There isn’t an area in sports that the COVID shutdown hasn’t affected and ticketing will be one of the most impacted areas in organizations when live sports return. Ticketing teams must adapt and create a strategy with the right processes and right technology to bring back the fans and thrive in the Sports 2.0 landscape or they will not survive. Now is the time to innovate and make strategic investment because “business as usual” won’t work. Technology needs to be top of mind to support improved and creative business processes. Some important technologies to focus on:
Mobile entry which was a “nice to have” before the pandemic is now table stakes. Teams must work with ticketing partners to roll out a mobile entry system that is easy and efficient. While Mobile entry is important as a contactless and fraud reduction benefits for fans it gives organizations a huge data collection opportunity.
Mobile ticketing allows teams to collect data on:
It also allows teams to customize the experience for the fan through the mobile experience and provide opportunities for upsells to unused seats. Mobile entry is a key growth opportunity to better understand your fan and grow revenue.
Ticketing analytics were previously looked at solely as a pricing and optimization exercise. Analytics can now be used to:
Finding the ideal price point for Sports 2.0 will need all the data and modeling available to understand what consumers will pay and what demographics will pay it in order to grow your gate revenue.
Processes are important when choosing what to invest in and how to implement these new innovations. Choosing the right tool is equally as important. There are many great tools offered by companies such as Ticketmaster. Third party tools like StellarAlgo can also be invaluable partners for your ticketing team to grow during the return of live sports.
These are just a few focus areas on how innovation and technology will help ticketing teams adjust and thrive in the normal. It’s important to think strategically and work with your technology and data teams to create an environment of growth.