Flash Seats Acquires Vertical Alliance Inc.

Flash Seats,
which revolutionized the secondary resale ticketing marketplace via paperless
electronic ticketing technology and integrated relationship marketing tools,
has acquired Dallas-based Vertical Alliance, which offers the most advanced
primary ticketing solution available. Combining Flash Seats’ secondary
ticketing with Vertical Alliance’s primary ticketing technology creates the
most advanced end-to-end ticketing platform in the industry.

Seats enables teams and entertainment venue operators to harness the entire
value of their secondary (ticket resale) market. Venues and teams are expected
to gain revenue streams in the seven figure plus range, the ability to conduct
world-class relationship marketing by building rich behavioral profiles on
ticket buyers, while offering the buyer the convenience of electronically
transferable, paperless venue access. With a secure, team or venue-branded
online secondary ticketing marketplace, customers can electronically buy, sell
or transfer tickets that have already been purchased to others in real-time.


Alliance allows teams and
venues to harness the entire value of the primary ticketing market, which is
the initial ticket sale, via technology that integrates ticketing, customer
relationship marketing, merchandising and e-commerce within a single platform.
Teams and venues have a branded primary ticketing system that uses the team’s
website, touch screen box offices, retail kiosks and call centers. A single
database containing ticketing and customer information helps teams know their
clients, enabling them to deliver tailored marketing offers directly to their

Vertical Alliance’s primary ticketing solution with Flash Seats’ secondary
ticketing marketplace allows us to offer our clients the most robust,
end-to-end ticketing solution in the industry,” said Sam Gerace, CEO of
Flash Seats. “This acquisition adds value to team and venue operators and
also enhances the fan experience. Teams and venues can control their entire
ticket economy, primary and secondary, and maximize the lifetime value of the
fan,” he continued.

Seats and Vertical Alliance technologies enable teams and venues to know
precisely which fans attend which event. By integrating this function across
primary and secondary ticketing sales, sports teams and entertainment venues
will have a unified fan profile which will enable them to deliver tailored
offers based on the entire range of a customer’s past attendance and

also greatly enhances the fan experience, as fans can safely buy, resell or
transfer tickets electronically, in real time,” Gerace added. “The
primary ticketing user will now have the added convenience of paperless access
to the venue using Flash Seats technology. The secondary ticketing user will
have the benefit of Vertical Alliance’s automated will-call technology and
retail kiosks, which provide an added convenience for remote sales and customer
service support.

Seats’ revolutionary technology eliminates the need for the public to have a
paper ticket for venue access. Ticket information is instead electronically
embedded on the magnetic strip of a credit card or driver’s license. Flash
Seats users enter the venue through specially marked gates by presenting their
credit card or driver’s license, which is then swiped through a hand-held
device that prints a receipt that identifies the seat location. The convenience
allows these fans fast, easy access into the arena without worrying about
forgotten, lost or stolen tickets. Eliminating paper tickets also is good for
the environment.

By using
the online Flash Seats account, ticket holders also can transfer their
electronic ticket(s) to family members, business associates or other parties on
the Internet by simply entering the e-mail address of the intended recipient,
who then receives an electronic version of the ticket(s). Seat transfers are
almost instantaneous, so can be made very close to game time.

Seats offers the most fan-friendly, paperless ticket distribution system
available and Vertical Alliance has a highly effective kiosk solution for
remote sales and automated will-call,” Gerace summarized. “Very quick
integration will enable us to offer Flash Seats electronic ticketing as a
primary delivery method and to use Vertical Alliance kiosks for purchase and
customer service, resulting in improved operating efficiencies and unified fan
support and service.”

and venue operators will now have one integrated platform for primary and
secondary ticketing, which means they can build a complete fan profile that
maximizes the lifetime value of the fan through true relationship marketing.
The net benefits to using both are increased revenue streams and greater
operating efficiencies, while building stronger client loyalty and creating a
much better fan experience,” he concluded.

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