Secondary ticket market analysis for sporting events and concerts.

1. © 2008 TransMend I2, Inc. All Rights Reserved.
TransMend I2
Internet Intelligence (I2) Applications

2. © 2008 TransMend I2, Inc. All Rights Reserved.
Today’s Agenda
• Quick TransMend Overview
• The Secondary Market Impact
• Ticket Goals and Challenges
• TransView Solution
• Maximizing Ticket Revenue
• Next Steps

3. © 2008 TransMend I2, Inc. All Rights Reserved.3
TransMend TransView: Retail Overview
• Provides customers actionable internet
intelligence in:
― Secondary Online Markets
― Competitive Intelligence
― Reseller Compliance
― Counterfeit and Fraud Prevention
• In use by:
― Retail companies
― Sports teams and leagues
― Entertainment venues
• Application in used by top brands:
― Atlanta Spirit (NBA Hawks and NHL
Thrashers)
― Houston Rockets and Toyota Center
― Minnesota Wild/Entertainment
― Derby County
― Research for GAP, Madison Square
Garden, NFL, etc.
― SanDisk
― Chico’s

4. © 2008 TransMend I2, Inc. All Rights Reserved.
The Problem: Lost Ticket Revenue
BCS National Championship Bowl Game
Primary Ticket Market
– Avg ticket price: $212
– Volume: 72,968 (not suites)
– Revenue: $13.3M (not suites)
$13M$13.3M
Primary
Ticket
Market
Revenue
$13.3M
Primary
Revenue
Ticket Volume
Primary: 72,968
Secondary: 7,778
$24M
Secondary
Ticket
Market
Revenue
Secondary Online Ticket Market
– Volume: 11% of total tickets
– Avg ticket price: $3100
– Total Online Revenue: $24M

5. © 2008 TransMend I2, Inc. All Rights Reserved.
Check In: Ticket Goals and Challenges
• Organization Changes? What will effect ticket revenue
for ‘08-’09?
• Primary Ticket Market Goals?
• Secondary Ticket Market Impact and Insight?
• Secondary Market Channel Strategy? Partners?
• Metro Competition for Ticket Dollars?
• Marketing and Sales Planning?
• Event Staffing?

6. © 2008 TransMend I2, Inc. All Rights Reserved.
Leveraging the Data: New Ticketing Strategies
– Ticket Staging:
• Staging ticket releases
• Ticket holding for prime seats
– Market Pricing: Pricing face value to better reflect demand
– Dynamic Pricing: Variable pricing for during the season,
advanced purchases, etc.
– Direct to Consumer: Help tickets searchers find best prices,
drive them to select partners, and promote suite use.
– Secondary Market Partnerships: Choosing a select number of
partners in the ticket “value chain”.
– Secondary as Primary: Using secondary market as primary
market
– Channel Management: right channel for maximum revenue.
5

7. © 2008 TransMend I2, Inc. All Rights Reserved.
Intelligence You Need to Maximize Ticket Revenue
Code B Face Value
$200
Ave Sales Price $300
Total Tickets Sold
1000
Code C Face Value
$90
Ave Sales Price $175
Total Tickets Sold
600
Code D Face Value
$150
Ave Sales Price $280
Total Tickets Sold
2400
Code E Face Value
$75
Ave Sales Price $100
Total Tickets Sold
900
Code A Face Value
$200
Ave Sales Price $400
Total Tickets Sold
900
Code J Face Value
$140
Ave Sales Price $200
Total Tickets Sold
5000
Code I Face Value
$100
Ave Sales Price $180
Total Tickets Sold
1600
Code G Face Value
$60
Ave Sales Price $90
Total Tickets Sold
1200
Code F Face Value
$80
Ave Sales Price $120
Total Tickets Sold
1500
Code H Face Value
$95
Ave Sales Price $165
Total Tickets Sold
4000

8. © 2008 TransMend I2, Inc. All Rights Reserved.
Intelligence You Need to Maximize Ticket Revenue

9. © 2008 TransMend I2, Inc. All Rights Reserved.
Intelligence You Need to Maximize Ticket Revenue

10. © 2008 TransMend I2, Inc. All Rights Reserved.
Intelligence You Need to Maximize Ticket Revenue

11. © 2008 TransMend I2, Inc. All Rights Reserved.
Turning Unstructured Internet Data
into Actionable Intelligence
TransView:
Compiles all secondary ticket listings on all sites into
comprehensive view
Structures Unstructured Data
Extracts only relevant listings
Leverages patent pending algorithms to resolve multiple
listings and determine ticket sales
Cross-site comparisons
Indentifies input errors
Filters data into listings, packages, parking, etc.
Customized Rules
Data becomes even more reliable combined
with arena mapping, primary ticket data,
partner ticket site data.

12. © 2008 TransMend I2, Inc. All Rights Reserved.12
TransView Capabilities
• Monitors any or all secondary ticket sites in real time
• Allows users to incorporate business rules that can do the
following:
o Alert when volumes reach a pre-determined amount.
o Particular sections of tickets go on sale
o Pre-determined sales prices limits are met
• Provides a comprehensive, continual and historic view of ticket
sales, volumes and prices
• Generates customized reports
• Provides communication capabilities within or outside the
organization
• Provide final sales price for auctioned tickets