Presentation on theme: "1 National Association of College Marketing Administrators Maximize the Potential of Your Ticket Operations."— Presentation transcript:
1 National Association of College Marketing Administrators Maximize the Potential of Your Ticket Operations
2 National Association of College Marketing Administrators Agenda Introduction Chris Peludat, U. S. Air Force Academy Craig Pintens, Marquette University Charlette Blubaugh, Kansas University Summary
3 National Association of College Marketing Administrators Chris Peludat Assistant Athletic Director U. S. Air Force Academy
4 National Association of College Marketing Administrators Background 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 Wanted to elevate fan convenience
5 National Association of College Marketing Administrators Background 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 Needed to build the digital infrastructure
6 National Association of College Marketing Administrators Action Taken 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 Implemented Access and introduced Lightning Tickets
7 National Association of College Marketing Administrators Action Taken 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 The genesis of the Lightning Ticket
8 National Association of College Marketing Administrators Action Taken 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 Continued the program through basketball and hockey
9 National Association of College Marketing Administrators Results 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 Offered fans a paperless experience to purchase concessions
10 National Association of College Marketing Administrators Tips for Success 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 Create and adhere to a roll out plan
11 National Association of College Marketing Administrators 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 National Association of College Marketing Administrators 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 National Association of College Marketing Administrators Craig Pintens Associate Athletic Director Marquette University
14 National Association of College Marketing Administrators Digital Ticketing Background Implemented Account Manager & Ticket Forwarding The evolution of Marquettes digital ticketing strategy Moved to 100% print-at-home tickets for students Offered Ticket Exchange Evaluating moving tickets to student IDs & credit cards Adding value to Marquette athletics and fans 1 2 3 4
15 National Association of College Marketing Administrators Ticket Exchange Background 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 We have a strategic initiative to capture secondary ticketing opportunities
16 National Association of College Marketing Administrators Ticket Exchange as a Benefit 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 Offer as a benefit targeted to season ticket holders
17 National Association of College Marketing Administrators Ticket Exchange - Business Rules Your fans are already selling above face on 3 rd 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! Enabled fans to sell above face value!
18 National Association of College Marketing Administrators Ticket Exchange - Steps Taken 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 Target no-shows to educate fans of digital services
19 National Association of College Marketing Administrators Ticket Exchange - Results 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 Fans love the ability to resell unused tickets above face value
20 National Association of College Marketing Administrators Ticket Forwarding 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 Allow fans and students to forward tickets to fill seats
21 National Association of College Marketing Administrators Charlette Blubaugh Assistant Athletics Director Kansas University
22 National Association of College Marketing Administrators A Short Introduction Ticketing automation began circa 1980 –1995: Ticketmaster sold their first on the Internet –1998: Paciolan sold first via U of Colorado If you arent scanning tickets today…..you are already behind! We are raising Generation Y! – What is ticket stock?! Where are we going 1 year, 3 years, a decade….?
23 National Association of College Marketing Administrators A Short Introduction 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 What Digital Technology Means at KU
24 National Association of College Marketing Administrators Digital Implementation 2004 Access Management –Initial roll out with volleyball –Implemented student ID access to all mens 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 The History of Digital at KU
25 National Association of College Marketing Administrators Digital Implementation Patron: ease of entry, transfers, & resales Venue: –true numbers; no more voodoo mathematics –Control secondary market –Save money –Go Green! The Results of KUs Entrée into the Digital World
26 National Association of College Marketing Administrators Digital Implementation 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 The Future of Digital at KU
27 National Association of College Marketing Administrators Your Digital Plan 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 Organizations 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 What Should Digital Ticketing Mean to Your Organization?
28 National Association of College Marketing Administrators Your Digital 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 Understand the Basis for a Strategic Plan
29 National Association of College Marketing Administrators Your Digital Plan 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 Tips for Successful Planning
30 National Association of College Marketing Administrators Your Digital Plan 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! Be Successful in the Eyes of Management
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32 National Association of College Marketing Administrators Questions?