Season pass renewal pace and deadline alert monitor
Problem
The renewal deadline for early-bird pricing, after which unrenewed seats move to the waiting list, sits on a calendar somewhere in the ticketing office. Progress against it lives in a spreadsheet updated when someone has time: daily during a push, once a week otherwise. Knowing whether the campaign is on pace means opening that spreadsheet, counting renewals against the target, and doing the arithmetic by hand. Nobody is assigned to watch this daily, so a section running behind is usually discovered close to the deadline, when extending it, adding phone staff, or briefing the box office on which seats might turn over is a much harder decision to make well. The gap is not the chasing itself. It is not knowing there is a problem worth chasing until it is nearly too late.
Product idea
A live status board built around one number: renewals to date against the target needed by the reallocation deadline, broken down by seating section and price tier. It plots the pace actually being achieved against the pace required to hit the deadline, so a section that looks fine in raw numbers but is falling behind on trend shows up before the raw count does. Thresholds are configurable per section: when actual pace drops below required pace by the margin the head of ticketing sets, the tool sends a notification naming the section and the person responsible for it. It does not call anyone or create chase tasks itself. It exists to make sure the right person notices the shortfall while there is still time to act, and hands off to whatever process already does the calling.
Who it is for
Head of ticketing, who sponsors it and sets targets and thresholds; sales managers and box office supervisors who own individual sections and need early warning when theirs is falling behind.
Possible first version
A dashboard that reads a daily CSV export of renewal status (renewed, pending, not renewed) per account, section and tier. The head of ticketing sets a target and a deadline date per campaign; the tool computes required pace against actual pace and shows both as a trend line per section. A configurable threshold triggers an email alert naming the lagging section. Version one has no live connection to the ticketing platform or CRM: the CSV upload is the integration, and there is no automatic task creation or outbound calling, which stays with the existing renewal process.
- Build classification
- Workflow application
- Rough effort
- 3-5 week first release
- Roles involved
- Head of ticketing, Sales manager, Box office supervisor
- Relevant to
- Professional club, Women's league, Venue & stadium operator, Collegiate athletics
- Systems in play
- Ticketing platforms, CRM, Spreadsheets, Messaging apps
- Product framing
- Monitor
Questions we get asked
What do we need to have ready before this shows us anything useful?
A regular export of renewal status by account, section and price tier, and someone to set a target and a deadline date for the campaign. Daily is ideal but weekly works if that is the cadence you can sustain. Without that export arriving on a schedule the tool has nothing current to plot, and the pace lines will be as stale as the last upload.
Does this replace the CRM or ticketing platform we use to actually process renewals?
No. Those stay the system of record for accounts, payments and seat assignment. This tool only reads a snapshot of renewal status and turns it into a pace view with alerts. It does not process a renewal, take a payment or move a seat, and it is not meant to.
Someone already checks the renewal spreadsheet every week. Why add alerts on top of that?
A weekly glance finds a shortfall once a week at best, and by the time it is obvious in raw numbers the cheap options to fix it are usually gone. The threshold alert is meant to surface a lagging section on the trend before it is visible in the count, not to replace the judgement of whoever decides what to do about it. If your weekly check has never once caught something late, this probably is not worth building yet.
What happens on a day the CSV export does not arrive?
The dashboard keeps showing the last data it has and marks it as stale rather than silently carrying on as if it were current, so nobody mistakes a three-day-old pace line for today's. It does not chase the export itself. Whoever owns the export still has to keep it flowing on the agreed schedule, or the whole picture goes dark.
Is this your workflow?
Tell us one sports workflow that still runs on paper, spreadsheets, WhatsApp or an outdated system. We will map it and show you what a simpler product looks like.
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