Alex Renfrew: "I really like being able to dive in the analytical side." (Courtesy Tsongas Center)
Alex Renfrew has a knack for technology, and helping Spectra understand box office analytics is one of the reasons his bosses applaud him. They also appreciate his undemanding personality and ability to work well with everyone.
“He’s such an easygoing, down-to-earth person,” said Tsongas Center General Manager Keith Vaske. “He’s always looking for ways to be helpful.”
Renfrew is the director of ticketing, marketing and sales for Spectra at the Tsongas Center in Lowell, Mass., and before that he was the box office manager at the venue. He’s also a regional liaison between 12 Spectra-managed properties up and down the East Coast.
The Tsongas Center is a 7,000-capacity, multipurpose facility and home to the NCAA Division I UMass Lowell River Hawks men’s hockey team.
He took on his regional position about two years ago, working with ticketing staff at Northeast and Southeast Spectra box offices. His main job is overseeing the ticketing operations at the Tsongas Center, and his regional position allows him to share best practices among ticketing operations at other Spectra managed venues.
“He oversees about a dozen accounts up and down the East Coast from here down to Florida,” Vaske said. “He’s creative. He’s been in the business long enough. He’s seen how the ticketing world has changed and has grown in technology.”
Renfrew has helped the Tsongas Center incorporate new technology into its ticketing operations through platforms such as Groupmatics, Experience, VetTix and Sidearm, which are all integrations through the Paciolan ticketing system. The Paciolan system helps managers with marketing, fundraising and analytics.
“Paciolan and him have grown together. He understands it so well,” Vaske said.
Prior to Paciolan creating a way for venues to track ticket renewals, Renfrew built a specialized dashboard for the Tsongas Center to track such data.
“Through Excel we had a dashboard where the data was pulling live reports to see where we were at in terms of renewals,” Renfrew said. “Since then, Paciolan has come a long way in their analytics. I really like being able to dive in the analytical side ... and really letting your data talk for you.”
Using proper resources and building a great team is how Renfrew measures his success. He was humbled when he found out he was given the Ticketing Star Award from VenuesNow.
“The reason I have the ability to be nominated is because of the team we work with,” he said, giving props to his manager, Jacque Holowaty, vice president of client experience and ticketing for Spectra, who nominated him for the recognition.
“I also have a general manager, Keith Vaske, who lets me try to do new things so that we can continue to be successful,” Renfrew said.
He also highlighted the hard work and dedication of Tsongas Center box office manager Christine Maurais. “She’s a great resource for me,” he said.
On a personal note, he loves the Boston Red Sox and the New England Patriots. His wife, Christine Renfrew, also works in the industry as the client support director in field event management for Ticketmaster.
“We started dating in college,” he said. “Since we work in the same industry, we understand the demands of each other’s jobs.”
The couple has been married since 2011 and have a 3-year-old son, Riley. His wife was expecting their second child around Christmas.
Renfrew’s colleague Maureen McCarthy has known him for 10 years. She works for Spectra as the associate athletic director for ticketing and director of ticketing operations at Rhode Island athletics at the Ryan Center.
“It’s been a privilege getting to know him throughout the years and growing up with him in this industry and see how he’s really grown and taken on a leadership role,” McCarthy said.
“Everyone respects him. We all know he’s the right guy for the job.”
Alex Renfrew
Director of ticketing, marketing and sales for Spectra, Tsongas Center, Lowell, Mass., and Northeast and Southeast box office regional for Spectra
College: University of Massachusetts Amherst.
First job ever: Part-time bank teller.
First ticketing job: University of Massachusetts Amherst athletic ticket office.
Mentor: Jacque Holowaty, vice president of client experience and ticketing for Spectra corporate.
Thing you love to do at work:“Collaborate with our team and the other box offices I work with under my regional position.”
What’s the next event that you have bought tickets to? Eric Church at TD Garden in Boston.