1 / 32

Maximize the Potential of Your Ticket Operations

Maximize the Potential of Your Ticket Operations. Agenda. Introduction Chris Peludat, U. S. Air Force Academy Craig Pintens, Marquette University Charlette Blubaugh, Kansas University Summary. Chris Peludat Assistant Athletic Director U. S. Air Force Academy. Background.

amora
Download Presentation

Maximize the Potential of Your Ticket Operations

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Maximize the Potential of Your Ticket Operations

  2. Agenda • Introduction • Chris Peludat, U. S. Air Force Academy • Craig Pintens, Marquette University • Charlette Blubaugh, Kansas University • Summary

  3. Chris Peludat Assistant Athletic Director U. S. Air Force Academy

  4. Background Wanted to elevate fan convenience • Our stadium is older – no ATM in the stadium • Did not accept credit cards at the concessions • Limits what people can spend • Wanted to generate new revenues via concessions and merchandise • Better serve customers with an exceptional experience

  5. Background Needed to build the digital infrastructure • Wanted to install Access Management after ‘06 football season • Implemented Access in basketball during the 2006-07 season • Experienced a roadblock in hard wiring the stadium • Hardwiring the stadium was cost prohibitive • Discussed options for Access Management: wireless with Paciolan and Motorola • Developed a wireless mesh network for access points • 11 of 16 access points do not have an ethernet cable running to them • Spoke with Phillies to learn about their PowerTicket • Met with IMS to discuss options

  6. Action Taken Implemented Access and introduced Lightning Tickets • Implemented a new POS system for concessions & the STADIS product • Integrated communication between Paciolan, Concessions, & Gift shop • Introduced the "Lightning Ticket" product and concept • Enabled fans to purchase concessions or retail with bar-coded ticket

  7. Action Taken The genesis of the Lightning Ticket • Tested the system at the second home football game • First 500 people received a bar-coded concession voucher • Offered the Family Value pack for the third home game • Included 4 Lightning Tickets with $5 retail value on each ticket • Sold single Lightning Tickets for all remaining home football games • Fans purchasing a single ticket pay an additional $5 and receive a $7 stored value

  8. Action Taken Continued the program through basketball and hockey • Lightning Tickets were included in premium men's basketball tickets • Courtside VIP season tickets include a $15 credit per game • Center Court Club season tickets include a $5 credit per game • Available for select single games for men's basketball and hockey • Accepted at all vendor locations by the end of basketball season

  9. Results Offered fans a paperless experience to purchase concessions • Sold on average almost 900 Lightning Tickets per game for the last 4 home football games • Sold over 7,500 tickets during 2007-08 across all sports with stored value • Nearly 40% of all single sales were Lightning Tickets for the individual MBB and Hockey games we offered them • Added benefit to premium seat season ticket holders for basketball • Built the infrastructure for continued growth

  10. Tips for Success Create and adhere to a roll out plan • Start with smaller groups and smaller segments • Maintain the consistency of who is selling tickets • Educate concessionaires on what to expect • Streamline the resolution process • Have a central person to be a contact on game day • Have more staff on hand initially to get the program started

  11. Future Steps Build upon the momentum of Lightning Tickets • Created a 50 Yard Line Club at football stadium and included a $5 per game credit on every seat • 3,692 seats/game • Internet pre sale of Lightning Tickets before general public sale • June 1 – Lightning Tickets for 08 football season went on sale on website • Sold 950 Lightning Tickets in first 4 days • Offer it on every seat & price level across football, basketball & hockey • Multiple venues and sports • Adding 5 vendors at football games who accept Lightning Tickets • Increase that number each year • Sell sports campers bar-coded wristbands with stored value

  12. Future Steps • Account Based Stored Value • Use this in addition to per game stored value • Target premium areas, i.e. Courtside Seats, Club Seats at football • Gives fans flexibility to use when they want & add more if they use it all • E-Z Pass Technology • Option to have a credit card associated with a barcode • Establish parameters to have minimums/maximums charge to card upon usage • Donation Level stored value • Incorporate stored value levels based on donation levels • Loyalty Program • Currently developing a Loyalty Program • Give stored value amounts to season ticket holders who reach certain attendance milestones

  13. Craig Pintens Associate Athletic Director Marquette University

  14. Digital Ticketing Background The evolution of Marquette’s digital ticketing strategy Evaluating moving tickets to student IDs & credit cards 4 Offered Ticket Exchange 3 Moved to 100% print-at-home tickets for students Adding value to Marquette athletics and fans 2 Implemented Account Manager & Ticket Forwarding 1

  15. Ticket Exchange Background We have a strategic initiative to capture secondary ticketing opportunities • Overcome fear of the unknown with the secondary ticket market! • Make more money and provide a service to season ticket holders • Soft roll out for Ticket Exchange during 07-08 season • Aggressively marketing Ticket Exchange for 08-09 season

  16. Ticket Exchange as a Benefit Offer as a benefit targeted to season ticket holders • Our entire lower bowl is sold out • Non-conference games have several empty seats • A mechanism to get people to attend games and fill seats • Liquid movement of tickets to fans that can attend • Offer your fans added security • Deactivate barcode for sold ticket & activate the print-at-home barcode

  17. Ticket Exchange - Business Rules Enabled fans to sell above face value! • Your fans are already selling above face on 3rd party sites! • Realize significant lift above face value for ticket resale • Georgetown tickets avg. 264% lift above face value! • Notre Dame tickets avg. 193% lift above face value!

  18. Ticket Exchange - Steps Taken Target no-shows to educate fans of digital services • Run Access Manager report to identify fans who did not attend • Sent an email and called targeted accounts • Alert fans of the ability to forward to a friend, or put tickets up for resale • 50% of no-shows attended next game after being contacted

  19. Ticket Exchange - Results Fans love the ability to resell unused tickets above face value • Averaged a 96% lift over the face value of the tickets • Resold 640 tickets with our first year via a soft rollout • Have aggressive plans for this year, expect big results! • Provides a great tool to up-sell fans to become season ticket holders • Great retention tool - money goes back into the season ticket holder account • Incentive for fans to buy more singles and renew their tickets

  20. Ticket Forwarding Allow fans and students to forward tickets to fill seats Challenge • Students are not allowed to sell their tickets • Check student IDs at the entrance and the student section • Student attendance during winter break was very low Solution • Enabled fans and students to forward tickets digitally • Filled empty seats in the student section • This is our third year offering ticket forwarding Result • 2007-2008: Season Ticket Holders: 3,346, Students: 9,867 • 2006-2007: Regular Season Ticket Holders: 2,368

  21. Charlette Blubaugh Assistant Athletics Director Kansas University

  22. A Short Introduction Where are we going 1 year, 3 years, a decade….? • Ticketing automation began circa 1980 • 1995: Ticketmaster sold their first on the Internet • 1998: Paciolan sold first via U of Colorado • If you aren’t scanning tickets today…..you are already behind! • We are raising Generation Y! • What is ticket stock?!

  23. A Short Introduction What Digital Technology Means at KU • Today: • Add value for patrons • Increase productivity and revenue, decrease expenses • Infrastructure in place for future • Tomorrow: • Keep up with trends and technology • Continue to please our patrons • Prioritize future ROI efforts

  24. Digital Implementation The History of Digital at KU • 2004 Access Management • Initial roll out with volleyball • Implemented student ID access to all men’s BB games • 2006: Ticket Marketplace • Sent announcement letter to all donors • Privileges given based on membership level • Public pays to access site • 2007: Season Ticket Cards • Mandatory for faculty/staff; optional for donors • Motivation: solve faculty/staff scalping issue • Well accepted: educated/promoted usability

  25. Digital Implementation The Results of KU’s Entrée into the Digital World • Patron: ease of entry, transfers, & resales • Venue: • “true numbers”; no more voodoo mathematics • Control secondary market • Save money • Go Green!

  26. Digital Implementation The Future of Digital at KU • Currently planning the next phase of our strategic plan • Components • Broaden usage of season ticket cards; more incentives, more sports • Concession credits “handle with care” • Move single and season tickets to credit cards • Investigating the use of cell phones as a digital ticket

  27. Your Digital Plan What Should Digital Ticketing Mean to Your Organization? • Investing in digital technology today opens up revenue streams tomorrow • Patron benefits • Enhanced customer service • Ease of entry, ease of purchases • Convenient method to resell or transfer ticket • Loyalty rewarded • Organization’s financial benefits • Sell more tickets and retail products; decrease expense • Reduction in staffing; ability to do more with less • Minimize fraud • Minimize/eliminate the unauthorized secondary market

  28. Your Digital Plan Understand the Basis for a Strategic Plan • Know where the industry is headed • Read, read, read • Talk to your colleagues • Know how your operation will be affected • Reduction of will call lines • Internet sales reduce wait times at windows and on phones • Processing time and errors reduced • Plan effective implementation • Tailor roll out to best affect your operation • Communicate plan and timeline with business partners

  29. Your Digital Plan Tips for Successful Planning • Develop a strategic a plan and with every new phase be prepared and intimately involved with the process • Know your fan/donor needs • Ensure that it satisfies current industry trends and provides for the future • Know the technology and have a disaster plan • Partner with a company that can meet your needs • Hold them accountable • Know their ropes

  30. Your Digital Plan Be Successful in the Eyes of Management • Sell the strategic plan to administration; include plenty of metrics • Be accountable to your boss, your customers and yourself • Most importantly, make your AD shine! • Side benefit: you will be noticed!

  31. Questions?

More Related