When data solved a Valencia mystery: season ticket holders don’t spend much on food and drinks in Mestalla

For years, the management team at Valencia were certain that restaurants located within its Mestalla Stadium were sustained primarily by season-ticket holders. The rationale was simple: season-ticket holders dominated match attendances. But when the club conducted a comprehensive data collection strategy, they discovered the opposite to be true. It was single match ticket holders who were driving F&B sales.

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