Corporate Overview

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Digital Ticketing for Performing Arts
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Agenda

• Overview
• Guest Speakers
• Roger Tomlinson, ACT Consultant Services
• Larry McDonnell, Vice President, MetroTix
• Caroline Fenton, Senior Analyst, Denver Center
  for the Performing Arts
• Summary

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Digital Ticket Overview

• Digital Ticketing is the liquidity of tickets

• Transactions can be moved online
• More last minute transfers can be made
• Tickets can be instantly voided and reprinted
• Ticket buyers have more delivery options
  (Print-a-home, mag-stripe delivery etc.)
• Use attendance data to target patrons
• Gain rich patron data including entrance and exit
  patterns
• Collect patron preferences digitally
• Magnetic stripe delivery available for groups

• Ticket transfers, returns and reprints
• Digital delivery methods
• Marketing programs
• Group Ticketing

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The Value Proposition
Serve your patrons better with digital ticketing

• Offer superior customer service by giving patrons
  a choice of convenient delivery methods
• Capitalize on new revenue streams
• print-at-home tickets
• ticket transfers
• sponsorship opportunities
• Capture patron data
• Increase retention by tailoring marketing
  programs to no-shows

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Digital Ticketing Overview
Top three digital ticketing benefits
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Digital tickets add value to customer
relationships

• Roger Tomlinson
• rtomlinson_at_actconsultantservices.co.uk
• ACT CONSULTANT SERVICES

The Old Wood Mill, Church Lane, Madingley,
Cambridge CB3 8AF Telephone [phone]
www.actconsultantservices.co.uk
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What is a Ticket?

• A Passport to Pleasure!
• But how important is the printed cardboard?
• Venues need to be agnostic about the character of
  the ticket- letter, e-mail, mobile phone window,
  voucher, printed ticket, plastic card, skin
  implant
• Venues need to be more concerned about what is on
  the ticket- customer ID, barcode, reference
  number

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Recognizing Customers

• Customers want to feel valued and welcomed.
  Not bums on seats or nameless individuals.
• Staff need to greet and relate to people
• Understand who the customers are
• Treat people appropriately, recognizing their
  relationship
• Be able to introduce and make specific offers and
  invitations to people

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Understand Customer Behaviour

• Segment customers according to how they book
• Remember, infrequent attenders can be as
  important as frequent attenders
• How often do they attend?
• What do they come and see?
• What appears to be their motivation to attend?

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Think About Loyalty

• How do we move people up our loyalty ladder?
• From suspects who dont know us
• To prospects who have not attended yet
• To first time attenders
• Onwards and upwards

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The Virtuous Circle
Capturing

• Suspects
• not known to us

Ambassadors
Focusing
Prospects identified persuaded
Frequent Attenders relationship refined
Attenders details captured
Welcoming
Nurturing
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Improve Customer Relating

• Digital ticketing increases the opportunities to
  quickly deliver improved customer service
• Instant ticket exchanges
• Easy cancellation and re-sale schemes
• Rapid transaction look-up
• Relevant up-selling and add-ons
• Swipe plastic cards enable improved tracking of
  customer behaviour, especially Friends and
  membership schemes

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Improve Attendance Management

• Digital ticketing increases the opportunities to
  quickly deliver improved customer contact
• Track arrival rates and identify pinch points
• Meet and greet
• Hook-up people with key contacts
• Conversely
• Understand who is arriving late
• Identify the no-shows

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New Marketing Opportunities

• The more we know, the more we can communicate
  effectively
• One-to-one marketing treat people as
  individuals with specific needs
• Group people according to their behaviours
• Early arrivers special added value offer?
• Late arrivers valet parking or concierge
  service?
• No shows roving subscription package?
• Develop solutions according to real behaviours
• Tele-prompt service
• Different services on different nights/events

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• Larry McDonnell
• Vice President, MetroTix

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MetroTix Overview

• A regional ticketing provider for 40 venues in
  St. Louis

• Until '05, we were using an alternate ticketing
  system
• We partnered with Paciolan to utilize Access
  Management
• Ticketmaster is a competitor in town we want a
  competitive edge
• Offer the best possible ticketing technology
• Want to solve any duplicate seating issues

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MetroTix Steps taken

• We rolled out Access at the Fabulous Fox Theater
  in June '05

• Worked with ushers to get comfortable with the
  technology
• Our volunteer staff is predominantly senior
  citizens
• We purchased a package including Paciolan
  professional services
• We have our on site tech staff that also worked
  with the Paciolan team
• We rolled out print-at-home technology in
  September '05
• Broadway series and any subsequent concerts,
  comedy shows, gospels

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MetroTix Value Realized

• We offer an enhanced customer experience

• Insurance policy against duplicates
• Eliminate duplicate tickets before any
  disturbances are created
• Offer print-at-home tickets enabling patrons to
  instantly receive tickets
• Save time and money on printing and distributing
  hard stock tickets
• Cross promote on ticket - Grand Buffet example
• Create separate VIP entrance for premium seats

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MetroTix Value Realized

• We have a new level for reporting and patron
  information

• Want now know how many patrons are at the show
• Provide promoters with an instant 'drop count'
  report
• Average a 95 attendance rate!
• We gain access to reports that distinguish by
  price type
• Important for comp tickets when we paper the
  house

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MetroTix Value Realized

• We leverage technology to maximize box office
  efficiency

• Achieved a 25 online adoption rate for ticket
  sales
• Delivered 12 of single tickets via print-at-home
  
• First year offering the service
• Delivered 13,000 print-at-home tickets since
  September
• Translates into 5,500 transactions
• Eliminates the need to ever touch those hard
  tickets!

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MetroTix Future Steps

• Determine which other venues are a fit for
  digital ticketing

• We purchased access for another venue
• Need to analyze which venue it makes sense for
• Marketing dept. plans to create programs based on
  attendance data
• Identify no-shows for retention programs
• Create cross-sell, and up-sell opportunities

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• Caroline Fenton, Senior Analyst
• Denver Center for the Performing Arts

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DCPA Overview

• We wanted to move more ticket inventory online

• Wanted to ramp up our online ticket sales
• Print-at-home was an appealing way to drive
  online adoption
• Offer one-stop-shop services for our customers

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DCPA Steps taken

• We implemented Access in 2004 at all six venues

• Created 'focus groups' for our ushers and
  operators
• Give them the 'print-at-home' experience
• Held training session two weeks before the event
• Held refresher courses for the ushers
• Our ushers are 70-80 year old and they picked it
  up quickly
• Gave them an opportunity to speak better with the
  patrons

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DCPA Value Realized

• Delivered over 25 of single tickets via
  print-at-home in '05

• Measure who is attending
• Riverdance example
• 42 online adoption rate
• 47 leveraged print-at-home
• 97 attended.
• Broadway plays average 90 attendance
• Set the stage to measure no-shows
• Identify who is not coming
• Report comp ticket usage (Employees, press,
  sponsors)

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DCPA Value Realized

• Enhance our customer service and sponsorship value

• Enable patrons to exchange and reprint tickets
• Bar-code is now invalid
• No longer need to send their tickets back
• Feature corporate sponsors on the print-at-home
  header
• Plan to sell the lower real estate on the
  corporate sponsors

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DCPA Value Realized

• We have rich information for our patrons

• Christmas Carol example
• A patron contested charges Tickets were scanned
  and validated
• Kevins example
• Customer could not account for 50 to his wife
• Found where he had been scanned and had to fess
  up!

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DCPA Tips for Success

• Test, Test, Test and Test Again

• Set up dummy events to test the system
• Even now before a big show we test
• Reboot frequently to clean up as a precaution
• Audit results - before an opening of a show
• Look at the printed number of tickets to make
  sure things are in sync

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Digital Ticketing Overview
Top three digital ticketing benefits
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Digital Ticketing for Performing Arts