Future Ticketing

Dundee United

“Thanks to the hardwork and dedication from those in our Ticket Centre, United fans secured their seats for the Dundee fixture in record time, with the home allocation at Tannadice selling out in under 24 hours.

A startling 83% of home tickets sold were purchased online using the new ticketing system installed during the summer in a partnership with Future Ticketing.

This significant percentage shows the enhanced usability of the new system compared to previous seasons in which online sales accounted for less than 1% of sales at most matches.

Even taking a comparison to the August 30 derby earlier this season creates some fantastic variables. On that occasion, United fans again sold out their allocation – in eight days. Online sales for the above fixture were 34%.

Another astonishing fact; 317 supporters took the opportunity to secure their half-season ticket seat for the derby by purchasing ahead of the public sale date.”

Dundee United Football Club is one of Scottish professional football’s leading clubs and among the most successful clubs.

Dundee United sought a new state of the art, flexible digital ticketing system capable of fulfilling a wide range of demands including enabling digital sales, increasing mobile  revenues, managing sophisticated membership requirements and ensuring fast, safe and compliant access for large attendances at over 40 access locations around the stadium. Dundee United also had a key requirement for a class leading open API to integrate with partners such as Bleep PLC and MTC digital to create a single data point view of the customer across retail and ticketing online and in the stadium.

Future Ticketing’s unique embed code with its customisable CSS style sheet allows Dundee United and their web design company MTC to design a customised best in class ticketing purchase flow which maximises conversion rates and brand experience. In addition the API integration with MTC’s online shop means purchase baskets can now be shared to include retail and ticket purchases in a single basket. 

On an annual basis Dundee United hosts approximately 30 matches across all competitions with a huge variety of ticket types spread across a highly detailed seating plan including over 20 membership categories, dozen of match day admission types, corporate tickets and stakeholder tickets. Ticketing propositions vary considerably across different match day requirements with an old firm clash needing an entirely different set of requirements to that of a Betfred Cup game. 

Working with Future Ticketing the Dundee United team have been particularly successful in converting traditional purchasers online and achieving the owners sought after goal of digital transformations. Examples of the success include the sell out of a derby fixture with Dundee in less than 24 hours with an increase in digital sales from 34% to 83%. 

On match days Future Ticketing’s reporting system allows Dundee United Operations management team to view complete live redemption data directly on their mobile devices, this live information allows for efficient and effective management of staffing, hospitality facilities, bars and retail outlets. Live data is also shared with statutory authorities to improve crowd management, safety and security helping to reduce third party costs. The complete detailed redemption data is also analysed post event to understand in granular detail ticket usage across members, stakeholder, hospitality and public attendees. 

Utilising the functionality available form Future Ticketing, Dundee United  has been able to grow and retain its season ticket holder numbers in a very challenging environment.  The flexible Future Ticketing season ticket function allows for auto renewal of season ticket seats and tier access rights to season ticket seats.  

The Future Ticketing system has contributed significantly to Dundee United’s success in managing its fan base this season in particular in the difficult days of lockdown. The ability to continue to engage with fans and complete an extremely successful seven figure season ticket renewal programme in the middle of a Covid-19 lockdown created enormous positivity for the club and supporters. 

Dundee United’s home stadium of Tannadice Park is renowned for its electric atmosphere, its current safety capacity is 14,322.

Following on from the success of Future Ticketing’s solution for Dundee United, a number of other clubs very quickly installed the system, including Dublin’s oldest club and 11 times champions Bohemians FC, reigning champions Dundalk FC, Derry City, Bray Wanderers, Sligo Rovers, St. Patricks Athletic and Waterford FC. In 2018 Future Ticketing entered the NIFL with champions Crusaders and subsequently rolled out in the NIFL with Institute and Larne. In 2019 Future Ticketing successfully entered the Scottish Football league with premier league club St. Johnstone, Championship Club, Raith Rovers FC and league club Montrose.

Ready to make the move?

Moving to a new ticketing system may seem daunting. We’ll take care of everything so don’t worry about that. Take a quick look at what’s involved with moving from your current system to Future Ticketing.