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BW: "The Ticket Masters"
01-26-2014, 03:35 PM, (This post was last modified: 01-26-2014, 03:40 PM by Miguel.)
#1
BW: "The Ticket Masters"
Quote:...Rybak, 35, is co-founder of Inside Sports & Entertainment Group, a New York ticket brokerage. The company’s 25 employees make 20,000 sales per year totaling close to $45 million, a tiny but profitable sliver of the multibillion-dollar secondary ticket market.

...In the first days, the job was less about finding tickets than finding people who would pay for them. Rybak made dozens of cold calls daily. He would go to US Open tennis matches and circle the stadium writing down the names posted outside luxury suites. At golf tournaments, he would “borrow” the contact lists for hospitality tent occupants. He became a student of Hoover’s online company directory, which lists contacts and job descriptions.

Once he had a “qualified buyer” on the phone, he would come up with something to sell. As a newcomer, he figured he couldn’t outdo more established competitors on the marquee sporting events—the Kentucky Derby, the NCAA Final Four, the Super Bowl. He focused instead on events slightly more out of the spotlight—awards shows, film festivals, fashion weeks. When American Eagle Outfitters (AEO) wanted to reward the managers of its top-selling stores, Rybak took them to the Grammys and played tour guide for a night out in New York. To his surprise, clients took these unusual offerings as a show of strength: “They were, like, ‘Wow, you can get me the Grammys?’ ” Rybak recalls. “ ‘Then obviously you can do the Super Bowl.’ ”

...Inside Sports will sell almost anything a client requests. Zinna once arranged for Justin Bieber to serenade a construction magnate’s daughter with One Less Lonely Girl onstage at Madison Square Garden. That cost $30,000. Last November the company paid Katy Perry $1.4 million to entertain 100 guests at a private tech industry event in Miami....

...The company occupies a relatively Web-proof niche. Its customers aren’t jostling for nosebleed seats at a New York Jets game. They expect to call and get prime seats, and maybe a steak dinner for two, on short notice...

...The two weeks prior to the (Superbowl) are a sleepless sprint. Inside Sports fields last-minute requests, makes last-minute buys, and scrambles to align the two. Employees are dispatched to pick up tickets from wherever they become available. “There are 50 tickets in Jacksonville,” Zinna says. “Get on a plane. Go get them.” (At that point, it’s too late and the stakes are too high to trust FedEx.)

All NFL players have a contractual right to buy a pair of tickets from their team. Most choose to resell. As that market grew to a point where strength and conditioning coaches were taking bags of cash to act as go-betweens with brokers, owners have tried to make scalping less convenient. Many require their players to pick up tickets on the Thursday before the game in the host city. This makes for a lively cash market in hotel lobbies. Inside Sports keeps hundreds of thousands of dollars on hand...

http://www.businessweek.com/articles/201...st-game#p1
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