Bank One Ballpark giving software as perk for luxury suite holders

The Arizona Diamondbacks and Bank One Ballpark have signed a deal to give UsherPro 2001 software to luxury suite ticket holders as a perk.

The software helps businesses manage their season tickets by reminding them of games and even calculating a return on the investment. The program hopefully will increase the percentage of companies wanting to renew suite deals.

BOB does not disclose lease prices for suites, but at America West Arena, they can run as high as $120,000 per year.

At BOB, there are 69 luxury suites and six party suites, which accommodate around 50 people and as many as 200, said Diamondbacks spokesman Mike Malo.

BOB has yet to renew its suite holders, which purchase the tickets for up to 10 years.

UsherPro already is being used by the Phoenix Suns in America West Arena. It is given on a CD to AWA's 69 suite holders and can be run on a desktop PC.

About 80 percent of sports arena suites are purchased by companies, said Robert McAuliff, UsherPro chairman and chief executive.

But if companies aren't given help managing the tickets, many go unused, he said. The tickets don't seem as attractive an employee incentive if taking advantage of them becomes too cumbersome.

Venues lose food and beverage revenue if seats go empty. Suites spend between $300 and $400 on average per game on food and beverage at AWA, said Paige Peterson, general manager of America West Arena.

McAuliff said UsherPro software currently is being used by 10 venues covering 22 top level sports teams. The Diamondbacks are the second Major League Baseball team to purchase it.

UsherPro staff will be in Phoenix May 2 to 3 to train BOB suite holders on its use.

Research on UsherPro's performance is proprietary, McAuliff said. The 2-year-old company is based in Wood Dale, Ill.