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1
Agenda
2
► Introductions
► High School Ticketing Today
► Digital Ticketing Overview
► Benefits of Digital Ticketing
► Deciding on a Digital System
► What to Expect During Implementation
► Case Study
► Open Discussion
► Q&A
Introductions
3
Mike Doyle
Mike leads the School Solutions division of Home Team Marketing, which provides
technology-enabled solutions to help schools fund and manage their student activities and
events, including the TicketRoar digital ticketing offering.
Gene Connelly
Gene is the Director of Ticketing for TicketRoar, overseeing all operational aspects of the
ticketing operation. Gene has over 15 years of experience in the ticketing industry, working
in professional and large collegiate sports. Prior to joining Home Team Marketing, Gene ran
ticketing for the Cleveland Indians and was key in the adoption of many advanced digital
features.
Home Team Marketing
Home Team Marketing has over 15 years of experience working with high schools across the country to
provide nearly $50 million in funding through our school sponsorship platform. Additionally, through our
Paper Ticketing division, we have provided well over 100 million pieces of free ticket stock. Most recently,
with TicketRoar powered by Eventbrite, we are offering schools a no-cost way to manage all their events.
High School Ticketing Today
4
This summer, Home Team Marketing surveyed over 400 administrators
about ticketing practices. Respondents represented schools from 47
states and included public and private schools of all different sizes.
Key Takeaways from that survey were:
1. Ticket proceeds continue to be an important
source of revenue
2. Digital Ticketing is coming to high schools
3. Selling more tickets is top priority for most ADs,
but not necessarily for principals
Ticket Technology Progression
5
Technology all around us.
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...Your fans are ready for a change.
Paper tickets for airlines, movies,
concerts, pro & college sports, etc.
High School paper tickets High School paper tickets WHY?
Listening
to music
Writing checks
Crowded shopping malls
Directions/maps
Classifieds/postings
Photographs/albums
Why should your school move to digital
ticketing?
7
LESS WORK
HAPPIER FANS
GREATER
ACCOUNTABILITY
HIGHER SALES
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LESS WORK
Faster cash-out and reconciliation
after events
Less cash to manage
Support for you and your fans
Benefits of Digital Ticketing: #1
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HIGHER SALES
Convenient purchase options for fans
Breakage from no-shows
Possibility for simple online event promotion
Possibility for cross promotion
Benefits of Digital Ticketing: #2
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HAPPIER FANS
Allow fans to skip the lines to purchase
tickets
Organized event schedule in one place
Multiple payment options
Mobile ticket delivery
Benefits of Digital Ticketing: #3
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GREATER ACCOUNTABILITY
Enhanced financial controls
Single solution for all events throughout
the school
Simple internet reporting
Benefits of Digital Ticketing: #4
Digital Ticketing Used in High Schools
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OptionHelps You Sell
More Tickets
Simplifies
Reconciliation
and Event
Management
Handles
Complicated
Situations
Prevents Fraud
Online Store on
School Website
School Payment
System
Online Only
Ticketing System
Digital Ticketing
System with
Integrated
Box Office
Questions to Consider as You Make Your
Ticketing System Decision
Can the system be used across multiple departments?
What promotional tools are included or available with the system?
Do you need accountability for every ticket now? Will you?
Will this reduce staffing strain or add to it?
Will your fans have convenient purchase options?
Will your financial staff benefit?
Who will handle customer service to fans?
Does this fit within my budget? What is the investment that needs to
be made?
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Best practices/Recommendations
Sell more tickets, make your life easier and make your fans happier
• You get the most value of the system by selling tickets online
Pricing — Encourage the activity that benefits you and your school
• Use pricing to create incentive for online purchase
• Advance online = Cheapest ticket
• Gate or in person sale = Most expensive
Price Type BEFORE Digital Tickets Price Per Ticket
Gate Adult $6.00
Advance Adult
(In-School Purchase)$6.00
Advance Student
(In-School Purchase)$4.00
Price Type AFTER Digital Tickets Price Per Ticket
Gate Adult $6.00
Advance Adult
(Online Only)$5.00
Advance Student
(Online Only)$4.00
Price Per Ticket
$7.00
$6.00
$4.00
OR
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Best practices/Recommendations
Sales channels
• Advance sales online only
• In-person sales at the gate on game day only
Use ticketing system for all school events, across all departments
• All sports (boys & girls)
• All levels (JV/Freshmen/Club)
• Theatre
• Fund Raising
• Dances
• School trips
Take advantage of promotional avenues the school is already utilizing
• Newsletters, Weekly Emails, Social Media, PA Announcements
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What to Expect
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For some people, embracing something new takes adjustment —
Prepare for some pushback from Staff/Fans
• Provide training for staff
• Provide communication to fans to help them feel at ease, instill trust
Point out conveniences and benefits
People will complain about service fees
Coordinate with IT Department
Initial tasks for the school to create online events
• Provide logos, game and venue info, pricing
• Decide equipment needs
What to Expect
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Ongoing tasks for the school
• Allow events to be created for me
• Allow tickets to go on sale
• Run a quick report for all event info and accounting
• Allow questions from fans to be answered for you
• Provide new event info
• Repeat….
Case Study: High School (OH)
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Challenge:
With over 100 events and thousands of attendees annually,
the school needed a better way to manage their ticket sales.
Insight:
The school identified some key goals for a new process, including improved reporting,
accurate tracking of all attendees and enhanced financial accountability.
The school also hoped to provide additional conveniences for fans such as online purchasing,
mobile entry and credit card payments.
Strategies:
School decided to adopt TicketRoar powered by Eventbrite to manage ticket sales online and at the gate.
TicketRoar account management team set up events on behalf of school, provided event staff training
and continues to support school staff as they aim to increase online ticket sales.
Outcome:
The system was used to manage ticketing for over 50 events in the Fall.
The school now has detailed reporting showing exactly how many people attended each event.
Fans have quickly adopted the convenient online process with over 30% of football tickets being sold
online in year one.
Open Discussion
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Additional questions?
20
Michael A. Doyle
SVP, School Solutions
w 216.242.2947
Gene Connelly
Director—Ticketing
w 216.242.2908