myCITY+

Starting with a constrained supply problem

When St. Louis was awarded an MLS club, demand for season tickets came fast. The club opened deposits while the stadium, district, and broader experience were still being built, and interest quickly outpaced the number of available seats.

That created a real product and brand problem. We could not give every deposit holder season tickets in the club’s early years, but these were also some of our most committed fans. They had backed the club early and were likely to become long-term supporters, advocates, and future season ticket members. The question was how to reward that commitment in a way that felt real.

Evolving into a true membership product

myCITY+ started as a way to recognize and retain highly engaged fans who were not able to access season tickets right away. Instead of simply refunding deposits and sending those supporters away, we created a membership experience that gave them a reason to stay close to the club.

Over time, though, the product became more than that initial solution.

myCITY+ matured into a standalone $49 annual membership for fans who wanted a deeper relationship with CITY, whether or not they had originally come through the deposit path. That shift made the program more durable and more valuable as part of the club's broader relationship with fans, not just as a bridge for one audience at one moment in time.

A loyalty program for the club’s most engaged fans

At its core, myCITY+ was designed to reward fans for showing up and spending time, money, and attention with the club.

The program gave members meaningful benefits across tickets, food and beverage, merchandise, and special offers. It gave highly engaged supporters a clearer reason to stay close to the club and gave the club a more structured way to recognize fandom over time.

The program resonated strongly enough that myCITY+ was eventually included as part of season ticket membership for the duration of the season ticket contract.

Evolving from discount to cashback

As the product matured, we wanted the value of myCITY+ to show up more directly inside the digital experience.

With the launch of CITY Pay, that created an opportunity to evolve the model. Instead of offering a simple 10% discount on purchases, we shifted myCITY+ to 10% cashback through the CITY app. That change made the benefit feel more connected to matchday behavior and gave fans a way to build value inside the club over time.

It also created a stronger connection between loyalty, payments, and future engagement.

What the behavior showed

myCITY+ members quickly proved to be some of the club’s most engaged fans.

Compared to non-myCITY+ fans, members purchase 3.3x more often, spend 2.21x more on average, and attend 5x more matches. Those patterns validated what the program was designed around from the start: this was not just a benefits package, but a way to recognize and deepen a relationship with fans who clearly wanted more from the club.

Why it mattered

myCITY+ began as a response to constrained ticket inventory, but it grew into something more important: a loyalty product that could stand on its own.

It gave the club a way to keep highly engaged fans close, reward them in more tangible ways, and connect fandom, spending, and digital engagement more clearly over time.