More and more brands in ticketing and live events are jumping at the chance to work with Leap Event Technology. The company’s global event technology platform combines ticketing and mobile apps with event management tools and marketing and analytics services to capture fan data and create better and more seamless attendee experiences.
Allison Niedermeier Lee
The company has team members across North America, Europe and Australia supporting everything from festivals to fandom conventions to live sporting events. To find out more about the company’s success, we spoke with Allison Niedermeier Lee, Senior Vice President, Strategy and Head of Attractions. In her role, she oversees the growth and strategic direction of the company’s Attractions vertical.
“I often view my role through the lens of a producer,” she says. “Launching an attraction or live experience is a significant undertaking, and our goal at Leap is to ensure our partners have access to the expertise and support they need at every stage of the process.”
What Sets Leap Event Technology Apart
Leap Event Technology’s capabilities are built to support every stage of the fan and guest journey — from helping reach the right audiences to enabling frictionless ticket sales to engaging event attendees on-site with custom apps and activations.
According to Lee, “What sets us apart is our focus on strategic partnership and our commitment to uncovering and activating key insights. We have sophisticated turnkey tools, but we don't offer one-size-fits-all solutions. We work closely with our partners to understand their goals and structure our engagements to help them make meaningful progress toward achieving them.”
While she and her colleagues are equipped to help clients sell tickets today, the larger objective is for them to understand what makes a client’s fans and guests “tick” to drive revenue growth through stronger sales and brand partnerships today, tomorrow and to the expansion into new markets down the road.
Lee says, “We're increasingly focused on helping producers and operators maximize the lifetime value of their audiences, not simply process transactions. That means thinking about the entire commercial ecosystem around an event — pricing, distribution, audience acquisition, retention, sponsorship and ancillary revenue — not just ticket sales.”
A Company Run by Ticketing Pros
Today’s ticketing professionals are expected to do much more than sell tickets. They are increasingly responsible for audience development, customer experience, data strategy and revenue growth. Leap endeavors to bridge those functions by connecting ticketing data with marketing execution, audience intelligence and on-site engagement.
Lee states, “Importantly, we are ticketing professionals ourselves. We view ourselves as a vital part of the ticketing community and are always looking for ways to collaborate with other professionals and bring new partners into the fold.”
And because Leap also offers event app development, gamification and prizing capabilities and attendee intelligence tools, Lee and her staff frequently partner with organizations eager to enhance their existing ticketing platforms with complementary solutions.
Walking Before Jumping Into the Fray: The Evolution of Leap
Since its founding in 2001, Leap Event Technology has been continuously evolving toward more holistic, interconnected solutions that support every stage of the fan and guest journey. The company actually began as multiple companies — leaders in ticketing, event apps, celebrity photo opps and experiential marketing — and eventually came together to provide end-to-end support for event producers and operators.
“Over the past several years,” notes Lee, “we've focused on strengthening the synergies between our products and services, not only to create a more seamless experience for clients, but also to amplify our impact by capturing key insights at one stage of the journey and putting them to work in the next. At its core, the evolution of Leap has been about breaking down silos.”
Indeed, event producers have historically had ticketing data in one place, marketing data in another and guest engagement somewhere else. Lee states, “We've focused on connecting those touchpoints so our partners can make smarter, faster and more informed decisions throughout the entire customer lifecycle.”
Lee’s words are informed by an impressive career. Her professional journey began in movies and television, working alongside filmmaker Martin Scorsese at Sikelia Productions on projects including “The Wolf of Wall Street” and HBO's “Vinyl” before expanding into live events and Attractions. One of her favorite stints was as Senior Vice President of Revenue Operations at Original X Productions, helping oversee the global growth of experiences like The FRIENDS™ Experience and Harry Potter: Magic at Play.
Over the years, she has been able to take much of the good advice she has received from mentors and incorporate it into her duties and responsibilities at Leap. Chief among them? “There is always a solution. I also have a personal motto. ‘Anything is possible!’ I’ve learned that lesson through the caliber of projects I’ve been exposed to and have had the opportunity to work on and help support. It’s important to be a sponge – take in everything, see everything, and experience everything you can. Set the stage for what comes next.”
The Next Steps for Leap
The future looks bright for Leap Event Technology. Because Lee focuses specifically on the company’s Attractions vertical, she was especially eager to comment on what her corner of the company has in store for the second half of 2026. For instance, Leap will be playing a key role in bringing The Black Mirror Experience, based on the hit TV series, to the United States for its launch at The Shed in New York City. This comes after successful premieres in Montreal and Madrid and receiving a Special Mention at the 2026 Cannes Film Festival.
“Unlike sporting events or concerts,” she says, “Attractions have the advantage of longevity. They’re not a single electrifying evening, but experiences that have the opportunity to build momentum over time, respond to cultural moments, and become ingrained parts of a destination’s entertainment landscape.”
She concludes, “What excites me most is that Attractions are increasingly becoming a bridge between entertainment, tourism, culture and technology. Because they generate recurring demand, producers and operators have the ability to continually optimize pricing, marketing, distribution and guest experience. The result is a much richer feedback loop and a much greater opportunity to create long-term value!”
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