Long before a guest arrives at a venue, the quality of their experience is shaped by the people and partners behind the scenes — the teams, technologies and collaborators who make every touchpoint shine. At INTIX 2026 in Las Vegas, Rebecca Throne, Consultant at Art of Ticketing and INTIX Chair-Elect, will explore this dynamic in a session titled “Ticketing as Partnership: Interdisciplinary Collaboration & Vendor Strategy.” Scheduled for Wednesday, Jan. 28, at 3:45 p.m. PT, Throne and a group of expert panelists will highlight the power of treating vendors as strategic partners rather than transactional providers.
Rebecca Throne
To Throne, the case for partnership is clear. “When both sides approach the relationship as a shared effort, it opens space for deeper insight, stronger problem-solving and innovation that neither could accomplish alone,” she explains. “In a landscape where resources are stretched and expectations are high, this becomes a meaningful multiplier.”
That level of alignment, Throne notes, unlocks advantages neither side can achieve alone. “Treating vendors as strategic partners is essential because ticketing today is far too complex, fast-moving and interconnected for transactional relationships to succeed. The guest experience we all aim to create is only possible when every touchpoint works in concert, including the technology and services our vendors provide.”
She adds, “Staying transactional limits potential. Strategic partnership creates shared accountability, shared creativity and better outcomes for clients, vendors and the guests they serve together.”
Regardless of whether INTIX conference attendees work at a venue, an attraction or a technology company, Throne says the session will resonate across roles and sectors. “Attendees will gain a clearer understanding of how much value lives inside these relationships when both sides engage more intentionally. Providers bring broad market insight. Clients bring operational depth and context.”
The speakers will explore how to tap into that combined strength. “This session will highlight how to communicate needs and constraints more effectively, and how to use that alignment to drive better decisions, smoother operations and stronger long-term success.”
To Throne, a “strategic partnership” becomes real when actions match the intention. “A strategic partnership looks like two organizations actively investing in each other’s success,” she says. “It is a relationship where both sides share information early, plan together and collaborate on solutions rather than just fixes.”
She continues, “For vendors, it means understanding a client’s goals, pressures and guest expectations. For clients, it means seeing vendors as contributors to strategy and future development, not just problem solvers. When that reciprocity exists, systems work better, decisions are stronger and the guest experience improves.”
Strengthening these relationships begins with perspective. Throne explains, “For both clients and vendors, the most effective mindset begins with openness, honesty, curiosity and respect for each other’s expertise. Each side has knowledge the other does not. Leaning into that reality allows for better decisions and reduces friction.”
She recommends practices such as sharing goals and constraints early, surfacing assumptions rather than letting them remain unspoken, inviting each other into planning conversations sooner and approaching challenges with a problem-solving posture rather than a defensive one. When modeled consistently, she says, these behaviours create more resilient and productive teamwork.
When Collaboration Sparks Innovation
Throne knows the impact of collaboration is not theoretical — it is transformative. Her INTIX panel will showcase real-world moments where partnership changed the game, and she shared one story with us ahead of the conference.
“In 2012, Burning Man faced its second sold-out year and increasing risks of price gouging and scams,” she recalls. “Working collaboratively with our ticketing provider, we created the Secure Ticket Exchange Program — or STEP — one of the earliest controlled resale programs in the industry.”
The first version was simple, but powerful. “It demonstrated the value of a system designed to protect the community and build trust. Creating it required both sides to bring forward their expertise to create something entirely new.” The model went on to influence third-party ethical resale platforms across the industry, “which have become more of the norm.” This, Throne says, “is a clear example of what becomes possible when a challenge is treated as shared work.”
Throne emphasizes that long-term alignment grows from early clarity and intentional structure on both sides. “Clients need to articulate priorities, pressures and operational realities — if you can’t convey your needs clearly, you will be hard pressed to find a partner who can meaningfully support you. Vendors need to be transparent about product limitations, service capabilities, timelines and where they see the system evolving.”
She recommends sharing your mission and values to ensure the organization/venue and technology partner are aligned on the big picture. “From there, invest in taking the time to craft a contract that memorializes the details of your shared understanding so expectations are clearly established and everyone can perform their best. Contracts may seem like an inconvenient administrative hurdle to starting work, but they are a great tool for setting the stage for a successful relationship. If it is a new partner relationship or your organization requires extra coverage, consider including service level agreements in your contract to get extra granular and incentivize successful deliverables.”
Throne continues, “Determine the best cadence and composition for your different meetings — standing operations focused meetings, feature development, customer service, etc. The difference between steady-state and peak operations on both sides, what the protocol is for on-sales, what channels of communication will be used for which purposes and what agreed response times are. As a client, get to know your partner’s product roadmap, understand where your needs and future development priorities are reflected and stay engaged with the progress. These steps strengthen trust, reduce friction and create a reliable structure that supports long-term success.”
We asked Throne about common challenges and breakdowns in vendor relationships and how organizations can avoid them. “Breakdowns usually come from mismatched expectations or assumptions. Vendors may not always communicate the boundaries of their technology or resources. Clients may unintentionally under-communicate needs, plans or key decision timelines. Avoiding these issues requires transparency, early communication and a shared commitment to naming limitations honestly. When both sides are upfront about capacity, constraints and goals, the partnership becomes far more durable.”
And how can both sides determine when the partnership is working? Throne and her fellow panelists will touch on that, too. “A successful partnership is defined by how both sides respond when challenges arise. Clear communication, timely follow-through and accountability are stronger indicators than perfection. If each party understands the other’s pressures, decision-making cadence and organizational culture — and works from a place of collaboration rather than blame — that is a strong sign the partnership is healthy. If an adversarial or competitive tone begins to appear, it is time for a reset.”
Throne invites anyone seeking better outcomes through partnership to join her at INTIX 2026. “If you want a more collaborative, aligned and future-ready relationship with your clients or your providers, this conversation is for you.”
She says, “Vendor and client relationships shape the core of the guest experience, yet they often default to narrow, transactional exchanges,” she says. “This panel will bring experts from both sides together to share how true partnership can unlock better results, reduce operational friction and create more sustainable success.”
Editor’s Note: Come to INTIX 2026 in Las Vegas to ignite success and dive deeper into the future of live event ticketing and operations. Register now to be part of the 47th Annual Conference & Exhibition!
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