.png?width=2000&height=662&name=SCHEELS_Arena_Crowd_1%20(1).png "SCHEELS Arena crowd")
Overview
SCHEELS Arena, located in Fargo, North Dakota, is a premier entertainment and sports venue and home to the Fargo Force hockey team.
The venue sought a way to better segment ticket buyers and to avoid sorting through manual CSV exports. With a small team, this process was slow and impossible to scale. After meeting at EVMC, SCHEELS Arena chose Hive as “the one.” It said goodbye to its crowded tech stack and finally had one integrated tool to power every marketing campaign from announce to close.
Before Hive, segmenting audience lists was a time-killer for this small team. Each segmentation request began with emailing the box office for a raw ticketing export, merging multiple CSVs, and fixing any discrepancies, long before any targeting or creative work could begin. With no automations to streamline tasks, every on-sale required that they hop between disconnected platforms and sort through data by hand. This manual process drained time and energy that
could have been spent on targeted outreach and list growth strategies.
With Hive’s lead capture tools, SCHEELS Arena transformed every campaign into a source of first-party data and automated the presale workflow by:
- Integrating ticketing sales data directly into Hive, eliminating the manual work needed to create segmented campaigns, such as “Know Before You Go” emails.
- Automating presale registrations so warm leads move directly into SMS and email sequences from announce.
- Converting every giveaway into a lead-generation funnel by capturing email, SMS, and social opt-ins seamlessly.
- Quickly launching partner contests in Hive, such as their Suite Shots golf giveaway, driving list growth for both SCHEELS Arena and its partners.
By using Hive’s Ticketmaster integration, the SCHEELS Arena team freed up hours previously lost to scrolling through box office CSVs. They then layered lead‑capture strategies, like giveaways, to turbocharge list growth.
“Before, giveaways were just engagement-driven on Facebook,” says Tim Zick, Marketing Manager at SCHEELS Arena. “Now, thanks to Hive, we’re running them for lead capture, driving email lists, SMS opt-ins, and social media followers all in one place.”
By leveraging Hive’s full spectrum of integrations and automations, SCHEELS Arena saw transformative results in just nine months:
- Total revenue tripled across concerts, Fargo Force games, and merch sales, reinforcing the switch to Hive as a clear profit driver.
- SMS lists grew from 0 to over 1,000 subscribers, with presale SMS messages hitting 30% click-through rate in the first stages of SMS adoption.
- The Fargo Force doubled their Shopify merch email revenue, solidifying email promotion as a dependable and scalable income generator.
“One of the things I’ve enjoyed from Hive is quick advanced segmentation. Before, we were doing it all manually, and it was on us to sort through it. With Hive, it’s the click of a button away.”
Tim Zick
Marketing Manager - SCHEELS Arena
Looking ahead, Tim believes that SCHEELS Arena has “only scratched the surface of Hive’s potential,” with much more to explore in segmentation, automation, and SMS. Hive’s on-demand webinars, promoter playbooks, and experienced customer experience team have SCHEELS Arena team feeling confident that switching to Hive was the right call.