Dorking Wanderers FC, one of the most progressive clubs in England's National League, has elevated its ticketing operations with TicketCo, enhancing both the fan experience and operational efficiency.
The Challenge: Evolving Systems and Unique Fan Demographics
As a rapidly growing club led by its charismatic chairman Marc White, Dorking Wanderers has cultivated a loyal follower base with a unique twist. Many fans travel long distances to attend matches, drawn not only by the football but also by White’s engaging social media presence and the club’s distinct identity. Managing ticketing operations for such a dynamic audience, however, posed challenges.
Adding to the complexity, Dorking operates as tenants in their stadium, requiring compliance with council regulations for any infrastructure upgrades, which has limited their ability to improve the speed of their operation.
The Solution: A Seamless Transition to TicketCo
Recognising the need for a modern, flexible solution, Dorking Wanderers partnered with TicketCo. The transition, described by Digital Marketing & Content Manager Ollie Gout as “flawless,” took place during the busy preseason. Despite the tight timeline, the TicketCo team ensured a smooth onboarding process, with invaluable support from Customer Success representatives.
"TicketCo understands football. That has been our experience ever since our first meeting with Sales and up until now, being in the safe hands of Customer Success," Gout shared. "Their expertise in the football industry combined with their understanding of us as a club made all the difference."
The club has also embraced TicketCo's mobile scanning technology, which allows volunteers to use their smartphones instead of fixed scanners. This innovation has significantly reduced matchday queues, ensuring a smoother experience for fans even on high-attendance days. "It takes me less than 30 seconds to set up a phone for scanning," said Gout. "It's as simple as downloading the app, logging in, and we’re good to go."
Benefits: Efficiency, Flexibility, and Community Engagement
Since adopting TicketCo, Dorking Wanderers has achieved notable improvements across several areas:
- Faster Entry: The mobile scanning app has streamlined entry, elevating the matchday experience for fans.
- Operational Ease: The intuitive platform empowers staff and volunteers to manage ticketing efficiently, reducing reliance on external support.
- Increased Digital Sales: A focus on online pre-sales has improved attendance forecasts and streamlined matchday operations.
- Community Engagement: The platform supports initiatives like distributing complimentary tickets to youth players and sponsors, fostering stronger local connections.
A Club Built on Passion and Innovation
Dorking Wanderers’ journey with TicketCo reflects the club’s broader ethos of combining passion with innovation. Marc White’s vision for the club extends beyond the pitch, ensuring that every touchpoint—from ticketing to fan engagement—aligns with the club’s values.
"The transition was seamless, and the support we received was phenomenal," Gout said. "The scanning app alone has been a game-changer, helping us manage queues and improve the overall experience for fans."
Setting the Standard for National League clubs
By addressing unique challenges and focusing on fan-first solutions, Dorking Wanderers and TicketCo are showcasing what’s possible in lower-league football. The partnership highlights the importance of tailored, modern solutions for clubs, fans, and communities alike.
“What Dorking Wanderers have achieved on their ticketing side is highly achievable for every National League club,” said TicketCo’s VP UK & Ireland, David Kenny. “As National League’s exclusive ticketing partner, we are enabling all clubs to solve all their matchday and operational needs in one place.”
TicketCo’s National League solution has these benefits:
Easy and simple
- A digital first customer journey that makes buying tickets easy
- Google and Apple Wallet functionality
- Season ticket renewal campaigns included, (with data transfer from your current system)
Increase sales
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Offer subscriptions, and/or half and full season tickets
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Upselling opportunities for physical season ticket cards, merchandise and F&B
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Promote special offers with bundles, promo codes and discounts
Commercial opportunities
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Connect commercial partners and fans to increase ROI and brand awareness
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Generate richer customer data to share with your partners
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Create new digital sponsorship opportunities
Matchday operations
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Payments - contactless, Apple Pay and Google Pay for efficient sales
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Lightning fast ticket scanning with our easy to use organiser app for iOS and Android
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Integrations available for automated access control systems, Point Of Sales (Tills), Applications, CRM, and Marketing tools.
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