The T’Wolves have “begun selling seat upgrades during games as part of a novel plan to keep the team’s ticket marketplace active until the final whistle,” according to Ira Boudway of BLOOMBERG NEWS. Fans at the Target Center are “being offered the chance to move into seats in the first 20 rows during the game.” Over the T’Wolves’ first three home games, they “sold 159 upgrades at an average cost of about $34 per seat.” The T’Wolves are “also selling ‘first half passes’ for a handful of premium seats at each game.” Buyers, who pay half the price of a full-game ticket, are “required to vacate their seats after the second quarter and have access to a lounge club for the remainder of the game.” The franchise has also “held aside seats to sell as second-half upgrades.” In the future, fans who “leave the arena early may be able to release their seats, possibly in exchange for discounts or other perks.” Jump, the team’s ticketing platform “charges a licensing fee for its software” instead of charging fees on ticket sales and sharing them with teams. Fans login through the team’s app and buy directly. The T’Wolves’ upgrade program is the “first realization of Jump’s founding vision to create a marketplace for fans to switch, or jump, seats during games.” For now, Jump is “setting prices for upgrades.” As inventory grows, it “may use auctions” (BLOOMBERG NEWS, 11/7).
