eyof_final_report
eyof_final_report
eyof_final_report
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15. TICKETING<br />
Full stands promote the prestige of a multi sports event.<br />
The objective of ticketing was therefore to create attractive<br />
stadiums in which young athletes could give top performances.<br />
The ticketing objective was based on the following principles:<br />
• to attach value to the event it was decided to charge an entry<br />
fee. It was also necessary to do so from a security point of<br />
view (to exclude the possibility of overcrowding).<br />
• for security purposes it was important to get an idea of the<br />
visitor streams, which is why it was important to encourage<br />
advance ticket sales.<br />
• the target was to sell at least 11,000 tickets for the<br />
competitions and 7,500 tickets for the opening Ceremony.<br />
A well filled stadium was more important than a high turnover.<br />
TICKET TYPES AND PRICES<br />
To keep the ticket sales as simple as possible, it was decided<br />
to opt for day tickets per sport at a fixed price of € 10. These day<br />
tickets provided access to a particular sport on a specific day.<br />
The only exception to this was the swimming event, because<br />
of the capacity of the pool and anticipated demand. The cycling<br />
competitions were free of charge.<br />
From a commercial perspective it was decided to opt for<br />
separate day tickets for the handball, volleyball and basketball<br />
competitions for boys and girls. This increased the maximum<br />
number of seats that could be sold and therefore also the<br />
maximum turnover that could be achieved.<br />
In addition to day tickets it was also possible to buy passpartouts<br />
per sport. This enabled visitors to go to all of the<br />
competitions of the relevant sport at a small discount.<br />
Sport Day ticket Session ticket<br />
Artistic Gymnastics € 10 -<br />
Athletics € 10 -<br />
Basketball (boys of girls) € 10 -<br />
Handball (boys of girls) € 10 -<br />
Judo € 10 -<br />
Tennis € 10 -<br />
Volleyball (boys or girls) € 10 -<br />
Cycling - -<br />
Swimming (heats) - € 4<br />
Swimming (<strong>final</strong>s) - € 8<br />
Opening Ceremony € 7,50<br />
TARGET GROUPS<br />
For the EYOF Utrecht 2013 four important target groups were<br />
defined for the ticket sales:<br />
Family members and friends of the participating athletes<br />
•<br />
People living in The Netherlands and more specific in the<br />
region Utrecht<br />
• Students<br />
•<br />
Sports lovers/members of the participating sports<br />
associations<br />
SEATING<br />
It was decided to opt for free seating. In addition to free stand<br />
seats, a number of places was reserved at each venue for<br />
athletes & companions, family & friends, media and VIPs.<br />
SALES<br />
Two months before the start of EYOF Utrecht 2013 the online<br />
ticket sales started on utrecht2013.com. The tickets were sold<br />
via a fully integrated ticket shop. Several other sales channels<br />
were subsequently created. After ordering a ticket the buyer<br />
received an e-ticket by e-mail which contained a unique<br />
barcode. The ticket had to be printed out and taken along<br />
to the venue where it was scanned. By way of an environmentally<br />
friendly alternative, buyers were offered the possibility to have<br />
a barcode sent to their mobile phone.<br />
During the event, actual tickets were also sold at the venues.<br />
In the run-up to EYOF Utrecht 2013, various discount schemes<br />
were set up by the sports associations for their members, the<br />
Municipality of Utrecht made free tickets available for students<br />
and, for marketing purposes, various other discount campaigns<br />
were set up to stimulate ticket sales.<br />
FACTS AND FIGURES<br />
Opening Ceremony<br />
Paying visitors 4,365<br />
Free visitors 3,118<br />
Athletes/companions 3,271<br />
Media 75<br />
Guests 2,485<br />
Sponsors 423<br />
Sub-total 13,737<br />
Competitions<br />
Paying visitors 12,279<br />
Free visitors 13,847<br />
Athletes/companions 5,100<br />
Media 480<br />
Guests LOC 1,800<br />
Guests sports associations 1,560<br />
Sponsors 2,957<br />
Prize winners 840<br />
Sub-total 39,695<br />
The disadvantage of day tickets is that the stadium is never<br />
100% full. Most people do not stay and watch a whole day but<br />
only come in for certain events (in the case of individual sports)<br />
or a particular competition (in the case of team sports). It would<br />
have been preferable to have sold more session tickets.<br />
Unfortunately it was not possible to do so, because of the<br />
competition schedule. There was not enough time between<br />
events/competitions to get everybody out of the stadium and<br />
let new visitors in.<br />
Total 53,432<br />
Cycling (no tickets sales) 6,000<br />
59,432<br />
34 35
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