Mariners Introducing Service To Pair Prospective Ticket Buyers
By Eric Fisher, Staff Writer, SportsBusiness Journal
The Mariners have become the latest team to use California-based SplitSeasonTickets LLC, introducing a fan matchmaking service for current and prospective season-ticket holders. The system, residing at Mariners.com, consists of a two-part matching and drafting process in which fans enter their game preferences on criteria such as opponent, day of the week and month of the year, and seating location and get matched, and then conduct either live or automated drafts for tickets within an account. More than a dozen other teams across MLB, the NBA and NHL -- including the Bulls, Knicks, MLB Giants and Cardinals, Flyers and Capitals -- have also used SplitSeasonTickets to create similar programs, each aimed at improving season-ticket holder retention and ticket utilization. The Mariners used a more rudimentary ticket-sharing system in '09 before aligning with SplitSeasonTickets, and like many other pro teams, have faced in recent years an increasing amount of full-season ticket accounts drop down to partial-season buys. The matchmaking system also includes a data-mining component that will allow for more fan research and upsell opportunities than the relatively minimal marketing that occurs around the offline, independent ticket sharing common among fans. "We feel like we've got something now that is a lot more intuitive and is going to yield much better matches," said Mariners VP/Ticket Sales Frances Traisman. "We also see this as a real benefit for fans as instead of dropping down to that lower-level plan, they can use this service to help stay at a higher level, and keep all of their benefits and seat location, and we maintain a [full-season equivalent]."
|
Related Stories By Company
|
Related Stories By Sport
|
Mariners, Strip Club Reach Settlement
September 22, 2009 :
SportsBusiness Daily
Most MLB Draft Picks Sign Before Deadline
August 18, 2009 :
SportsBusiness Daily
Safeco Field Hits 10-Year Anniversary
July 14, 2009 :
SportsBusiness Daily
Blue Jays Down About 6,500 Fans Per Game
May 11, 2009 :
SportsBusiness Daily
HP Pavilion Becoming Tech Testing Lab
April 17, 2009 :
SportsBusiness Daily
|
Mesa Mayor Upset With Cactus League Teams
February 9, 2010 :
SportsBusiness Daily
Target Field Allowing Twins To Boost Payroll
February 9, 2010 :
SportsBusiness Daily
Cactus League Opposes Legislation For Cubs
February 8, 2010 :
SportsBusiness Daily
Astroturf To Be MLB Synthetic Turf Provider
February 5, 2010 :
SportsBusiness Daily
Stats To Be MLB's Real-Time Data Licensor
February 4, 2010 :
SportsBusiness Daily
|
|
