STEVE DEMOTS, TICKETS.COM
Dave Brooks
Tickets.com is continuing to expand the capabilities of its new ProVenue software suite and has signed a deal with gift card maker Givex to create Uptix, a stored value system for event tickets. The San Francisco Giants will premier the system this season. Has the dream of combining concessions and tickets into a single purchasing experience finally come to the Big Leagues? Venues Today caught up with Tickets.com’s Sr. V.P. of Business Development Steve DeMots to learn more.
Venues Today: We’ve heard about this concept for a few years now. What is Tickets.com doing with stored value?
Steve DeMots: Our overall strategy right now is to focus on the core ticketing technology. All our additional functionality is being developed through strategic partnerships, so instead of building stored value ourselves, we partnered with one of the largest gift card companies in the world — Givex out of Toronto. We created a product with them called Uptix; our stored value offering.
VT: How does it work?
SD: In a nutshell, it means having a separate database that keeps track of value tied into the barcode on the ticket. What the Phillies have done with their own stored value system is take one of their $60 seats and make it into a $90 seat with $30 worth of stored value. Through the barcode, you can go to any POS station and redeem the remaining value on the ticket. The other way it is used is to add stored value on an existing ticket. A corporate season ticket holder can use the system to load concessions money onto the barcode of the ticket. This allows the corporate ticket holder to give his client four tickets and $40 each (or whatever amount they choose) to spend on concessions.
VT: How does the season ticket-holder manage his stored value account?
SD: The system has a customer portal for online management of stored value accounts. Imagine that a season ticket holder has a $1,000 of stored value that floats over their season package. This system allows them to assign different dollar amounts to different tickets.
VT: What kind of promotional opportunities can the teams build into the stored value system?
SD: Tons. Let’s use a hypothetical example. Imagine you’re an Angels fan and Coke sponsors a promotion that if Vladimir Guerrero hits a homerun in the 7th inning, everyone in section 330 gets $15 worth of Coke products, valid for that day. If he did hit a homerun, you could do a mass upload onto everyone’s ticket in that particular section, and that value could only be used to purchase Coke products. The promotional opportunities are endless.
VT: What happens with any left over money on the ticket?
SD: It can be used anywhere else in the park. It’s almost the same as a gift card, but instead of a magnetic strip you’re using the barcode on the ticket.
VT: Can you get a refund of your remaining balance?
SD: It’s all business rules of the individual client. Some clients have a “use-it-or-lose-it” mentality.
VT: Aren’t there federal laws mandating that vendors can’t take left over gift card balances?
SD: Yes there are. But, many teams are calling stored value a “coupon” because it's no longer a $60 seat with a $30 gift certificate. It’s now a $90 seat with a $30 coupon. If, however, someone buys additional value on their ticket through a customer portal, then the teams are subject to federal gift card laws.
VT: Which teams are implementing stored value?
SD: The Phillies are using Paciolan software and they’ve developed their own system. The Giants will be using Uptix this season with ProVenue. The competitor is a company called STADIS, which has launched stored value with the Washington Nationals and the Pittsburgh Pirates.
VT: What is your projected growth for Uptix?
SD: Within the next few years, a majority of the sports and entertainment organizations that have a lot of season tickets will have some type of stored value product. It intrigues everyone. The key is getting your arms around it on a venue-by-venue basis and deciding what you want to accomplish.
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