Top 5 Take-Aways From Ticketmaster Arts Summit 2019
The 2019 Ticketmaster Arts Summit has come to a close and we hope you left inspired to elevate the patron experience and deliver cultural and social good. For two days in the sunny Coachella Valley, we discussed innovation in the arts and how to create enriching experiences for patrons that leave communities changed for the better. Here are our top five takeaways:
1. The World Is Changing and We Have to Change Our Approach
The shift to digital is transforming fan behaviors and approaching this changing environment with the same tools and solutions in a new environment won’t move our industry forward. During her Executive Keynote presentation, Ticketmaster North America President, Amy Howe addressed the challenges the performing industry faces today: patrons are harder to reach, they are making fewer commitments, and are increasingly making impulsive, last-minute purchases. Howe illuminated how creative pricing, packaging, and payment options are what the “always-on” patrons have come to expect. By using these new approaches, we can collectively reach new heights to drive our business.
2. Patron Identity is Everything
In his keynote, Ticketmaster Chief Product Officer Justin Burleigh shared how Ticketmaster’s latest innovations provide arts and cultural organizations with the data to unlock patron identity to deliver more personalized experiences. Burleigh unveiled how digital ticketing has transformed the Hollywood Pantages Theatre to provide patrons with a seamless, elevated experience and address customer service problems in real-time. Burleigh deep-dived into new products and solutions, including integration with Blackbaud’s Raiser’s Edge NXT, which will empower clients to combine the power of Blackbaud’s integration with the rich, patron data from Presence® – the next generation venue access control and patron engagement platform – to bring your donor development to life.
3. Our Clients Are Shaping Cultures On and Off the Stage
Ticketmaster Executive Vice President of Arts & Theater, Marla Ostroff recognized individuals and organizations with our inaugural Arts Summit Awards. This year’s winners showed a dedication to transforming the arts industry through their commitment to diversity, sustainability and advocacy to help capture the imagination and define eras with you and your patrons.
Congratulations to each of the winners:
- Sustainability Commitment Award: The Younes and Soraya Nazarian Center for the Performing Arts (The Soraya)
- Diversity Commitment Award: Marcus Center for Performing Arts
- Advocacy Commitment Award: Doug Booher, Executive Director of Indiana University Auditorium
- Innovator of the Year: ASU Gammage
- Albert Leffler Lifetime Achievement Award: Eileen LaCario
4. How Heightening Your Purpose Elevates the Patron Experience to Drive Revenue
The Arts Summit was overflowing with inspiration as the industry came together to discuss powering social good in the communities they serve. Because value-driven consumers are discerning and want an emotional connection with brands, it’s important for the performing arts industry to place their mission at the heart of everything they do. In his keynote session, Jeff Fromm – author of The Purpose Advantage, a contributing writer for Forbes and President of FutureCast – shared how consumers look at your actions as an organization. By heightening your purpose and delivering a superior product, not only do you delight patrons, but you unlock new opportunities to drive your business. One such organization was spotlighted at the Arts Summit. During a fireside chat, Nurit Smith from the House of Blues Music Forward Foundation, discussed the transformative power of being purpose-driven. By positioning themselves as leaders in workforce development and providing at-risk youth with access to positions within the music industry, the foundation has impacted one million lives and counting.
5. The Arts Industry Is Innovating
Technology took center stage at this year’s Summit. The Summit was defined by experts and leaders in the industry reimagining the future of how we engage with patrons and deliver social good. In a Product Town Hall moderated by Ticketmaster Product Officer Justin Burleigh and Marla Ostroff, Ticketmaster fielded several questions around the ever-shifting performing arts landscape and how we’re innovating to meet evolving patron expectations. The feedback received will influence future product development as well as allow us to build innovative instrumentation that forges a better path forward on behalf of both clients and patrons. In another discussion about Presence, Disney Theatricals VP of Sales and Analytics, Nick Falzon, shared how patrons want the change to digital and begin requesting mobile tickets for seamless entry. The more our society becomes digital, the shift to digital ticketing and mobile experiences is happening. Our product and solutions experts were on-site to reduce any anxiety around doing so through informative one-on-one consultations and inspirational spotlights.
Thank you to all attendees, partners, and speakers for inspiring with your passion and innovation at this year’s Arts Summit.