Leadership / 03.23.22

The Ticketing Challenges of Championship Games, Part 2

Teddy Durgin

In Part 1 of this article, five industry professionals went on record to discuss the stresses and challenges of ticketing championship games and series. Their advice ranged from seeking the counsel of other colleagues who have done so before to keeping one’s team calm in what should be an enjoyable and highly memorably experience.

The five pros are back to close the loop. One thing all five were eager to discuss was what it is like to suddenly have a lot of friends coming out of the woodwork asking for tickets. How did each handle the sudden burst in ticket requests and, well, popularity? 

Anthony Esposito, Senior Vice President of Ticket Operations for the Atlanta Braves, certainly fielded his share of requests last post-season as the Braves took care of business and won the World Series. “It was absurd!” he says. “Just absolute ridiculousness. I am glad that we won the whole freaking thing, as I cannot imagine going through that amount of work just to get the second-place trophy. I ended up ‘missing’ a total of nine email requests, and they were all from people I had literally never communicated with in my previous 16 seasons of working for the Braves. But all of a sudden, they were self-proclaimed VIP super fans. As Ariana Grande sings, ‘Thank u, next.’”

Andrew Bragman, Vice President of Ticket Operations at SoFi Stadium, felt similar pressures considering his venue was the site of last month’s Super Bowl. His advice to others who will find themselves in his enviable position was simple. “I think the most important thing is being upfront and honest with people,” he says. “I would have loved to take care of everyone’s requests. But I think, at the same time, most people understand that for an event like this, availability is limited. I was able to get my parents and brother into the game, though, and they may have been the highlight of the week for me.”

Daren Mitch, Vice President of Ticket Operations for the Phoenix Suns, was similarly eager to give a few tips. “My advice is to be direct and extremely selective, as inventory will disappear before you know it,” he says. “Also, acknowledge the fact you will not be able to help everyone.”

As always, San Francisco Giants’ Senior Vice President of Ticket Sales & Services Russ Stanley speaks with the voice of experience, having been a part of multiple playoff runs in his 30-plus years with the ball club. “It can get pretty crazy,” he says. “The day after we clinch a series and confirm the next round, it’s difficult. We get crushed with requests. When you get to the World Series, it’s the hardest because once you know you are in, the games are already sold out. That’s when you hear from those old high school friends you haven’t seen since graduation.”

Josh Logan, Director of Marketing and Ticketing/Championships for the NCAA, suggests leaning into one’s newfound popularity. He says, “I always find it very interesting to learn where my industry friends went to college. I find out during March Madness. And not just basketball. It could be our College World Series or any of our championship games. Because when their school makes it and they want to attend, I find out that my colleague or my friend went to Kentucky or Michigan, because now they’re asking, ‘Hey, the Wildcats or the Wolverines made it all the way! Would you, uh, be able to help me with tickets?’”

All five agreed that ticketing professionals who want to be where they have been should not take the accomplishment or the experience for granted. For any ticketing professional reading this who will one day face the challenge and thrill of selling championship game/series tickets, what advice did each have for them?

Bragman was first to reply. “As corny as it sounds, enjoy it. Pulling off an event like [the Super Bowl] is why we do what we do. And there is nothing better than walking into the building — at halftime, finally, for me — and seeing the work your team did pay off. We were able to watch our home team win the Super Bowl, and that is a priceless experience, to soak in the fact of what had been accomplished.”

Stanley echoed Bragman’s sentiments, adding, “Enjoy it. You never know when will get back to the World Series. It’s a lot of work, but I get a sense of pride when I see a packed house waiving their orange rally towels. I get very emotional when I see that. I think of all the people on our staff who pulled together to get those fans into their seats. We all give up a lot in hopes that someday we get to that point. And when you win, it’s an incredible feeling!”

Mitch’s advice was more on the practical side. “My advice for managing a championship game would be consistent with what it would be for operating your department on a regular basis,” he says. “Keep things as organized as possible; have a plan; delegate; communicate; and, most importantly, focus on your team. You are truly only as successful as your team makes you.”

Esposito was similarly practical. “Breathe,” he says. “Relax. Take pictures to document the moments. Try to take some time each game to step out into the crowd and just look at what you played a small part in putting together. I have been in ticketing since 1997 — 25 seasons — and this was my first World Series experience. So, really try to enjoy the ride and know that it will be over sooner than you are ready for it to be. And get a good notebook to keep with you for all playoff games so you can keep track of the ticket requests as they come in … especially for the road games!”

Perhaps Logan summed it up best. “Enjoy the moment,” he says, “but realize that you don’t always get to participate and be a fan at these events because you’re behind the scenes. But that is what I enjoy doing. I love it! I have the passion of the industry more than the passion of the specific event or game. It certainly helps to have both. You don’t want to sell Broadway tickets and not enjoy Broadway shows. Similarly, you don’t want to sell championship tickets and not enjoy championship events. But it is a job. It seems glamorous to others. People always tell me, ‘Man, it’s so cool you get to go to all of these events.’ Well, yeah. But working an event is a lot different than going to the event!”

You May Also Like

• The Ticketing Challenges of Championship Games, Part 1
• INTIX Members Share Their Most Treasured Baseball Memories

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Tags: Sports , NFL , Leadership