Our ticketing predictions

Share on facebook
Share on twitter
Share on linkedin

We’ve been having a great time at the Intix 2020 Conference, connecting with industry professionals from across the globe.

Our CEO Simon appeared on a panel discussion Service is the Best Form of Marketing with our friend Dave Wakeman, who also appeared on the Discount? Or, Don’t Discount? panel discussion.

We asked industry leaders to share their thoughts on three hot topics impacting the ticketing sector: discounts, service and the future of ticketing. As always, it’s great to see such a wide range of opinions and ideas. Take a look…


  • Go big or go home. Nobody cares about 15% off. — Sean Kelly, Vatic
  • Broad question as it depends on each particular market, but sports & music need to do a better job on developing a healthier ticketing ecosystem, which protects their product both on the Primary and Secondary markets. — Scott Friedman, DTI Management
  • To avoid alienating early buyers, target the discounts to specific groups – newcomers’ clubs, first responders, teacher groups, homeschoolers, etc. We try to be strategic and match the type of discount to the show. — Christy Grantham, The Wilson Center at Cape Fear Community College
  • For us and the model we work in, receiving a discount in our B2B relationships helps us pass on that discount to customers and price in line with the primary market. That being said, it is really important not to train customers to buy based on discount and just wait for an offer. Our partners are able to avoid the notion of “discounting” their product which can devalue their image and contribute to reduced revenue in some cases. — Sara Madrid, Prolific 1
  • Discounts don’t kill brands. Brands kill brands. — Martin Gammeltoft, Activity Stream
  • The 1st time you discount, it likely works extremely well thus enticing you to repeat the exercise more often. The problem is that its “diminishing returns” meaning every new discount diminished the value of your brand/product making it less & less effective while making it difficult to regain the same value you had (pre-discounts). At this point, you are stuck in a vicious cycle. — Frederic Auaod, Stay 22


  • Great service isn’t about being perfect. The test of great service is when things go badly for a patron, regardless of who is at fault, you fix the problem so the patron feels truly taken care of. — Sean Kelly, Vatic
  • Great service is being there for your customer and being solution oriented. Bad service is ignoring or putting off your customer during difficult situations. — Scott Friedman, DTI Management
  • Empathy, Active Listening and act on what you learn and hear from your patrons. First call resolution. Bad service is lack of listening, no actions, no resolution. — Linda Forlini, Ticket Philadelphia
  • Keeping the ‘human’ touch – finding unique ways to turn a negative situation around, or make a good one great. — Christy Grantham, The Wilson Center at Cape Fear Community College
  • In our world great service is giving a customer a positive experience from the moment they purchase a ticket to the time when they walk out of the venue. Even more important is being quick and helpful in rectifying problems that arise. — Sara Madrid, Prolific 1
  • In a business that relies increasingly on AI and cutting edge technology, we can’t forget that the heart of our industry is the fans, and that technology cannot replace human contact. — Guislaine Bulman, Ticketpro
  • Consumers value their time more than anything else in today’s world as it’s an irreplaceable commodity.  Most just want the ability when purchasing a ticket to a live event to go to one place, see every seat option and add-on available, and know that the ticket is authentic. Live events need to become more customer centric and offer that! — Alan Gefland, Fair Ticket Solutions
  • Everything starts with understanding the customer and its need/issue. Even from a purely financial point of view, I’d invite you to think of how expensive it is to acquire a new customer. Essentially the cost of client acquisition (sales salary, marketing, commissions, events, tradeshows etc…) and versus your cost of client retention (customer service). Most likely the latter is substantially less expensive. —Frederic Auoad, Stay 22

Ticketing predictions

  • More and more organizations will feel compelled to utilize dynamic pricing to improve earned revenue results. — Sean Kelly, Vatic
  • More regulation enforced and more volume of saturated secondary ticketing markets across sports/music/concerts. — Scott Friedman, DTI Management
  • Block chain is the next big thing in Ticketing.  The ability to know and understand the chain of ownership with tickets and the ability to target each link in the chain. — Linda Forlini, Ticket Philadelphia
  • I think right-holders gaining more control of distribution and pricing, plus continued growth of new products will have the biggest impact. — Jesse Lawrence, TicketIQ
  • I’m keeping an eye on how teams are making season tickets more customizable to parallel changing consumer buying habits without compromising the integrity of a season ticket.  Or with compromising. — Brett Zalaski, Get After It Sales
  • More sports venues will become emptier as sports executives refuse to embrace digital sales, or continue to make the assumption that all pricing is the same (not dynamic, but value-loaded). — Troy Kirby, The Tao of Sports
  • I believe the increased recognition and positive awareness that mental health has received in athletics may have a larger impact on teams – and ticket sales. — Bill Guertin, Chief Learning Officer, ISBI 360
  • The importance of a data led culture within organisations is gaining traction, and many are now seeking to understand how best they can integrate data into the heart of their thinking instead of it sitting as a toolbox for use in certain channels only. — Ian Taylor, Krow Group

We’d love to hear your ticketing predictions, too! Get in touch with us on LinkedIn and share your views on the future of ticketing.

Share this post with your friends

Share on facebook
Share on google
Share on twitter
Share on linkedin