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Ticket Data Shows Purchase Habits Changing

Monday, November 9, 2015   (0 Comments)

Sports Business Daily (10/05/15) Fisher, Eric

Experience has developed a new mobile ticketing product that reveals data on the purchasing behavior of millennial fans. The company, which collaborated this season with several Major League Baseball (MLB) clubs on pass-based ticket offers and is active in seat-upgrade technology, disclosed the purchase data on its initial rollout. Users of the new product received their seat locations and ticket bar codes on their mobile devices shortly before each game. For example, the Atlanta Braves sold 750 packages of its Spring Pass offer, in which all 21 April and May home games in Atlanta, with the exception of opening day, were offered for $49. The data shows within that purchasing group, 55 percent were new to the Braves' ticket database, 60 percent were between the ages of 18 and 34, and the utilization of the program averaged about four games per user. The company noted that utilization rate equaled an effective average price of about $12 a ticket. "We think we've created something that really allows a new fan to come in and then ultimately move up the ticket ladder to something more extensive," says Experience president Ben Ackerman. The 750 Braves Spring Pass packages translated to nearly $37,000 in gross revenue, which is more than what clubs historically generate via traditional single-game sales. Other MLB clubs experimenting with targeted pass offers this season included the Texas Rangers, Chicago White Sox, and Oakland A's.


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