful partnership with APP, aligning visions to propel the sport forward collaboratively.
“The APP has been a magnificent partner for us for many years,” Moreno acknowledges. “They have a vision much like our mission, which is ‘how can we grow this sport together?’ Let’s raise the tide together. Egos aside, this is about the players, this is about the sport. We want to align ourselves with partners like APP and others along the way to say, ‘How can we grow this sport together?’”
The upcoming Golden Ticket events, starting in Sacramento and continuing across Miami, Cincinnati, New York City, and Southern California, promise to be exciting showcases of talent.
