On Sunday night I went to Accor Stadium in Sydney to watch the Penrith Panthers win one of the greatest NRL [Rugby League] Grand Finals in history with an astonishing comeback from behind.

As we did last year, I purchased very expensive tickets labelled “ELITE EXPERIENCE”.

And just the same as last year, the experience this year was far from “elite”.

The tickets were in the same row as seats that I had for the previous week’s game, but were way more expensive. For the Grand Final, the add on “elite experience” included a $50.00 food and beverage credit, and a $100.00 retail shop credit, that could be spent at the ground or redeemed online.

The retail voucher credit replaced the merchandise we were given last year that was venue specific, and event specific, but did not relate to any team playing at that Grand Final last year.

The ”elite experience” did allow purchasers to enter a specific food and bar area where regular alcoholic beverages were able to be bought and consumed, as opposed to the bars in the general admission areas, that only served low alcohol beverages.

The food range within this area was also very limited, and very pricey. Fortunately, the vouchers were able to be used at other food areas within the venue, but the stadium food overall was poor and overpriced.

Lastly, this “elite bar” was positioned beside an entrance to the stadium, with no view of the playing arena. It was also separated by a lattice fence from a designated smoking area that was able to be accessed by smokers from another point inside the stadium proper. Providing “elite” patrons with a bonus passive smoking experience was also a poor option.

Don’t get me wrong…

I so enjoy watching the Penrith Panthers play that I would have paid the full freight for the premium seats, just to sit in great seats and not have to watch the game from the bleachers with binoculars.

What I object to is the fact that the seats are sold with the dressing up of being an experience worth the extra add-ons, when the add-ons are really only window dressing.

There were long lines inside this special bar area.

The general food service areas were serving not much more than hot chips and burgers and pies, and were serving them up way too slowly.

The so-called bonuses did not add to the “elite experience” at all.

The only thing “elite” about this “elite experience” package, was the price.

How are things at your dental practice?

I don’t know who told dentists to do this, but do you ever wonder why dentists give their regular hygiene patients a very inexpensive manual toothbrush when they come for their routine regular hygiene visit?

Because you’d think that the chances are that most of these regular attending hygiene patients are probably already using electric toothbrushes at home?

I think if you’re going to give your patients a gift, make it a gift of value, or a gift that shows that someone at your office has made some sort of effort.

In the words of Judge Judy Sheindlin, “Don’t Pee on My Leg and Tell Me It’s Raining.”


Dr. David Moffet BDS FPFA CSP is a certified CX Experience coach. David works with his wife Jayne Bandy to help SME businesses improve their Customer Service Systems to create memorable World Class experiences for their valued clients and customers. Click here to find out how David and Jayne can help your business