Electronic Ticket Marketing, which this year has been the primary ticket outlet for Dodgers baseball, is hoping consumers’ familiarity with automatic teller machines will translate into a widespread acceptance of its ticket-dispensing kiosks. The company, which recently nabbed Pacific Mutual as an investor, has plans to quadruple the number of its interactive machines in the next three months.
The Costa Mesa-based firm, which made news by providing Pearl Jam tickets when the rock band boycotted Ticketmaster in 1995, plans to expand its network of ETM machines from 50 to 150, as well as branch out to other areas of the country, possibly to the East Coast.
Whole new ballgame
“The Dodgers really helped put us on the map, and more consumers are using us because they feel if the Dodgers are using ETM, it must be OK,” Peter Schneidermeir, exec veep of ETM, told Daily Variety. “Our machines also provide sponsors a (venue) for their messages. These aspects, and not having to wait in line, have combined to make the ETM machine a good alternative for buying tickets.” ETM machines operate much like automated teller machines, but instead of spitting out cash, users can buy tickets to sporting and entertainment events with a credit card.
The machines, typically located in Hughes, Vons Pavilions and Gelsons, also allow users to select their seats at the venue, an aspect not available through other ticketers.
Schneidermeir said 80% of the kiosk users are women — even for sporting events — and the average store has 2,500 people per day pass by the machine.
The easy access and cheaper prices are designed to give ticket buyers another alternative to industry giant Ticketmaster, which has exclusive contracts with most major sports teams and prominent venues.
ETM also sells tickets by phone for the Dodgers and USC football and basketball games, as well as for Universal Studios Hollywood.