The final day of the INTIX 46th Annual Conference & Exhibition began with a networking coffee break sponsored by AXS. It was an impressive early morning gathering where ideas percolated, conversations flowed and connections brewed.
Attendees then moved to the main room for a dynamic roundtable general session on cultural intelligence, a workshop inspired by the ongoing efforts of the INTIX IDEA (Inclusion, Diversity, Equity and Accessibility) Committee. This group of ticketing professionals plays a key role in advancing the goals outlined in the INTIX Strategic Long-Range Plan (SLRP), reinforcing the association’s commitment to fostering a more inclusive and culturally aware industry.
INTIX IDEA Committee
Ashley Voorhees, the incoming INTIX Board Chair and Vice President of Administrative Services at Omaha Performing Arts, expanded on the goals of the SLRP.
“[We aim] to foster a culture of anti-racist and equitable practices, ensuring a fully accessible association with resources for our members, partners and community. One of the strategies … is to enhance the measurable diversity of conference presenters, new attendees, vendors and INTIX membership,” she said. “I am pleased to share the results of these efforts. We were able to allocate scholarships to BIPOC individuals amounting to 52% of the available [PD&E] funds [for conference travel and admission]. This is up from 49% last year, which is wonderful to see.”
Voorhees then introduced Ebony Hattix, IDEA Committee member and Director of Guest Services for the Memphis Grizzlies, to give remarks and introduce the roundtable general session speaker.
“I would like to begin by saying it is not just the disenfranchised or the people who are fully affected by the work of the IDEA Committee [who need to participate]. It also requires allyship,” Hattix said as she encouraged members to join the group. “It is the ideas of many that reach the goal for all of us.”
Roundtable General Session: An Introduction to Cultural Intelligence
Dr. Kristal Walker, Vice President of Employee Wellbeing at Sweetwater, began her session by emphasizing that very influential organizations have spent years on important diversity, equity, and inclusion (DEI) work. These efforts have been in motion for far longer than 2020, the year DEI gained widespread mainstream attention.
Walker emphasizes that culture extends far beyond race, ethnicity and identity. Though she has trained with renowned cultural intelligence (CQ) expert Dr. David Livermore, she credits her greatest lessons in CQ to her own home, where she and her husband are raising a blended family of 10 children and navigating diverse perspectives is a daily experience.
“I am a strong believer that anything I want to do outside on the front line and the public platform has to start at home,” shared Walker. “I have some of my most pleasurable and memorable moments when I have to work with my children, who all have different personalities and desires, and they all want to be dealt with in a certain way. So, I have the opportunity to learn first when I'm going to be sharing with you.”
Walker offered a practical definition of culture for the purposes of the conversation, describing it as a way of life used to describe a group of people who share similar interests. This perspective set the foundation for the discussion, emphasizing that culture is shaped by more than just identity; it is reflected in everyday interactions, values, and traditions.
She then posed a question to attendees: "What cultures exist within the ticketing industry?" The responses were as diverse as the audience itself, reflecting the many unique perspectives within the field. There was organizational administration versus event services, length of service, tech-forward versus tech-adverse, everyday workers versus those who work Monday to Friday, sports versus arts, introverts, extroverts and ambiverts, Apple versus Android, full-timers versus part-timers. And the list went on.
“How many of you were thinking about this prior to this conversation?” Walker asked the audience. “Oftentimes, we are not thinking about the various people that we serve, so when you think about culture, now that we know we have such a variety, one of the first things we have to think about is, what do each of those audiences need in order for us to serve?”
Walker highlighted the essential skills required for success in cross-cultural interactions, breaking them down into four key components. She emphasized CQ Drive, the motivation to engage across cultures; CQ Knowledge, the understanding of cultural similarities and differences; CQ Strategy, the ability to plan and navigate cross-cultural situations effectively; and CQ Action, the adaptability to adjust our behavior to create mutually beneficial outcomes.
Walker underscored that cultural intelligence isn’t just valuable but a business imperative. She then highlighted four key takeaways she hoped would resonate with attendees, even if they remembered nothing else:
- Culture is not limited to race and ethnicity. It’s essentially the beliefs, knowledge, values, customs, capabilities and habits shared among a group of people.
- We experience both dominant and subcultures in almost every environment we engage in, including our homes.
- Culture Intelligence (CQ) is a tool we can use to improve cultural competence so that people can work more effectively in cross-cultural situations.
- When exploring a culture different than yours, be careful not to misuse cultural appropriation; instead, learn to appreciate the similarities and differences of other cultures.
Exhibit Hall Connections
The INTIX Exhibition Hall is the ultimate hub for business, networking and connecting with clients, partners and industry friends. Following a morning filled with insightful learning, the hall opened to attendees for brunch with the vendors showcasing incredible solutions, efficiencies, and innovation to the global ticketing and live events industry.
Big Winners
The 50/50 draw is a beloved activity at the conference, with half of the money raised supporting the INTIX Professional Development and Education Fund (PD&E). This fund provides scholarships for ticketing professionals who would not otherwise have the opportunity to attend the conference. The PD&E also supports webinars and INTIX’s year-round programming and initiatives.
In New York, Joe Carter of the Los Angeles Philharmonic was the big winner. He generously donated his winnings back to INTIX.
A heartfelt thank you to all the incredible volunteers, helmed by Amy Kline, who sold 50/50 tickets throughout the week. The efforts of these ticketers help support the PD&E and make a meaningful impact.
Closing Keynote
At the closing keynote of the 46th Annual INTIX Conference and Exhibition sponsored by AudienceView, Michal Lorenc delivered a powerful and thought-provoking address titled “The Show Must Go On: Data-Driven Insights into the Live Events Landscape and the AI-Powered Future of Ticketing.” A Clinical Assistant Professor of Sports Management at the University of Michigan’s School of Kinesiology, former head of Google's ticketing and live events category, and an expert in technology’s impact on fandom, Lorenc explored the evolving industry landscape, customer behavior and how artificial intelligence (AI) is transforming the entertainment experience.
Lorenc delved into current economic trends, consumer sentiment and his belief that AI hasn’t changed the world for the better just yet. He highlighted the growing divide between the “haves” and the “have nots” and the important balance between technology and the human connection. Lorenc also shared a compelling example of how AI has been used to create experiences, such as visual effects, that may not always meet expectations. As he put it, "Anyone can create a great visual with AI, but when you talk about life experiences, people [are] expecting to experience something that they thought they would. So, there's a disconnect."
A central theme of the keynote was the rapid development of AI tools and their impact on the ticketing and live event space. While acknowledging the potential of AI in enhancing aspects of the entertainment business, such as streamlining operations and improving customer service, Lorenc stressed that the most memorable experiences, whether in sports, music or theatre, are rooted in real human connection, a relationship that technology can support and augment but not replace.
Lorenc was particularly optimistic about the future of live events, citing the increased desire for authentic experiences as a driving force for growth. He pointed out that, despite the growing role of AI, people will always seek in-person interaction with others, which is at the heart of what makes entertainment so impactful. He shared a personal anecdote, showing a collage of photos with his fiancée, Erica, at all the live events they have attended in the past year. “They were all different types of events, but those are the memories,” he said.
Lorenc likened the importance of creating memorable experiences to his work with students in sports management. He teaches them that the goal in the sports and live events industry is not merely to sell tickets but to foster special moments, such as the bonding between a father and son at a game or a group of friends at a concert.
"[Ticketing and live event professionals] are in the business of creating lifelong memories," Lorenc said. "They're in the business of helping the father and the son bond over watching their favorite team. They are in the business of having a group of friends reconnecting over an artist and going to see the artist together."
Companies have already improved efficiencies while increasing net revenue using AI, and investors expect generative AI to lead significant performance improvements. Among Lorenc’s predictions for the next 12 months, he believes we will see the first company with a billion dollars in revenue run by a single person supported by AI.
The “art of the prompt” is an important skill to master when using generative AI, clearly instructing the system on its persona and task, providing context and stating the format you require for the end result.
Lorenc also thinks we will see a rise in “agentic AI” over the next 12 months. They will outperform current chatbots and free teams to focus on their highest-value tasks.
“2025 will be the year of agents,” said Lorenc. “I think of agents as independent contractors. I'm going to tell them what to do. You describe your project. You don't have to oversee everything all the time. They're good, and they do a good job. So, as I was walking through the tradeshow floor, I was actually thinking about next year. I'm guessing that a third of the [exhibitors] will talk to you about some of the authentic AI they [created] for venues, events, HR and so on.”
In closing, Lorenc urged the audience to view technology and AI as tools to help enhance the human experience and those who work to create those moments. He emphasized that while AI and data can create efficiencies, the ultimate promise of the live events industry is to create meaningful, human connections. As Lorenc aptly put it, "Favorite memories usually involve another person. Think of technology and AI as the tool. The promise and the purpose that we have is much larger than that."
Maureen Andersen, President & CEO of INTIX, with Michal Lorenc.
See You in Las Vegas!
As the day and the 2025 Conference came to a close, Andersen thanked Conference Chair Gabe Johnson and the New York Conference Committee for their service in making INTIX 2025 such an incredible success.
Maureen Andersen and Gabe Johnson.
“Thank you to our 2025 attendees, speakers, sponsors and exhibitors,” said Andersen. “It was fantastic to connect with you in New York, and we can’t wait to reunite in January 2026 at Caesars Palace in Las Vegas for the 47th Annual INTIX Conference & Exhibition.”
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