Written by Kevin Volz.
There is a lot of work that goes into planning a group outing to a sporting event. Certain tasks like choosing seats, getting the word out, and keeping track of ticket sales fall on the shoulders of the group leader. This organizer works with a group sales representative at the venue, who relays the information and marketing through that one person. Without a way to contact each member of the group, sales personnel are missing out on potential future business. Groupmatics in Cleveland, Ohio, is an online group ticket sales platform working to solve both of these problems.
Groupmatics provides each group that books an event at a venue a custom page built by their sales representative. Through that page, each person in the group can choose their seat, buy their ticket, and find any additional information they may need. The group organizer has access to marketing materials from the team that they can distribute via email and social media. The sales manager can then track the progress in a real time report provided by Groupmatics that shows how much each group is spending and the contact information of everyone in the group. This helps sales managers create databases for future marketing efforts.
“We track who’s opened emails, who’s purchased tickets and who hasn’t. This information provides sales managers with as many tools as possible to sell more tickets down the road,” said Matt Mastrangelo, founder and CEO of Groupmatics.
Groupmatics’ clients range from stadiums to theaters, and these venues are seeing results in their group sales. For example, after implementing the system, the Boston Cannons, a major league lacrosse team, sold more than 400 tickets to a little league that hadn’t booked an event with them in years. They also gained over 100 contacts in the group for future marketing.
Before starting Groupmatics in 2012, Mastrangelo was a group sales manager for the Cleveland Browns and the Cleveland Indians. He says the systems in place at most venues are very archaic. He had one contact for large groups and was often handling cash and checks when collecting ticket payments. Through his own experiences from inside these organizations, he knew there was a more efficient way to organize large events.
Groupmatics received $125,000 in funding from the Great Lakes Innovation and Development Enterprise (GLIDE), a northeast Ohio partner of Ohio Third Frontier, which helped the company add more features to its platform, such as the integration of major ticket providers like Ticketmaster. Mastrangelo also received mentorship from JumpStart, another Ohio Third Frontier partner in the region, where he got advice from established entrepreneurs and connected with future investors.
Groupmatics grew from 15 clients to 41 in 2015. By the end of 2016, they expect to more than double their business. Cleveland has always been home for Mastrangelo, who says he is seeing an entrepreneurial transformation happening in the city thanks to organizations like GLIDE and JumpStart. He says he’s proud to be part of that change.