USA Weekend

WHERE ON THE WEB - May 9, 2004

Picking a seat for an event
Now you can see your view of the game on your desktop.

Choosing your seat at upcoming sporting events online has become a
popular pastime -- and might become more so once fans get a look at
Seats3D, a new technology whose goal is to ensure you won't be disappointed
by what you see once you get to the stadium.

The first big-league ball team to adopt Seats3D was the San
Diego Padres, primarily to show season-ticket holders their view at Petco Park.
The team used to play at the much larger Qualcomm Stadium; naturally, those with season tickets were curious about their vantage point in the shiny new digs, says Padres executive sales director Mark Tilson. "Before this, there was no public access to the park," he says.

Click the "3D" icon at Padres.com and you get an interactive map. Locate the desired seat and you're treated to a three-dimensional, panoramic view of everything you'll see from that seat, including any light poles or railings that might spoil your view of the bullpen, scoreboard and such.

Seats3D is from Ballena Technologies. Its Web site, Seats3d.com, is popular among those who buy tickets in the secondary market. "We've had a lot of traffic coming from eBay," says Ballena CEO Richard Sherratt. The technology was prompted by a disappointing experience at a Detroit Tigers game: When Sherratt found his way to what he thought were prime seats behind home plate, he also found a large pillar partly obstructing his view.

The only other baseball franchise using Seats3D is the St. Louis Cardinals (stlcardinals.com). Ballena also has lined up several NBA, NFL and NHL teams, as well as a few concert venues.

Now you know just what you're getting into!

- -- Paul Bond