Business Challenge: Louisiana State University (LSU) has a rich tradition of producing national championship baseball teams and consistently enjoys a sold out stadium for their home schedule. Of the 7,500 seats in Alex Box Stadium 6,500 are purchased by season ticket holders while the remaining 1,000 seats are split into student tickets and advanced sales. Although every game is sold out, many fans cannot attend all 32 home games, leaving high demand tickets unused.

Solution: The LSU box office decided to implement an integrated Ticket Marketplace to fill unused seats and enhance customer service levels.

• Implemented Access Management

• Used mobile handheld devices to scan tickets at each gate.
• Validated bar-coded tickets that have been purchased on the marketplace.
• Enabled instant print-at-home delivery for resold tickets

• Created Strict Business Rules

• Complied with strict Louisiana State scalping laws.
• Offered only fixed price sales.
  • Sellers earn 85% of the ticket cost and roll credit over for next year's season tickets.
• Required tickets to be resold for face value.
• $15 gold level resale value for seating behind home plate.
• $8 resale value grandstand and bleacher seating.

• Promoted the LSU Ticket Marketplace

• Created a marketing campaign: "Only you can prevent empty seats."
  • Placed a flyer on each seat before the game.
  • Sent a GEAUX-mail to season ticket holders.
• Leveraged GEAUX-mail to increase awareness to other ticket buyers.
• Referred customers to the marketplace during all phone calls.

• Resold most tickets that were posted on the marketplace.
  • Sold 1,100 tickets over the course of 22 games (50 gold, 439 grandstand, and 611 bleacher).
  • Sold an average of 50 tickets per game.
• Increase day-of-game sales including concessions and merchandise.

• Offer Enhanced Services For Season Ticket Holders

• Enable season ticket holders to resell unused tickets, offsetting their investment.
• Fans earn credit towards next years season ticket purchase.
• Offer a valuable service to ensure season ticket holders are happy and renew.
  • Retain a 98% renewal rate.
• Provide an incentive for ticket use, not just purchases.

• Eliminate the need to manage two different ticketing systems to sell/resell tickets.
• Fulfill tickets via instant print-at-home delivery.
  • Over 50% of tickets purchased on marketplace were delivered through print-at-home.
  • Save time and money fulfilling tickets.
• Capture a complete view of customers from purchase through redemption.

• Leverage attendance data to drive loyalty.
• Give everyone that used 90% of their tickets a $10 concession credit.
• Reward fans that come to every game with on-the-field recognition at last game.