Tickets.com and closed loop card technologies company Givex have launched Uptix — a program that stores additional value and information on event tickets. The San Francisco Giants will be testing the program at their 16th annual FanFest in February.
With Uptix, cash value, select merchandise and other data can be stored on individual tickets, which eventgoers can then redeem at points of purchase. Uptix also can be used for points-based loyalty programs that track what consumers buy with their tickets and for promotions during events. Consumers will be able to manage Uptix accounts through an online portal.
“Uptix helps us enhance our overall fan experience,” said Russ Stanley, managing vice president of ticket services and client relations for the San Francisco Giants, in a statement. “Its built-in flexibility allows us to exercise tremendous creativity in conducting a wide variety of special offers and in-game promotions for our fans, even down to the section and seat levels.”
Steve DeMots, Tickets.com’s SVP of business development, credited the Philadelphia Phillies as the inspiration behind Uptix. The Phillies developed and launched a similar program for the opening of Citizens Bank Ballpark in 2004.
“[That program] was popular enough and caused enough interest that we wanted to get ahead of the curve — offering it to all Tickets.com clients,” DeMots said, adding that “growing demand to find additional revenue streams for the sports and entertainment industry,” also pushed the company to develop Uptix.
The large season ticket holder numbers for MLB, NHL and NBA make all of these leagues potential clients for Uptix, DeMots said.
“It gives us a key differentiator in the ticketing industry, as what we will be able to offer by going with a partner like GiveX is much more than the other vendors who might try to build this functionality themselves,” DeMots concluded.
Tickets.com will be selling Uptix technology as a license.