TRICKY TRIANGLE RENEWS PARTNERSHIP WITH NEW ERA TICKETS
September 7, 2012, EXTON, PA - Pocono Raceway, the host superspeedway of multiple, annual NASCAR events, has recently signed an agreement extending their partnership with New Era Tickets, the technology-driven, full service ticketing subsidiary of Comcast-Spectacor. Working with New Era Tickets since 2008, and its sibling digital fan communication company FanOne Marketing since 2011, Pocono Raceway will continue to leverage many of New Era Tickets’ industry-leading services and solutions.
New Era Tickets’ customized ticketing solution for Pocono Raceway integrates mobile ticketing, access control management systems, wireless ticketing technology, fraud prevention, multi-tiered entrance ticketing, and automated digital fan communications.
“The renewed partnership with the world-class Pocono Raceway is a fantastic opportunity for both New Era Tickets and FanOne Marketing,” said Fred Maglione, President and CEO of New Era Tickets. “New Era Tickets’ advanced and emerging ticketing solutions powered by our sister company Paciolan, combined with newly developed digital fan marketing technologies created by FanOne, will continue to simplify ticketing operations and better utilize fan data for Pocono Raceway, while also maintaining focus on the primary goals of increasing fan attendance, ticket sales and revenue.”
Through New Era Tickets, Pocono Raceway recently implemented a mobile ticketing solution, which easily integrated with Pocono Raceway’s mobile website. With the mobile ticketing solution seamlessly integrated, race fans can now quickly and confidently purchase race weekend tickets online, utilize print-at-home ticketing technology, and recover a misplaced ticket on race days.
The success of the existing relationship has been bolstered by New Era Tickets’ highly trained contact center and client support teams, which have become well integrated with Pocono Raceway operations and also extend to on-site support on race-days and during special events.
“New Era Tickets is a trusted partner that enables Pocono Raceway to offer innovative services that enhances our relationship with race fans through many aspects of our operation,” said Brandon Igdalsky, President and CEO of Pocono Raceway, “Their hands on approach and seamless integration of services and support staff are unparalleled in this industry.”
New Era Tickets’ access control solutions enable Pocono Raceway to manage miles of wireless ticketing technology across the entire venue, and allow for ticket scanning at more than 14 uniquely located entry points. The wireless mesh network created and installed by New Era Tickets also includes integrated technologies specifically designed to prevent various forms of ticket fraud.
Pocono Raceway’s unique ticketing needs offered New Era Tickets the opportunity to create a customized solution enabling multi-tiered entrance ticketing. With multi-tiered ticketing, each race fan purchases an individual ticket that allows for entry into specified or multiple sections of the racetrack, over a specified amount of days. This helps control each fan’s access to differently priced locations, whether it be the infield, grandstands, or pit road.
Pocono Raceway will continue to partner with New Era Tickets’ sibling company FanOne Marketing, to grow their fan database and send out highly targeted and automated digital communications designed to increase sales. Through the partnership, Pocono Raceway has tripled their email database.
FanOne’s solution empowers Pocono Raceway to execute a variety of dynamic fan engagement communications, including campaigns utilizing a personalized multi-page URL (PURL). With FanOne’s PURL technology, various pieces of dynamic content pre-populate a personalized website based on each race fan’s individual data and account information.
“Pocono Raceway originally partnered with FanOne Marketing to replace an archaic system that was very difficult and tedious to work with,” said Igdalsky, “FanOne’s solution provides a complete digital customer relationship marketing program that easily automates, customizes, measures and analyzes the entire process. And, it also allows us to personalize each message by recognizing the fan’s favorite driver, communication preferences and prior behavior.”
Pocono Raceway’s track has been coined “tricky” with good reason, as navigating the triangular course has proven precarious for race car drivers. But with Pocono Raceway’s long-term renewal with New Era Tickets and FanOne Marketing there’s nothing “tricky” for the racetrack about their ticketing technologies and services or digital fan marketing.
About New Era Tickets
Based out of Philadelphia, New Era Tickets (neweratickets.com) is a technology-driven, full-service ticketing company that allows managers to set their own ticketing fees, control their brand, and use their customer data to create more customized marketing communications. New Era Tickets helps clients increase their ROI by providing innovative technological solutions for box office management, event management and customer communications, as well as by offering full-service ticketing and marketing products for public assembly facilities, show promoters, sports teams, theatres and entertainment organizations. New Era Tickets proudly sells tickets for over 55 multipurpose sports and entertainment venues plus special events across the US and Canada.
New Era Tickets is a wholly-owned subsidiary of Comcast-Spectacor (www.comcast-spectacor.com), the Philadelphia-based sports and entertainment company which owns the Philadelphia Flyers (NHL), the home arena for both the Flyers and the NBA’s Philadelphia 76ers, the Wells Fargo Center, and four Flyers Skate Zone community ice skating and hockey rinks. In addition, Comcast-Spectacor is also the principal owner of Global Spectrum, the fastest growing firm in the public assembly management field with more than 100 facilities throughout the United States and Canada; Ovations Food Services, a food and beverage service provider; Front Row Marketing Services, a commercial rights sales company; FanOne, a digital fan marketing company; and Paciolan, the leading provider of venue enablement, ticketing, fundraising and marketing technology solutions.
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