This story is brought to you by the INTIX Women in Entertainment Technology Program.
There is an old saying that “you can’t go home again.” Well, that long-standing adage didn’t make its way to Jo Michel’s ears. Michel began her ticketing career in 1989 at Hunter Valley Theatre Company in New South Wales, Australia. Her first leadership role there was as Ticketing and Front of House (or FOH) Coordinator. She is now back in Newcastle as Ticketing & Audience Lead for the landmark Civic Theatre.
Jo Michel
“It’s great to have come full circle back to my hometown after so many years of traveling and working in many organizations,” she says. “Some of my favorites include the Sydney Theatre Company, the Ensemble Theatre, the Adelaide Fringe Festival, Edinburgh Fringe, the Brisbane Festival and the Queensland Performing Arts Centre.” Other highlights before returning home included working ticketing at the 2000 Summer Olympics in Sydney and helping to fill seats at the Edinburgh International Festival from 2008 to 2011.
“In my current role, I oversee the Ticketing and Marketing teams for the City of Newcastle’s cultural venues,” she remarks. “These include the 1,500-seat Civic Theatre, the 180-seat Playhouse and the 800-seat Concert Hall. There is a small team in a very busy venue that is home to national touring events, presentations by local companies, as well as major international artists.”
Michel says she loves many aspects of her job. But one thing stands out: “My favorite part of ticketing is the constant variety. No two days are the same. Each event has its own complexities to manage. Each audience’s expectation differs from opera and ballet to the international artist or comedian to the local theatre company or children’s drama group. All are important and all need our attention.”
With so many varied productions and events to ticket, there are definitely pitfalls that she and her box office colleagues have to watch out for. She says, “I think the biggest challenge is always setting priorities when the demands on our time are so great. As the nature of what we do is relatively responsive, we are often given really short deadlines for activity. So, managing what takes precedence can be a challenge.”
In the face of such trials and tribulations, it is helpful to have the memories of a past mentor to call on. “One thing which my dearest mentor, Pat Boggs, used to say to us is that ‘There are no problems, only solutions.’ This has stuck with me, and I think it is a great mantra to live by.”
As for her advice to others, especially any young women reading this who are just starting out in the ticketing/live event business, Michel states, “I always say trust yourself and do what you feel is right at the time. As women, we often second guess our decisions. But learning to trust our instincts and stand by our decisions is vital for success!”
And if you’re really fortunate and make those decisions, you could have the kind of varied and altogether fun career that Jo Michel has enjoyed. Looking back on all of her experiences, she has a number of funny and memorable anecdotes to share. “Way too many to mention actually!” she exclaims. “But I remember a few times at the Edinburgh Festival where parents decided against our advice to take children to a show recommended for 16 years and older and then coming back to try and get a refund as the show wasn’t suitable. I’d always find great pleasure in saying ‘No’, especially when we had had the discussion with them prior to purchase!”
Fortunately, our discussion with Michel took place here in mid-August, and the question was posed: “Are you generally optimistic, pessimistic or a mix of both heading into the last few months of the year with regards to live events and why?” Her reply: “In Australia, the industry feels buoyant again and even though the sales are happening much later than pre-COVID, the overall atmosphere surrounding events is positive. And it isn’t just one genre. Audiences are coming out to see live events and, despite cost-of-living pressures, they are still buying top-price tickets!”
You May Also Like
Want news like this delivered to your inbox weekly? Subscribe to the Access Weekly newsletter, your ticket to industry excellence.