As the 46th Annual INTIX Conference & Exhibition draws near, excitement is growing for an unforgettable gathering in New York City. The conference promises unmatched opportunities to learn from industry leaders, build connections with peers and explore innovative ideas that will elevate individual careers and the ticketing profession. Attendees can look forward to inspiring general sessions and roundtables, dozens of valuable workshops on wide-ranging topics, and networking opportunities that spark collaboration and ignite fresh perspectives.
The premium ticketing landscape is evolving rapidly, driven by the demand for exceptional guest experiences. At the forefront of this transformation is ASM Global, the world’s largest venue management company and a leader in premium services. In a highly anticipated session at INTIX 2025, experts from ASM Global and Desert Diamond Arena in Glendale, AZ, will reveal how strategic partnerships helped take their premium business from good to great. The one-hour workshop is set for noon on Thursday, Jan. 30, and will also feature speakers including Roy Westwood, Founder and CEO at Forward Associates and Josh Baron, VP of Business Development for Project Admission.
“Attendees can expect to hear insights from key stakeholders across the live event business and the roles they each played in creating a better premium experience for the customer — from that initial touch point of purchasing the tickets to the moment they walk through the venue’s doors to the moment the lights come on after the show,” says Baron.
“From Good to Great: Elevating the Premium Experience” is a must-attend for ticketing providers, venues, arts organizations and sports teams, as all are navigating the growing urgency around optimizing premium sales. As a critical revenue driver in the live events industry, they demand fresh strategies and innovative thinking.
What will attendees learn about growing premium experiences? “They will hear how one company had a vision to transform their premium sales and experiences and did so by partnering with other companies that helped them realize those goals through strategic thought and technology,” says Baron.
Venues of all sizes and types can reap significant benefits by enhancing their premium experiences. From clubs and theaters to performing arts centers, arenas and stadiums, every organization has the opportunity to elevate guest enjoyment and boost revenue. “They can all benefit from focusing on how to create a more premium experience for their patrons in both big and small ways that ultimately drive revenue and patron satisfaction,” says Baron.
Taking premium experiences from good to great requires a three-pronged approach focusing on physical space, technology and mindset. “When you have those working in unison, you are going to see results,” says Baron. Indeed, following this strategy has helped set ASM Global up for tremendous growth in the category.
How does physical space in a venue play into the premium event experience?
“Anyone in live events right now will tell you that premium spaces are a massive focus [for] any new building, and they are a massive focus for existing buildings. What are you doing in those spaces to elevate the customer experience?” Baron asks. “Offering a wider variety of options for what’s considered premium, rather than only being able to offer a 12-person suite [for example], provides opportunities for patrons to find inventory that is at the right price point for them. How and what you do within these physical spaces is a big part of the equation. You can’t create a lot of this magic if there’s no actual room to do it.”
One of the key learnings from this session will reveal that elevating a venue’s premium experience does not always have a hard cost. A simple shift in approach that starts to implement adjustments to small details can have significant effects.
“Not everything is about creating new physical spaces or spending money on renovating,” says Baron. “It can be about simply being more thoughtful and attuned to the fan experience. What steps can you take to make sure they feel like they have the venue’s attention from the moment they buy the ticket to the time they walk through the door? How are they being welcomed into the venue? Does the suite attendant have a good understanding of their requests, or [have they] done any research about them to offer suggestions to help create a warm environment? So much of a premium experience is how you make someone feel because that’s what they take from a live event. Doing a number of little things can cumulatively add up to a larger impact.”
Technology also plays a variety of roles in the premium event experience. “From the ticket purchasing process, [such as whether] the venue or team [is] able to properly reflect the value to the customer through the buy-flow, to various technologies onsite that can help manage patron requests, technology is helping bridge the gap between expectation and reality,” emphasizes Baron.
Ultimately, this workshop centers on driving greater success in premium ticket sales by focusing on what truly matters — creating unforgettable experiences that leave a lasting impression on patrons.
Not already registered for INTIX 2025 from Jan. 27-30 in New York City? What are you waiting for? Click here to register now.
You May Also Like
Want news like this delivered to your inbox weekly? Subscribe to the Access Weekly newsletter, your ticket to industry excellence.