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The Rise of Paperless Ticketing: Could Ticket Stubs Become Obsolete?

Thursday, October 03, 2013   (0 Comments) (08/28/13) Rickman, Martin

As the popularity of paperless ticketing increases, traditional paper tickets appear headed for extinction. At the forefront of the paperless ticketing movement is Veritix, whose flagship service, Flash Seats, aims to not only boost fans' convenience of entering events, but also understand fan behavior and how the venue and attendee relate to each other. Veritix CEO Samuel Gerace says an average venue knows the identity of about a third of the attendees at a given event, while Flash Seats lets a venue raise that number to 100 percent. That percentage can be of immense value for demographic and psychographic data, which has proven very useful to the University of Miami in the application of its new Game Pass card for season-ticket holders. The card is linked to a new loyalty program in which season-ticket holders win points for attending games, going into the stadium early, and purchasing merchandise and concessions. College is expected to be the next frontier for Flash Seats, with Veritix having barely scratched the surface of the market. However, Stadium Journey founder Paul Swaney hopes the elimination of paper tickets does not dilute the fan experience, particularly its applicability to cherished memories of the event.


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