Select-a-Seat Event Generates $300,000 in New Revenue
Courtesy: Cal Athletics  
Release:  03/01/2013

March 1, 2013

BERKELEY - Cal Athletics' commitment to providing the Gold Standard in customer service continued last weekend with the success of the first ever Cal Football Select-a-Seat event. Season-ticket holders who had renewed by Jan. 31, as well as fans who placed deposits on season tickets, were invited to come to Memorial Stadium to personally view the options to upgrade their seat locations or add-on additional season tickets.

The in-person event gave fans the chance to sit in seats, view sight lines and choose where they want to watch Cal football games next fall. Open seats were tagged so fans could easily see what was available and decide whether they wanted to move from their 2012 location. The event also allowed season-ticket holders to move seat locations in order to sit with a group of friends. Selection times were organized by priority points in order to ensure the process was fair.

Overall the event generated more than $300,000 in donations, seat upgrades and new season tickets.

In addition to the seat selection event, the Field Club was open for viewing and concessions. Players and cheerleaders walked among the fans, mingling and sharing stories. Junior Defensive back Adrian Lee said: "This event really made me realize the tradition is real. Today I had a fan that I met two years ago come up to me to say hi. I was surprised he recognized me. Our fans are really dedicated and it means a lot."

Fans also joined the fun on the field, taking pictures and timing themselves running the 40 yard dash.

"We worked hard to provide a unique upgrade event for our season-ticket holders." said Kevin Holman, Cal's director of customer service and retention. "You can't replace the experience of being able to touch and feel your new seats, walk around on the field or interact with our student-athletes. We received outstanding feedback from our fans throughout the weekend."

Information about a seat-selection event for men's basketball this summer will be announced in the coming weeks. For questions or issues regarding select-a-seat, email