The call of "Who needs two?" is familiar to anyone who has attended a ballgame or a concert. But, increasingly, it is being replaced by "Can I recommend a nice restaurant to go with those seats?"

By combining service techniques found at Amazon.com and the social networking aspects that made MySpace.com a Web powerhouse, Crystal Lake's TicketsNow.com wants to reinvent the secondary ticket market.

An online broker to events ranging from "Wicked" to White Sox games, TicketsNow can arrange for a limousine to pick up a customer at home and drop them off at a restaurant well before the curtain rises. This week, tools used for customers to share their experience at an event, including reviews, blogs and snapshots, will start appearing on the site.

"This is an upgrade in service, not simply just a new Web site," said Kenneth Dotson, chief marketing officer for TicketsNow. "Going to events is a lot more than buying tickets."

When the event is over, the company wants customers to write a review or post photos so they can relive it.

"This will be a huge differentiator in the space for them," said Brett Hurt, chief executive of Bazaar Voice, an Austin, Texas, company that helps e-commerce firms launch review services.

"It's proven to work. When people write a review, they come back four times on average to see if it was posted," he said.

The market for tickets is a crowded field, including scalpers who hawk their inventory outside a ballpark, mom-and-pop storefronts, auction-based Web sites and hundreds of online destinations that specialize in new or resold tickets. On the Web, eBay and Craigslist are the top sellers of resold tickets, but companies like TicketsNow, StubHub and RazorGator are gaining legitimacy among consumers as a safe place to shop.

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