Ballena Toolkit:
Client Use Cases
Once you have an operational action plan, it is time to market and promote renewals and new sales. Check out the resources below to help build your marketing plan.
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
Think about the time of seat selection being in the middle of the workday, or fans being on the go, traveling. The ability to access selection from wherever they're at was a huge advantage.
Brent Papenfuss
Director, Athletics Ticketing
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Kathleen Curnutt
Senior Vice President of Fiance, 12th Man Foundation
Case Studies
Seat Relocation Process (Annual) - Men's Basketball
The University of Nebraska provides an annual seat relocation process to their men's basketball season ticket holders. Nebraska 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 Cornhuskers to continue to sell out of inventory annually while also driving additional seat sales or upgrades to their customers.
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.
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.
Single Seat Upsell Selection Process - Football
The University of Michigan faced the constant issue of single seat inventory throughout Michigan Stadium, totaling over 1,100 single seats scattered throughout the entire venue. Utilizing Ballena, and driving the "upsell" sales approach, Michigan allowed season ticket holders to view all available single inventory in an effort to minimize lost revenue. In a successful campaign, Michigan dropped their total single seat inventory to 59 total seats after the completion of the campaign.
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.
Stadium Renovations and New Construction
Southern Methodist University
New Premium Seating Selection
Prior to the 2024 season SMU created the new Weber Endzone Complex. This included suites, Loge seating, Tabletop seats, and Club seats. Ballena built the 3D model from architectural documents prior to the physical renovations being completed. This allowed SMU donors to preview seating areas and to purchase their 2024 season tickets in the new Weber Endzone prior to seeing the physical completion of the renovations.
University of Connecticut Ice Hockey
New construction seat selection
UConn unveiled the brand new Toscano Ice Forum in 2023. They utilized Ballena to create the 3D model with seat views prior to construction on campus being completed. Ballena seat selection software was utilized to allow their fans to select season tickets online prior to ever setting foot in the arena. Utilizing RSD allowed UConn to collect all ticket and donation money at checkout allowing their staff more time to focus on other priorities in the department.
University of Wyoming Football
Stadium Renovation Seat Selection
The University of Wyoming underwent a 2-part renovation to the Westside of War Memorial Stadium, including improved seating, wider rows, and chairback seating. Ballena built the 3D model from architectural documents prior to the physical renovations being completed. This allowed the University of Wyoming season ticket holders to preview and select season tickets throughout the entire stadium before Westside renovations were complete.
