MLB Cardinals to Introduce Stored-Value Ticket Technology

SportsBusiness Journal
Don Muret

The MLB Cardinals are introducing stored-value technology this season at Busch Stadium, a ballpark admission with credit to buy food, drink and merchandise loaded into the bar code and folded into the ticket price. Delaware North Sportservice, the Cardinals' concessionaire, is a partner in the project after installing a new Micros point-of-sale system to accept the technology. The Cardinals signed a separate deal with Givex, a stored value vendor whose clients include the MLB Giants. Cardinals officials declined to reveal the investment cost.

Branding stored value as Cards Cash, the team plans to offer four loaded ticket promotions for '10, including a $5 credit folded into the outfield loge box seats, a season ticket priced at $30 per game, said Cardinals VP/Ticket Sales & Services Joe Strohm. With those tickets priced the same as in '09, it is basically $5 in free value, he said. The new Holliday Pack, a seven-game mini-plan named for Cardinals LF Matt Holliday, includes a $7 credit for each game. The team has not determined the ticket price for that package, Strohm said. Individual and group buyers have the option to load $10 onto their tickets, but will receive an actual value of $12 in credit as the Cardinals push the technology. They are the first big league team locally to launch stored value.

Stored-value has been in place since the Phillies launched their program at Citizens Bank Park in '04, and more than one-third of MLB teams now provide the ticketing option. The Cardinals have always been a proponent of loaded tickets but did not previously have the infrastructure in place to accommodate the technology at Busch Stadium, Strohm said. "We definitely think this will take off here as it has in other markets," he said.

Tickets.com Product Highlight: Uptix Stored Value

Uptix Stored Value

Uptix broadens the traditional ticket function of event access by securely enabling individual tickets to store other kinds of data, such as cash value. These “loaded” tickets can then be used for redemption at various points of sale in your venue (e.g., concessions, retail stands). You can now offer a complete entertainment experience with a single event ticket! Uptix™ is jointly developed and provided in partnership with Givex®.

Learn more about Uptix stored value tickets >

Tickets.com’s Stored Value Ticket Program Makes a Big Splash at San Francisco Giants FanFest

COSTA MESA, CA – February 12, 2009 – Tickets.com and closed loop card technologies provider Givex conducted a successful pilot of their stored value technology, Uptix™, at the Giants 16th Annual FanFest at AT&T Park in San Francisco. Uptix enables cash value, select merchandise and other data to be stored on individual tickets, which event-goers can then redeem at any point of purchase location. The Giants are calling the program Splash Tix and will roll out the first phase of the implementation to select season ticket holders and groups.

John Rizzi, director of product strategy and marketing, Tickets.com, attended FanFest and was impressed by the positive response to the Splash Tix program. “From day one, the Giants will have the highest volume and most ambitious stored value program in baseball. Tickets.com is proud to partner with the Giants and Givex to make it happen.”

The successful test proved to the Giants that their Splash Tix program is ready for the first phase of the implementation. “We are very happy with the results from Fanfest; this is a great way for groups to add concessions and improve their game-day experience”, said Devin Lutes director of ticket services for the San Francisco Giants. The Giants are also using the program to help retain season ticket holders in their View Level Reserved section by adding $5 of cash value to each game. “We think Splash Tix is a great way to give our season ticket holders additional value for their continued loyalty”, concluded Lutes.

“I’m very pleased! This test confirmed our confidence in this innovative program, and now we’re ready for Opening Day”, said Dan DeMato, president of FutureTix, who also attended FanFest and is consulting on the Uptix product.

Other MLB teams are in discussions with Tickets.com to implement Uptix for the upcoming season. Those teams can take advantage of other Uptix functionality such as adding value to any ticket in the ball park during the game. This feature provides myriad promotional and sponsorship opportunities including rewards tied to on-field events. Uptix can also be configured to allow single-game ticket buyers to add value to their tickets during the purchase process.

Learn more >