Ralph Beyer
Ticketmaster
What were you doing in 1979?
I was in my 10th year in the ticketing business. I began in ticketing about 50 years ago, 1969, at the age of 18, going to college and working summers in the ticket office of Nederlander’s Merriweather Post Pavilion outdoor amphitheater in Columbia, Md. In 1973, upon graduating from college, I began working in ticketing for Abe Pollin, well respected Construction/Builder in Washington, D.C., and a Sports and Entertainment entrepreneur. Abe had just built his 20,000-seat Capital Centre Arena in Landover, Md., to be a home for his two professional sports teams, the NBA Washington Bullets (now the Washington Wizards) and shortly thereafter the NHL Washington Capitals. In 1973 we had opened the Capital Centre with our own expensive proprietary in-house ticket system. It was revolutionary at the time, but in five years, by 1978, it was clearly outdated. We needed something more powerful, dependable, flexible and reliable. In 1978 Abe purchased the Ticketmaster Franchise for the USA Mid-Atlantic region. We immediately began marketing this amazing new ticketing system to other venues and in early 1979 we opened with our first local Ticketmaster client, the Baltimore Arena, now the Royal Farms Arena/SMG, and they are still with us to this day. I will never forget 1979.
What drew you to INTIX?
In 1979 ticketing, for the most part, had two options, hard tickets or computer tickets though either Ticketron, then the industry giant, or with the relatively new, very sophisticated upstart company, called Ticketmaster, and there were a couple smaller in-house ticketing system companies as well. BOMI (Box Office Managers International), now named INTIX, was this incredible new resource — a gathering of fellow ticketing peers, something we never had before, outside of our own local areas — a way to meet, network, exchange ideas and grow our individual knowledge base about our venues and the industry. It was clear from the start that BOMI/INTIX was something that all ticketing professionals wanted to be part of.
Talk about a mentor you met through INTIX and how that person helped better you personally and professionally.
There have been so may interesting and knowledgeable people at INTIX, especially in the early days when it was so new — you could feel your mind and world expanding at every annual conference as you listened to fellow ticket peers explain their business. I was inspired by so many, but the four mentors that stand out were Pat Spira, the founder/head of BOMI/INTIX, a huge mentor for me, and because of her leadership, stewardship and vision, INTIX has continued through new capable leadership hands today. Three other “seasoned” ticket managers who knew the business were Roger Loeb from the Royal National Theatre in London, Jim Gatens of the NYC Ticket Sellers Union and the half-price ticket booth in NYC, and of course my dear friend and mentor Albert Leffler, the eloquent master ticketing professional and co-founder of Ticketmaster. All these people had a most positive impact on my professional career and personally. They brought structure to something new, they helped establish ground rules and set box office and ticketing standards that continue industrywide and worldwide to this day. They helped give our profession direction, substance and respect. INTIX made these wonderful friendships possible.
What’s an INTIX membership benefit that has been especially helpful to you?
One of the most important benefits from the very beginning was you felt you had found a sense of place, a group you could identify with, we shared common stories and experiences and we learned and helped one another. INTIX is a community of professional peers. What I have learned through my INTIX association has been rich in quality and relevant in work and personal life. I’ve also been lucky enough to have made some quality lifelong friends, for which I am most grateful.
What business challenge has kept you awake at night the most over the course of your career?
The business challenges I fear most now are external. What is someone (who doesn’t understand ticketing) going to dream up and expect it to happen overnight? That said, in today’s world of such advanced technology, just about everything is possible. In almost all cases common sense and great technology are good partners in facing and solving most challenges.
Given the constant advancements in technology, what’s the best way to maintain the human touch and personal service in ticketing?
Customers love the freedom of the internet / technology to transact business in a non-personal space and at their convenience. While having this powerful tools at their disposal, it’s important we don’t lose touch with them.
Take no customer for granted. Today’s customer is tomorrow's customer. We can use the same technology used by the customer to purchase a ticket, to help us maintain a connection with them. Acknowledge every sale — a simple outreach communication, a simple thank you, through an email, text, etc., helps makes the sale personal again. Communication with customers can’t end once the purchase it made. Ideally, it’s the beginning a lifelong rapport and friendship with them, if we take the time to nurture it. All the advancements in technology are exactly what is giving us the opportunity to make each sale personal again.
How do you see INTIX leading the way into the future of ticketing?
INTIX is an International Ticketing Association — its membership is worldwide and spans all segments of entertainment and sports. As long as we have an association and membership where we can meet, exchange information, ideas and issues, the profession will continue to grow, thrive and move forward and help create the future of ticketing. Dedicated ticketing professionals and great technology will keep INTIX driving our industry forward.
What’s your favorite INTIX memory?
There are too many favorite memories to share, but I can share that the annual INTIX Conferences enriched my outlook and helped me grow professionally and personally. It’s a wonderful opportunity to be introduced to an amazing group of dedicated peers, many of whom will become some of your best resources, if not your best friends.