AudienceView Transforms Elite Ice Hockey League Playoff Sales

TORONTO, Ontario, Canada – April 2, 2013 – In partnership with UK’s National Ice Centre (NIC) in Nottingham, AudienceView has transformed playoff ticket sales for the UK’s Elite Ice Hockey League (“Elite League”).  For the first time ever, playoff tickets are available online, replacing the manual process of years past when each hockey club would receive a block of tickets in the mail to sell to their fans.  A lengthy, staff-intensive manual settlement process has also been eliminated by using AudienceView’s integrated online platform.

For the 2013 Elite League playoffs, supporters from all clubs can purchase playoff tickets online and choose to sit with fellow fans in their respective team’s blocks.  Tickets are available as single games or as a weekend pass with the same seat reserved for all games.  Tickets from the integrated inventory are also available for purchase by phone and at the NIC box office.  The Elite League playoffs take place on the weekend of April 6-7, 2013 at the NIC.

“In the past, each hockey club was sent an allocation of tickets to sell on their own.  It was an onerous manual process involving multiple ticketing systems, hard copy ticket sales and cash collected then remitted back to us by various clubs,” said Martin Ingham, Deputy Chief Executive for the National Ice Centre.  “With AudienceView, we have automated and streamlined the entire process, including settlement.  This has significantly reduced our overhead, shows us how sales are progressing for each game and ensures we are providing a truly exceptional customer experience to all fans of the Elite League.”

The Elite League is the highest level of hockey competition in the United Kingdom, with 10 teams representing England, Scotland, Wales and Northern Ireland.  The hometown Nottingham Panthers won the 2012-2013 Elite League Championship after defeating the defending champion Belfast Giants.  The NIC has a capacity of 7,000 in its main arena, which is the home rink of the Panthers.

First day sales on January 14, 2013 generated 116,000 GBP in revenue within the first hour with 3,700 tickets sold.  A total of 35% of these sales were from outside Nottingham, representing people who would have previously purchased hard copy tickets from their home team.  At this time, teams participating in the playoffs had not yet been determined.

One month prior to the finals weekend 73% of the sellable capacity for the weekend had been sold, representing almost 300,000 GBP in revenue.  The weekend pack was purchased by 97% of fans versus single tickets.  Fans from clubs outside of Nottingham represented 50% of the tickets sold.

“The NIC is fully committed to improving the customer experience and we are proud to be their partner.  Selling playoff tickets online for the first time is making a real difference for Elite League fans, allowing them to complete their purchase on the device of their choice, whenever and wherever they are,” said Jeff Koets, Vice President of Sales and Marketing for AudienceView.  “Our industry-leading solution is ideal for bringing efficiencies and integration to the entire e-commerce process, including traditional, social and mobile ticketing, merchandise sales, marketing, fundraising and more.”

About AudienceView

AudienceView provides a powerful, enterprise-level e-commerce solution to the entertainment industry, including commercial and not-for-profit arts organizations, regional ticketing agencies, arenas, film festivals, college athletics, professional sports teams, and race tracks.  With customer relationship management (CRM) at the core, it ensures ticketing/e-commerce, marketing, fundraising, content management, venue management and business analytics are effectively integrated in a single, easy-to-use, web-based solution.  Supporting over 550 venues across six continents, AudienceView operates seamlessly across traditional and next-generation environments – from physical box offices, kiosks and desktop computers to social media, mobile and tablet devices.

MarketView is the world’s first white-label, self-serve e-commerce and CRM solution.  Developed upon the company’s widely deployed e-commerce platform, the innovative, cloud-based solution enables any business or brand to enter the emerging self-serve event management and ticketing market quickly, affordably and profitably.  It provides more features and functionality than other currently available self-serve platforms.

For additional information please visit, or connect with the company on Facebook ( and Twitter @AudienceView (

Media/interview requests:

Christine Payne
Primoris Group Inc.
+1 416.489.0092