We have all been there before. Heading to the game and then making a move towards more promising vacancies in the lower level shortly after tip-off or first pitch. Squatting in empty seats closer to the court or playing field will usually get you thrown out by an usher or embarrassed by the actual ticketholder. Well, now there’s an app for that.
Launched in November 2012, LetsMoveDown revolutionizes the fan experience by providing in-game seating upgrades and exclusive rewards such as concessions coupons and merchandise discounts directly to iOS- or Android-supported mobile devices. LetsMoveDown generates a new revenue stream back to the home team, helps offset the costs associated with “no-show seats” (seats left empty by ticketholders that don’t show up to the game), and gives the fans at the game an unrivaled experience. LetsMoveDown also allows season ticket holders to sell unusable tickets to fans at the game by simply scanning the barcodes of the tickets through the platform.
Based in Washington, D.C., LetsMoveDown made its debut during the 2012-2013 University of Maryland’s men’s basketball season and has launched with the Memphis Grizzlies and Brooklyn Nets in the NBA this season. LetsMoveDown is focused on creating a unique fan experience during the game, and believes that in-game upgrades are just the beginning. LetsMoveDown also offers fans instant rewards during the game, and is constantly looking for new ways to make the fan experience as enjoyable as possible—even if fans don’t necessarily want to upgrade their seats during the game.
LetsMoveDown co-founder Derek Shewmon explains how LetsMoveDown works: “LetsMoveDown’s mobile app allows teams to sell leftover primary inventory and helps fans sell unusable tickets as in-game upgrades to other fans at the event after the game has started. The platform is incredibly simple, fast and fun to use so that the fan can enjoy the game in a completely new way.”
For fans, prices are set at the beginning of the game by the team, usually around face value or at a slight discount. After the game starts, ticket prices decline based on an algorithm that factors in variables such as seat location, time remaining in the game, day of the week, home team record, away team, and supply and demand of tickets to the game. LetsMoveDown partners with each team to uniquely set the parameters of algorithm. Fans also have the option of entering an “auto-pilot” bid through the app, which sets a maximum price that fans are willing to pay for an upgrade seat in a specific location. If the fan’s bid matches the price being offered for a better seat, the fan is automatically upgraded and receives his or her new tickets directly through the app.
Shewmon says that fans have enthusiastically embraced the product and love how it gives every fan the opportunity to experience a game from a vantage point that they haven’t had before. Likewise, the teams are happy with LetsMoveDown because it generates additional revenue, fills empty premium seats and gives the fans a completely new experience that will hopefully get them hooked on sitting closer to the action.
While there has been lots of positive feedback for LetsMoveDown, like any start-up company, there are still challenges. Shewmon says, “Educating the fan base on the in-game marketplace is a short-term challenge. This is a new concept and a new product, and it takes some time to get the fans familiar with the process of upgrading a seat during the game. There is a lot of joint marketing between LetsMoveDown and the teams to educate the fan on the process, assure them that ushers recognize upgrade tickets and that the team supports this initiative.” Additionally, signal strength with mobile devices is an on-going short-term challenge that teams are working to address.
Matt Monroe, Assistant Athletic Director for Ticket Services at the University of Maryland was emphatic about the partnership with the start-up: “Terp fans enthusiastically embraced the concept of LetsMoveDown after we rolled it out this past season. It’s a huge benefit to our fans and season ticket holders who don’t often have access to seats in the lower bowl without buying them on the secondary market. Now, the diehard fans have the chance to move down to the lower level for big games at cheaper prices. It really maximizes the experience for the fans. The company worked closely with the university and was very flexible in implementing the product for the university. I wouldn’t be surprised to see LetsMoveDown used on college campuses across the country.”
LetsMoveDown is a simple yet revolutionary product that increases the fan experience and allows teams to directly reach their fan base at a more personal level. The company is one of the first to market in a growing space with a very strong product that has been tested and validated by its users. Shewmon and his co-founders are constantly tweaking the LMD platform to give the fans at the game an unrivaled experience and hope that this is just the beginning of new ways to enhance the fan experience at sporting events.