In Part I of this two-part series, we explored the growth of the Veteran Tickets Foundation (Vet Tix) since INTIX Access first featured the organization in a 2023 story. We also covered Vet Tix’s April 2026 Live Event Impact Study, which shared findings about how attending live events fosters wellness, community, connection and reintegration for the communities it serves.
Holly Skrenes
Part II turns to one of the partnerships helping to make that impact possible. Feld Entertainment has worked with Vet Tix since 2019, welcoming military members, veterans, first responders and their families and friends to more than 400 performances annually across 326 markets. The alliance transforms empty seats into memorable experiences through productions including Monster Jam, the Monster Energy SMX World Championship, Disney On Ice, Ringling Bros. and Barnum & Bailey/The Greatest Show On Earth, and other Feld events where available.
Holly Skrenes, Senior Director of Event Marketing, Sales and Ticketing Operations for Feld Entertainment, explains how the partnership grew naturally out of what her organization does best.
“Feld first became involved with Vet Tix through a shared belief in the power of live events to bring people together. As a company built around family entertainment and unforgettable live experiences … [it] felt like a very natural extension of who we are … Vet Tix’s mission is to ‘give something to those who gave,’ providing event tickets that help reduce stress, strengthen family bonds, create lifelong memories and keep veterans connected to their communities. That aligns closely with Feld’s purpose, creating moments families can share.”
Over the past seven years, that shared philosophy has grown into a close working relationship. What began as a ticket donation initiative has evolved into an ongoing collaboration that is fundamentally about shared experiences.
“At its core, the partnership is about access, gratitude and connection,” says Skrenes. “Vet Tix gives us a meaningful way to say thank you to those who have served, while also filling seats with families who are incredibly appreciative and engaged … We can recognize service and sacrifice not just with words, but with action.”
The collaboration with Feld Entertainment helps Vet Tix provide access to world-class family entertainment on a massive scale. This sustained commitment has earned Feld recognition among Vet Tix's top donors, with more than $10 million in ticket value contributed over the years.
“The partnership has grown from a ticket donation opportunity into a meaningful, ongoing relationship,” explains Skrenes. Over time, it has become more integrated into how we think about community impact across our events. As Feld’s portfolio and touring footprint have expanded, so has the opportunity to include Vet Tix across more markets, more show types and more performances. What may have started as a way to provide available tickets has evolved into something much more intentional: identifying opportunities where VetTixers and their families can enjoy high-quality live entertainment experiences together.”
Skrenes adds, “It has also become a relationship built on trust and collaboration. The Vet Tix team understands our business, our touring model and the operational complexity of live events, and our teams understand the importance of making these experiences as seamless and memorable as possible for their members.”
Steve Weintraub, Chief Strategy Officer of Vet Tix, says that Feld Entertainment consistently goes above and beyond to create these memorable experiences for members. Achieving that scale requires proactive, early coordination. Skrenes details the meticulous planning involved: “It starts with making Vet Tix part of the planning conversation early and treating the partnership with care. Our event marketing and sales team, along with ticketing operations, work to identify ticket opportunities across markets and performances, coordinate inventory, communicate clearly and help make the process as smooth as possible for Vet Tix and their members.”
She continues, “Going above and beyond can also mean looking for the right opportunities, not just donating tickets, but thinking about which events, performances or markets may create the strongest family experience. It means being responsive when Vet Tix has questions, helping troubleshoot when needed and understanding that these tickets represent something much bigger than a transaction. Behind the scenes, it takes coordination across ticketing, sales, marketing, venue and tour teams. The goal is always to create a positive experience from the moment a VetTixer receives their tickets to the moment they leave the venue with their family.”
Working with Vet Tix has also changed the way Skrenes and her team think about the value of a ticket. The operational details remain essential, she says, but the partnership reminds her what is on the other side.
“A ticket can be a parent taking their child to their first live event. It can be a veteran reconnecting with family after a difficult period. It can be a first responder getting a much-needed night out. It can be joy, normalcy, gratitude and connection,” says Skrenes. “Working with Vet Tix helps reinforce that our work has a human impact. The logistics matter because they make the experience possible.”
Feld Entertainment’s larger-than-life experiences are highly visual, emotional and exciting, creating unforgettable moments for people of all ages. Whether it is the high-octane energy of Monster Jam and the Monster Energy SMX World Championship featuring 12,000-pound trucks and world-class athletes performing gravity-defying feats as "full throttle family fun" or the timeless storytelling and wonder of Disney On Ice, parents, children and grandparents find unique ways to connect.
“The chance to simply be together can be incredibly powerful,” says Skrenes. “Family entertainment creates a shared experience that is joyful, immersive and often free from the distractions of everyday life … A Feld event gives families a reason to pause, reconnect and make memories together. It is not just about attending a show. It is about the car ride there, the excitement walking into the venue, the look on a child’s face when the trucks come out, the music starts or a favorite character skates onto the ice.”
The impact extends well beyond the performances themselves. From Disney On Ice to the Monster Jam World Finals in Salt Lake City over the Fourth of July weekend, Feld's productions create opportunities for extraordinary entertainment alongside recognition of the military and first responder communities.
“We were able to invite hundreds of VetTixers and highlight them throughout the [Monster Jam World Finals] event, and [Vet Tix was] the sponsor of the finale fireworks … What stays with me most is gratitude. We often hear that families would not have been able to attend [Feld events] without Vet Tix, or that the event gave them a rare opportunity to spend meaningful time together. The most powerful feedback usually comes from parents who talk about watching their children experience something for the first time, seeing Monster Jam trucks in person, attending Disney On Ice or enjoying a night out after a challenging season.”
For Skrenes, Feld Entertainment’s partnership with Vet Tix also carries an important message for the live events industry. She encourages other producers, venues and entertainment organizations to consider how their events can become a tangible way to give back.
“I would say: do it,” she says. “[Working with Vet Tix] is one of the most … rewarding partnerships you can be part of. Vet Tix makes it easy to connect tickets with verified military members, veterans, first responders and their families. Their mission is clear, their team is collaborative and the gratitude from VetTixers is incredibly moving. Vet Tix has more than 2.8 million verified members and supports currently serving military, veterans, first responders and immediate family of troops killed in action.”
Skrenes also shares this perspective for INTIX members and the global ticketing community: “I think this partnership is a great reminder that ticketing is not only an operational function, but also a connection point between people and experiences. Our industry often focuses on systems, inventory, pricing, fulfillment and access control. All of those things matter. But partnerships like Vet Tix remind us that every ticket has the potential to create something meaningful for the person receiving it.”
She continues, “Ticketing professionals are often behind the scenes, but they play a direct role in making these experiences possible. That work matters, especially when it helps serve people who have given so much to their communities and country.”
For Skrenes, the future is about welcoming even more military members, veterans, first responders and their families.
“What excites me most is the opportunity to continue growing the impact. Feld Entertainment has a broad live event portfolio and a national touring footprint, which gives us the ability to reach families in communities across the country,” she says. “[Because Feld brings productions] to markets nationwide, there are ongoing opportunities to welcome VetTixers and their families into those events. The future of the partnership is exciting because it is not just about more tickets; it is about more memories, more families served and more moments of gratitude brought to life.”
Editor’s Note: Ticketing and entertainment organizations that want to learn more are encouraged to visit the Vet Tix website or reach out to Steven Weintraub directly.
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