Dec 1, 2021
Success is No Long Lines at the Gate
How the University of Alabama Improved Fan Experience with Mobile Ticketing
The University of Alabama Athletics implemented effective measures to improve the fan experience at their second home game of the season (on September 25, 2021). Like many, transitioning to mobile tickets is a learning process for both fans and venue staff. Applying insights gleaned from the previous game, here are the inventive and helpful things they did, as told via social media and conversation with Paciolan staff.
I want to give a BIG SHOUTOUT to our @UA_Athletics staff today. They’ve worked their tail off to dramatically improve the experience for our fans arriving at Bryant-Denny. Still work to do but we sure appreciate them.— Greg Byrne (@Greg_Byrne) September 26, 2021
This was the scene 10 minutes before kick today. #RollTide pic.twitter.com/wqpQNTJbT6
Use signage and tents
Along with stadium directions, the team put up signs with instructions to download digital tickets to wallet at strategic locations. Particularly thoughtful: tents provided covering from the sun to help fans view their phones comfortably.
Walking around Bryant-Denny looking at all the work our staff has done over the last 2 weeks.— Greg Byrne (@Greg_Byrne) September 24, 2021
-More signage on where to go & how to download tickets. -Ticket Ally areas to assist any issues so lines keep moving. -Tents on west side to cover phones from the sun.
-Many others pic.twitter.com/fuw1MxzdQA
Rally staff to be a Ticket Ally
Yes, even those who don’t normally work at events. UA staff from everywhere volunteered to help fans before they got to the entrance, adding bandwidth, relieving ticket takers from having to handle all troubleshooting. In addition, Ticket Allies wore bright shirts to identify themselves in the crowd. According to UA estimates, 110 neon shirts were spotted that day.
I've been told that #HighlighterYellow is one of the colors I look best in. Really appreciate our department staff stepping up and serving our customers.— Greg Byrne (@Greg_Byrne) September 24, 2021
Please download your tickets to your smartphone before you arrive. Arrive early & #RollTide https://t.co/ZZtpkEAapj
Run a communications campaign to prompt fans to download tickets ahead of time
A strong communication tactic during a transition to mobile ticketing includes reminding and educating fans to download tickets before arriving at the venue. With tickets already in their digital wallets, fans are more likely to have a smooth entry experience.
Alabama uses Paciolan’s Digital Wallet Dashboard to help direct messaging to fans. Tracking how many fans have downloaded their tickets to the wallet for any given event gives insight into fan outreach.
The UA Athletics staff checked the dashboard daily during home game week to inform the communication and staffing plan. They also sent text messages to accounts that had not yet downloaded tickets to help reach late secondary purchases and ticket transfers.
Thanks to a robust messaging effort, fans are responding!
Examples of fan messaging, between home game 1 and 2
Introducing new processes and habits can be challenging. However, the UA Athletics staff rose to the occasion and executed tactics that focused on helping fans navigate the mobile ticketing world. Undoubtedly, this community will generate more innovative things, and we are lucky to learn from one another.
Post by Callista Nurimba, Director of Product Marketing, Paciolan