Ticketmaster has developed a new in-venue product called Presence that seeks to provide teams with a wealth of data not possible in other access control systems. The digital, cloud computing-based ticketing system operates somewhat similarly to an airline model in which teams and venues will know in real time when a fan enters the building, as well as the identity of many more fans compared to prior systems. The Presence system also allows Ticketmaster to track the detailed resale path of a ticket, even to some degree outside the Ticketmaster ecosystem. The company has tested Presence at various music clubs operated by parent company Live Nation, as well as Orlando City Stadium. It also is preparing to install the system at Atlanta's Mercedes-Benz Stadium. "This is a flagship product for us, and we’re really looking to take friction out of the ticketing experience,” said Ticketmaster North America Exec VP/Product Justin Burleigh. "We think this is going to be a tectonic shift for the industry.” Among the key elements of Presence is the new ability to know the identities of fans attending along with an original ticket purchaser, as the system involves a seamless transfer of individual tickets to others in a particular party. Orlando City FC said its early trial use of Presence has essentially eliminated ticket fraud at its venue, increased mobile-based entry from 11% of its attendance to 61%, more than tripled the number of new fan names in its customer database and boosted ticket resale revenue through its official channel by 189%. Orlando City CRO Chris Gallagher: "This has been a huge win for us. We have no fraud, better control of our resale market, and lots and lots of data.”
