SMU’s Stunning Rise; The ACC’s Breakout Success

College football continues to evolve through conference realignment and expansion. Since the announcements last spring, universities across the country have moved to new conferences, reshaping traditional rivalries and competitive landscapes.

Under the AAC, SMU earned numerous championships across its 17 athletic programs. The university made significant investments in its sports facilities through their multiyear SMU Ignited Campaign, including a $100 million Garry Weber End Zone Complex and a $50 million Armstrong Fieldhouse indoor performance center, thanks to their strong donor base. They knew that a move to the ACC would provide them with greater opportunities - but could they galvanize their donor base to invest in a massive re-conferencing project? (Spoiler alert: Yes!)

Charging Forward To The ACC

When SMU Athletics announced a $125 million goal for its ACC Competitiveness Campaign, they were blown away when, just seven days later, the department had already raised $100 million. This rapid success was driven by the newly formed First Week Society, a group of 30 individuals who generously spearheaded the campaign to support SMU’s transition to the ACC. Over the past year, SMU Athletics has used Paciolan’s fundraising platform to achieve record-breaking fundraising milestones, including six, seven, and eight-figure donations through its Mustang Club Giving Opportunities. Mustang Club membership has grown to 5,000 members, surpassing the previous record of 3,500. 

In addition to record-breaking fundraising milestones, SMU Athletics saw season ticket sales nearly double from the previous season and achieved its highest total seat attendance since 1983. This success stemmed from strategic moves, focusing on timing, pricing, and distribution.

Rising to the Top of the Rankings

SMU Football has earned it’s place in the ACC Championship game and the Top 10 rankings nationally, but the numbers off the field are equally impressive, reflecting the school’s relentless efforts to fill the stadium with passionate fans.

• Game attendance has increased by 93% per-game compared to last season, while ticket transfers have increased by 180% over last year.

• Back-to-back sellouts (three games in a row) for the first time.

• Secondary market sales through SeatGeek, SMU's Official Ticket Marketplace, jumped 960% year over year.

• Digital passes stored in mobile wallets have surged by 122%, reaching over 150K downloads this season alone.

These milestones highlight SMU’s dual success: championship-caliber performance matched by an enthusiastic, growing fan base.  

“Our partnership with Paciolan has been a huge help as our team has navigated a major transition over the last year,” says Lauren Adee, Deputy Athletics Director and Chief Revenue Officer at SMU Athletics. “They come to the table as a thought partner and work closely with our team to bring our new ideas to life. Their access to best practices and commitment to innovation and service has made them a great partner.” 

Digital Tools, Strong Results

SMU partnered with Paciolan’s Marketing Automation team to create targeted email campaigns:

• Send email reminders for upcoming games and season ticket renewals, which led to a notable increase in ticket purchases within one hour of sending the reminders.

• Send ticket purchasing surveys that had a 70% participation rate for two segments: regular and premium ticket holders.

In addition, SMU implemented Ballena, Paciolan’s 3D seat visualization and selection platform, to allocate season ticket holders to the new premium Weber End Zone Complex. At the same time, they expanded functionality to allow football season ticket holders to upgrade, add, or change their seat locations after the renewal cycle.

This strategy increased exposure and revenue for premium spaces and seat locations and enhanced customer experience by enabling season ticket holders to upgrade their seats annually.

And what was the outcome? Through the Ballena seat visualization platform, SMU's existing season ticket holders purchased an additional 286 season tickets, demonstrating increased commitment from the expanding community ready to experience SMU's chapter in the ACC.

In Closing

SMU's entry into the ACC wasn't just another conference realignment - it was a masterclass in preparation meeting opportunity. The Mustangs charged into the 2024 season with a clear vision, strong donor support, and an energized fan base. Their impressive rise to the top of the ACC standings proved what the athletics department knew all along: SMU was ready for this moment.