Closing Shot: That’s The Ticket

Weldon, Williams & Lick Inc.’s headquarters in Fort Smith, Ark., has a small on-site museum that acts as a shrine to the printing company’s business and its evolution over decades. Perhaps the most intriguing exhibit showcases one of WW&L’s first clients, Ringling Bros. and Barnum & Bailey Circus, and the way WW&L manufactured tickets for the event in the early 1900s. 

A lot has changed since those days.

WW&L, founded in 1898, has had to evolve its business in tune with the evolving ticketing industry, including an emphasis on printed souvenir tickets that serve as a complement to their digital counterparts. The company, which still focuses on traditional admission and access control products, has been a top player in printing tickets for sporting events over the course of its existence. Its latest evolution: Integration this season into the MLB Ballpark App for the six clubs it works with as the league completes its transition to all-digital ticketing.

“Getting in the Ballpark App was really important,” WW&L Chief Revenue Officer Evan Gitomer said, “because we’re trying to meet fans where they are.”

WW&L works on souvenir tickets with the Arizona Diamondbacks, Philadelphia Phillies, Chicago Cubs, St. Louis Cardinals, Kansas City Royals and Seattle Mariners, and expects to be working with half of the league’s 30 clubs by season’s end. The Ballpark App integration allows customers to add souvenir tickets to their cart as they purchase digital tickets. Prices for the souvenirs — which vary by market and by how “all-out” the club goes in the tickets’ design and quality — range from $8 to $25.

WW&L, which works with other leagues and teams such as the NFL and NCAA in addition to concerts and other marquee events, has a sublicensing agreement with MLB via Fanatics, which manages much of MLB’s hard-goods business. It’s not an exclusive license; another company, Consolidated Printing, also has rights to physical MLB commemorative tickets, though it does not yet have integration into the Ballpark App like WW&L.

The Diamondbacks are entering their second full season working with WW&L in this capacity; previously, the franchise had printed its gift cards through WW&L. Last year, they offered four different versions of the souvenir ticket, including a couple of player-focused versions. Hundreds sold for most games, but “it’s my belief that [the Ballpark App integration] is going to take it to another level,” said Josh Simon, Diamondbacks senior director of ticket operations, who estimated 60% of fans are now entering Chase Field using the app.

While there has been increased exposure in recent years for NFT commemorative tickets, WW&L’s physical souvenirs tap into a nostalgia factor that’s difficult to replicate with anything digital.

“Maybe a fan is coming to the game and it’s their kid’s first game. Maybe there’s a no-hitter,” Simon said. “This lets them commemorate that with something really nice and physical. They can put it on their desk. They can frame it.”