Why Summer Is the Best Time to Launch Digital Ticketing for Athletics

As the final school bell rings and athletes shift into summer workouts, there’s one move every athletic department should consider before fall sports return: going digital with ticketing. 

The off-season is the perfect time to evaluate your current ticketing operations and look for areas of improvement. Making changes in the summer will ensure a seamless transition and execution once the stands are packed again.  

Here’s why the summer is the ideal time to make the switch to digital ticketing—and how your school will benefit. 

Table of Contents

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• Train Staff Without the Pressure of Game Day
• Start the Year with a Consistent Process 
• Drive Early Awareness and Engagement
• Improve Financial Tracking from Day One
• Try It Out with Summer Events

1. Train Staff Without the Pressure of Game Day 

Summer gives you the space to learn and implement without the ticking clock of live events. Fall is a very busy time for high school sports.  

Trying to roll out a new system while managing logistics, weather delays, and navigating the start of a new school year? That’s a recipe for stress. Implementing digital ticketing in the summer lets you focus on what really matters once the season starts: the student-athletes and the fans. Training during the off-season means: 

• No rush to troubleshoot issues at the gate 

• Plenty of time for walkthroughs and mock events 

• Better comfort and confidence with the new system before the season starts. 

A well-prepared team makes for smooth entry and satisfied fans from Day 1. 

2. Start the Year with a Consistent Process 

Launching digital ticketing in the summer means every team, coach, and community member begins the year on the same page. Instead of introducing changes mid-season, you establish: 

• Clear expectations for purchasing and entry 

• Consistent policies for all sports and events 

• Fewer hiccups for returning and new fans 

Consistency across sports seasons leads to fewer headaches—and better adoption. 

3. Drive Early Awareness and Engagement 

The offseason is also a valuable opportunity for communication. As families register for the new year and student-athletes gear up for tryouts and pre-season workouts, you can: 

• Promote your new digital ticketing platform via newsletters and email 
  

• Have a chance to speak to parents about the change 

• Offer how-to guides or short videos for fans 

• Encourage presales or season pass purchases before the first whistle blows 

This head start builds excitement and ensures fans are ready before game day. 

4. Improve Financial Tracking from Day One 

Digital ticketing automatically organizes your event revenue and attendance reporting. Launching in the summer allows you to: 

• Set up accounts and permissions before sales begin 

• Align ticketing categories with your budget  

• Create a full-year reporting baseline starting in August or September 

The result? Cleaner books, faster reporting, and fewer Friday night cash-counting marathons. 

Additional Content

Want to learn how to better plan your athletics budget? Check out one of our podcast episodes on budgeting for public schools.

5. Try It Out with Summer Events 

If your school hosts summer camps, alumni games, or preseason scrimmages, those events are perfect low-stakes testing grounds. Use them to: 

• Test fan entry procedures 

• Get feedback from staff and attendees 

• Adjust signage or communications 

• Address any hiccups or challenges 

By fall, your team will be running like clockwork, and fans will already be familiar with the process. 

Set the Stage for a Stronger Season 

Digital ticketing isn't just about selling tickets online—it's about transforming how your school manages events, connects with the community, and tracks performance. By making the switch in the summer, you give your school the best chance to hit the ground running in the fall. 

Ready to modernize your ticketing process? Summer is the time to start.