Fall will soon usher in a season of change. The ticketing industry is poised for its own transformations too, with new trends emerging that will reshape the live event landscape. Among these are new laws and regulations, the push for transparent ticket pricing, the ongoing shift towards AI, and the adoption of blockchain in ticket sales. Overall, the industry is still in reset, realignment and reinvention mode, a natural response to the disruptions caused by the pandemic. And change is, without a doubt, the only constant as we move boldly into an exciting future.
To explore what lies ahead, INTIX reached out to some of our industry's top experts and thought leaders for their perspectives on the ticketing trends set to emerge in late 2024 and beyond. They have identified 24 key trends, which we will begin unveiling in this first installment of our three-part series.
- The Expectation of Convenience
Crystal Brewe
“I can’t tell you how many times I go to Amazon to purchase something because they have my card on file and my address and I can purchase things together,” Crystal Brewe, Executive Vice President, Chief Marketing and Audience Experience Officer for Ensemble Arts Philly, says. “We are seeing audiences that want this same level of convenience with their ticket purchases — can they add dinner, parking and their intermission drink all on the same purchase? This is big particularly with family audiences, where parents want to get where they are going and feel assured that everything is taken care of. This is even more important in big cities, where many entertainment entities are fighting the perception of crime, traffic or lack of parking options. Making it easier for the ticket buyers to one-stop shop is no longer a perk; it is an expectation.”
In today’s fast-paced world, the expectation of seamless convenience has become the norm, extending across retail and into every aspect of our lives, including live entertainment.
Mike Geller
“In this day and age, people don't have the patience for getting kicked out of a queue when they are waiting online for tickets or [to wait] an hour and [think] they're going to get terrible seats. Most people want to do everything from their phone,” Mike Geller, President of Spektrix, emphasizes. “They want it to be seamless, and they want large on-sales to be seamless. They want seat maps to be intuitive as they are selecting their seats, and they want it to be easy to check out. We have recently introduced Apple Pay and Google Pay for all of our clients because that is what people expect in this day and age. It is in every other industry, so why isn't it in a lot of arts and entertainment organizations? … If I can check out from an online retailer in a few taps on my mobile phone, why does it take more than that to check out for buying tickets to a performance?”
Martin Crosier
Martin Crosier, Director of Ticketing and Data for LW Theatres in the U.K., agrees that queuing for long periods to buy tickets is sub-optimal.
“It’s not to say have no queue in the front and/or back end, but we want to ensure that the wait is short. I think a queue for a big on-sale creates excitement but quickly turns sour if the wait is too long. It equally is a frustrating experience if they get through a queue, put tickets in the basket only for it to error out at the end due to basket clash. I want to ensure the customer goes through, books and actually gets that ticket(s) that is in the basket as well as having a relatively short time waiting.”
“Ticket buyers don’t just buy tickets online,” Richard Howle, Consumer Revenue Director for ABBA Voyage in the U.K., says. “They know what a good online shopping experience is and are becoming less tolerant of poor customer journeys and practices. Those ticketing companies that can emulate the best online retail experiences, who truly put the customer first, will begin to win out. It won’t be a quick or easy transformation … But, if the live entertainment industry is to truly thrive in a fast-changing world which has multiple competitions for the leisure dollar, then ticketing companies, promoters, producers and venues are going to have to change their thinking. The ones that do so first will be the ones that get the jump start.”
- The Rise of Biometrics
Jessica Lee
As venues seek to enhance security and streamline the entry process for attendees, biometric technology is emerging as a key trend, with industry experts noting its growing adoption.
“One of the biggest trends that I have been hearing about recently has been the use of biometrics for entry,” Jessica Lee, Director of Ticket Operations for the Atlanta Braves, says. “I have seen biometrics entry being slowly introduced at a number of pro sports venues, and I would imagine it is just a matter of time before most pro venues have at least a lane or gate dedicated to this. We have been seeing airlines roll out something similar, like Delta with their Digital ID.”
With biometric entry systems gaining traction, our experts predict that the emphasis on swiftly and safely getting eventgoers into venues will continue to grow.
Hayley Champman
“Over the course of this next year, I think we are going to see a focus on seamless fan entry, with a continued focus on how to secure tickets and barcodes, for the safety of fans and organizations,” Hayley Chapman, Senior Director of Ticketing Business Operations and Strategy for Maple Leaf Sports & Entertainment Partnership, says. “In addition, I think we will see more venues making biometric entry available to ease lines and allow for ‘no scan’ entry.”
“I am not sure I have the exact same feeling about biometrics as I did in 2000 with barcoded tickets, but it is close,” Jeff Hecker, VP of Ticket Operations for the New York Jets, says. “Unlike some in the industry, I do not see this as that difficult a transition. We all use facial recognition daily now on our phones. Airlines have already basically transitioned to biometrics with some rare exceptions. I know privacy is often brought up as a challenge, but I think security and frankly ease of ingress, will make getting past the privacy hurdle fairly simple. The NFL is already moving the credentialing process to biometrics. We plan on doing a beta test toward the end of the year with a larger rollout next season. I think the largest current limitation is how few companies currently can be used. I do worry these few companies will become too tasked to do the work correctly. The industry in whole needs to grow.”
- Premium and VIP Experiences
Fans are increasingly willing to invest in premium and VIP experiences at live events, driven by their desire for special treatment and exclusivity. This trend highlights the preference for personalized touches and elevated perks that make entertainment experiences truly memorable. State Farm Stadium, the home of the NFL’s Arizona Cardinals, for example, is offering a variety of premium seating experiences. From loft and loge box seating to club cabanas, party porches and seats on the club level, fans can both elevate and personalize their gameday experiences.
Derek Palmer
“I find it very interesting how organizations are really focusing on premium experiences and locations. What used to be maybe a ‘one-size-fits-all’ approach is becoming considerably more nuanced as everyone is trying to provide an elevated experience,” Derek Palmer, Chief Revenue Officer for Project Admission, says. “This extends beyond exclusive spaces like suites to even trying to maximize options in the concourse. Smart buildings are thinking, ‘How can I make everything just a bit more special?’ For a long time, we have described live events as an experience, and now the offerings and facilities are looking to match up with the events people are there to see.”
- Enhancements for Premium Offerings
“As an extension of the premium offerings at venues, I think there will be an increased focus on what is offered around the event,” Palmer says. “[This includes] more bundling of travel, hotels, [and] pre- and post-event opportunities. In addition to more options, better ways to make these integrated experiences available to the public is certainly a huge growth opportunity.”
- Rising Demand for Immersive Experiences
Jeff Fuerte
“We have noticed a huge demand for immersive experiences,” Jeff Fuerte, Director of Business Analytics for Allianz Partners USA, says. “Specifically, our data shows that the Sphere in Las Vegas has been one of the most popular venues in 2024. It is not often that a movie director is one of the top artists within our data, but Darren Aronofsky's ‘Postcard from Earth’ multi-sensory show at the Sphere has been very popular this year. Given the success of the Sphere and the unique experiences it enables, we're curious to see whether similar innovative venues are built over the next few years.”
- Artificial Intelligence in All Aspects of Live Events and Entertainment
“I am keeping an eye on AI and how that will evolve in the sports and entertainment space,” Chapman says. “I think we will see more machine learning and AI being utilized in the years to come.”
“AI [is] a scary topic for many, but the world is at a tipping point here, and there is no stopping what is coming,” Hecker says. “AI is already being used in many customer service instances and will continue to grow in the sales field as well. As AI will continue to revolutionize healthcare, banking and transportation, it will also be at forefront of entertainment. Content development will be driven by AI. Predictive aspects of customer behavior [will be impacted by AI, as will] pricing, [the] venues that artists play, when we place shows on sale, and how we scale venues … Within the next two to three years, all aspects of the entertainment field will have some aspect changed due to AI.”
Peter I’anson
“I know people might roll their eyes [at AI], but when blockchain and NFTs were hailed as the future of ticketing, I rolled mine as I am a skeptic about anything that comes along proclaiming to be the next big thing, but AI is different,” Peter I’anson, Chief Operating Officer for JM Group Holdings, which provides ticket refund protection via Secure My Booking, says. “I think it is starting to make changes in how some organizations work with data and marketing. AI won't be taking our jobs, but it will take some of the burden from mundane and repetitive tasks. I know from the Wednesday Wisdom calls and from being on the education committee [that] people are thinking about AI and how it will impact ticketing.”
I’anson adds, “Don't be afraid of AI, but learn what it can do for us. We at Secure My Booking are looking at it for data analytics, but we will never replace our customer service with any form of AI. I have had bad experiences with chatbots and don't want our customers to have the same frustrations.”
Howle remembers the closing keynote at INTIX 2024, where Futurist Garry Golden discussed the impact that AI is going to have on our lives. This theme was echoed by Rob Williams in his opening address at the Ticketing Professionals Conference UK a couple of months later. During his talk, Rob discussed how AI can be applied to ticketing. However, Howle says he is most interested in how AI can transform data analysis.
“For years, the ticketing industry has been talking about the importance and value of ‘the data,’ but few have been able to articulate what that really means,” he says. “Part of the reason why is that there is, quite frankly, way too much of it, and it can be too daunting and time-consuming to mine it and to realize that value. AI isn’t quite there yet; in my experience one has to be very specific in what one is asking for. This [is] fine and can really save time, but it is still reliant on me asking the right questions. However, I don’t know what I don’t know.”
Howle continues, “I am looking forward to the next generation of AI that will really unlock our industry’s vast data potential. With the ability to train AI to understand the specifics of our venues and productions, we will be able to uncover a wealth of new analysis, which, in 20 years' time, will make what we do now look positively primitive. Truly understanding consumer behavior, buying habits and sales trends will be transformative for how we scale, dynamically price and market live entertainment. Building ever more accurate forecasting models will influence programming and budgeting and will be transformative for the whole industry. And, unlike the scare stories, this does not mean putting people out of work. It means providing ticketing professionals, marketers and finance departments with better tools to enable them to work smarter.”
I’anson encourages ticketing professionals to book their tickets for the 46th Annual INTIX Conference & Exhibition. “I think we are in for some insightful sessions on AI,” he predicts.
In upcoming installments of our 2024 ticket trends series, experts will discuss maximizing attendee revenue, ultra-flexible subscriptions, combatting fraud, advanced mobile ticketing, open distribution, a unified approach to achieving event budgets and much more.
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