Business Challenge: Texas Tech University discovered that some season ticket holders were unable to attend all home basketball games. This left premium lower-bowl seats unused during games at the United Spirit Arena. The box office needed a tool to fill all lower bowl seats and also wanted to provide VIP donors and season ticket holders premium services.

Solution: Texas Tech University implemented Access Management and Ticket Marketplace to lay the foundation for digital ticketing.

• Rolled out Access Management at the Basketball Arena

• Scanned all bar-coded season tickets at the gate.
• Used handheld scanners at each entrance.
• Implemented the infrastructure to offer print-at-home tickets and other instant delivery option.

• Turned on Ticket Marketplace for Basketball

• Enabled premium seat holders to donate tickets via Ticket Marketplace back to athletics department.
• Set the price of resale value.
  • $18 ticket can be resold for $30
• Generated donations to the Red Raider Club ($18 per ticket).
• Fans gained additional priority points for post season ticket sales.
• Augmented their fan database with new ticket purchasers.

• Promoted Ticket Marketplace Services

• Featured Ticket Marketplace links via email and direct mail pieces.
• Prominently featured Ticket Marketplace links on the Red Raiders website.
• Educated season ticket holders of the benefits of the new service.
• Sent a hard copy letter to season ticket holders showing them how to get started.

• Enable premium, unused seats in United Spirit Arena to be resold via Ticket Marketplace for basketball.
  • Control the games that tickets are available for resale.
• Plan aggressive roll out plans for football.
• Implement Access Management stadium wide at Jones SBC Stadium.
• Offer Ticket Marketplace for premium seats for football.

• Enhance Customer Service for Season Ticket Holders & Donors

• Enable premium ticket holders to donate unused tickets to the athletics department to accumulate priority points.
• Drive season ticket holder retention rates.
• Offer non-season ticket holders the ability to purchase premium seats.
• Track new ticket purchasers data to up-sell additional tickets.

• Offer Additional Digital Ticketing Services

• Plan to offer instant fulfillment via print-at-home tickets.
• Include sponsorship opportunities on tickets.
• Charge fees for will call or mail to encourage instant delivery.
• Save time and money on delivery costs.
• Generate additional revenues from ticket delivery methods.

• Track Attendance at Each Game

• Track no-show data for external operations.
• Communicate to season ticket holders that did not attend events to encourage future participation.
• Capture attendance data and validate tickets at the gate.
• Understand entrance patterns and times to staff events better.