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Secondary ticket market analysis for sporting events and concerts.
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TransMend secondary ticket market analysis
1.
© 2008 TransMend
I2, Inc. All Rights Reserved. TransMend I2 Internet Intelligence (I2) Applications
2.
© 2008 TransMend
I2, Inc. All Rights Reserved. Today’s Agenda • Quick TransMend Overview • The Secondary Market Impact • Ticket Goals and Challenges • TransView Solution • Maximizing Ticket Revenue • Next Steps
3.
© 2008 TransMend
I2, Inc. All Rights Reserved.3 TransMend TransView: Retail Overview • Provides customers actionable internet intelligence in: ― Secondary Online Markets ― Competitive Intelligence ― Reseller Compliance ― Counterfeit and Fraud Prevention • In use by: ― Retail companies ― Sports teams and leagues ― Entertainment venues • Application in used by top brands: ― Atlanta Spirit (NBA Hawks and NHL Thrashers) ― Houston Rockets and Toyota Center ― Minnesota Wild/Entertainment ― Derby County ― Research for GAP, Madison Square Garden, NFL, etc. ― SanDisk ― Chico’s
4.
© 2008 TransMend
I2, Inc. All Rights Reserved. The Problem: Lost Ticket Revenue BCS National Championship Bowl Game Primary Ticket Market – Avg ticket price: $212 – Volume: 72,968 (not suites) – Revenue: $13.3M (not suites) $13M$13.3M Primary Ticket Market Revenue $13.3M Primary Revenue Ticket Volume Primary: 72,968 Secondary: 7,778 $24M Secondary Ticket Market Revenue Secondary Online Ticket Market – Volume: 11% of total tickets – Avg ticket price: $3100 – Total Online Revenue: $24M
5.
© 2008 TransMend
I2, Inc. All Rights Reserved. Check In: Ticket Goals and Challenges • Organization Changes? What will effect ticket revenue for ‘08-’09? • Primary Ticket Market Goals? • Secondary Ticket Market Impact and Insight? • Secondary Market Channel Strategy? Partners? • Metro Competition for Ticket Dollars? • Marketing and Sales Planning? • Event Staffing?
6.
© 2008 TransMend
I2, Inc. All Rights Reserved. Leveraging the Data: New Ticketing Strategies – Ticket Staging: • Staging ticket releases • Ticket holding for prime seats – Market Pricing: Pricing face value to better reflect demand – Dynamic Pricing: Variable pricing for during the season, advanced purchases, etc. – Direct to Consumer: Help tickets searchers find best prices, drive them to select partners, and promote suite use. – Secondary Market Partnerships: Choosing a select number of partners in the ticket “value chain”. – Secondary as Primary: Using secondary market as primary market – Channel Management: right channel for maximum revenue. 5
7.
© 2008 TransMend
I2, Inc. All Rights Reserved. Intelligence You Need to Maximize Ticket Revenue Code B Face Value $200 Ave Sales Price $300 Total Tickets Sold 1000 Code C Face Value $90 Ave Sales Price $175 Total Tickets Sold 600 Code D Face Value $150 Ave Sales Price $280 Total Tickets Sold 2400 Code E Face Value $75 Ave Sales Price $100 Total Tickets Sold 900 Code A Face Value $200 Ave Sales Price $400 Total Tickets Sold 900 Code J Face Value $140 Ave Sales Price $200 Total Tickets Sold 5000 Code I Face Value $100 Ave Sales Price $180 Total Tickets Sold 1600 Code G Face Value $60 Ave Sales Price $90 Total Tickets Sold 1200 Code F Face Value $80 Ave Sales Price $120 Total Tickets Sold 1500 Code H Face Value $95 Ave Sales Price $165 Total Tickets Sold 4000
8.
© 2008 TransMend
I2, Inc. All Rights Reserved. Intelligence You Need to Maximize Ticket Revenue
9.
© 2008 TransMend
I2, Inc. All Rights Reserved. Intelligence You Need to Maximize Ticket Revenue
10.
© 2008 TransMend
I2, Inc. All Rights Reserved. Intelligence You Need to Maximize Ticket Revenue
11.
© 2008 TransMend
I2, Inc. All Rights Reserved. Turning Unstructured Internet Data into Actionable Intelligence TransView: Compiles all secondary ticket listings on all sites into comprehensive view Structures Unstructured Data Extracts only relevant listings Leverages patent pending algorithms to resolve multiple listings and determine ticket sales Cross-site comparisons Indentifies input errors Filters data into listings, packages, parking, etc. Customized Rules Data becomes even more reliable combined with arena mapping, primary ticket data, partner ticket site data.
12.
© 2008 TransMend
I2, Inc. All Rights Reserved.12 TransView Capabilities • Monitors any or all secondary ticket sites in real time • Allows users to incorporate business rules that can do the following: o Alert when volumes reach a pre-determined amount. o Particular sections of tickets go on sale o Pre-determined sales prices limits are met • Provides a comprehensive, continual and historic view of ticket sales, volumes and prices • Generates customized reports • Provides communication capabilities within or outside the organization • Provide final sales price for auctioned tickets
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