Christina Pryor’s official job title is Director of Entertainment Ticketing for Opry Entertainment Group (OEG). In that post, there is a lot of entertainment she is responsible for ticketing. The firm bills itself as “the preeminent live entertainment and media company for country music lifestyle fans all over the globe.” And its brands are worthy of a chorus of “Yee-haws!” and “Yahoos!” They include the iconic Grand Ole Opry in Nashville, Tennessee; the historic Ryman Auditorium, also in Nashville; and Austin City Limits Live at the Moody Theater (ACL Live), a state-of-the-art, 2,750-seat live music venue in Austin, Texas.
“As a ticketing professional,” Pryor says, “I specialize in ticketing strategy, revenue management and customer service operational efficiency across all Opry Entertainment Group venues: The Grand Ole Opry, Ryman Auditorium and ACL Live, as well as our restaurant brands, Ole Red and Category 10. My dedication to excellence and continued growth helps build a portfolio of unparalleled ticketing experiences.”
It's a demanding job — one that requires her to maintain a thorough, even expert understanding of the ticketing industry's competitive landscape. The goal of her and her staff is to ensure the organization remains “at the forefront of innovation and success,” she states.
So, what does she love most about her work? What consumes her and enthralls her about her job? What makes getting up worth it each and every workday? Pryor was thoughtful in her response: “Ticketing is so unique. We all know no day is ever the same, which is what makes us such great problem solvers.”
Christina Pryor
Mostly, it’s the people that provide her with purpose and inspiration. “I work with an outstanding team of professionals,” Pryor says, “not just in ticketing, but also in our partner departments — Finance, Accounting, Marketing and Venue Operations. It is the people who comprise the heart of the business. At nearly 19 years at OEG, this sentiment has not changed.
Nearly two decades in, Pryor acknowledges that she still finds the work highly challenging at times. The most difficult part is finding the ever-elusive work-life balance. “It’s hard,” she sighs. “In entertainment, it is so easy to let work consume you because our jobs are so fun! Setting boundaries is the key to keeping a happy and fulfilled life for yourself.”
In times where her balance is most off, she relies on the words of wisdom from others she admires in our business. Chiefly, there is INTIX President and CEO Maureen Andersen. Pryor’s favorite saying of our association’s esteemed leader is “We are the magic behind the button!” What does that mean specifically to her? “That it’s important to understand how ticketing plays a crucial role in the overall guest experience, from the first click to the final applause. Seeing the bigger picture helps us make smarter decisions and deliver greater value.”
Pryor continues, “It’s also important to embrace flexibility. No two days in ticketing are ever the same. The most effective professionals adapt quickly, stay calm under pressure and find solutions without compromising service or losing their cool. That adaptability is what sets great teams apart.”
And with this being our Women in Ticketing series of articles, we always like to ask the following question: “What advice would you give to any young woman reading this just starting out in the ticketing/live event business?”
Pryor replies, “The nature of ticketing demands a high level of attention to detail, and I know the pressure can be intense at times. I want to remind everyone that mistakes happen. We’re human, and human error is inevitable. I emphasize to my team — and hold myself to it, as well — that what matters most is how we respond. I encourage you, as I do myself, to see mistakes as opportunities to learn and grow. That’s how we improve, both individually and as a team.”
Looking ahead, Pryor expressed optimism for where entertainment and ticketed live events are headed, in general, and where OEG specifically is positioned in the middle of it all. She concludes, “I believe the entertainment industry is a powerful outlet that people turn to for escape during uncertain times and also a catalyst that brings joy to their lives. 2025 is no different. Let’s use our industry to bring people together!”
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