A tiny company based in Prince Edward Island is creating a big buzz at the world junior hockey championship in Saskatoon.
The two-year-old Summerside-based firm, 50/50 Central, has developed innovative software and wireless technology that has given a modern, high-speed twist to a long-standing rinkside tradition: the 50-50 draw.
The electronic system allows ticket buyers to watch the pot grow every time a ticket is purchased, an obvious and immediate incentive that has translated into rapidly growing prize pools and added excitement in the stands.
On New Year’s Eve, when Canada played the United States, the 15,000 fans at Credit Union Centre in Saskatoon purchased $187,050 worth of 50-50 tickets, creating a cash prize of more than $93,000.
That’s almost $12.50 per person in ticket sales.
Blair Smith, the company’s co-owner, said ticket sales for tonight’s game, when Canada takes on the United States for the gold medal, are expected to top $200,000.
The tournament’s host committee had a licence to sell $1.5 million worth of 50-50 tickets, but it recently applied for a $2 million threshold.
Craig Sled, assistant vice-president of marketing for the host committee, said the group had expected about $600,000 in ticket sales, based on the two previous world junior hockey championships in Ottawa and Vancouver.
“We’re overwhelmed,” he said.
At each game, spectators can purchase tickets from one of 14 roving vendors carrying a handheld, wireless terminal and a tiny, wireless printer. Tickets are also available from vendors seated at eight, wired terminals around the arena.
Every time someone buys a ticket–1 for $5; 3 for $10; and 10 for $20–the new total for the draw is immediately beamed to all of the closed-circuit televisions in the stadium.
“We’re on there all the time, whether it’s a little bug in the corner or it’s full-screen,” said Smith.
The total is also shown on the electronic score clock at centre ice during announcements and each intermission.
During games, as the jackpot displayed on the Jumbotron rises rapidly, the lineups grow longer for tickets and the banter in the stands often turns to the interactive lottery.
“As they watch it grow and grow, what we’re seeing is a lot of people coming back… and buying more,” said Sled. “We’re seeing a lot of people spending $100, $200… and they’re buying for family and friends.”
The host committee will use its share of the proceeds to pay for the tournament. The net profit will be funnelled into minor hockey programs.
Smith said his partner George Roberts came up with the concept while sitting in a shopping mall in Montreal in 2006.
“He was trying to figure out a better way to skin the cat,” said Smith.
“We soon came to realize that is was all about the accountability. When you make a sale… the individual buying sees the pot increase right away,” he said.
“They know it’s in the pot… In any cash business, accountability is important.”
