In ticketing and live events, change is constant — from heightened audience expectations to digital transformation and the growing presence of artificial intelligence (AI). For leaders navigating these and other complexities, technical solutions alone are not enough. What increasingly determines success is culture, including whether teams feel trusted, supported and inspired to grow.
Bruce Mayhew
That is the focus of “Building an Empowered, Trustworthy, and Loyal Team Culture,” a workshop to be presented by Bruce Mayhew, President of Bruce Mayhew Consulting, at 3:45 p.m. PT on Wednesday, Jan. 28, 2026, at the 47th Annual INTIX Conference & Exhibition in Las Vegas. The session invites leaders to rethink how they nurture their teams, develop future leaders and create places where people want to stay, contribute and thrive.
“It is crucial for leaders to foster empowered, trustworthy and loyal team cultures because such environments drive engagement, innovation and resilience,” says Mayhew. “Empowered employees feel valued and motivated to take initiative, while trust and loyalty reduce turnover and foster a collaborative spirit. These elements create a foundation where individuals are more likely to want to go above and beyond for both their team and the organization.”
The conversation feels particularly timely for ticketing professionals. And in today’s evolving entertainment industry, Mayhew says the approach matters more than ever.
“By building strong, empowered teams, and by taking a people-first approach and growth mindset for both internal and external audiences, leaders can ensure their audience needs are met,” Mayhew says. “[That allows teams to] participate in their learning and adaptation, thereby remaining committed through disruptions, and delivering exceptional service to audiences — ultimately supporting business continuity and growth in a highly competitive landscape.”
But what does that look like in practice? Rather than prescribing rigid management techniques, the session emphasizes mindset shifts. Mayhew emphasizes that all of us need to lead with authenticity, openly acknowledge that growth and change (Mayhew likes to encourage thinking of growth as evolution, not change) are inevitable and create space for team members to participate in shaping the workplace. “Leaders must champion opportunities for everyone to grow, recognizing their unique organization, industry and individual needs,” he says. “More than ever, I believe team members must participate in defining their workplace values.”
Of course, trust and loyalty in a workplace don’t happen by accident. So, what builds these outcomes with employees? Mayhew highlights several things, including transparency, accountability, respect, honesty, hopefulness and shared ownership of culture, as being critical to building trust. “Note, control isn’t in the list,” says Mayhew. “The closest to control is accountability, but even that can be positive.”
The underlying message is that people thrive when they feel appreciated and involved, not managed through rigid oversight.
There is also a strong generational lens. Millennials and Gen Z are now the largest percentage of the workforce, and they are succeeding in roles across the industry. Rather than attempting to manage them through outdated models, Mayhew encourages leaders to “give them permission to fly.”
Developing Leaders Without Fear of Loss
One of the most compelling themes Mayhew spoke with INTIX Access about ahead of his session is that investing in people inevitably means some will grow beyond your organization. That, he says, should be seen as success, not failure.
“Expect people will grow and be amazing, and to fly higher, at some point they may have to leave, but this isn’t a loss. While they are still with you, it is a gain because they will be amazing in what they do and in their attitude — helping to build a dynamic, growth culture. And because they had a great experience, your leader and organization will gain the reputation as a great place for others to be, which means you will attract other great talent.”
While the session acknowledges the growing role of digital transformation and AI, it resists the idea that technology should dictate culture. So how can leaders embrace new technology while keeping culture, well-being and human connection at the center? Mayhew emphasizes that they must “live their values with every decision” and consistently reinforce those values through everyday conversations and actions. “People want to feel important, respected, cared for and never lied to. Do that,” he says. “Ask your clients and employees what they need. Share what and why you can deliver, share what and why you can’t deliver. Ask your team how to invest in the future.”
The takeaway is not a checklist of tools, but a shift in how leaders approach responsibility. That is to lead with humanity first and allow systems and technology to support — not replace — that foundation.
Extending the Conversation Through a New Book
The session closely aligns with Mayhew’s forthcoming book, The Path of an Inspired Leader, set for release in February.
“The book accepts that every one of us is a leader every day. We are all making important decisions every day. The Path of an Inspired Leader is a reflection of how I would lead and is designed to give people the information and confidence to take the first few steps and to trust their judgement in a wide variety of situations,” says Mayhew. “This includes defining and living your team vision, mission and values, hiring your next best employee, how to bring out the best in the people you work with or lead … having a challenging or difficult conversation with respect and much more. It also includes nine additional resources and learning opportunities to help readers develop even more.”
Attendees who make a US$25 donation to INTIX can get one of 30 advance, autographed copies of Mayhew’s book and meet him in person at the INTIX booth in the Exhibition Hall on Wednesday, Jan. 28, 2026, from 10-11 a.m. PT and again that same day after his workshop ends at 4:45 p.m. PT.
“I feel part of the INTIX family. I have had the honor and pleasure to share insights at many conferences and, quite literally, now have many valued friends who I met at INTIX, so this is just another way I feel I can give back. Also, learning and growth are in my DNA, so helping raise funds for this initiative is a perfect fit.”
Perhaps the most resonant takeaway from the session is its tone, which is encouraging rather than prescriptive. Attendees will be reminded that they already have much of what they need to lead well. What they may be missing is permission — to trust their instincts, to challenge outdated models and to approach leadership with even greater intention.
For those who attend the workshop, the invitation is simple: bring your questions, bring your uncertainty and bring your experience. The session is designed not only to offer strategies but to create space for reflection, perspective and renewed confidence.
“I would love to meet you or see you again,” Mayhew says. “You already have what it takes. You might just need a bit more information and/or a new perspective. If I can help, that would be my honor and I would also like to hear what is on your mind.”
Editor’s Note: Not yet registered for the 47th Annual INTIX Conference & Exhibition? What are you waiting for? Register today and be part of the community shaping the future of ticketing.
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