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Elite Ice Hockey makes radical ticketing move

The UK’s Elite Ice Hockey League (Elite League), in partnership with UK’s National Ice Centre (NIC) in Nottingham and AudienceView, has transformed playoff ticket sales. For the first time ever, playoff tickets are available online, replacing the manual process of years past when each hockey club would receive a block of tickets in the mail to sell to their fans.

A lengthy, staff-intensive manual settlement process has also been eliminated by using AudienceView’s integrated online platform.

For the 2013 Elite League playoffs, supporters from all clubs can purchase playoff tickets online and choose to sit with fellow fans in their respective team’s blocks. Tickets are available as single games or as a weekend pass with the same seat reserved for all games. Tickets from the integrated inventory are also available for purchase by phone and at the NIC box office. The Elite League playoffs take place on the weekend of 6-7 April 2013 at the NIC.

 “In the past, each hockey club was sent an allocation of tickets to sell on their own.

It was an onerous manual process involving multiple ticketing systems, hard copy ticket sales and cash collected then remitted back to us by various clubs,

said Martin Ingham, Deputy Chief Executive for the National Ice Centre.

With AudienceView, we have automated and streamlined the entire process, including settlement. This has significantly reduced our overhead, shows us how sales are progressing for each game and ensures we are providing a truly exceptional customer experience to all fans of the Elite League.

The Elite League is the highest level of hockey competition in the United Kingdom, with 10 teams representing England, Scotland, Wales and Northern Ireland.

The NIC has a capacity of 7,000 in its main arena, which is the home rink of the Panthers.

First day sales on 14 January 2013 generated £116,000 in revenue within the first hour with 3,700 tickets sold.

A total of 35% of these sales were from outside Nottingham, representing people who would have previously purchased hard copy tickets from their home team. At this time, teams participating in the playoffs had not yet been determined.

 One month prior to the finals weekend 73% of the sellable capacity for the weekend had been sold, representing almost £300,000 in revenue. The weekend pack was purchased by 97% of fans versus single tickets. Fans from clubs outside of Nottingham represented 50% of the tickets sold.

UK's Elite Ice Hockey League has transformed ticket sales for its playoffs at Nottingham Ice Centre.

UK’s Elite Ice Hockey League has transformed ticket sales for its playoffs at Nottingham Ice Centre.