For Steve Stonehouse, success is not just about closing a sale or launching a new tool. It is about authenticity, clarity, loyalty and, above all, family. The family that raised him, the one he’s now raising, and the kind he has found in the global ticketing community.
Steve embraces his family, L-R: Ben, wife Ann and Aurora.
“My father was larger than life and was known for his jovial, happy nature. He was successful in business. He was successful in family. He showed my sister and I every day exactly what putting family first meant. He was successful in love, married to the love of his life for 58 years before he passed. He was a champion for our community, giving his time, resources and love to many local organizations,” he shared. “Growing up, my two sets of grandparents would travel together. I thought this was normal; it certainly was not. Each of them reached their 60th wedding anniversaries.”
That same legacy of connection guides Steve in both his personal life and professional leadership as Head of North American Markets for 3D Digital Venue. A veteran of the 2D/3D venue mapping industry with two decades of experience, he has helped reshape how fans see their seats and venues understand their space.
“In this industry, you get the opportunity to sit down with so many different people, from venue operators to tech providers to club executives. And when it comes time to close a deal or build a long-term relationship, authenticity really stands out,” he says. “At 3D Digital Venue, the company I’m proud to be part of, we have built everything on that foundation: Building trust through being real, honest and consistent. It is how we have managed to partner with some of the most renowned names in the industry. And it’s something I look for, and value, in every meeting we have.”
Steve is equally passionate about what he looks for in his friends. “Loyalty, dependability and trustworthiness,” he says. “They are not friends if they are not, right?”
He values adaptability in colleagues and leaders alike, especially given the rapid pace of change in the tech and live event worlds. “When you work in technology, change is the only constant. Tools evolve, client needs shift, and the pace is always fast,” Steve remarks. “I really appreciate colleagues who not only keep up, but who embrace that pace and consistently look for smart, practical solutions to bring to our clients. That mindset is what drives innovation and builds trust.”
As for leadership? “For me, the most important quality in a leader is clarity with empathy. A strong leader is someone who can provide clear direction while also staying grounded in the human side of the business,” Steve notes.
He continues, “I admire leaders who can listen first, understand where the team is coming from, and still make bold decisions when needed. It is also about trust. Creating an environment where people feel safe to share ideas, challenge assumptions, and take ownership. I have had the chance to grow alongside leaders who do not pretend to have all the answers but who empower the team to find them together. That balance of confidence, humility and emotional intelligence is what makes a leader truly impactful in my eyes.”
For Steve, those values stem from a grounded upbringing in California’s Bay Area. He never strayed far from home, not for school or work. “I grew up here. I went to college 20 minutes away, and I have never lived more than 65 miles from where I sit right now … My sister is still in town. My mother is still here. My aunt and uncle are close. We are a pretty tight group and celebrate a lot of family occasions together, so I have had that my entire life … I like to travel, but after visiting over 40 states and over 30 countries, I haven’t found any place I would rather live than where I am. We have culture, sports, beaches, great food and weather. It is tough to beat.”
Steve boating on Lake Tahoe with his parents, Marilyn and Jim Stonehouse, his sister and her husband, Julie Stonehouse and Dave George, and his wife, Ann.
But travel has shaped him, too, and one dream remains. “Through all my travels, I have never been to Greece. My dream is to charter a sailboat, sail the Greek Isles and visit some historical sites in Athens. What a great combination of activities with some active days and some slow, but all beautiful.”
Despite his many travel adventures, one early local experience remains unforgettable — producing a television commercial in his early 20s. “But that is not the best part,” he reminisces. “I was able to cast my grandparents in the lead roles. They were 92 and 89 at the time. Three months later, an accident sent my grandfather to the hospital, and he died a short time after. That commercial shoot is one of my favorite memories of the two of them.”
He continues, “The commercial was for the new Volkswagen Beetle. It starts off with a grumpy old man sitting on a park bench on a beautiful day, birds chirping, reading a newspaper, minding his own business. All of a sudden, you hear a car doing donuts and disrupting him. He peeks over the paper, and you see this new Beetle doing circles in the parking lot. The old man on the bench said something like, ‘Ahh, kids!’ Then it cuts inside the car, and it is my grandparents driving, laughing and having a good time. It was a lot of fun to produce, and it's a great memory with them.”
Steve’s most unforgettable live event experience took place locally, too. “I was in attendance for the Big Game (Cal vs. Stanford) in 1982, which is best known for ‘The Play.’ For those who are not familiar, this is the game that featured a last-second touchdown by Cal, which was scored while running through the Stanford band as they ran onto the field for what they thought was a victory of their own. I have so many great memories from this game and the activities following the game, which included walking to a neighbor’s house who was a friend and known Stanford fan, with my father and some friends to shower the home in toilet paper and write the score on his lawn with shaving cream. My father was a respected attorney in town, a pillar of the community, and just didn’t do such things.”
Steve with Cal mascot Oski.
When it comes to venues, Steve has seen too many to have just one favorite. “I will say that I like old venues that have been well renovated and/or maintained, such as Wrigley and Fenway, over some of the new ones. For instance, the old Joe Louis Arena was cold and damp, with little to do except watch hockey. It was replaced, not because it wasn’t a great place to watch a game, but because it wasn’t designed to generate enough revenue. I understand it but also find it sad.”
When asked what he would wish for if a genie popped out of a bottle, Steve says, “First, more time with family. No matter how fulfilling work can be nothing replaces quality time with the people you love. Second, good health for myself and those around me. It is the foundation that keeps everything else possible. And third, a clear and healthy mind to stay grounded, focused and able to face whatever challenges come my way.”
Steve’s curiosity and commitment to growth are core to who he is, which came through clearly when we asked what advice he would give his younger self. “Stay curious! Always,” he remarked. “Early on, I thought I needed to have all the answers right away, but over time, I have learned that the real value comes from asking the right questions and being open to exploring new perspectives.
He adds, “In a field like ours, where technology and fan expectations evolve so fast, curiosity isn’t just helpful, it is essential. It’s what drives learning, innovation and, ultimately, better decisions. I would tell my younger self not to rush the process but to lean into curiosity and let it guide the way.”
When it comes to inspiration, Steve says, “I can’t call out any specific individual, but in this industry, it is easy to gain inspiration from just about anyone. Whether in sports or the performing arts, people in this industry do not simply view their work as just a job, but more of a calling. Just about everyone I meet has a true passion for their work, and what is more inspiring than that?”
Professionally, Steve points to his time at Ballena Technologies and his mentor Rich Sherratt as pivotal. “My old boss, Rich Sherratt, hired me into this industry in January 2001, and we built a business together … I was employee number one and helped build the company … After more than 15 years, we sold it to Paciolan, and a lot of lessons were learned during that span. We didn’t always agree on approach, but his vision and determination have stuck with me.”
Another defining career moment? “One of the most memorable milestones was closing a deal with 20 Major League Baseball venues. It was a major challenge for our team, but the reward has been long-term partnerships and a strong relationship with one of the most iconic leagues in the world. That kind of progress sticks with you.”
And then there’s INTIX.
“In such a niche industry like ticketing, relationships matter more than anything. Most of the real business happens through word of mouth and trusted connections, and INTIX provides exactly that. It creates a space where meaningful conversations happen, where you can learn from others facing similar challenges, and where collaboration feels natural. Being part of INTIX gives you access to a community that truly understands the nuances of our industry, and that’s hard to find anywhere else.”
Steve finds INTIX invaluable for expanding his company’s reach. “As someone representing a foreign company, breaking into a new market, especially one as relationship driven as the U.S. ticketing industry, isn’t always easy. INTIX has given me the platform and visibility to bring 3D Digital Venue into the right conversations with the right people. It is more than just networking. It’s about being able to showcase our technology and value in a space where decision-makers are genuinely looking for innovation. Thanks to INTIX, we've been able to build credibility and real connections in the U.S. market.”
Steve’s favorite INTIX memories include speaking at the conference and helping during a time of uncertainty. “About a decade ago, I was asked to be on a panel aimed at the exhibitors. I found myself giving advice on how to best sell within the industry, and once the Q&A opened, I was a popular target for follow-up questions. That moment provided a great sense of validation for me that I had something to contribute.”
He continues, “The second was when Maureen asked me to host a webinar on social distancing. I believe it was early May of 2020, and there was still so much uncertainty about how or if the industry could reopen. I spent a lot of time preparing for the impossible because there were no correct answers, only opinions. However, our opinions were validated later that year when 3D Digital Venue’s social distancing product was used to create the seat manifest for the 2020 MLB World Series.”
In his spare time, Steve channels his inner speedster. “I like to golf, and I drive the carts as fast as they will go,” he says. “I will gladly take anyone on at a local go-kart track, and I have driven Porsches, Audis, BMWs, Ferraris and Lamborghinis faster than my wife would care to know. I am a wannabe race car driver … and a Formula 1 fan and have been since I was a kid. I believe I’ve watched over 95% of the races over the past 40-plus years.”
Steve’s selfie at a Porsche driving event at Laguna Seca Raceway.
Steve go-kart racing with his son Ben in Las Vegas.
That love for speed also found its way into the Beetle television commercial shoot, where Steve took the wheel — literally!
“There was a crane to take an overhead shot of the car going fast in circles. I got to drive the car, so I was the professional driver on a closed course, which is a credit,” he exclaims. “That is one of my favorite credits in my life as I was the professional driver on a closed course in a car commercial.”
Asked what brings him the most joy, he returns to where he began. “My family … They all set a great example for me and how I approach my marriage and raising our two kids. It’s great to continue the legacy and build on top of it.”
And just when you think Steve’s story couldn’t get more captivating, he adds a rock and roll twist. “My brother-in-law, Dave, kicked Eddie Vedder out of his band. They had a band called Bad Radio. There was a disagreement between band members, and they decided removing Eddie was the best way forward. Oops.”
Vintage footage still exists online, capturing Eddie Vedder and Dave performing “Better Man” together in the late ‘80s, long before the song became a massive hit for Pearl Jam.
Steve’s journey is driven by curiosity, loyalty and a deep sense of connection. Like a skilled professional driver navigating every twist and turn, he moves forward with purpose, knowing that it is the people and values alongside him that make the journey truly meaningful.
You May Also Like
Want news like this delivered to your inbox weekly? Subscribe to the Access Weekly newsletter, your ticket to industry excellence.