The Phillies are allowing fans to add money to their tickets that can be used for consessions at the park. It's just one way the bar codes on tickets are being used to better serve the fans at games:

That technology, he adds, also gives the team insight into some of their basic customer-service practices. By fans having their bar code swiped as they enter the ballpark, "we know what time these tickets come into the ballpark and we know what gate they come to, so we know how to staff the parking lots," Buck says. "We know how early to open Ashburn Alley, because we know that 2,400 people on an average weekday will be in the gates before 5:30."

I hope dynamic pricing for consessions isn't far behind.

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