Top ticketing executives participating in the opening discussion at the Veritix Sports Facilities & Franchises and Ticketing Symposium agreed data remains paramount in ticketing and customer management. Ticketmaster's Cole Gahagan says his primary area of concentration is the shifting dynamic of the ticket sales calendar and shrinking the window between the release of schedules and ticket availability. "We see...a massive sales spike around certain events year after year, right when leagues publish their schedule," he observes. "We are starting to challenge the teams and leagues to close the gap of when you go on sale and when the schedule is released, and I think you will see a change in that practice, with more teams taking advantage of that opportunity." Veritix CEO Sam Gerace also stresses the strategic opportunity of using consumer-provided data to improve pricing and transform on-sale. Although the panelists see potential in iBeacon technology, they support making the data more actionable and more personalized for each fan. AEG's Bryan Perez says the messaging has to be more granular. "It's about getting the right message to the right customer at the right time," notes Major League Baseball Advanced Media's Mark Plutzer. Several panelists are optimistic about taking iBeacon information outside the stadium to generate more year-round fan engagement.