Abstract: A seat reservation process, the process including the steps of: accepting reservation requests for available seats for an event; offering to customers an option to book a seat having one or more empty seats adjacent thereto on payment of a premium or agreeing to pay a premium or other consideration; terminating the reservation of requests for seats at a predetermined time: determining, after the step of terminating the reservation of requests for seats, if there are empty seats for the event; and if there are empty seats available for the event, allocating seats having empty seats adjacent thereto to those customers who have paid or have agreed to pay said premium or other consideration.