SSAC From Click to Tip-Off: Modernizing Sports Ticketing
Sep 5, 2025
In this engaging discussion, industry experts Mike Shane, Emily Johnson, Jeff Heaton, and Kari Gritton dive into the transformation of sports ticketing. Shane highlights the importance of real-time predictive AI for dynamic pricing. Johnson shares insights on leveraging data in MLB while Heaton discusses the challenges of launching a new hockey franchise. Gritton emphasizes the demand for unique fan experiences. The panel explores the future of ticket operations, emphasizing flexibility and transparency to enhance engagement and revenue.
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Hockey Attracted A New Fan Cohort
- When launching Utah Hockey, only 8% of depositors overlapped with Jazz season-ticket holders.
- Seventy percent of hockey depositors hadn't been to the arena in the last year, revealing a distinct new audience.
Use Cross-Venue Data To Fill Gaps
- Aggregate league-wide and similar-venue data to compensate for limited single-event history.
- Use cross-track comparisons to inform pricing and demand when local data is sparse.
Partners Should Enable Creative Product Design
- Ticketing partners must act as consultative collaborators, not vendors, to unlock innovation.
- Modern, nimble platforms let teams design products they previously couldn't sell.