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University of Oregon Athletics Department

Growing your fan base and increasing promo ticket redemption

The University of Oregon Athletics Department operates six venues on the University of Oregon campus, including the 54,000 seat Autzen Stadium, home of the Oregon Ducks. Ducks games sell out during the regular football season.

Challenge:

As other athletic departments, ticket sales directors, and stadium operators know, it’s not unusual to end up with tickets to move at the last minute when visiting teams don’t use their allotment of visiting team tickets or because of late ticket returns. To make matters worse, as many as 50% of promotional tickets distributed often go unused, translating to lower merchandise and concession sales and empty seats in the stadium.

Solution:

University of Oregon Athletics Department teamed up with SheerID to offer military families promotional tickets to select Oregon Ducks home games during the 2015 season. “Creating a military appreciation program at Autzen Stadium was a win-win,” explains Terry Smith, Director of Ticket Sales. “We got to do something good for the community, feel confident that the tickets went to service members, and fill more seats by moving tickets that were returned at the last-minute.”

SheerID and University of Oregon Athletics Department worked together to distribute tickets for three games to verified service members, veterans, retirees, and reservists. After the initial implementation was complete, creating a last-minute ticket promotion was turn-key. Smith simply uploaded a list of unique coupon codes into their system and provided SheerID with a link to a unique landing page. SheerID’s team embedded a SheerID-hosted verification iframe into the page, the Ducks website was updated, and the promotion was up and running. Setting up the military promotion for the second game took less than an hour.

Benefits:

Both the scan rate for the promotional tickets claimed pre-game and the percentage of new accounts generated by the military appreciation program were extremely-high, according to Smith.

  • 78% of promotional tickets issued were scanned the day of the event (28% more than average)
  • 81% of accounts used to access military promotional tickets were new accounts
  • 43% of unique page visitors to the Ducks’ military appreciation page completed a verification form
  • 20% of fans who tried to claim tickets intended exclusively for the military community did not qualify, saving the University of Oregon nearly $10,000 in discount fraud.
SheerID is the leader in authentication and a pleasure to work with. Their leading technology has enabled us to connect with our local military in unparalleled engagement. For any organization needing assistance in authenticating different groups, SheerID is unmatched.

Craig Pintens, Senior Associate Athletic Director/Marketing & Public Relations , University of Oregon Athletics Department


Category
Ticketing