Jeff Goodman
TicketSmarter, a Digital Ally Company (NASDAQ: DGLY), is one of those companies that made it through the worst of the pandemic and has come out better and stronger on the other side. A lot of credit has to go to CEO and co-founder Jeff Goodman, who has been instrumental in establishing TicketSmarter as the official ticket resale marketplace of more than 300 universities and 30-plus collegiate conferences. It’s also a primary ticketing partner of multiple properties, with seats to more than 125,000 live events.
“We have tickets for sports, concerts, theater and more in venues across the country,” Goodman says. “One thing that sets us apart is our customer-first approach. We try to gather as much information as we can to give customers a really clear look at their options so they can find exactly what they are looking for.”
Among the high-profile partnerships acquired under Goodman’s leadership include: ESPN Events, iHeartMedia and Sinclair. TicketSmarter also gives back with every transaction by donating to such charitable organizations as St. Jude Children's Research Hospital and Coach to Cure MD.
You can’t do Goodman’s job if you don’t have a love, on some level, for the thrill and spectacle of live events. He personally has been able to share an array of experiences with his family, including attending one World Series and watching the Kansas City Chiefs win the Super Bowl in person. Goodman says, “Live events leave a lasting impression on people and on families. I can remember my first rock concert at [the old] Kemper Arena [now Hy-Vee Arena] in Kansas City, [Missouri] attending with my dad and a childhood friend. I can remember everything about it, including the smell in the air. My job allows me to work on something that I enjoy personally and allows us the ability to pass those opportunities on to others.
He says, “Additionally, when my wife, Heather, and I started this business, it was my wife’s core focus to be able to give back to the community. We are compelled to give back to children’s charities. The fact that we can give back to charities like St. Jude Children’s Research Hospital, the V Foundation, the Quarterbacking Children’s Health Foundation and Coach to Cure MD is a blessing. I am proud of the support we have been able to provide.”
But there is no doubt that some adjustments had to be made during the COVID-19 crisis. Pre-pandemic, Goodman says, TicketSmarter’s focus was mostly as a paid advertising approach. “Once COVID occurred, it became painfully clear that it was not sustainable and that our focus needed to be on [search engine optimization, or SEO],” he says. “We worked tirelessly to enhance our content on our website, and we continue to do so along with building our domain authority.”
He says, “I am happy to say that we are growing. We have added several full-time employees and have been able to secure some exciting deals with big-name partners — from colleges and universities to professional sports teams and leagues. We also announced some unique partnerships with media companies including Gannett/USA Today, Bally Sports and the Tennis Channel. We are also the official contest sponsor of iHeartRadio.”
Goodman found his leadership skills tested at several times during the pandemic. He says his biggest challenge, though, was the rampant uncertainty. “Of course, individual concerts and events are postponed for any number of reasons,” he says. “But to have everything stop like that was something I never could have imagined. Even though I didn’t have all the answers, I really tried to be transparent with my employees and our customers too about how things would proceed once venues began to reopen.”
Another test for Goodman was maintaining his optimism during such a prolonged time of crisis. “I do feel that everything I have done prior has led me to this point,” he says. “Early in my career, I began in retail management. My success that followed in recruiting would not have happened without my prior experiences. And without all of that, my wife and I would not have been in a position to start this business. Starting and owning your own business takes a lot of work! My prior experiences built upon one another to get us to where we are today with TicketSmarter and where we hope to go in the future.”
And what does Goodman’s crystal ball see with regard to ticketing in the second half of 2022? Nothing but optimism. Goodman says, “I think that people are excited to get back out and enjoy life again, whether that means baseball games with their families or one of the many festivals scheduled for this summer. That we get to be a part of that joy makes this job and this industry really special!”
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