• Loading stock data...
Tuesday, October 15, 2024
The Best Employers in Sports survey is now open! Take the survey

Millennials Bring Mobile Ticketing to the Forefront

The ability to have in-the-moment options are key to capturing a fickle part of the consumer base.

Photo via: Phoenix Suns


As the paradigm shifts in the ticketing sector of the sports business, teams and athletic departments of all shapes and sizes are anxious to figure out the most efficient ways to get a fan into their venue.

Outside competition from other sporting events in the area, pop-up style social gatherings, and even one’s couch/big screen television combination is fierce, and executives have had to adjust their process on the fly.

But the great thing about unexpected challenges is that they tend to breed innovative thought. Mobile ticketing is a venture that is swiftly becoming more streamlined, and it will likely be the primary point of purchase for fans — avid and novice alike — as new technologies emerge.

The thought process behind mobile ticketing is not necessarily a new one — Major League Baseball was a leader in establishing a mobile ticketing presence through their Ballpark app a few years ago. However, now that more millennials are coming to a point in their lives where they have more purchasing power (well, some of us at least), on-the-go transactions should usurp the traditional box office if it has not done so already.

“It takes 30 minutes to walk around most stadiums. With one or two ticket sales locations, the old way simply isn’t efficient enough. Fans now carry miniature kiosks in their pockets and teams need to make it easy for them to buy and enter the venue,” Mike Evenson, VP of Product Strategy at AudienceView, told Front Office Sports. “It’s great to see our clients embrace innovation like Wembley Stadium, who has become the first in the UK to offer contactless entry at their historic venue.”

Many teams have adopted the “Student Pass” model of pushing unsold tickets at a discounted rate to students via mobile interfaces such as text messages and email. There have been multiple instances where a planned night of Netflix bingeing with my significant other has turned into a night at the ballpark merely because I got a text message with a link attached proclaiming that, “lower level tickets are only $5!”

And that is the gist of mobile-based purchasing — it is simple, efficient, and appeals to the impulse buyer. Once a team gets someone into their venue, all the ancillary revenue — parking, concessions, merchandise — can make up for any loss accrued by offering entry for only $5.

According to a 2015 survey from Ticketmaster, 84% of millennials search for live-event information on their smartphone, with a whopping 67% purchasing on those same devices. Those figures are only going to expand as we venture into the new frontier.

Any sport organization that does not have mobile-based ticketing as an essential cog in the foundation of their business is misguided in how they are utilizing their resources. It is the premier way to provoke the intention to purchase from a millennial buyer.

So where do teams go from here to differentiate themselves in the mobile ticketing market? Some, like the Pittsburgh Pirates, have offered a $29.99 per month “Ballpark Pass” through the Ballpark app that provided tickets to every Pirate home game during a given month. Marketing a subscription model is a language that every millennial with immediately understand, and is a shrewd way to open a gateway for a non-fan to generate affinity for the club. Other teams have dabbled with attaching offers to ticket purchases; think attaching a voucher for a free Uber ride to a Girls’ Night Out offer like the Boston Celtics did during the 2013–14 season.

Like it or not, millennial purchasers are spoiled. We like to have options, are calculating by nature, and are drawn to a couch potato lifestyle. It may be difficult for us to find you, but we are certainly accessible through the cinder blocks we cradle in our hands on a 24/7 basis. The future of the process is a blank canvas, one that is likely to be painted by the most creatively intuitive minds in the industry. Stay tuned.


This piece was presented to you by AudienceView.


Front Office Sports is a leading multi-platform publication and industry resource that covers the intersection of business and sports.

Want to learn more, or have a story featured about you or your organization? Contact us today.

https://upscri.be/f32ae1/

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

MLB Playoff Ratings Keep Climbing

The MLB playoffs are down to the final four teams.
Aug 24, 2024; Fort Lauderdale, Florida, USA; Former NFL player Tom Brady attends the match between the FC Cincinnati and the Inter Miami at Chase Stadium.

Tom Brady Roast Proves Netflix Sports Strategy Works

“The Roast of Tom Brady” crushed leading into Netflix’s NFL games.
Boston Celtics center Kendrick Perkins (43) and Los Angeles Lakers forward Ron Artest (15) fight for position under the basket during the 4th quarter of the game at the Staples Center.

Kendrick Perkins Would Have Played for John Calipari If NIL Existed

The former Celtic turned ESPN commentator went to the NBA right out of high school.
Sponsored

The Future of Fan Experiences: Highlights from the 2024 AT&T Innovation Exchange

AT&T brought together top names in sports and technology. Read the full story.
podcast thumbnail mobile
Front Office Sports Today

How the PWHL is Changing Hockey

0:00

Featured Today

Sep 15, 2024; Kansas City, Missouri, USA; Kansas City Chiefs fans celebrate after a touchdown by Kansas City Chiefs wide receiver Rashee Rice (4) during the first half against the Cincinnati Bengals at GEHA Field at Arrowhead Stadium.

‘This Is My Whole Life’: How Swifties Became NFL Superfans

The “Chiefties” have arrived. And they are “fully committed” to football.
Sep 21, 2024; Boulder, Colorado, USA; Colorado Buffaloes quarterback Shedeur Sanders (2) walks through Buff Walk before the game against the Baylor Bears at Folsom Field.
opinion
October 11, 2024

The NIL Era Is a Wild West. Is Anyone Surprised?

Amateurism is dead and college athletes are professionals. How’s that working out?
October 11, 2024

‘We’re Ready for FBS’: Sacramento State Is Serious About the Jump

How the Hornets got themselves on the short list of potential call-ups.
Duante' Abercrombie News Ch.4 interview
October 9, 2024

Tennessee State’s Ambitious Plan to Launch an HBCU Hockey Program

TSU has big plans, but the university is facing an existential dilemma.

UFC’s Vegas Sphere Fight Should Set Records

The MMA fight has big aspirations and a budget to match.
August 13, 2024

Duael’s One-On-One Racing Brackets Are Yet Another Stab at Saving Track

Duael will debut in March 2025 with the inaugural Duael 100.
September 8, 2024

Guardian Caps Make NFL Debut

Multiple NFL players wore Guardian Caps over their helmets Sunday.
Sponsored

Rivalries Reign Across Red River and the Beltway, London Calling

According to data from TickPick, renewed battles between bitter foes are spiking ticket prices.
August 11, 2024

Guardian Caps Have Arrived in the NFL—Ahead of Schedule

Colts star Jonathan Taylor strapped one on for Sunday’s preseason game.
August 5, 2024

How Omega Timing Determined Noah Lyles Won Olympic Gold

Omega touches every corner of the Olympics.
The Adidas ball has changed over the years.
July 25, 2023

The Most Advanced Tech at the Women’s World Cup Might Surprise You

This year’s OCEAUNZ introduces connected ball technology to the women’s game.
Sponsored

Rewriting the Sports Media Playbook

WSC’s highlight automation improved Clemson’s content strategy and overall growth.