Creating a Fluid Venue

DC United Case Study

Forging a path to overselling with strategic ticket utilization

Today’s fans want experiences as fluid as their life. But where does that leave you, as a Team, Venue or Live Event Producer who’s livelihood depends on selling seats and ancillary products and services?

We all know not every fan who purchases a ticket will show up. It’s just a reality. But knowing that fans can’t make every event…because life happens…doesn’t mean you can’t do anything about it.

What if you could guarantee to oversell your venue with no risk of running out of seats for your fans? Or, what if you could give your season ticket members more value by giving them the option to return tickets for credit that could be used for upgrades or additional tickets at a later date, ultimately reinforcing their loyalty to you?

It is possible. Innovation in technology and ticket utilization strategies can create a path for revenue upside, but more importantly, fan satisfaction and loyalty.

In the case of DC United, a challenge was seen as an opportunity rather than an obstacle. By giving their season ticket members the ability to return tickets through an integrated ticketing technology, they regained control of unused tickets, reselling 30% of those tickets returned at a rate 2x higher than the average ticket price. A win-win for the team and for their fans.

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