Amid the food, fellowship and fun, INTIX 2025 in New York City enabled many INTIX members to maximize their time away from their jobs to learn more about pricing, marketing and filling seats. One of the Inspiration Stage workshops that covered all three was “Maximizing Conversion & Revenue at Large Venues,” which was presented by Daniel Levashov, Chief Growth Officer for Seatmap.pro, and Seatmap.pro co-founder and CEO Andy Yusin.
A few months removed from the event, we sat down with Levashov to reflect on the lessons taught and learned during the popular session, which dove into advanced strategies designed to increase revenue for big venues.
Daniel Levashov
Levashov says, “The primary takeaway was that seating map design is a critical, yet often underestimated, factor in the ticket purchasing journey — especially for large venues. A well-designed, intuitive seating chart directly impacts conversion rates by building buyer confidence. When fans are about to spend $100, $500 or even $2,000 on a ticket — for example, to their favorite NBA game — they want to clearly understand where they will sit, what their view will be and whether the price matches the experience. By investing in thoughtful, user-centered map design, venues can significantly increase online conversion rates and ultimately boost revenue.”
The session indeed covered everything from conversion optimization to user experience enhancements. Levashov and Yusin explored the best algorithms and visualization techniques, as well as giving tips on how to manage live updates and high-load scenarios.
Levashov notes, “Large venues face significant challenges in translating complex seating layouts into intuitive and high-performing online experiences. Designing and maintaining digital maps is often subjective, relying heavily on the UX/UI designer’s judgment with little data to validate effectiveness. Most platforms lack tools to quantitatively track how users interact with seating charts.”
He continues, “At Seatmap.pro, we address this gap with an advanced analytics tool that provides deep insights into user behavior — such as interaction paths, drop-off points and conversion rates.” The tool enables clients to continuously optimize their seating layouts via A/B testing and data-driven design decisions. The result? Measurable improvements in ticket sales performance.
Levashov was especially eager to chat about dynamic pricing models and how they can help in maximizing revenue. He describes dynamic pricing as a “powerful tool for maximizing revenue and managing conversion rates in real time. By adjusting prices based on demand, time, seat popularity or purchasing behavior, ticketing managers can highlight specific seats, such as discounted options or high-demand areas, to influence faster decision-making.”
For instance, showcasing "seats on sale" or labeling "best view" sections at a premium guides users toward choices that align with both their preferences and their revenue goals. When integrated with real-time analytics and smart inventory rules, dynamic pricing then becomes a strategic lever for optimizing sales performance across the entire venue.
Of course, INTIX members attended the various Inspiration Stage workshops to help them solve specific problems. With regards to large venues, their marketing directors and ticketing staffers detailed periods and instances where they became overwhelmed during high traffic events. How did Levashov and Yusin’s workshop address such stresses?
“Our workshop focused on online sales environments where both ticketing managers and systems are especially vulnerable during high-traffic periods such as major on-sales at large venues,” Levashov says. “We explored several strategies to reduce pressure and improve performance. One key approach is indeed dynamic pricing, which helps manage demand in real time by influencing buyer behavior. Another is the ‘best available’ feature, which simplifies the decision-making process for users by intelligently surfacing optimal seat options. These tools not only enhance the user experience but also reduce operational strain by streamlining the purchase flow and minimizing system load.
Among attendees, there was definitely a bit of the tech intimidation factor felt in the room. Not everyone is comfortable when it comes to implementing new technology. To this end, Levashov told attendees: “The best way to overcome hesitation around new technology is to take a phased, low-risk approach. At Seatmap.pro, we often recommend starting with a single venue to implement analytics or a new feature. This allows teams to gain confidence, see clear value, and refine their processes before scaling further. By breaking the implementation into manageable steps, teams can adopt innovation without feeling overwhelmed, building momentum through quick wins and measurable results.”
Down the road, Levashov says both he and Yusin are eager to see the strides artificial intelligence (AI) will make in their niche. Levashov called AI the “most exciting and transformative technology” on the horizon for the ticketing industry.
He concludes, “While it may seem both thrilling and a bit daunting, its potential is enormous. From personalized seat recommendations to dynamic pricing optimization and predictive demand forecasting, AI can revolutionize how venues sell tickets, engage fans and maximize revenue. The key is to harness it thoughtfully — enhancing the human decision-making process, not replacing it!”
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