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Sc. 14 · Columbus Clippers
A baseball stadium during sunset, featuring Huntington Park signage above the stands filled with cheering fans and a large…
← All work14 · Sport · 2020 to 2022

Columbus
Clippers

Explaining ticket credits during a canceled season, then helping fans return to Huntington Park with mobile tickets and new procedures.

68%
Mobile ticket adoption before first pitch
Client
Columbus Clippers (MiLB)
Role
Contract lead digital strategist and senior copywriter
Discipline
Canceled-season credits and reopening
Period
2020 to 2022
Sc. 14A · The briefFrom shutdown to the first pitch
The idea
People had bought tickets to baseball they could not attend

The 2020 season cancellation put the team in a difficult position. I wrote retention communication around season-ticket credits and the Clippers Cash Bonus, then shifted to reopening content that helped fans understand mobile tickets, cashless concessions, group outings, and the familiar promotions that made a night at Huntington Park feel normal again.

As a contract Lead Digital Strategist and Senior Copywriter, I worked across both situations. During the shutdown, I owned crisis communication and digital retention strategy. For the return, I wrote the information and campaign copy that helped people plan a visit, use their tickets, and understand the new arrangements at the park.

“
// 618 days

The offer had limits,
and the copy said so.

The bonus was capped at $1,000 and expired December 1, 2021, and a refund stayed on the table. Plain terms mattered because people were deciding what to do with money they had already spent. When baseball came back, Huntington Park had gone 618 days without a game.

Sc. 14B · The workRetention · Reopening · Ticketing journeys

Back to
Huntington Park.

Money people had already spent on a season that never happened, and the plain pleasure of a summer night at the ballpark. Every message said what someone could do next.

Huntington Park from above, with downtown Columbus beyond
01Canceled season

Explaining the season-ticket credit option

I wrote email workflows and landing-page copy encouraging season-ticket holders to carry their balances into 2021. The messaging explained the 10% Clippers Cash Bonus available to fans who kept their funds in the system.

The emails and pages explained the offer, its limits, and how to respond. I also wrote digital content to keep the club in touch with fans while games were suspended.

What it delivered
10%
Clippers Cash Bonus on retained ticket balances
Fans standing in the stands before the first pitch at Huntington Park
A Columbus Clippers hitter breaking out of the box
02Reopening

Making the return easier to understand

When games returned in 2021, I managed copy and the user journey around fully mobile ticketing and cashless concessions. A returning fan could know the park by heart and still need help with the new process.

I wrote for that person: glad to be back, and in need of plain information before arriving.

What it delivered
−44%
routine entry and concession-support questions
A full Huntington Park during a Columbus Clippers game
03Promotion return

Bringing familiar promotions back
into the calendar

I relaunched the marketing for Tansky Tuesday Dime-A-Dog Night, $5 Beer Fridays, and Sunday Family Days. Those familiar events gave people concrete reasons to start planning a visit again.

What it delivered
+20%
Tuesday and Wednesday walk-up ticket sales from flash-sale posts
An aerial shot shows Huntington Park lit up at dusk, with a vibrant sunset over the city skyline in the background.
04Groups and suites

Helping groups plan their next outing

As capacity restrictions lifted, I planned the information people needed to book a group outing or suite. Promotional-schedule pages also connected fans with the relevant single-game tickets.

A family choosing a game and someone organizing a group outing needed different details before booking. I wrote the pages and next steps around those questions.

Shutdown to first pitch

Season pattern
Canceled season

Explain options

Give ticket holders a clear credit decision.

Reopening

Make new procedures usable

Prepare fans before arrival.

Promotion return

Rebuild habits

Put familiar dates back on the calendar.

Sc. 14C · By the numbersThe return to Huntington Park

What the fans did next

68%
Mobile ticket adoption

Pre-game adoption among returning ticket holders.

Support reduction
−44%
Routine entry and concession-support questions
Midweek walk-up lift
+20%
Tuesday and Wednesday walk-up ticket sales
Bonus incentive
10%
Clippers Cash Bonus for retained ticket balances
Production credits
RoleContract lead digital strategist and senior copywriter
ScopeRetention communication · Reopening campaigns · Ticketing and group journeys
CollaboratorsClippers marketing and ticketing teams
Period2020 to 2022
Two men stand behind a detailed model town layout, with a water tower that reads PEYTONVILLE.
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