The Dodgers are eliminating paper tickets this season, with season-ticket holders now being required to display barcodes to enter Dodger Stadium that are either printed at home or scanned directly from a smartphone. Dodgers chief marketing officer Lon Rosen says this will benefit fans, who will be able to print the barcodes at their convenience, transfer them to friends, clients, or StubHub for free, and get into the ballpark faster through automated turnstiles. Paper tickets will still be sold on a single-game basis, but 95 percent of such tickets already are sold online using barcodes, says the ball club's David Siegel. Rosen says the Dodgers will launch a loyalty program for season-seat holders, and eventually will let fans tie purchases of tickets, food, drinks, and merchandise through a single smartphone application. However, some fans have complained the Dodgers accepted payments for season tickets months ago but did not announce the new system until recently. Rosen says the delay was due to a change in the Dodgers' ticketing partner and the time needed to finalize technical issues. Spotlight Ticket Management CEO Tony Knopp points out that no other Major League Baseball or other pro sports teams have made ticketless entry a requirement, although some are leaning their customers in that direction.