Ballena Toolkit:
Client Use Cases
Once you have an operational plan of action, it is time to market and promote renewals and new sales. Check out these resources below to help build your marketing plan for 2021.
Ballena Clients
Testimonials
Using Ballena allows us to be completely transparent with our fans regarding available inventory for both parking and seats that are available at the time of their selection. When the fan sees and is involved in the allocation process, they are able to understand their priority and we can begin conversations of how to improve their selection time for seats and parking.
Our fans have become accustomed to the Ballena seat selection process and so there is an expectation for the same type of treatment with our season parking selection. Being able to see the parking map, which lots are available, the ingress/egress routes, the lot pricing and availability….it’s a customer experience that can’t be beat. Ballena just makes it so easy for our fans to choose which parking option is best for them and then immediately complete the purchase. I can’t imagine selling our parking any other way.
Katie Wisdom
Director, Athletics Ticketing
To be down to under 60 single seats in our football stadium is incredible for what is typically viewed as dead inventory. It is absolutely incredible and a testament to the customer experience that Ballena provides.
Brian Broussard
Associate Athletics Director, Ticket Sales & Operations
Combining the marketing automation platform with our Ballena process for seat & parking upgrades has allowed us to streamline communication with fans, while increasing the familiarity with the program. By setting up an automated email campaign we have been able to set it in advance and ensure that we have multiple touchpoints throughout our upgrades process, without the burden of having to send something out manually each day.
Brent Papenfuss
Director, Athletics Ticketing
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Kathleen Curnutt
Senior Vice President of Fiance, 12th Man Foundation
Case Studies
Seat Relocation (Annual) – Men’s Basketball
BYU provides an annual seat relocation process to their men's basketball season ticket holders. BYU Men's Basketball season tickets are in high demand, and therefore the Ballena tool allows for a simple and customer-friendly experience to show available inventory and drive conversions with the interactive 3D views. This tool allows for the Cougars to continue to sell out of season-ticket inventory annually while also driving additional seat sales or upgrades to their customers.
Seat Relocation Process with Parking (Annual) - Men's Basketball
The University of Pittsburgh provides an annual seat relocation process to their men's basketball season ticket holders and includes the opportunity to relocate parking within the same experience. This allows for Pittsburgh to easily provide their customers to relocate and/or upgrade their season tickets and parking based on priority in a single transaction and help attract increased revenue in both areas.
Parking Relocation Process (Annual) - Football
LSU provides an annual parking relocation process to their football season ticket holders to assist in managing a high demand process and accurately communicating available inventory in real-time for all customers. This allows for consistent transparency and education of remaining options and to encourage LSU's customers to participate in the process to garner the best available parking for the upcoming season. Reserved Parking, Reserved RV Parking, and GA parking are all included in this process.
Annual Reseat of Entire Venue - Men's Basketball
The University of Kansas reseats Allen Fieldhouse annually to help maintain the integrity of the donor priority system of the Williams Education Fund. With high demand annually and a consistent timeline, KU is able to drive donors and ticket holders through the Ballena experience seamlessly and increase conversions while maintaining integrity with detailed selection time breakdowns.
Post Renovation Reseat of Entire Venue - Football
The University of Southern California faced a renovation to the Coliseum in 2019, and with the large affect to many seating areas, USC utilized Ballena to drive donors and ticket holders through a prioritized seat selection campaign. This allowed customers to view the upcoming venue changes virtually, and well in advance of actual completion, to allow for dedicated time to educate, promote, and secure seat selections prior to the upcoming season.
Single Seat Upsell Selection Process - Football
The University of Michigan with limited inventory, capitalized on their 2023 success, and 2024 National Championship only offered additional single seats to be purchased throughout Michigan Stadium. Utilizing Ballena they have reduced from 1,100 single seats scattered throughout the entire venue to less than 100 total single seats. Driving the "upsell" sales approach, Michigan allowed season ticket holders to view all available single inventory as well as upgrade their current season tickets and per seat contribution while minimizing lost revenue.
Reserved and GA tickets - Gymnastics
UCLA utilizes the Ballena seat selection tool to let season ticket holders relocate and upgrade their gymnastics season tickets each season. They allow customers to select Lower Bowl reserved seating and/or General Admission seats. Additionally, their longest-tenured accounts have priority to add on or relocate their reserved season tickets in Pauley Pavilion.
See additional use cases in Maximizing the Online Experience