The Value of STADIS Data 2012 MILB Championship Stats

September 18, 2012

 STADIS is the data integration, value-add and Advanced Promotions Platform developed by IMS STADIS pioneered the value-add technology for the sports industry at the Philadelphia Phillies in 2004

 STADIS customers include teams from all major sports including: Major League Baseball (MLB) Minor League Baseball (MiLB) National Basketball Association (NBA) National Hockey League (NHL) National Football League (NFL) NCAA

 Data from Reno Aces vs. Pawtucket Red Sox 2012 AAA Championship Game hosted by the Durham Bulls Insights showing selective F&B - Retail Merchandise data from STADIS tickets Bad weather had a dramatic impact on overall attendance

 Definitions: Redemption: Amount of value on a STADIS ticket that is spent Breakage or unused value: Amount of value on a STADIS ticket that is remaining or unspent Uplift: Amount of money spent above the amount of original value on a STADIS ticket Uplift is measured on the split tender when the last remaining portion of STADIS value is spent and either cash or credit card is used to pay the remaining amount due on that transaction Note: A STADIS ticket holder may spend additional money through the game, but if they dont scan their ticket, these sales cannot be tracked

 25 tickets with $15 of value were gifted by IMS 15 of these were used in full 3 were partially used 7 had 0 redemption (were not used at all) Unused values (breakage) from these 10 tickets (3+7) were unused marketing costs & not included in calculations 25 tickets with $5 of value were gifted by IMS All 25 had 0 redemption (were not used at all) resulting in unused marketing costs & not included in calculations

 793 tickets with $5 of value were pre-paid by fans 218 of these used in full 13 were partially used 562 had 0 redemption (were not used at all) Unused values (breakage) from these 575 tickets (13+562) are revenue & included in calculations where referenced Ticket Barcode personal information (name, address, etc.) removed for confidentiality Data does not include ticket prices

 The following data shows how STADIS can help you: Lever subcontractor and sponsor co-marketing funds Know your top purchasers Know what these top purchasers are buying Develop custom offerings (operational, marketing, etc.) to drive more frequency & $ per transaction Drive higher spending per fan through Higher ticket retails, or Higher pre-paid load amounts Higher F&B and Retail spending & per caps Higher perceived value by gifting Fill in the missing F&B and Merchandise revenue generated per fan for your CRM initiatives

$5,500 $5,000 $4,500 $4,000 Avg. $5.21 load per STADIS ticket

Avg. $6.50 return per STADIS ticket

25% Above Load Amount 33% of Load Amount

$1,045

75% Above Redemption Amount

$3,500 $3,000 $2,500 $2,000 $1,500 $1,000 $500 $0

$1,394

$4,225
67% of Load Amount

$2,831

Total Amount Loaded Loaded Value Unused Value

Sales Contribution Areas Redemption Uplift on Redemption

Notes: Unused Value abnormally larger than historical average of 28% Data shows $5 ticket unused values pre-paid by fans, Does not include unused values on $15 & $5 tickets gifted by IMS

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 562 231

793 - $5 STADIS Tickets Pre-Paid By Fans

Tix w/"0" Redemption Tix w/Any Redemption

100% 90% 80% 70%

Cum % of STADIS Sales

60% 50% 40% 30% 20% 10% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

STADIS Tickets

Cum % of STADIS Tickets

Note: STADIS sales exclude all unused values (breakage)

$30.00 $27.50 $25.00 $22.50 $20.00 $17.50

STADIS Ticket Avg. Per Cap

$15.00
$12.50 $10.00 $7.50 $5.00 $2.50 $-

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Stadium Per Cap $10.09

STADIS Tickets

Cum % of STADIS Tickets w/Redemption

Note: STADIS per caps exclude all unused values (breakage)

The top 11% of STADIS Tickets Contributed 31% of STADIS sales

Notes: STADIS sales exclude al unused values (breakage)

100% 95% 90% 85% 80% 75% 70% 65% 60% 55% 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

231

$2,154

18

$285

Tickets with Redemption $15 Load

Note:0 Redemption Tickets Not Included

Sales
$5 Load

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% $15 Tickets Full Redemption
Note: 0 Redemption Tickets Not Included

13

15

Or, for STADIS tickets that had any spending, only 6% of value remained unspent

218

$5 Tickets Partial Redemption

$65 $60 $55 $50 $45 $40 $35

18 231 $15 STADIS $5 STADIS Tickets Tickets Any tickets above $15 are Tix w/Uplift Note that not one $15 Tix w/any redemption was below the avg. per cap

Sales Per STADIS Ticket

$30 $25 $20 $15 $10 $5 $0 $0 $1 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 $12 $13 $14 $15 $16

Any tickets above $5 are Tix w/Uplift

Stadium Avg. Per Cap $10.09 Note: STADIS sales exclude all unused values (breakage)

STADIS Tickets

Load Amount Per STADIS Ticket

$65.00

$60.00
$55.00 $50.00 $45.00 $40.00

Sales/Ticket

$35.00 $30.00 $25.00 $20.00 $15.00 $10.00 $5.00 $0

Stadium Avg. Per Cap $10.09

STADIS Tickets
Sales/STADIS Ticket Load Amount/Ticket

247

Note: STADIS sales exclude all unused values (breakage)

Multiple Tickets with Value Can Be Used To Make a Purchase

Note: STADIS sales exclude unused value (breakage)

Drive Fans to Specific Locations Market to Specific Fans

Note: STADIS sales exclude unused value (breakage)

 All results based on actual data captured Promotions become accountable and measurable Most unused value (or breakage) resulted from tickets with 0 redemption Usually no-shows and/or are unaware they had value Gate access can tell us which is the case When redeemed, the majority of tickets were redeemed in full

 STADIS tickets can drive per cap growth 90% of tickets had an average per cap higher than stadium per cap All $15 loaded tickets w/redemption had a per cap higher than the stadium per cap Proper mix planning of load amounts assures success Total return (including unused value) averaged +$1.29/ticket, or +25% Increase per cap and revenue by incenting fans to load more/ticket $5 loads showed uplift, but not enough to surpass stadium per cap

 To lean more about STADIS new Advanced Promotions Platform To learn how STADIS can create immediate and lasting value for you and your customers, contact: Jim Shrader: jshrader@ims-pos.com Steve Massi: smassi@ims-pos.com Phone: 484.482.1600