The Memphis Grizzlies have signed a deal with Spotlight Ticket Management as the franchise looks to offer its premium seating buyers more control and data from the use of their tickets.
“You can track who is using the suite, how much a company is entertaining in a suite, and, ideally, how much value you are getting in a suite,” said Dennis O’Connor, vice president of ticket sales and service for the Grizzlies. “We want to provide our suite holders an automated way to manage their tickets.”
The Grizzlies are the 12th NBA franchise to sign a deal with the Calabasas, Calif.-based company. Spotlight said it has 37 professional sports teams as clients.
Specific financial terms of the Grizzlies’ one-year deal with the company were not disclosed. The Grizzlies will make the ticket tracking system available to all suite holders, who will access the software from a Spotlight website portal and pay an unspecified fee to the ticketing company.
There are 59 suites at the FedEx Forum. The team may expand the software to other premium seating products, such as club and courtside seating.
Spotlight rolled out the software in the NBA during the 2009-10 season. “The No. 1 driver of our business is the tickets sitting in drawers,” said Spotlight CEO Tony Knopp.
The percentage of suite holders using the technology varies by team, but officials at the Spurs, one of the first teams to use the software, said 38 percent of their premium ticket buyers use the product.