MADISON, Ill. — Earlier this summer, World Wide Technology Raceway partnered with Tixr, the largest, fastest-growing privately-held primary ticketing and event commerce marketplace in the world, to deliver an elevated, seamless ticketing experience for its diverse events.
WWTR is utilizing Tixr’s modern ticketing and eCommerce technology to offer interactive reserved seating and a highly-visual, mobile-friendly purchase experience that puts WWTR’s brand first and helps fans see what they’re actually buying. Â
With the annual NHRA Mission Food Drag Racing stop at the Madison, Ill., multi-purpose facility only days away, SPEED SPORT caught up with World Wide Technology Raceway Vice President of Business Development Declan O’Neill and discussed this advanced ticketing technology.
Here’s our Q&A with O’Neill:
SPEED SPORT: How has ticketing for fans at races changed in the last few years?
O’Neill: We’ve seen more and more fans go for mobile delivery along with purchasing through their phones and mobile tablets.
SPEED SPORT: What are some things that fans are looking for now that 5-10 years ago they weren’t, when it comes to the ticketing experience?
O’Neill: Ticket/Travel insurance has been something fans have been looking into more. The ability to have a full account management experience (transferring, reissuing, and selling tickets).
SPEED SPORT: How important is it for fans to purchase numerous  opportunities such as special access, experiences, groups, etc?Â
O’Neill: The ease of the one stop shop is very important. Today’s generations seem to be more into buying experiences over material items and will pay a premium for this access.
SPEED SPORT: What about the ability to purchase everything the fan is looking for at once? O’Neill: Not just their seat. But parking, camping, special activities or experiences all at once? The ability to purchase your tickets and parking in one transaction without having to leave the website is imperative and Tixr’s ability to bundle everything into one has been a gamechanger. Â
SPEED SPORT: Have incentives for fans become a big part of the ticket buying experience? If so, what types of incentives?
O’Neill: Renewal gifts, discounts, payment plans, and added value experiences (Free Friday, lunch with legends) are helpful to develop fan loyalty and appreciation. We’re excited to utilize the Tixr influencer option to reward our returning customers.
SPEED SPORT: Are fans interested in locking everything including food and merchandise purchases into when they buy their tickets or do they keep that part separate?
O’Neill: Providing the bundle offerings can be extremely beneficial for families and tying sponsors to those bundles & packages. For example, we have a family 4-pack presented by Discover Downstate Illinois which includes four tickets, hotdog/soda vouchers, and program voucher.
SPEED SPORT: How difficult is it to find a company that can fulfill all of these wants for the fan while making it a simple process for the track and the fans?
O’Neill: Tixr understands the challenges in the ticketing space and is constantly working with their data science team and clients to make enhancements to the overall platform/buying experience.
SPEED SPORT: There are many opportunities for a race track to win a fan over. During their time of interacting with the facility there are multiple moments when a fan can be impressed or disappointed. How important is the ticket buying process to a fan’s overall experience?
O’Neill: The transparency of fees tied to the tickets throughout the process is very important and not shocking them with added fees at the end of the buying experience. Frustrated fans are less likely to return or refer fans with a poor purchasing experience and we found a partner that understands the ease of completing a sale.
SPEED SPORT: How has Tixr been able to help World Wide Technology Raceway achieve its ticketing goals?
O’Neill: Having a dedicated rep. Getting us better information on who our fans are. Personalized reporting. Onboarding process has been great. The communication from their client service team has been excellent and have help us every step of the way.
SPEED SPORT: What types of things do you see coming in the future for tickets to the races?
O’Neill: Disney check-in process with magic bands or finger scanning, face recognition, welcome/exiting messages upon scanning, view from seat (3-D map) what the club area looks like.
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