From when to change the price when using dynamic ticketing to keeping scanners out of the sun for maximum efficiency, INTIX attendees were free with their best advice for peers. A few of the tips and tidbits included:
> Use transparency as a marketing tool to increase subscriptions. Don’t publish single
ticket prices. Do not change the ticket price in the middle of a business day. — Shawn
Robertson, Center Theatre Group, Los Angles
> We almost do dynamic pricing too much. Twenty-five percent of our seats are obstructed.
We do zones versus price levels. We do zones so you can be nimble in dynamic pricing.
— Crystal Brewe, Kimmel Center and The Academy of Music, Philadelphia
> Control the message. Don’t say sold out if it’s not truly sold out. With holds, it is a
delicate balance. Monitor social media. — Dusty Kurtz, TicketsWest
> Zones help you maximize inventory, but it must be based on data. — Steven Roth, The
Pricing Institute
> Be organized, be precise (if the contract says hold seats 1-10, hold seats 1-10); be
proactive (you know your building, make suggestions). — Deidra Sibila, C3 Presents
> Box office managers should regularly check emails, have a calculator and have a report.
“If we say we’re opening from 180 to 220, know how many seats that is; be prepared.”
— Sibila
> The National Basketball Association has developed a service standards department. We
have a service innovation department. We secret shop every department in our building
and once or twice at every event. We recognize outstanding employees on court at Spurs
halftime. And we have a “Family Mantra.” Any employee who sees any other employee
doing a general act of kindness can drop their card in a box for drawing for a prize. —
Bruce Radley, Spurs Sports & Entertainment/AT& T Center, San Antonio
Several panelists agreed that festivals are way out front in use of new technology, using wristbands with RFID chips for ticketing and onsite purchases. But the new technology has not eliminated the need for box offices. For Electric Zoo, festival goers must have their wristbands activated at the box office. It was noted that having the emergency contact information on the wristbands comes in very handy.
The Spurs began sending season-ticketholders cards with barcodes, rather than game day tickets, three years ago. All games are loaded onto the card, but the ticketholder can resell on the venue’s Archtics system, Radley said.
Mobile ticketing also received some attention. It was noted that scanners used for mobile ticketing need to be protected from the sun, which can impact the service
tremendously.
Will call is also still very much part of ticketing, though the numbers are less now.
At Staples Center in Los Angeles, they charge $6 for a will call ticket, while e-tickets are free. But 32 hours prior to the event, all events use will call. It was noted that Feld redid
its deal with Ticketmaster so that ice shows are sold more print-at-home, less will call.