Last year, the Dallas Stars were one of the many sports and entertainment properties to use Experience Pass technology to create a college-ticketing program relevant to today’s young people. It’s entirely mobile, perfect for last-minute purchasers, and reaches millennials where they are. After seeing how the program was drawing in new fans and building a powerful database, the Stars wanted to attract other groups of fans with separate offers, all while using the same technology provider.
With the recent enhancements we’ve made to Experience Pass, we’re excited to announce that teams like the Stars are now able to use this technology to target an unlimited number of segments with a variety of offers. The door is now wide open for live entertainment properties to harness the types of flexible technologies that reach new consumers and create lifelong fans.
For a little more background, when we offered our first seat upgrade to fans at an LA Clippers game four years ago, we embarked on a journey to empower sports teams and live entertainment venues to give fans the best experience possible. In addition to helping fans have more fun, our partners also wanted to attract new fans to their events with the types of products fans demand today. We quickly responded with the introduction of Experience Pass — the world’s most flexible mobile ticket technology.
It wouldn’t have crossed my mind to go to multiple games without something putting the idea in my head and drawing me in at the right time with the right price.
For me personally, instead of going to about one game each season, this technology has compelled me and my friends to cheer on the Atlanta Hawks and Atlanta Braves in person about a dozen times in the past year. It wouldn’t have crossed my mind to go to multiple games without something putting the idea in my head and drawing me in at the right time with the right price.
Our partners saw how packaging together multiple games with this flexible ticketing technology helped teams like the Atlanta Braves draw in new fans like me and increase attendance.
These venues also gained a database to retarget these fans with more traditional ticketing offers.
But they wanted this same type of flexible ticketing products for single-game buyers instead of multi-game purchasers. I spoke to Erik Goranson, our Director of Product Management, about how the technology came to be.
“The Phoenix Suns had a large student ticketing program that had students queuing outside the arena on gameday. They loved the flexibility of a multi-game pass and wanted to grow their student ticketing program with a single-game version of our tech. Now, they sell hundreds of student passes via text message per game,” said Goranson.
After introducing new applications of the technology in response to that need, the impact quickly spread.
A sports organization or music venue can now sell tickets through text message, social media, and email to a list of subscribers for a given event.
Experience Pass technology allows the Suns to sell 1,000 tickets via text message targeting specifically college students.
In 2016 alone, Experience Pass technology is on pace to help 140 sports and entertainment properties attract new fans, grow their database, and find previously untapped revenue. With 4,000-18,000 fans signed up to receive ticket offers per team and an average buyer age of 23 to 27 years old, our partners are targeting and winning over the next generation of customers they most want to see walk through the doors.
The technology is succeeding, and our partners want more of it. As a University of Georgia fan, I unexpectedly found myself at two different Georgia Tech football games in the past year after receiving a text about last minute tickets. The flexibility and ease of each offer are hard to resist.
Since all teams and venues promote dozens of different types of offers to a variety of fan segments, we improved our Experience Pass technology for teams like the Washington Capitals and the Columbus Blue Jackets to offer unprecedented targeting capabilities so they can sell flexible tickets to a limitless number of different fan segments. For a team like the Nashville Predators, they wanted a way to reach military members in the Nashville area with a special discount just for them. Now, they have the perfect way to text unique, last-minute offers to these fans while also continuing their high-demand general public last-minute tickets—all while keeping their targeted databases separate.
With 50-80% of purchasers being brand new to the venue’s database, Experience Pass targets each segment and builds the database that teams need to drive growth.
When it comes to reaching fans and selling tickets, today’s market wants the perfect offer in order to make the decision to attend. With 50-80% of purchasers being brand new to the venue’s database, Experience Pass targets each segment and builds the database that teams need to drive growth. There’s nothing like experiencing a live event, and our passion is to help more fans enjoy the roar of the crowd and the awe of being a part of it for themselves.
If you’d like more information about the enhancements to Experience Pass technology, email us at LetsTalk@expapp.com and we’d love to chat.