Fans looking to buy tickets to see the Philadelphia 76ers and Phoenix Suns soon will be able to access online a virtual, 3-D view from their desired seats using the technology of an Alameda, Calif.-based company.
Ballena Technologies recently signed deals with Comcast-Spectacor, owner of the First Union Center in Philadelphia, and America West Arena in Phoenix, according to Steve Stonehouse, president of Ballena. Per the partnerships, Ballena will launch its Seats 3-D platform on the Web sites of the 76ers and Suns as well as those of the NHL's Philadelphia Flyers, WNBA's Phoenix Mercury and AFL's Arizona Rattlers — teams that share the venues with the 76ers and Suns.
The technology, designed to encourage online ticket sales, provides an overview image of the stadium or arena for customers who can then click on a section of the facility for a view from a particular spot. The models are created from blueprints and architectural renderings, which Stonehouse said makes it possible to offer the system without requiring users to download additional plug-in software.
The price of the customized platform varies, Stonehouse said, based on venue size, the complexity of the design of the stadium or arena, and whether the client opts for added features. The base price is $10,000, but Stonehouse said clients typically spend at least $30,000.
John Walker, vice president of business development for the Suns, said the product should prove especially effective in selling premium seats.
"This becomes a great selling tool when you're trying to sell club seats," said Walker, who oversees ticket operations for America West Arena.
The Suns will launch the application on their site in August.
