Las Vegas is known for many things — bright lights, big shows, world-class sports and unforgettable experiences. Behind the curtain of this nonstop entertainment hub, a dedicated network of ticketing professionals is making it all happen. And they are doing it together, thanks to the Las Vegas Regional Ticketing Association (LVRTA).
Founded in September 2007, LVRTA was born to bring people together to share ideas, build relationships, and navigate the unique demands of one of the most dynamic live entertainment markets in the world.
The founding group — Cindy Jones (then at MGM Resorts), Meredith Delay (then at Cirque du Soleil), David Gonzales (then at the Venetian), Bruce Bielenberg (then at AEG) and Michael See (then at Thomas & Mack) — drew inspiration from regional groups in other areas like Toronto (OPTA), Atlanta (GAPTA), the Bay Area (BAPTA) and Texas (Texas Regional Roundup). With guidance from these peers and their local team in Las Vegas, LVRTA set out to create a formal organization with bylaws, membership dues and a board.
“We took ourselves way too seriously,” says Bielenberg, who in retirement co-organizes LVRTA with Jacinta Jose, Director of Entertainment Sales for Wynn Las Vegas. “We were trying to run it like an HOA or a Little League baseball team … but it just got [to be too much].”
Bruce Bielenberg stands behind LVRTA colleagues L-R Courtney Payne, Jacinta Jose and Rob Bundschuh.
In the early days, LVRTA collected fees, spent money building a professional website and then realized no one was using it. Bielenberg said the group asked itself, “Why are we making this so hard?”
“We realized that all we really wanted to accomplish was social events and some meetings where we have a main topic or speaker from an educational standpoint and just update everybody on what's going on in the city,” Bielenberg reminisces. “LVRTA decided we don't have to collect member fees for that. We could easily find a vendor or a property to sponsor a meeting, give us a meeting space, and provide us with the AV equipment, drinks and snacks.”
By 2010, LVRTA had adopted a different approach that still guides the group today. They stopped collecting dues and striving for formality, instead focusing on what mattered most to members: networking, engagement, tutoring and industry insight.
Today, LVRTA boasts approximately 250 members from across the regional ticketing community, including directors of ticketing, ticket office managers, ticketing agents, directors of sales and others from sports, venues, promoters, attractions and productions, as well as ticketing service providers and vendors. It is a diverse, welcoming group that reflects the energy of the city LVRTA calls home.
“We accept everyone in the industry, vendors, secondary market [folks], even marketing and salespeople,” Bielenberg and Jose emphasize.
LVRTA members at INTIX 2019 at the Gaylord Texan in Grapevine.
While LVRTA has no official board or titles, it operates with purpose and pride. The group typically hosts one major meeting each year, featuring expert speakers and panel discussions on timely topics. The rest of the year is filled with casual social gatherings hosted at exciting local venues, from the Illuminarium to Meow Wolf’s Omega Mart and more, offering a mix of fun, discovery and connection.
LVRTA members enjoy a social networking event at Illuminarium.
The LVRTA group poses at Illuminarium.
If someone has access to a cool space or a fun idea, LVRTA makes it happen, Bielenberg explains. “Some months we might do two social events, sometimes it might be one every two months.” It is flexible, but it works.
Demi Gongos and Drew DiCostanzo from Meow Wolf’s Omega Mart getting ready to host LVRTA members.
LVRTA meetings are not just about networking. They are also about staying ahead of a fast-moving industry. Past events have featured speakers from Formula 1, UFC, the Vegas Golden Knights and more, diving into everything from regional transportation plans to the rise of professional sports in the city.
“There was one meeting at T-Mobile Arena when it first opened that really stood out,” Bielenberg recalls. “We had representatives from sporting partners such as the Vegas Golden Knights, the Las Vegas Raiders and UFC as our panel … They were all talking about how sports were about to transform the landscape of Las Vegas, which obviously it did. That was 10 years ago, and it has completely changed. Sports is probably as big a deal as entertainment in this town now.”
Another memorable moment? A heated panel at the Palms discussed speculative ticketing, deceptive websites and legislation being introduced in Nevada, featuring participants from the Smith Center, UFC and local ticket brokers. It got intense, recalls Bielenberg, adding that it helped to shape local awareness around legislation that, years later, is being talked about on a federal level.
Beyond professional insights, LVRTA is also a place where ticketing professionals have found support on a personal, one-to-one level, navigating career changes, understanding the complex Live Entertainment Tax implementation, as well as trade distribution and the ever-evolving area of digital/electronic ticketing.
LVRTA members at INTIX 2023 in Seattle.
One of the things LVRTA prides itself on is its openness to new and early-career professionals. “Younger folks are absolutely encouraged to get involved,” say Bielenberg and Jose, who emphasize the importance of making sure there is a future for this community, and that the best way to do that is to invite everyone in.
For Bielenberg personally, being part of LVRTA has been transformational. When he came to Vegas, he didn’t know anyone. He recalls, “I needed to understand how ticket distribution and taxes worked in this town, and so that was what really got my fire burning. Getting a regional group together was [all about] getting to know the other people in town and how they do things, and there hadn’t been anything like it before. And selfishly, I needed to know who to call to get tickets to a show.”
He adds, “LVRTA is all about the people I have met and stayed in touch with over the past 20 years.”
LVRTA has long supported the broader INTIX community. Its members played a key role when the 45th Annual Conference & Exhibition took place in Las Vegas in 2024. Now, as the event prepares to return in 2026, the LVRTA group is once again ready to help.
LVRTA members, including Bruce Bielenberg, Jacinta Jose, Amy Graca, Lindsay Radic and Siobhan Steiermann at INTIX 2024 in Las Vegas. Radic and Steiermann are our co-chairs for INTIX 2026.
L-R: JP Amidei, Sheria Spleen, Dianna Arnson, Dakota McKinnon and Jacinta Jose at INTIX 2024 in Las Vegas.
“We are excited to welcome everyone back,” Bielenberg says. “And we’re going to help you experience Vegas like a local.”
That means more than just the famous Las Vegas Strip. “There’s the Mob Museum and Atomic Testing Museum, two of the coolest places people don’t even know about,” Bielenberg says. “There are secret speakeasies all over town, including one at the very top of Resorts World that’s pretty cool that Katy Perry is hyping all the time. The one at the top of the Stratosphere has incredible views of the city … Just ask a LVRTA member. We will point you to the good stuff.”
In fact, Bielenberg and Jose are working on a survey that will help INTIX share LVRTA members' favorite shows, attractions, hidden gems and more in future Access stories as the conference approaches. This is just one more way that LVRTA goes above and beyond to create connections and elevate its peers.
LVRTA members on the High Roller in 2014.
As the industry continues to evolve, with hot topics like artificial intelligence, dynamic pricing and staffing challenges on the table, LVRTA is staying nimble and focused on what matters.
“In five or 10 years, I hope we are still doing what we are doing,” Bielenberg says. “Still connecting people. Still helping each other. Still having fun.”
Because in Las Vegas, where the shows may change but the spirit of entertainment endures, LVRTA remains a constant. It is a vibrant, welcoming community where ticketing professionals come together to learn, grow and thrive.
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