Taking a marketing page from their naming rights sponsor, U.S. Airways Center, the 19,000-seat arena and Dodge Theatre in Phoenix have implemented a new frequent-buyer program to increase ticket sales and provide more targeted customer service. And early results show an increase in ticket sales of 1,700 percent over last year by club members (an increase in revenue of 3,600 percent from those patrons).

"We wanted to reward our frequent visitors," said Paige Peterson, president and gener...

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