Ticketmaster at SXSW: How Tech Is Reinventing the Fan Experience
Ticketmaster Chief Commercial Officer (North America) Greg Economou was joined by Orlando City Soccer Club’s Chief Revenue Officer Chris Gallagher and Executive Vice President and Chief Marketing Officer of The Madison Square Garden Company Sharon Otterman at South by Southwest (SXSW) in Austin, TX.
The panel, How Tech is Reinventing the Fan Experience – And How You Can, Too, explores the growing impact digital ticketing has on organizations’ understanding of event attendees. Originally reported by the Sports Business Chronicle, Chris Gallagher shared the successes Orlando City has seen since implementing Ticketmaster’s digital ticketing technology,
“It’s hard to believe in today’s day and age that you have a stadium full of people where you don’t know who they are. We know who they are, and it’s changed the way we do business.”
Gallagher elaborated that after the digital ticketing integration with Ticketmaster, he saw a 400% increase in the number of fans in the team’s database. Additionally, roughly 2,500 ticket buyer names, with 10% being new customers, were added per game.
“When you have a digital ticket…you know who has it. You know who’s using it. You know who’s in,” said Ticketmaster’s Economou. He continued, “At some point, you’re going to know what they do when they’re in the stadium. The identification of fans creates more efficiency in marketing. It creates more security in venues if you know who’s in there. It certainly reduces fraud. We’re seeing a lot of benefits from it.”
Digital ticketing has allowed visibility into ticket chain of custody like never before. Gallagher discovered that tickets changed hands 7 times on average and that if a fan attended 6 or more games in a season, they were 10x more likely to become a season ticket holder.
Sports Business Chronicle reported that the end results of Orlando City’s new digital-driven approach has been, “hotter leads resulting in higher propensity to close.”