An exchange ticket lottery is a system used by some entertainment venues, sports teams, and events to distribute tickets in a fair and randomized way. It allows fans to exchange extra tickets for a chance to get better seats at an event.
The basic premise is that fans can deposit any extra tickets they have into a pool. They are then given a voucher or entry into a lottery drawing to win upgraded seats, often closer to the stage or field. This gives everyone an equal opportunity to get prime seating.
Exchange ticket lotteries gained popularity in the late 1990s and 2000s. They are now used by many Major League Baseball, National Hockey League, and National Football League teams. Broadway shows, music festivals, and concerts also commonly run exchange ticket lotteries.
How an Exchange Ticket Lottery Works
Here is a step-by-step overview of how an exchange ticket lottery system typically operates:
1. Fans purchase event tickets through normal box office or resale channels.
2. If they have any extra tickets, fans can choose to deposit them into the official exchange lottery pool run by the team or event. This is often done online via a ticket account manager or app.
3. Depositing tickets into the exchange is completely optional. Fans can also resell or give away extra tickets through other means if preferred.
4. After the exchange lottery deadline passes, all deposited tickets are pooled together. The event organizers will randomize and upgrade select ticket holders into better seats.
5. Upgraded seats are often in prime locations like lower bowl, closer to the stage, or along the sidelines. Seat upgrades are based purely on the lottery, not what tickets you deposited.
6. Fans who receive an upgrade are informed and issued new tickets. The original deposited tickets are then resold or given away to others by the team or event.
7. Those who deposited tickets but did not win an upgrade have their original tickets returned if not already resold.
8. The exchange lottery allows everyone equal odds at getting better seats. Popular events may upgrade hundreds or even thousands of fans through the lottery.
Benefits for Fans
There are several potential benefits for fans with an exchange ticket lottery system:
– Equal opportunity to get prime seating. Everyone has the same odds through the lottery.
– Chance to sit closer for high demand events. Popular concerts or games often have tickets sell out months in advance. The exchange gives late buyers a shot at upgrades.
– Rewards season ticket holders. Those with multi-event ticket packages can deposit their unused tickets for better seats at certain games or shows.
– Eliminates scalping. Since the lottery handles upgrades, there is less incentive to resell tickets at inflated prices.
– Allows recouping costs. Fans can get some value back by depositing unused tickets they already paid for.
– More seating options. Teams can offer a larger pool of dynamically priced tickets knowing excess ones can be exchanged.
Benefits for Teams and Events
Exchange ticket lotteries also offer a few key benefits for sports franchises, venues, and event organizers:
– Reduces no-shows. Fewer ticket holders miss events because they still have a chance at upgrades via the lottery.
– Allows more flexible pricing. With an exchange system, prime seats can initially be sold at lower prices since some will later be upgraded via lottery.
– Discourages season ticket scalping. Teams with multi-game ticket packages can reduce improper resale of unused season tickets.
– Fairer access for fans. The lottery system provides more equitable distribution of best seats compared to first come, first served sales.
– Generates marketing buzz. Exchange lotteries build excitement and social engagement from fans hoping to win upgrades.
– Gives data insights. Analytics from exchange data help teams optimize everything from seating charts to ticket package perks.
Examples of Exchange Lottery Systems
While the details vary, exchange lotteries generally work in a similar manner across different sports and events. Here are some prominent examples:
Major League Baseball
Many MLB teams like the New York Yankees now offer online exchange lotteries. Fans can deposit extra tickets from any home game into an upgrade lottery. The Yankees upgrade dozens of randomly selected winners to Field MVP seats behind home plate or along the baselines. Numbers of upgrades vary by game based on inventory.
Broadway Theater Shows
Popular Broadway musicals run ticket lotteries both online and in-person the day of each show. Fans enter by submitting personal info or depositing a voucher. Winners get first dibs on purchasing $40 rush tickets just hours before showtime. Examples include Hamilton, Wicked, and The Lion King.
Music Festivals
Multi-day music festivals have increasingly adopted exchange lotteries. Bonnaroo, Austin City Limits, and Lollapalooza allow you to deposit unwanted single or multi-day passes for a chance to win VIP upgrades. These can include pit access, backstage tours, catered meals, exclusive lounges, and more.
NFL Football
The NFL implemented an online exchange system called TicketForward starting in 2015. Season ticket holders can post unwanted tickets to NFL games for resale or deposit into lottery drawings for seat upgrades. Listings are all on the NFL TicketExchange site.
| Event | Deposit Method | Upgrade Offerings |
|---|---|---|
| New York Yankees MLB | Online account manager | Field MVP seats |
| Hamilton Broadway Musical | In-person voucher | $40 rush tickets |
| Austin City Limits Festival | Online portal | VIP packages |
| NFL Football | NFL TicketExchange site | Improved seat locations |
Exchange Lottery Strategies and Tips
Fans wanting to maximize their chances in an exchange ticket lottery should keep a few key strategies in mind:
Understand the Rules
Make sure to carefully read all lottery rules posted by the team or event. Deadlines for depositing tickets and notification of winners varies widely. Check if there are limitations on who can participate or which games/performances are eligible.
Meet the Deadlines
Don’t miss the cutoff time and date to deposit extra tickets into the exchange lottery pool. Venues want an accurate inventory count prior to doing the upgrades. Late submissions often can’t be accepted.
Deposit Maximum Allowed
Within the rules, deposit as many eligible tickets as possible to increase your odds. Some lotteries limit participants to a fixed number of ticket deposits or only certain games. Maximize what you can submit within those constraints.
Follow Up On Status
Check online accounts or contact the box office to confirm your exchange deposit was received and processed accurately. You don’t want any issues left unresolved prior to the lottery occurring.
Have Backups Ready
If you don’t win an upgrade, be prepared to still use or sell your original deposited tickets. Don’t let extras go to waste just because the lottery didn’t work out. Have contingencies ready.
Target High Demand Events
Focus on entering lotteries for the most popular events where your odds of winning upgrades are inherently lower. Avoid wasting deposits on low demand dates that likely have ample premium seating available anyway.
Sell Winnings You Can’t Use
If you score upgrades for a date you can no longer attend, recoup the value by reselling. Award upgrade tickets tend to have high demand compared to what you likely paid for the original deposits.
Exchange Lottery History
While exchange ticket lotteries feel like a modern sports business innovation, their origin traces back over 50 years. Here is a brief timeline covering the history of ticket exchange lotteries:
1960s – Broadway Theater Experiments
Broadway producers pioneered ticket lotteries on hot show openings in the 1960s. They allowed fans to line up same day for chances at discounted house seats kept off limits from brokers. The concept aligned incentives to combat scalping.
Mid 1990s – MLB Trial Runs
1999 – New York Yankees Implement SystemThe Yankees adopted perhaps the first comprehensive exchange lottery system in MLB. It allowed season ticket holders to exchange unused tickets for vouchers to enter drawings for field level seats. The team marketed it as a perk program called “Big League Seats”.
2000s – Widespread MLB Adoption
Other MLB teams rapidly followed suit in the early 2000s. Exchanges morphed into online accounts tied to tickets. Teams liked having a way to upgrade unsold premiere seats while reducing scalping of multi-game packages.
2010s – NFL and Music Festivals Follow
The NFL rolled out its TicketForward system in 2015 offering exchange and upgrade lotteries for football games. Major music festivals also began exchange lottery programs later in the 2010s to distribute VIP packages and loyalty perks.
Today – Mainstream Model
What started on Broadway and with the Yankees is now an integral part of ticketing across sports and entertainment. Exchange lotteries are a mutually beneficial way to allocate high demand seats. Don’t be surprised to see further innovations and tweaks in the future as well.
Frequently Asked Questions
Here are answers to some common questions fans have about exchange ticket lotteries:
How much does it cost to deposit tickets?
Participating in an exchange lottery is almost always free. Some may charge a small processing fee per deposit, but you can enter most at no cost.
Can I withdraw deposited tickets?
Policies vary, but you usually cannot withdraw tickets after the exchange deadline. Once entered in the lottery, the event is counting on those seats being available for reissue.
Are all games/shows available?
Most limit eligible events, often excluding the highest demand or playoff dates. Check rules to see which are open for exchange lottery deposits and upgrades.
How are winners notified?
Notification happens via email, text alert, online ticket account, or mobile app. This often occurs 1-3 days after the lottery entry deadline.
Can winners decline an upgrade?
Typically yes, but you must proactively opt out by a set date if you want to keep original tickets instead of accepting the upgrade.
What if I can’t use my upgraded tickets?
Most allow you to resell upgraded seats, sometimes exclusively back to the team or via their partner exchange. Read the associated terms carefully.
Are third-party resale tickets eligible?
Rarely. To prevent fraud, nearly all require deposits to come from primary box office tickets or season ticket accounts only.
Conclusion
Exchange ticket lotteries represent an ingenious way for teams, venues, and events to efficiently allocate their best inventory. Fans also benefit from the chance at prime seating in an equitable manner. Just a few decades since inception, these lottery programs are now a standard across much of sports and entertainment.
If you have unused tickets, be sure to look into whether there is an exchange upgrade lottery. With some luck, you could end up scoring far better seats than what you paid for. At minimum, it allows recouping some value on extra dates you can’t use. Just like fans, exchange lotteries are a clear win-win.