Altitude Tickets handles ticketing for the Nuggets, Avalanche, Rapids and other Pepsi Center eventsGETTY IMAGES
Kroenke Sports & Entertainment’s Altitude Tickets has brought in Ticketmaster on a temporary basis as Altitude transitions its ticketing platform to Rival and away from AXS Tickets. Rival was launched in '18 by former Ticketmaster CEO Nathan Hubbard, and KSE is its first client. KSE has engaged Ticketmaster because of data migration issues. Altitude Tickets handles ticketing for the Nuggets, Avalanche, Rapids, other Pepsi Center events and other KSE concert venues. The Rival deal does not include the Kroenke-owned Rams. KSE Vice Chair Josh Kroenke is a Rival board member. Neither Hubbard, Ticketmaster, nor KSE execs would comment, but a source said that Ticketmaster will handle ticketing on Altitude on a monthly basis, with the Rival platform to go live in time for the '19-20 NHL and NBA seasons. AXS VP/Media Justin Jimenez said his company's software deal to process Altitude ticketing transactions ended June 30, but added, “We are continuing to provide Altitude access to the software through the end of the month" (John Lombardo, THE DAILY).
NO EASY TRANSITION: BILLBOARD.com's Dave Brooks noted the partnership has "led to allegations" that AXS execs are "making the transition difficult for Rival as its launch date approaches." Sources said that AXS has "sold tickets for events that take place after Aug. 1, including teams that are now halfway into their seasons, and is requiring Rival to reissue some tickets the company already sold." An AXS spokesperson said that the company "plans to terminate" KSE's software license on Aug. 1 and "transfer the remaining barcodes for any outstanding events to Altitude, which would be required to integrate the barcodes into their system." Sources said that it would be "much easier" if AXS "handled the ticketing for any events that have already been put on sale, which is generally the industry practice" (BILLBOARD.com, 7/17).
