We are incredibly grateful to the thought leaders who have generously shared their time and insights for the INTIX 2024 series on ticketing industry trends.
So far, we have explored 15 trends across revenue, marketing, audience engagement, operations, technology, leadership and more. But we are not done yet — there are still nine more trends to uncover in this third and final installment. Read on for expert predictions on personalized experiences and products, regulations, shifts in dynamic pricing, the impact of market exits and consolidations, ticket purchase timing, and more.
For easy reference, here are links to part one and part two of our 2024 ticketing industry trends series!
- Even More Personalization
Josh Ziegenbusch
Live entertainment organizations are making considerable, ongoing efforts to meet customer expectations when it comes to experiential and product personalization.
“We all enjoy, expect and buy from retailers who tailor a product, experience [or] material good based upon the data they have collected on or by our previous behaviors,” Josh Ziegenbusch, Senior Director of Service and Retention for the Oakland Athletics and Chair of the INTIX Board of Directors, says. “As venues and clubs, we need to continue to be ahead of the curve for fan engagement and tools to both anticipate and react to market conditions that may influence both a casual and avid fan to take action and purchase our products. For example, the expectations and engagement habits of Gen Z are unique, and we will need to meet and exceed those expectations to succeed. The competition is fierce to acquire new customers, and our offers need to be both compelling and relevant to our fans to ensure sustainable growth.”
Angela Miles-Powell
“We anticipate a continued emphasis on building a more personalized event-going experience for fans, whether that is through offering VIP packages, specialized merchandise or early access options,” Angela Miles-Powell, Regional Vice President, Venues & Promoters for Ticketmaster, an INTIX Board Director and recipient of the 2023 IMPACT Award, says. “Just as it is crucial for artists to cultivate relationships with their fans, it is equally essential for venues — whether an amphitheater in Tennessee or a theater in Austin — to understand the fans who walk through their doors. By developing a deeper understanding of fan profiles, venues can develop tailored programming and craft relevant messaging that resonates with their audience, fostering stronger connections and enhancing the overall fan experience.”
Michael McDermott, General Manager of the Americas for SECUTIX, also believes personalization will shape the ticketing industry in the next year.
Michael McDermott
“Data analytics and AI will be able to analyze consumer purchase and attendance behaviors and preferences to tailor experiences based on individuals versus aggregated data,” he says.
Martin Gammeltoft, Chief Business Officer for Activity Stream, says data capture is a significant trend to watch.
He elaborates, “Advanced platforms are making it easier to connect and combine interaction data across ticket sales, ticket transfers, Wi-Fi interactions and much more, so these touchpoints become much more valuable, as organizers can now action that data.”
Martin Gammeltoft
Gammeltoft adds, “Most venues, teams and arts organizations are looking for new sources of revenue, [and are] offering relevant upsells based on detailed customer information.”
“I think that, more and more, we have to get the technology to that point where it is able to also reach outside the sector and bring in best-of-breed technologies,” Mike Geller, President of Spektrix, says. “Since [completing our integration with Zapier], we have been able to reach out and bring in Shopify or Square data against patron records in Spektrix and so forth.” The integration with this hub, says Geller, enables the capture of data and metrics from numerous other technologies back into your system so “you are able to do personalized marketing, upsell memberships and subscriptions,” and more.
Geller says, “The more data points that you have to personalize those integrated emails and marketing communications, the better chance you have of bringing the person back over and over again, having them donate, and having them spend more with the organization.”
Mike Geller
- Ticket Purchase Transparency
Observing global developments in regulations on ticketing security, all-in ticket pricing and new U.S. laws is particularly interesting. U.S. state laws influence other states and, in turn, influence the federal landscape, where there is currently no newly enacted legislation. However, quite a few have been introduced, are in committee, or are languishing, including the TICKET Act and the Fans First Act, which are garnering the most attention.
“We have seen legislation in California earlier this year in regard to all-in pricing and speculative ticket listings,” Ziegenbusch says. “These consumer-friendly laws are designed to provide confidence and transparency in the purchase process. I think this will continue to evolve at both the state and federal levels to ensure that consumers’ rights are protected. I think this is a great development. Fans who feel more comfortable and confident in their purchasing decisions are more likely to purchase more tickets and visit our venues more often.”
Mike Garvie
Mike Garvie, CEO of Prolific 1, believes we will see further state legislation on ticketing.
“Many states have adopted laws that made speculative ticketing illegal and require upfront all-in pricing,” he says. “[We are] likely to see more states re-evaluating their laws on these topics while awaiting federal and DOJ action.”
- Continued Growth for Concerts and Sports
“Live music has been growing steadily for over a decade, and that trend shows no signs of ending,” Miles-Powell says. “The irreplaceable nature of the live experience was especially evident post-COVID. As we continue to see this upward trajectory, finding opportunities to enhance the fan experience from the on-sale to entering the venue plays a critical role in that success.”
Jeff Fuerte
“We have also seen a slight shift in event type over the last year,” Jeff Fuerte, Director of Business Analytics for Allianz Partners USA, says. “Concerts are still the most popular event type, but on a percentage basis, sports are a little more popular compared to 2023.”
Fuerte continues, “The NBA's recently announced media deals show that the sport is more valuable than ever, and our data agrees. Several of the top venues are home to NBA teams, including the two venues that hosted NBA Finals games — TD Garden (Boston Celtics) and American Airlines Center (Dallas Mavericks).”
- Dynamic Pricing and Changes
Michel Blanchet
“Dynamic pricing is not new.” Michel Blanchet, Director of Ticketing and Client Services for F1 Grand Prix du Canada, says, “But I think this trend will remain and evolve. It can take different forms, and I think we need to watch how it develops. It is always a tight balance between revenues and demand that also requires a great balance between human and machine.”
Martin Crosier, Director of Ticketing and Data for LW Theatres in the U.K., agrees that true and effective dynamic pricing is here to stay.
“Finding the right data-based methods to optimize is still key — either using internal processes or external expertise — [and] I’m keeping an eye on how AI can develop this further,” Crosier says. “We have begun an internal project that wraps forecasting and change prompts using huge data sets that has already yielded some very interesting results on top of our usual inventory management.”
Martin Crosier
Crosier continues, “Beyond this, I have also seen a slight move to a more simplified [or] different model of pricing, using fewer prices but promoting earlier booking — if you book early, it’s the same price or cheaper [than] if you book later, but you are in a better seat. Rather than tailoring the pricing to the seating plan and prejudging which are the best or worst in-demand seats based on view from the outset, then often discounting nearer the date of the event, [it involves] tailoring the pricing to buying habits and encouraging customers who want the better seats to commit earlier, then layer[ing] an element of dynamic changes on top, so [you can] still capturing high-yield revenue. This is an interesting model for some events, especially for live entertainment with multiple dates or long runs.”
Ian English
- Market Shifts and Opportunities
There have been a number of market exits and consolidations in Australia and AsiaPac, reports Ian English, Owner of Staij Services, which consults on system and business reviews locally and globally.
With this, “the number [and/or] variety of supply partners has changed and brought around [the] opportunity for system/needs reviews, which creates a groundswell of revision and potential innovation with new/different suppliers,” English says. “This is a potential benefit for the market [and] customer base, with the need [and] ability to look at current and future system requirements, while creating some further growth in-market.”
English adds, “The [Australia and AsiaPac] markets are strong potential growth opportunities and, generally being early adopters of tech, make for opportunities to deliver and showcase system innovation. The potential for the current economic climate to settle and provide stimulus for live events is growing and, along with suppliers prepared to put ‘feet on the ground’ to support the client base, is a prime potential for success.”
- Last-Minute Ticket Purchases and Event Cancellations
“From the consumer side, the continuing trend to decide [and] buy later [or] closer to curtain has continued in a lot of areas while the major event market still seems to have some steam,” English says of Australia and AsiaPac. “On the flip side, the continuing decline of some live music/festival events has seen a number of major cancellations, which has been problematic. Low ticket demand [and] sales are likely more indicative of the current economic climate than desire to have the events, but the finances often drive the decision.”
English says, “As things move forward, the close cycle of purchase [and] event time is likely to continue and be, I suspect, challenging to best plan schedules and events.”
- Installment and Group Payment Models
Areas of interest in the Australian and AsiaPac markets have been the desire for “afterpay” and the growing interest in group purchase and individual pay models, reports English.
“While the afterpay concept (to buy and pay something off in X installments) is common in retail here, it has not really taken off in the ticketing space for a range of [reasons],” he says.
At the same time, a newer model in group payments has been growing in both interest and acceptance.
“The growing trend in the group payment model … has started to ramp up. While group bookings have been around for a long time, this newer model is where one person will make a booking for their group and secure the transaction but is given the ability to send payment calls to each [member] of the group to pay for their own tickets.”
In the U.K., Crosier is “watching and thinking about something quite old school,” he says. That is, “the next development of self-service, advance group bookings and how can this be democratized and optimized more to help advance fill large houses (which we have) while also offering great value and service to the customer. I think there will be more self-service in this area, with increased flexibility to share tickets and costs with all group members. It’s been tried a number of times [and] never become common practice, but I think there is still a lot of value to be mined in that area.”
Peter I’anson
- Ticket Refund Protection
“This is going to sound like a cheeky plug, but I see ticket refund protection at long last seeing real growth in the U.S. in performing arts,” says Peter I’anson, Chief Operating Officer for JM Group Holdings, which provides ticket refund protection via Secure My Booking. “I [recently] celebrated eight years with Secure My Booking, and while over 230 venues work with us in the U.K., North America has been a harder market to crack … This year, that has all changed, with fantastic venue partners already signed up. We have seen more join us in six months than [in] the previous seven years in North America.”
- Connecting In-Person and Virtual Audiences
McDermott believes “the current state of the ticketing industry for cultural arts, attractions, sporting and live entertainment events is undergoing a massive transformation driven by technological advancements and changing consumer behaviours.”
“One of the most intriguing areas to monitor … is hybrid events, where they take place in both a physical location and in the metaverse,” McDermott says. “The numbers [for concerts in the metaverse] are earthshattering, with Travis Scott’s Fortnite event attracting 27.7 million fans [back in April 2020].”
McDermott continues, “Technology and digital transformation will change the industry from how we buy, sell and participate in the cultural arts, attractions, sporting events and live entertainment industry, and the next 12 months will see major advances with the maturity and adoption of mobile, AI, and blockchain.”
Want to learn more about the latest ticketing trends? Experts and thought leaders from around the world are coming together for the INTIX 46th Annual Conference & Exhibition, Jan. 27–30, 2025, at the New York Hilton Midtown. Register today!
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