"The trend is clearly towards online tickets"
Not only on the slopes is there intense preparation underway for the 57th Saslong Classic, but the workload is also increasing day by day in other areas. This includes ticketing, where the busiest phase is still ahead, as Marcello Cobelli, the longtime head of Ticketing & Spectators, reveals in a brief interview.
Marcello, are you already in the hot phase of ticket sales?
This year, we opened the ticket sale at the beginning of September. The first two or three weeks were, as in previous years, truly very intense. Then our fans immediately want answers to their inquiries and emails because they're afraid they might miss out on tickets and, as a result, our races. After that, things calm down a bit before picking up again at the beginning of December, increasing day by day until the races.
So, our fans don’t need to worry about ending up without tickets this year?
No, not at all. Although we've already sold 70 percent of the VIP tickets, which, of course, makes us very happy. We've been able to build great partnerships over the past few years. For many of our partners, the Ski World Cup has now become a fixed event in their calendar. For the remaining tickets, quotas are not yet exhausted. Still, I advise all ski fans to secure their tickets early to ensure they get their preferred spot—whether at the finish line, along the slope, or at the Camel Humps. In the final days leading up to the races, availability can become very limited.
Are more tickets sold on-site, or do ski fans purchase their tickets online?
That can't be generalized. For VIP tickets, we sell less than 10 percent on-site. For the other tickets, the ratio is 70:30—70 percent sold on-site and 30 percent online. However online sales have grown significantly in recent years, and this share will continue to grow even more in the upcoming years. We are also promoting this with a targeted campaign. For example, those who purchase their tickets online this year will receive a 10 percent discount on their tickets next year. The voucher code will be sent to all eligible individuals via email in the new year. Additionally, there is the advantage that these guests can go directly to the stadium without having to stop by the ticket shop first. As a final tip: anyone who already has a ticket and arrives by car can leave it at the Col Raiser parking lot, where there is ample capacity, and reach the finish area quickly via the Val Gardena Ronda Express.