How far will analytics take You? S3 majors meet with partners at StubHub, Giants, 49ers, Sharks, & Warriors to Find Out

How far will analytics take You? S3 majors meet with partners at StubHub, Giants, 49ers, Sharks, & Warriors to Find Out
by Brad Sherrill – September 2017

StubHub and Baylor S3

StubHub and Baylor S3 created a partnership to reward motivated, analytically-talented S3 students with an expenses paid trip to the Bay area. The inaugural S3 StubHub Analytics All-Stars group visited San Francisco for three days, gaining valuable interaction time with representatives from some of the Bay’s sports industry leaders. Thanks to StubHub’s generosity, we spent three days visiting with executives from StubHub, Golden State WarriorsSan Francisco 49ersSan Jose Sharks, and San Francisco Giants.

S3 Senior Ian Young said, “It was great to see the variety of career paths people have taken to get to where they are in the sports industry. I really got a feel of how closely connected people are in the sports industry and how best practices are shared among teams.” Young also commented on the value of being data-driven as an organization. Each organization relies on a data strategy to generate revenue utilizing analytics, CRM, and BI/BA to derive actionable insights.

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The StubHub Data-Driven Culture

Our group began the circuit of Bay area sports and entertainment properties by visiting StubHub’s corporate offices. Located in downtown San Francisco, the office encapsulates much of the Silicon Valley atmosphere and emphasis on creating a comfortable, enjoyable work environment.

S3 students received a tour of the office followed by interactive panel discussions with six StubHub employees whose positions touched many of the company’s various focuses. S3 Senior Jonathan Roselli found value in “understanding how analytics are used to report, optimize and predict performance.”

Adam Budelli headed the panels that included Charlie RockmanRaymond DelacruzMena AlsrogyRyan McDowell, and Adam Tatum. These professionals work in areas covering partnerships, business development, data management, analytics, consumer insights, data science, business operations, and marketplace supply chain analysis.

Join us!

If you are interested in the Sports Sponsorship & Sales (S3) program at Baylor, visit Prospective students and transfers can find out more about their tickets to a career in sports. Like StubHub and other S3 Leadership partners, organizations can learn about supporting the growth of talent for the industry by visiting  Look for more stories with insights from executives we met at the Warriors, 49ers, Sharks, and Giants in the coming weeks.

Since launching the first Sports CRM & Analytics track in the U.S in 2011, the S3 program is the leader in placing graduates in data analytics roles at teams [Dallas Cowboys, Dallas Mavericks, Dallas Stars, Houston Astros, Houston Dynamo, Houston Texans, San Antonio Spurs, Madison Square Garden, New York Yankees, Denver Nuggets, Columbus Blue Jackets, Orlando Magic, Miami Dolphins, , Utah Jazz, University of Southern California] and sports-related companies [KORE Software, Stone Timber River, Eventellect, E-15 Group, The Company, Legends Hospitality, and SportsDesk Media]. 

Dynamic parking? Who will be first?

Dynamic parking? Who will be first?
by Kirk Wakefield – March 2013

Who started dynamic pricing anyway?

Following deregulation in the early ’80s American Airlines initiated dynamic ticket pricing to deal with new low cost competitors. Extra points if anyone remembers People Express. People Express offered a simplified fare structure and was first to charge an extra fee for each checked bag. So, they had that going for them. Before they went out of business.

[dropshadowbox align=”right” effect=”lifted-both” width=”250px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]Are airlines stalking me?

Don’t be so paranoid. Of course they are. Airlines have gotten so good at dynamic pricing they even use it each time you visit their websites.

Have you ever thought the price went up just because you showed interest in a flight? It’s quite possible it did. Helpful hint: Clear your browser history & cookies before going back to the site. It may not work but at least you’ll feel better for trying. [/dropshadowbox]

A short 30 years later the sports industry is coming around. Since the San Francisco Giants fully converted to dynamic pricing in 2009, many others have followed suit. Why? They understand the economics of a system that simultaneously increases total revenue and reduces average prices to the consumer.

Why not parking?

Like seemingly every other technological breakthrough, the bay area leads the way. SFPark is the first municipality to implement dynamic pricing for parking meters. Rates vary from 25¢ to $6.00 during normal hours with an original cap of $18 for special events. Just this month spots around AT&T Park on Giants’ game times moved to $5-7/hour dependent on proximity. As traffic and parking patterns change, prices adjust 25-50¢ each month around the city. Prices by location are easily viewed online. And, of course, there’s an app for that.

Teams could wait until the Giants or another bay area team does it, but with a little fan education and ingenuity, others could increase team revenue and fan satisfaction.

Some people, like me, would just as soon park further from the stadium to avoid exit traffic and maybe even get a little exercise. I have season tickets to every Baylor sport and parking passes I never use. Then again I live a block from campus. The point is teams issue parking passes and set parking prices without determining who values them and when.

If we’re willing to apply the fundamentals of economics to tickets, why not parking?

Transparency the key

Kirk’s LFA

Years ago we researched grocery shoppers finding the majority (55%) couldn’t even tell you the price of what they just put in the basket two seconds ago. Clearly not everyone is price sensitive. Last week I heard a presentation claiming “everyone is so cost-conscious.” Really? That must explain all of the Porsche, BMW, and Lexus cars parked on the streets. And that’s just the Baylor students.

The point is some people are price-conscious and some aren’t. Let’s let those who want to pay less walk more and those who want to walk less pay more.

San Francisco is successful because they transparently communicate about the process.  Those who care enough to save a quarter will seek out the best prices, just like the same people who coupon-clip to their heart’s delight. Those who drive a Lexus LFA won’t think once about whatever price tacked on for parking.

So, who’ll be first?

We can think of plenty of reasons why we can’t or don’t want to do it. The question is: How could it work with the parking we control? For instance, some teams like the Yankees already have all parking online, so it wouldn’t be hard to go to variable pricing.

Innovators like the Giants took the first stab at tickets. Who will do it with parking?