Team Marketing Report
In today's interactive society, everyone wants to feel like they are there, whether it is on a tropical island, a concert or on the 50-yard line, six rows back. Some sports teams' Web sites include features that allow visitors to click on the section of seating to see where the seats are in relation to the game action. With the advent of technology featuring "virtual architecture," online ticket purchasing may take on a whole new look: a three-dimensional look.
Alameda, Calif.-based Ballena Technologies debuted its "Seats3-D" platform last year for sports properties looking to add more interactivity to its online seating chart and increase revenues in online ticket sales.
International Speedway Corporation signed on this year with Ballena to create 3-D models of California Speedway in Fontana and Daytona International Speedway in Florida. Ballena debuted late last year as San Jose State University (SJSU) and the University of California-Berkeley (Cal) served as test markets for Ballena's Seats3-D technology.
For SJSU's Event Center and Cal's Haas Pavilion, Ballena created computer-generated models that allows fans and potential ticket buyers to click on any section of seats in the facility and see where they would be sitting. But instead of downloading the static small picture facing the basketball court, the viewers received a three-dimensional, panoramic view as if they were sitting in those seats. The user can control the vantage point of the viewer; 180 degrees to left or to right and up and down. All of this in the same amount of time it takes to download a flat photograph.
Teams do not have to break the bank to pay for this enhancement to its Web sites; Ballena customizes its rate card based on the needs and budgets of the sports team, from the collegiate level to the pros.
Pricing is dependent on the scope of the project. A variety of factors need to be considered before an estimate is produced. These factors include the size of the venue (a three-tiered football field would cost more than a college pavilion) and how many visualizations the venue wants to offer; how many sections of seats can be viewed. Low-end estimates begin at $10,000. Large projects are estimated on a job-to-job basis.
"We have the flexibility
to fit within the property's budget," said Greg Cumiskey, Executive Vice
President for Ballena Technologies. "Teams looking into this should understand
from the start that it takes only a few hundred additional tickets
sold to pay for this technology that they will have for years to come. It is
a great return on investment in a very short period of time."
The interactive experience enables fans looking to purchase tickets to go to the team site and determine exactly where they want to sit. By giving the potential consumer the opportunity to try out different seats, teams can bring them an experience typically reserved for "Pick Your Seat" days. Seats reserved for season ticket holders can be also be viewed, possibly spurring the visitor to consider trading up to better seats in a season ticket package for the following season.
Ballena also includes where the closest parking lot, restroom and concession stand are located per section. Ballena Technologies uses computer-generated models, unlike Internet Pictures Corporation's IPIX three-dimensional photography. IPIX, which requires a plug-in, offers high-quality 3-D photographs, and services clients from realtors to movie studios to sports properties. No other company offers computer-generated 3-D models.
With computer-generated imagery, Ballena can customize a venue for any event. For example, if Cal's Haas Pavilion was to host a concert, Ballena could take the reconfigured floor design and develop the 3-D model for online ticket sales.
Computer-generated pictures can also be altered without having to re-take any photographs. If a signage sponsor changes, all Ballena can swap the logo out with the new sponsor. Both Cal and SJSU have utilized this ability as a sales tool in recruiting new sponsors for its facilities.
Furthermore, teams looking to sell luxury suites can use the 3-D models to show a cross-section of the suite, complete with multiple views from different standpoints inside and outside the suite. Again, the prospective company's logo can be affixed in the picture and can be replaced with another company's logo in minutes. SJSU will use this feature as it begins its sales push next month to sell all of its luxury suites at Spartan Stadium.
"By enabling potential sponsors and buyers to see exactly what they will be getting," said Josh Francois, Director of Marketing for SJSU, "using this technology will set us apart from other sports properties [in the area]."
Ballena went to both Cal and SJSU last year after working on the research and development of the 3-D model for three years. The company needed test markets and the two universities welcome any technological innovations that could help its programs.
"We really did not
know what we wanted or what Ballena could do," said Francois. "We
did not set a dollar amount as far as expectations go, but the financial plan
was favorable, so we did not have to raise that much money for the programs."
SJSU signed a one-year deal with Ballena for models for the Events Center and
Spartan Stadium. Financial terms were not released.
According to Matt Terwilliger, Marketing Coordinator for Cal, the university is accustomed to being the guinea pig of Silicon Valley.
"This partnership is great for Cal," Terwilliger said. "It's cost-effective and it has already created a new energy and enthusiasm for our sports and venues. And by including our sponsors' logos in the pictures, we are adding value to our sponsorship packages."
The Golden Bears promoted the 3-D seating charts during men's basketball games last year at Haas Pavilion. Fan reactions have been well received.
"And we have yet to realize the full potential of this technology," Terwilliger said. The university is still in the process of integrating the virtual models with its online ticketing system.
Ballena's 3-D platform is compatible with any online ticketing application, including Ticketmaster and tickets.com. And if teams change ticket providers, Ballena only needs to change the links from one to the other.
Neither Francois nor Terwilliger placed a dollar sign on what they expect as far as an increase in online ticket sales, but both agree that the fans and alumni of their respective schools will benefit.
"There is a tremendous opportunity for online ticket purchasing as well as for buying merchandise," Terwilliger said. "Our fans now have the convenience to go online and see exactly what their seats are like. They also have the ability to e-mail their selection to their friends for approval."
The panoramic image can be e-mailed with the long transfer times commonly associated with heavy-graphic files.
"The pass-along aspect of these panoramic shots is exactly what we feel is the best form of marketing: viral marketing," Francois said.
Team Marketing Report is the only publication devoted to reporting innovative and successful ideas to increase revenues for sports marketers.
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