A new Atlanta-based company that helps fans upgrade seats and get other perks at live events has inked a deal with the nation’s biggest concert promoter and ticket seller to expand its services to thousands of concerts and dozens of U.S. venues.
Experience on Wednesday announced the partnership with Live Nation and its subsidiary, Ticketmaster.
Experience’s mobile apps and technology let fans upgrade their seats right before or during an event. It can help fans arrange things like appearances during a game on a stadium Jumbotron, backstage meetings with performers or access to the playing field.
Live Nation manages more than 22,000 concerts each year, and operates 46 amphitheaters nationwide. Ticketmaster handles thousands of concerts and dozens of sports teams’ events. Experience’s offerings will be available for most Live Nation shows, the companies said.
Teams and promoters will decide which perks to offer and at what prices and will market them through email, inside venues and through mobile apps. Many teams offer Experience services for free to season ticket holders. Some perks range from $25 to $75, though other exclusive offerings can be priced for much higher.
Experience founder Tripp Rackley said the idea stemmed from his memories of visiting the Atlanta Falcons locker room as a kid. The experience was only possible because he was friends with a son of legendary center Jeff Van Note.
Rackley said season ticket holders and other fans should be able to get the same VIP treatment.
“Those are things that make people fans for life,” he said.
Rackley founded Internet banking company nFront, which went public in 1999 and eventually became part of Intuit. He also founded mobile payments company Firethorn, acquired in 2007 by Qualcomm.
Rackley is on the board of directors of Atlanta-based Cox Enterprises, whose media holdings include The Atlanta Journal-Constitution.
In January, Rackley and Cox Enterprises created the $250 million Cox Innovation Fund to back startup companies created by Rackley and his team. That fund has invested in Experience.
Experience already has relationships with dozens of college and pro teams, including the Braves and Falcons.
Teams and concert promoters are looking for new ways to boost attendance. Rackley said the perks help teams and performing acts create an experience that can’t be replicated on a flat-screen.
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