Interview with Andrea Pagnanelli, CEO of LeapSeats

LS_logoEarlier this week, I conducted an email interview with Andrea Pagnanelli, CEO of LeapSeats (and a former colleague of mine) to learn more about her company.

First off, tell us, what is LeapSeats?

LeapSeats is an in-venue seat upgrade application designed to enhance the in-venue fan experience, while also improving the effectiveness of teams’ ticketing departments. LeapSeats focuses on lead generation, retention touchpoints, and maximizing revenue from all attendees through upgrades and selling new game-day inventory. Spectators simply download the app (or a teams’ app), scan the barcode, choose an upgrade, enter payment, and enjoy new seats.

You have a deep background in ticket sales. What from that experience pointed you to the value that LeapSeats might offer?

Working in ticket sales, you are trained to continuously think of new ways to drive revenue and bring more value to fans. With the landscape of technology in-venue changing, it was the perfect time to develop a product that accomplishes both these goals. We are rethinking the way organizations monetize unused ticket inventory, the way attendees purchase tickets, and the way organizations interact with their fans.

Is there a risk that LeapSeats could cannibalize a team’s own ticket sales efforts?

No. LeapSeats only sells any unsold ticket inventory on game-day.

How does LeapSeats compete with secondary ticket options?

LeapSeats does not compete with secondary ticket options; we are not a ticket marketplace. It is simply a tool for fans to utilize come game-day to get closer to the action and purchase unique experiences.

Can LeapSeats be used for teams that are traditionally sold out?

Yes, LeapSeats goes beyond offering seat upgrades. It can also offer unique and one of a kind experiences. We create new game-day inventory that doesn’t exist – think selling tours of an arena on game-day, pre-game field access, post-game photos, or any asset a group sales department does not move by game-day.

How do you see this space evolving over the next 3-5 years?

With the adaptation of Wi-Fi and DAS infrastructures in-venues, the smartphone is providing us with a new way to interact with our fans. I would anticipate more companies will develop technology and applications to capitalize on this market.

You can connect with Andrea via Twitter at @apagnanelli, on LinkedIn or by email at apagnanelli@rseventures.com.