--- title: SCHEELS Arena Case Study (2026 Update) | Hive description: In 2025 SCHEELS Arena adopted Hive, and generated $220,061 in total attributed revenue, a 20x ROI. In the first six months of 2026, they added $105,007 more. --- [Skip to content](https://resources.hive.co/case-study-scheels-arena-2026-update#main-content) [![hive-logo-black](https://resources.hive.co/hubfs/hive-logo-black.svg "hive-logo-black")](https://www.hive.co/) - Features #### [All Product Features - Check out all the event-centric features in Hive](https://www.hive.co/product-features) #### [Automations - Automate your campaigns with both email and SMS](https://www.hive.co/features/automations) #### [Presale Registration - Collect fan registrations for early presale access](https://www.hive.co/features/presale-registration) #### [Reporting - Monitor ticket sales and campaign performance](https://www.hive.co/features/reporting) #### [Email Marketing - Send personalized email marketing campaigns](https://www.hive.co/features/email-marketing) #### [CRM - Manage, segment, and filter your ticket buyers](https://www.hive.co/features/crm) #### [Contests - Run contests to build your contact list](https://www.hive.co/features/contests) #### [API for Developers - Send your own data into Hive](https://resources.hive.co/api?hsLang=en-us) #### [SMS Marketing - Connect to your audiences with text messaging](https://www.hive.co/features/sms-marketing) #### [Ads - Turn data into high-converting ads](https://www.hive.co/features/ads) #### [Web Forms - Effortlessly collect the data you need](https://www.hive.co/features/web-forms) - Industries #### [Music - Easily handle the marketing for all the events you're promoting each week](https://www.hive.co/industries/music) #### [Comedy - Ensure fans know when their favorite comedians hit your venue](https://www.hive.co/industries/comedy) #### [Festivals - Execute festival marketing, from presale to VIP packages](https://www.hive.co/industries/festivals) #### [Timed Entry - Target fans by specific days, weeks, or time slots for perfectly timed messages](https://www.hive.co/industries/timed-entry) #### [Fairs & Rodeos - Engage seasonal event attendees year-round](https://www.hive.co/industries/fairs-and-rodeos) - Resources #### [Help Center - Check out FAQs to learn how to use Hive](https://faq.hive.co/en/) #### [Guides - Master the basics of marketing with these guides](https://resources.hive.co/guides?hsLang=en-us) #### [Webinars & Videos - Tutorials, webinars, and more—for the visual learner in you](https://resources.hive.co/videos?hsLang=en-us) #### [Resource Center - Explore all articles, videos, and guides by topic](https://resources.hive.co?hsLang=en-us) #### [Templates & Tools - Take the work off your plate with ready-to-use, customizable email and SMS templates](https://resources.hive.co/templates-and-tools?hsLang=en-us) #### [Backstage - Backstage with Hive.co](https://backstage.hive.co?hsLang=en-us) #### [Articles - Gain insights on marketing strategies and keep a pulse on the event marketing industry](https://resources.hive.co/articles?hsLang=en-us) #### [Case Studies - See how other event marketers have seen success with Hive](https://resources.hive.co/case-studies?hsLang=en-us) #### [Product Updates - Stay up to date with the latest features, improvements, and updates to our product](https://app.getbeamer.com/hivedotco/en) - [Ticketing Partners](https://www.hive.co/ticketing-integrations) - [Pricing](https://www.hive.co/pricing) - [Backstage](https://backstage.hive.co?hsLang=en-us) [Book a call](https://resources.hive.co/book-a-call?hsLang=en-us) # SCHEELS Arena ##### One Marketing Coordinator inherited a $220K revenue program. Here's what happened next. ![scheels arena-cropped-2](https://resources.hive.co/hs-fs/hubfs/scheels%20arena-cropped-2.png?width=2000&height=600&name=scheels%20arena-cropped-2.png "scheels arena-cropped-2") **Table of Contents** [The Challenge](https://resources.hive.co/case-study-scheels-arena-2026-update#the-challenge) [Why Hive Ads](https://resources.hive.co/case-study-scheels-arena-2026-update#why-hive-ads) [The Strategy](https://resources.hive.co/case-study-scheels-arena-2026-update#the-strategy) [The Results](https://resources.hive.co/case-study-scheels-arena-2026-update#the-results) [Wrap Up](https://resources.hive.co/case-study-scheels-arena-2026-update#wrap-up) ## MEET SCHEELS Arena SCHEELS Arena is a 6,000-capacity entertainment and sports venue in Fargo, North Dakota, and home to the Fargo Force hockey team. In 2025, when they adopted Hive, they generated $220,061 in total attributed revenue, a 20x return on investment. In the first six months of 2026 alone, they added $105,007 more. The more interesting story is when the person who built that foundation moved onto a new role in October 2025, the results kept climbing anyway. #### The challenge ###### One transition. Zero disruption. When the previous marketing manager left, SCHEELS Arena had a full event calendar, an 18,000-subscriber email list, a growing SMS program, and presale automations running across every show. The replacement was Lilly Voges, who'd spent three years in the arena's box office before taking on the role as the marketing coordinator. In her new role, she would then be responsible for every email, every SMS, every contest, and every campaign across the full booking calendar. The platform was already built. The job was to keep it growing and make it her own. #### THE STRATEGY ###### Building on what was there and adding what wasn't **The Alabama campaign** The first major test came in February. Alabama was announced, and Lilly ran a sequential five-email campaign to SCHEELS Arena's 18,000-subscriber list: announce, second announce, onsale, new seats release, and know before you go. The result was **$31,440 across five sends**. The announce email alone generated $19,779 from 54 orders. **Building the contest engine** Lilly built out SCHEELS Arena's contest program. She uses Hive's contest feature for every show with tickets to give away, building flows to capture email and SMS opt-ins while driving social follows simultaneously. "That has been my bread and butter. If we have tickets to give away, I'm like, 'Yep, let's do a ticket giveaway. Let's do it in Hive.' You can put functions in there that give an extra entry for following on Instagram, Facebook, all of those." Since January 2026, the program has brought in **5,683 total entrants** across shows including Brad Paisley, HAIRBALL, Ian Munsick’s Boots and Brewtus, and a recurring HEART ticket giveaway. Automated follow-up sequences to those entrants generated additional ticket revenue, converting giveaway participants into buyers. **The Brad Paisley presale** For Brad Paisley, SCHEELS Arena served as their own promoter, giving Lily full ownership of the presale. She built an 8-step automated sequence that ran from registration confirmation through a coordinated email and SMS the moment tickets went live. The sequence generated **$30,011 from 108 orders.** When the onsale moment hit, the email and SMS fired simultaneously to the same presale list: the email pulled a 27.94% click-through rate, the SMS hit 56.61%. Combined, those two sends produced 94 orders in a single window. #### THE RESULTS **$325,068 in total attributed revenue and counting** In the first six months of 2026, SCHEELS Arena generated $105,007 in attributed revenue through Hive, a 27x return on investment. Combined with 2025 performance, their total Hive-attributed revenue stands at $325,068. "I'm in Hive every day looking at ticketing breakdowns. I look at an email and ask: did it work? What did ticket sales look like from it?" Leadership has stayed confident throughout the transition. "They're very confident that it's working and that we're using it to the best of our ability. It's not something we have to fight to keep." #### **FUTURE PLANS** ###### Segmentation, SMS, and a presale model Segmentation and SMS are Lilly’s next priorities. She's already running targeted segmentation experiments and plans to build retargeting workflows for contest entrants who haven't converted. "I think there's a lot of revenue in there that we can be getting that we're not doing already." The Brad Paisley presale model is now the playbook for every major upcoming headliner booking. She's also working to expand the SMS subscriber list and tighten brand cohesion across every send. #### WRAP UP When the previous marketing manager moved on, Hive made it possible for SCHEELS Arena to not skip a beat. Revenue grew. The presale engine kept running. Lilly proved the model with Alabama, built something entirely her own with Brad Paisley, and grew a contest engine that's brought in 5,683 fans since January. That's what a well-built system does. It runs whether or not the person who built it is still in the building. Read the original:[How SCHEELS Arena tripled revenue in nine months using Hive](https://resources.hive.co/scheels-arena-case-study-hive?hsLang=en-us) ![lily](https://resources.hive.co/hs-fs/hubfs/lily.png?width=180&height=180&name=lily.png "lily") ##### "It can be scary starting out if you don't know the platform. But the team at Hive is there to help you learn. You're going to make mistakes, but at the end of the day, you're going to come out on the other side knowing more." Lilly Voges Marketing Coordinator, SCHEELS Arena ![AlisonKrauss-cropped](https://45134193.fs1.hubspotusercontent-na1.net/hub/45134193/hubfs/AlisonKrauss-cropped.jpg?width=1200&length=1200&name=AlisonKrauss-cropped.jpg) ![Dustin Lynch - cropped](https://45134193.fs1.hubspotusercontent-na1.net/hub/45134193/hubfs/Dustin%20Lynch%20-%20cropped.jpg?width=1200&length=1200&name=Dustin%20Lynch%20-%20cropped.jpg) ![Ian Munisck - cropped](https://45134193.fs1.hubspotusercontent-na1.net/hub/45134193/hubfs/Ian%20Munisck%20-%20cropped.jpg?width=1200&length=1200&name=Ian%20Munisck%20-%20cropped.jpg) ![SCHEELS Arena Hairball](https://45134193.fs1.hubspotusercontent-na1.net/hub/45134193/hubfs/SCHEELS%20Arena%20Hairball.jpg?width=1200&length=1200&name=SCHEELS%20Arena%20Hairball.jpg) ![SCHEELS Arena Fans1](https://45134193.fs1.hubspotusercontent-na1.net/hub/45134193/hubfs/SCHEELS%20Arena%20Fans1.jpg?width=1200&length=1200&name=SCHEELS%20Arena%20Fans1.jpg) # IS HIVE RIGHT FOR YOU? 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