Mobile is taking the lead for ticketing and access control at stadiums and arenas. Steve Traiman listens to the experts from leading global vendors. Mobile apps enable everything from single and season ticket purchases, exchanges and resales, to orders for food and beverages, merchandise and tickets...

1. PANSTADIA & ARENA MANAGEMENT SUMMER 2013
44
Mobile ticketing
here and now
Mobile is taking the lead for ticketing and access
control at stadiums and arenas. Steve Traiman
listens to the experts from leading global vendors.
Ticketing and access control
at sports and entertainment
venues has come a long way in
a short time, as spotlight
sessions at this year’s INTIX
demonstrated. Teams, stadium
and arena owners, and their
fans are benefiting from mobile
apps on their smartphones,
tablets and computers that
enable everything from single
and season ticket purchases,
exchanges and resales, to
orders for food and beverages,
merchandise and tickets for
other events.
Sharing their respective firm’s
newest ticketing and access control
solutions are representatives of
US-based Ticketmaster, a Live
Nation Entertainment, Inc., company,
the largest live entertainment
company in the world, operating in
approximately19 global markets;
VisionOne Worldwide Group,
including Switzerland-based
ticketportal AG with subsidiaries in
Switzerland, Austria, Mexico, Brazil,
Chile and Argentina, and the US
(ShoWare by VisionOne); Toronto-
based AudienceView, working
with more than 170 organisations
representing more than 550 venues
across six continents; UK-based
IRIS Ticketing whose TALENT Sport
system was responsible for selling
over 10 million tickets in 2012;
Salzburg-based SKIDATA, with
more than 7,500 access control
management systems installed
by subsidiaries and partners in 64
countries; and Hamburg-based
payment solution AG, which became
part of the Identive Group in 2012.
Ticketmaster app eTicket for
The Who concert branded for
Hollywood Bowl in Los Angeles.
ACCOUNT
1234567890
SEC
107 HH 21-25
ROW SEAT
Ticketmaster smartcard for NBA
Atlanta Hawks at Philips Arena.
Ticketmaster’s New Thrust
ticket holder smartcard includes access
to Georgia’s Own Credit Union Club and
Jim Ellis Audi Lounge at Philips Arena.
It’s super convenient for fans who stick
the card in their wallet and don’t have to
worry where the tickets are. It’s a win-win
for the fan and team as the ticket is in a
digital state on the card, so if the holder
wants to transfer the ticket digitally to
anyone, the team gains insight to who is
getting that ticket.
“These two milestones led us to the next
big step – mobile ticket management.
This is customers doing everything with
the mobile device - buying, transferring
and of course rendering the ticket on
their smartphone for access to any
Ticketmaster venue, where we have our
own proprietary access management
system. This shift to mobile is
dramatic. In 2012, 30% of our traffic in
mobile apps ... enable everything from single
and season ticket purchases, exchanges and
resales, to orders for food and beverages,
merchandise and tickets...
“We’ve seen a migration of our industry
driven by data, as much as access
control and access management, driving
what we’re doing in the digital ticketing
and mobile space,” explains Cole
Gahagan, Ticketmaster Executive Vice
President North America Client Revenue.
“We’ve had digital ticketing for about
five years and our first paperless tickets
in 2008-9 got more momentum in 2010
with our Miley Cyrus and AC/DC tours.
“This opened the door to what became
the next step as teams-issued season
ticket smartcards. The NBA Orlando
Magic at Amway Center, NBA Atlanta
Hawks at Philips Arena, NHL Phoenix
Coyotes at Jobing.com Arena and
NFL Kansas City Chiefs at Arrowhead
Stadium have done away with season
tickets altogether for venue access. As
an example, the Atlanta Hawks season
Images credit: Ticketmaster.

2. www.psam.uk.com
45
VENUE
OPERATION
TICKETING
approximately19 global markets came
from mobile devices including tablets,
including 14% of our US sales. Through
the first two months of 2013, overall
year versus year ticket sales are up
129% on mobile devices – fans are telling
us where there are going and it’s mobile.
“Mobile for us is not just about making
ticketing better for the fan, as we’re
building our back-end technology for
our clients with a mobile mindset – how
these tools and technology will be used
by teams, venues and promoters going
forward. As we continue to develop
new products and tools, we’re letting
our clients use these on their tablets.
Getting this input on their smartphones
and tablets gives them a ‘live’ view of
who is coming into a game or concert. In
the here and now, we’re enabling clients
to get input on their mobile devices to
better manage their inventory on seats.
“Starting late this year, our clients
and teams will be able to take an
iPad into the concourse to meet
season ticket holders or premium
holders to renew their accounts, sell
playoff tickets, or upgrade seats. If
a group sales rep wants to go out
to meet a group sales or corporate
prospect, they can make the deal on
the spot. We’re making some of the
first strides in the US and then will
expand to other markets as well.
“The neatest thing about Ticketmaster
right now is that it has the resources
of a well-established mature
company, but is operating with a
start-up mindset in developing so
much so quickly in new products.
This is a fun and exciting time for us
and our clients.
”
Ticketportal Fully Integrated
which can be saved in the Passbook
(iPhone) or the PassWallet (Android)
format. A constant reminder shows the
tickets on the blocked screen when the
game takes place. Additionally, via GPRS
the ticket pops up when fans approach
the Rapperswil-Jona Diners Club Arena.
The promoter itself just needs the
newest generation of barcode readers
that are able to read in 2D-mode. This
new solution will now be extended to all
ticketportal customers.
Froehlich continues: “Not only
did ticketportal grow last year
in Switzerland, but also with its
new partnership with Deutsche
Eintrittskarten TKS GmbH in Germany.
This partner, a subsidiary of the Mehr
Entertainment!-group, installed our
ticketing solutions in all their locations.
Included are Admiralspalast Berlin,
Starlight Express-Theater Bochum,
Musical Theater Bremen, Capitol
Theater Düsseldorf, Mehr! Theater
Hamburg, Musical Dome Köln, CATS
Theaterzelt and the permanent ‘Top
Secret’ Exhibition in Oberhausen. As
well, the new partner distributes the
ticketportal solutions with a well-
staffed team in the German market,
with more than 700 pre-sales locations
currently installed.
“All other VisionOne Worldwide
subsidiaries achieved a successful 2012,
with a continued strong outlook for
2013. Fastest growth was accomplished
in the US. This resulted, among other
factors, due to the announcement last
year of a partnership with Redbox.
Tickets out of ShoWare by Vision One
US are now available at more than 1,300
kiosks operated by Redbox.”
AFG Arena in St. Gallen, Switzerland, offers
a traditional ticketportal Arena Card.
Image credit: ticketportal AG.
Co-chairman of the Board Dieter
Froehlich notes: “VisionOne is a
worldwide operating ticketing service
and development company with
subsidiaries in Switzerland, Austria, the
US, Mexico, Brazil, Chile and Argentina.
Last year, more than 39 million tickets
were sold via solutions of our VisionOne
Worldwide (VOW) group.
“This group is a specialist in fully
integrated ticketing solutions around
the globe. In Switzerland, 90% of all
new stadiums count on the services
of ticketportal AG, a VOW subsidiary.
Our Swiss company is the leader
in connecting ticketing with access
control, cashless payment systems
and allocation of work stations. The
Swissporarena in Lucerne is the
second soccer stadium to implement a
cashless payment system that allows
the sponsor, retailer Migros, to offer an
integrated process that allows a re-use
of their gift cards. Alternatively, the AFG
Arena in St. Gallen has a ‘traditional’
version of Payment Solutions installed,
with its own AFG Arena Card.
“Besides cashless payment systems,
with or without RFID-cards, the Swiss
company focuses on the future of
mobile ticketing, as ticketportal
understands all aspects of the
mobile ticket medium, including the
prime option to buy tickets from a
smartphone and/or tablet.
”As an example, the Swiss ice hockey
club Rapperswil-Jona Lakers was the
first to install the newest ticketportal
solution. From this January, Lakers’
supporters can book tickets from their
smartphone/tablet, and get their tickets,
...overall year versus year ticket sales
are up 129% on mobile devices...

3. PANSTADIA ARENA MANAGEMENT SUMMER 2013
E-commerce for AudienceView
“AudienceView is a powerful e-commerce solution
for the entertainment industry,” notes Jeff Koets,
Vice President, Sales and Marketing.
“It has content management at the core, which
ensures tight integration between ticketing
and e-commerce, marketing, fundraising, and
more. We are proud to be working with more
than 170 organisations representing more
than 550 venues across six continents – from
professional sports teams, arenas and college
athletics departments to race tracks, regional
ticketing agencies and commercial and not-for-
profit arts organisations.
”As a recent example, he cited the firm’s partnership
with the UK’s National Ice Centre (NIC) in Nottingham.
Together, AudienceView and NIC transformed playoff
ticket sales for the Elite Ice Hockey League, the
highest level of hockey competition in the UK with
10 teams. For the first time ever, playoff tickets for
the 6-7 April weekend at the 7,000-capacity NIC
were available online, replacing the manual process
of years past when each hockey club would receive
a block of tickets in the mail to sell to their fans. A
lengthy, staff-intensive manual settlement process
has also been eliminated by using AudienceView’s
integrated online platform.
“In the past, each hockey club was sent an allocation
of tickets to sell on their own,” explains Martin
Ingham, NIC Deputy Chief Executive. “It was an
onerous manual process involving multiple ticketing
systems, hard copy ticket sales and cash collected
then remitted back to us by various clubs. With
AudienceView, we have automated and streamlined
the entire process, including settlement. This has
significantly reduced our overhead, shows us how
sales are progressing for each game and ensures
we are providing a truly exceptional customer
experience to all fans of the Elite League.”
Pre-playoff results were exceptional. First day
sales on 14 January - before playoff teams had been
determined - generated £116,000 in revenue within
the first hour with 3,700 tickets sold. About 35%
were from outside Nottingham, representing fans
who would have previously purchased hard copy
tickets from their home team. One month prior to
the finals weekend, 73% of the sellable capacity
had been sold, representing almost £300,000
in revenue. A weekend pack was purchased by
97% of fans versus single tickets, and fans from
clubs outside Nottingham represented 50% of
tickets sold.
“The NIC is fully committed to improving the
customer experience and we are proud to be their
partner,” adds Koets. “Selling playoff tickets online
for the first time is making a real difference for
Elite League fans, allowing them to complete their
purchase on the device of their choice, whenever
and wherever they are. Our industry-leading solution
is ideal for bringing efficiencies and integration to
the entire e-commerce process, including traditional,
social and mobile ticketing, merchandise sales,
marketing, fundraising and more.”
UK’s National Ice Centre and the other nine
Elite League teams adopted AudienceView
ticketing solution for recent playoff sales.
Image credit: NIC.
46

4. VENUE
OPERATION
TICKETING
IRIS Ticketing’s TALENT Sport
“With more than half our team based
on product development, TALENT
Sport is expanding further to allow for
the easiest, fastest and most flexible
experience with smartcard technology.
Increasingly sophisticated smartphone
technology and the opportunities
from near field communications (NFC)
are changing consumer behaviour.
Ticketless and cashless events will
become the norm, offering stadium and
arena access, and the ability to pre-load
‘tickets’ with cash to purchase food,
beverage and other merchandise
“With smartphones driving the way,
mobile optimised ticketing capability has
been introduced to the TALENT Sport
system, with superb adoption. Clubs
using TALENT Sport have seen incredible
value since becoming fully mobile
responsive. In the UK, Leeds United FC at
Elland Road Stadium and Everton FC at
Goodison Park Stadium in Liverpool have
seen revenues increase by over 200%
via mobile devices, and this trend should
continue. One fifth of all English football
clubs are TALENT customers, and other
major clients include Liverpool FC,
Bradford City FC, Harlequins Rugby Club
and Leicester Tigers Rugby Club.
“International business currently
accounts for 10% of overall
revenues. Short-to-medium
opportunities lie in Southern Europe
and the African continent, where
we have exclusive local partners
such as BeyazBorsa in Turkey
and Computicket in South Africa.
These market demographics are
influencing our product strategy and
promoting a ‘mobile first’ approach
to our thinking. We expect continued
high growth and are forecasting
25% of new sport business to come
from outside the UK.
”
“Istanbul’s Galatasaray FC is leading the
way with ticketing smartcard technology
since using our TALENT Sport ticketing
system,” observes Mark Dewell,
Managing Director of IRIS Ticketing.
“The 52,000-capacity Türk Telekom
Arena has been Galatasaray’s new home
ground since January 2012. The state-
owned stadium is the newest and most
technologically advanced in Turkey and
the club has tied up with sponsors Garanti
Bank and DenizBank to create a dedicated
credit card for Galatasaray fans.
“Our TALENT Sport system has been
developed as an integrated ticketing
solution so that any supporter
with a GS Bonus Card gets priority
tickets for games and can enter the
stadium by scanning their card as
a smartcard ticket. Stadium access
is controlled by TALENT Sport’s
integration with Fortress GB, our
partner at Galatasaray FC.
Ticketless and cashless events will become the norm,
offering stadium and arena access, and the ability to
pre-load ‘tickets’ with cash...
www.psam.uk.com
47
IRIS Ticketing’s TALENT Sport smartcard technology is
used by Galatasaray SK at Istanbul’s Türk Telekom Arena.
Image credit: IRIS Ticketing.

5. PANSTADIA ARENA MANAGEMENT SUMMER 2013
48
SKIDATA Access Control
Brodbeck continues: “Our most recent
exciting announcement is that SKIDATA
will provide our latest Vario.Gate
access technology and corresponding
Handshake Logic software to Rio de
Janeiro’s 103,000-capacity Maracana
Stadium which is currently being rebuilt
and modernised for the upcoming
Football World Cup 2014 and for
Summer Olympics and Paralympics
2016 (see PanStadia Arena
Management Spring 2013).
“Among other notable installs are the
new 33,600-capacity Pepsi Arena
(Nowy Arena), home of Legia Warsaw
FC, completed in May 2011, with
entrance gates equipped with SKIDATA
Vario.Gate readers. At Langtree Park,
new home of St Helens Rugby League
FC in Merseyside, UK, SKIDATA supplied
and installed 18 Vario.Gates, 18 LED
concourse lights, the latest version of
its Handshake software (v.5) and 12
handheld Motorola MC55 devices to
control access at each of the stadium’s
30 entrances.
“Last December, Westpac Stadium in
Wellington, NZ, introduced a SKIDATA
access control management system
including Vario.Gate turnstiles and its
Handshake software (v.5.1) to replace
its 12-year old system.”
RFID System of
payment solutions
Frederik Herr, Head of Marketing
at payment solution AG, which
became part of the Identive Group
in 2012, notes: “We have provided
complete, integrated payment
solutions for stadiums, arenas, theme
parks and other venues for leisure
and entertainment. Using multi-
functional customer cards based on
RFID contact-less chip technology
and comprehensive management
software, the system ensures the
seamless interaction of all relevant
components such as ticketing, access,
POS and parking. Major clients include
the Nurburgring Sports Complex,
English Football League Coventry City
FC and the Donbass Arena in Donetsk,
Ukraine, among many others.
“We also take advantage of
technology for innovations in the
field of sports in combination with
NFC-enabled phones. Multiple
wallet solutions as software
within mobile NFC devices will
allow stadium visitors to handle
their common payment methods
“SKIDATA’s access control management
system including Vario.Gate turnstiles
and our Handshake software has
made the company an international
leader in the field of access solutions
and their management,” observes
US-based Brian Brodbeck, Director,
SKIDATA People Access, Inc. “More
than 7,500 installations worldwide
in sports stadiums and arenas, ski
resorts, shopping centres, major
airports, municipalities, trade shows,
and amusement parks provide secure
and reliable access and entry control for
people and vehicles.”
When the firm’s new Vario.Gate turnstile
system was introduced a few years
ago, properties included a new modular
design that enables replacing individual
components quickly and easily; ease of
use, as all tickets are read at the same
point; reads different types of tickets
and data carriers for flexible use; can
continue to be used on existing SKIDATA
turnstiles and supports control of non-
SKIDATA turnstiles; is prepared for the
implementation of chip technologies
such as Calypso, FeliCa or NFC (using
mobile phones as data carriers); has
offline-capability guarantees; and
is fully integrated into our SKIDATA
Handshake.Logic.
SKIDATA’s Brian Brodbeck,
left, shows newest Vario.
Gate smart turnstyle
to PanStadia Arena
Management Publisher
Alan Levett at INTIX.
Image credit: Steve Traiman.

6. www.psam.uk.com
VENUE
OPERATION
TICKETING
with only one device. As the number
of NFC-enabled phones increases,
the common cashless payment card
will move more into NFC devices and
become part of the software.
“Our focus also is on loyalty systems
based on contactless NFC systems
that are in use for stadium and
arena entrance and payments.
The high emotional relationship
between football clubs and their
supporters makes it much easier
for clubs than for retailers to make
their customers use the club’s
payment card for collecting loyalty
points or to get direct cashback on
purchases. As club owners also
want to know much more about
their customers, we provide a
loyalty solution in combination
with our payment system.
“Beside football and sports in
general, RFID payment is now
more in the focus of temporary
festival organisers.
After the first successful trial of about
10,000 using our RFID solution for
ePayment and access at the famous
St. Gallen (Switzerland) Open Air music
festival in 2012, our equipment and
services will be used for all attendees
at this year’s late June event. An
expected 120,000 visitors will receive
our proprietary wristband with an RFID
tag that has already been prepaid on
the internet, or they can load money
on-site with one of 30 mobile staff
at charging stations or at 35 to 40
stationary cashpoints. In addition to
allowing access, the wristbands can be
used at all concession stands, with the
Samsung NFC smartphone accesses payment
solution POS NFC-Terminal at many sports venues.
Image credit: payment solution.
aim of shortening transaction times,
thus speeding concession lines. This will
improve the experience for visitors and
also reduce costs for merchants.
“Looking ahead, we are now part
of Identive Group, Inc., which was
previously our supplier of cashless
payment readers and contactless
cards. Our Group is focused on building
the world’s signature company in
Secure ID, and we look forward
to taking advantage of Identive’s
worldwide network that provides us
the opportunity to further expand
our offerings beyond our current core
market in Europe.” n
The high emotional relationship between football clubs and their
supporters makes it much easier for clubs than for retailers to
make their customers use the club’s payment card for collecting
loyalty points or to get direct cashback on purchases.
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