Management of Ticketing Operations at Etihad Stadium, Melbourne - Assignment Example

This ticketing system is characterized by the general admission price freeze on those tickets for the fully-reserved seat matches. The underlying ticketing system is considered by the stadium management to be fan-friendly and it has the incentive of offering children free admission on Sundays. There is an operational customer support desk at the venue which handles matters concerning the ticketing process and other inquiries regarding ticketing operations of the stadium. This system consists of special ticketing for persons and individuals with disabilities. Tickets falling under this category have their own specifications that suit the customer's needs of the disabled. In the stadium, there is a special space that is specifically designed for the disabled. Ticketmaster networks have both manual and online ticketing systems.

It is noted that a significant population of the individuals attending this stadium prefer online ticket booking because of its efficiency effectiveness and faster in undertaking ticket booking. Since the introduction of the online system Etihad stadium, Melbourne has seen its ticket sales revenue increase significantly. Etihad Stadium, Melbourne ticketing system has provisions of various match categories where the fans and supporters can choose from, it has the provision that shows the stadium seating maps. In regard to the pricing of the tickets, it is notable that the stadium ticketing operations management has taken into consideration all the demographic categories of the fan population. The ticketing system is notably continuously improved attributed to the use of digital technologies and taking into consideration the sporting and event trends and incorporating the ticketing system. Despite the major improvements in the stadiums’ ticketing system the ticketing operations department needs to continuously improve the system and integrate unique innovations.

Positive Things about the Stadiums Ticketing Service Delivery at Etihad Stadium, Melbourne
1. The stadium ticketing system is more fan-friendly and simple to use. It is notable that the ticketing framework is relatively simple to use especially with the introduction of online ticketing through the Ticketmaster system. A significant number of stadium fans and supporters are well familiar with the use of technology thus making online ticket booking the most preferred method. This is also effective in the context of the stadium operations department since it can maximally manage its ticket sales revenues.

2. The stadium’s ticketing system has a functional customer service attending inquires from the stadium in regard to ticketing processes. Ticketing operations staff at the stadium offer satisfactory customer services. Ticketmaster network has also effective and efficient customer service for both manual and online ticket bookings. The presence of the customer service staff for prompt and reliable response to stadium customers’ queries has significantly enhanced customer satisfaction.

3. Another positive thing about the stadium is the provision of ticket packages and categories in the ticketing system. This ensures that all the demographics in the support or fans population are satisfied in terms of pricing and the available ticket packages and categories prefer.

Negative Things about Etihad Stadium, Melbourne Ticketing System
1. Despite the stadium ticketing operations adopting online ticketing the management has not been able to fully establish fully automated ticketing operations system in the stadium. Ticket control is notably not fully automated thus limiting the efficiency of the preferred payment solutions of the supporters. This negative factor also delays the validation process that facilitates authorized entry of the fans to the stadium facilities. This sometimes leads to inefficiencies in both crowd and space management of the stadium.

2. The stadium ticketing operations have no well-outlined ticket criteria which sometimes negatively affects timely ticketing services in the stadium. Lack of effective ticketing criteria has led to inefficiencies in ticket coordination operations and supervision of the ticketing process and ticket usage in the stadium. This has also hampered the distribution of event tickets and information about car parking vouchers.

3. In regard to online ticketing operations in the stadium it is notable that the stadium has not been able to have an integrated website. Lack of an integrated website limits maximum utilization of web ticketing system where customers can easily customize their ticket packages and purchase on an ongoing basis.

Recommendations to Improve Ticketing Service Delivery at Etihad Stadium, Melbourne
1. Etihad stadium, Melbourne ticketing operations management should fully establish automated ticketing operated system in the stadium. There should be the incorporation of digital technologies in both manual and online ticketing suiting the supporter and customer expectations of the stadium. It is important for Etihad Stadium, Melbourne to integrate its system with world-class booking technologies, create well-integrated websites with customizable features and improve its ticket distribution channels with the use of modern digital technologies.

2. Etihad stadium, Melbourne should have established ticket booking and customer service criteria. It is important to introduce flexible customer service solutions to effectively manage the various types of customer ticketing queries. It is important for the staff ticketing operations and services offered to be consistent with those offered by Ticketmaster networks. This will notably improve the stadium ticketing customer service operations.

3. Ticket standard process and its underlying process should be well outlined in the stadium ticketing operations. Policies should be put in place to ensure that there is fair pricing of tickets taking into account the specific events, disabled individuals, and functions held at the stadium. Read More