Oakland A’s Tests Ballpark Pass System
As more sports franchises start to drift heavily from season tickets into the world of membership, the Oakland Athletics may have just tipped the apple cart all the way over. For the month of July, the Athletics are promoting a Ballpark Pass for $89, which will allow purchases to enter the ballpark during the 13 home games of that month, without a ticket. All by using the Oakland A’s mobile app on a smart phone.
The ticket is a guaranteed entry, standing-room-only pass, however, if there is available seating inventory, those Ballpark Pass fans will be allowed to sit in assigned seats a few hours before the first pitch. Those seating sections including Plaza Reserved, Plaza Outfield (232, 233), Plaza Infield (223, 224), and Field Reserved.
Oakland Athletics’ Executive Director of Ticket Sales & Operations Steve Fanelli said that the Ballpark Pass app has been a part a digital initiative for the team.
“The Ballpark Pass was launched to continue our advancement of mobile, specifically through adoption of the MLB Ballpark App, while spreading our reach to a different audience than we’re selling traditional season and group ticket packages,” Fanelli said. “While we’re in the very early stages of the launch, so far reaction has been positive, and sentiment measured socially has been encouraging. We’re hoping to this product compliments our mobile strategy and buyers will be likely to take advantage of some of our other in-app products like in-game seat upgrades and A’s Memories in order to create a memorable game day experience.”
Membership programs have been around for over a century, yet sports sales has often avoided the idea of actually doing a blanket pass system.
Members can purchase up to 4 Ballpark Passes in one transaction to sit with family and friends, and do so through the MLB.com Ballpark app.