like a valued patron of the organization.” While some people may view this type of marketing as a little
invasive – after all, it does appear that the venue is stalking its patron – the reality is that is has become a part of everyday life thanks to on- line services such as Amazon, Google, and other platforms. Anyone who shops or searches online has grown accustomed to various pop- up ads promoting products or services that were recently searched. “The majority of consumers not only appreciate personalization,
- pectations.” Dan Archabal, director of
sales for Paciolan, agrees. “It is seen as being more thoughtful,” he says. “Why wouldn’t you if you knew the habits of your customers? If you know that attending your event are wom- your bathroom situation. “You have to be more thoughtful than simply provid- ing a good show in order to get your building.” In some ways, venues and event organizers
have per-
formed these duties for decades through patron cultivation. For them that may encourage them to upgrade their seat choices by way of inviting them to batting practice or a special team luncheon. A moderate donor to the opera may be contacted via personalized let- entice them to increase their giving level.
over spreadsheets, information can be gathered on all patrons in sec- onds via tailored applications.
email invitation,” Carr says. Promoters and venue owners want to know every fan and guest entering their venue. Venue managers invest a great deal in resourc- es to marketing shows and events, and until now they only knew the ticket purchaser. The ability to grow a relationship with that purchaser’s guests was not an option until now. With new social functions, where the purchaser can transfer tickets to their guests the friends and families of ticket purchasers, giving them an even broader audience.
GENERATING REVENUE Until recently, ticketing was a cost center for events that did little
more than allow access to the building. Companies can now leverage - ple. They can also integrate information such as parking and conces- According to Petrusic, more than half of bookings and related pur-
- simple, personalized recommen- dations for items they will likely want to purchase in addition to their ticket, teams and ven- ue managers can take the guess work out of the planning process. “A single-platform system al-
lows venue operators hassle-free access to a wealth of comprehen- sive data and reporting on pur- chase patterns, ticket availability and other insightful user behav- ior,” Petrusic says. “Once venue managers have access to that data, they can leverage it to drive revenue and ensure an enjoyable patrons.” Through advanced con- sumer analytics services, teams - geted ancillary
their marketing partners, such as car rentals, hotels,
services from restaurants,
and other entertainment. If a patron is attending a concert from out of town, why not encourage them to spend the weekend? Those
THE NEXT GENERATION As patrons and event managers become more and more accustomed to online and mobile ticketing, the need for security increases. Not only do patrons need to know that their data is safe, but facility operators want to know who is entering their buildings. The future, Andersen says, lies in making sure event managers know
crypto-currency, as well as identifying patrons who can skip long secu- rity lines similar to what airlines provide for frequent travelers. Ticketing will continue to be the forefront of establishing a high-
er touch point with fans who increasingly are looking for the easiest, quickest, and most mobile-friendly way to purchase a ticket. “The industry is going to see a move toward guest empowerment,”
Petrusic says. “Ticketing technology shouldn’t be a barrier between the FM
Kelly Pedone is a freelance writer based in Charlottesville, Virginia. IAVM 27
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