As the role of the secondary market changes in the public perception, so do the legal issues surrounding brokers involvement. Gary Adler has served as general counsel for the National Association of Ticket Brokers (NATB) since its inception 22 years, and discusses the various topics within the industry. Adler talks about rules, regulations and processes, which may be pushed as a consumer protection while actual yielding an opposite affect. Adler shares his thoughts on the recent move of broker consolidation, delayed delivery e-tickets, and whether Vegas will always have two broker trade shows, at the same time, in two different casino locations in July.
Even on the secondary market, customization of tickets has started to enhance whether the game result was terrible for the home team or not for the consumer. Gamehedge is an idea hatched by long-time attorney Warren Friss, who has seen his share of bad games. Consumers who buy into the Gamehedge guarantee can get 50% back off of their ticket price if the home team loses by 5 runs or more. Friss talks about the analytics behind what the consumers have been purchasing since Gamehedge launched into the MLB secondary market this year, as well as the upcoming NHL, NFL and NBA seasons. Friss also talks about his 16-year career at Topps, and sheds some insight into "error card" lore from that period. Twitter: @GameHedge
Eric LaPointe hugs the small difference between the primary and secondary, working in both arenas. First with the Miami Heat, Miami Dolphins, Florida Panthers in the primary side, and then transitioning over to ScoreBig and Ticket Galaxy, where he cultivates business partnerships on the secondary. A lot of it comes down to a small delineation in LaPointe's mind, as he explains that many of the apprehension against secondary use has less to do with fraud, and more from a misunderstanding of distribution channels. LaPointe discusses various options available on how a true partnership between a primary and secondary partner can work. Twitter: @EricWLaPointe
Note: This episode is "brought to you" by DreamSeat, who let us sit in their chairs during the podcast interview at ALSD in Pittsburgh. Please e-mail Adam at DreamSeat to thank him for doing so at.
It's no longer just the role of the secondary market, but of the entire revenue stream via distribution channels, that gets discussed with Mike Guiffre, Vice President at TicketCity. Guiffre has been on the podcast prior, Ep. 461, but now, as a member of the secondary market, Guiffre has the distinction of working for both primary and secondary marketplaces. As Guiffre explains, there may not be a difference between primary and secondary anymore, simply more options for the consumer to purchase tickets from. Guiffre talks about some of the methods that franchises have employed, questioning the efficiency of hiring a slew of sales reps to make 100 phone calls per day, and what options lay ahead for franchise executives in general. Twitter: @mjguff
Jeff Ianello has experienced an evolution from his time in sports. While at the Phoenix Suns as a Vice President of Ticket Sales and at the NBA's TMBO, Ianello was on the primary side of the business. Now, Ianello sits on the opposite end, advocating for why digital distribution and the secondary market can help grow revenues for teams. Ianello talks about his catharsis into the world of resale and how it broadened his perspective on what truly lies out there for teams to explore. Ianello shares his thoughts on the New York Yankees' decision to stop print-at-home ticket acceptance, and its affect on the New York FC crowds for Opening Day of the MLS season. Twitter: @Jeff_Ianello
David Sher has several years of experience on the primary side of the market, working not only in sports with the Washington Nationals, but also at Live Nation, as well as consulting for various venues. Sher doesn't necessarily agree with the idea that the secondary market is fan-friendly, especially when it comes to brokers and the splits between earnings that the promoter/performer receives compared to the profits made by resellers. Sher discusses his position on the podcast, which creates a great debate on what is both ethic, as well as fits within commerce, when considering how tickets are bought and sold. Twitter: @DavidSher
Founding TickPick in 2011, Brett Goldberg discovered a secondary market ripe with opportunity to aggregate ticket listings. Goldberg discusses his beginnings in Wall Street finance, as well as forming a private company that has yet to go after mega seed funding. As a no-buyer fee site, Goldberg talks about how each broker engages with the secondary, prices their product, and how the consumer can feel safe while purchasing the product through the channels. Not all resales are always admirable, and Goldberg tackles the challenge of the Pope's visit to the United States, as well as the impact that carrying those tickets would have on TickPick - the company chooses not to list such resales. Goldberg also talks about his vision of increasing the opportunities for the secondary market, as well as ensuring that the Super Bowl issues in 2015 do not resurface again in the future by only segmenting and working with admirable brokers who fulfilled all of their orders during that troublesome time. Twitter: @iTickPick
James Kimmel has been around the secondary market for over 13 years, while leaning into the various business models of sports marketing throughout the Seattle area. Kimmel has helped launch ZeroHero, a secondary platform aimed at protecting the consumer, as well as bringing some needed integrity to the secondary market as a whole. Kimmel explains ZeroHero's broker requirement of "tickets in hand" in order to eliminate some of the short-selling techniques that caused havoc from the last Super Bowl. Kimmel also talks about his passion of ensuring that the secondary market is viewed as a viable distribution channel, even for primary partners, in order to move more tickets in general. Twitter: @ZeroBuyerFee
AJ Machosky understands the secondary market from both the primary and secondary angles, working IMG to help drive revenue for St. John's University, Pitt and the Big East. Now in his role at Vivid Seats, AJ discusses some of the details of how to understand what drives ticket sales through digital portals. AJ focuses also on some of the issues surrounding the secondary, whether that be fears from the primary market side about tickets flooding through digital markets, or the Super Bowl resale issue where several mechanisms did not take hold, short-selling happened, and how the perception of the secondary changed overnight.