Thank you to those that joined us for the fantastic event, as we welcomed a stellar selection of expert industry speakers to cover topics of ticket pricing, world economics, digital development, stadium venues and the ever-changing priorities of today’s live entertainment fan.
Here’s a round-up of what took place…
Winning Innovations
Joining us from Ticketmaster’s Hollywood office, Ismail El Shareef, Senior Vice President, Product Management for Ticketmaster North America, began the day’s presentations with an in-depth look at our latest ticketing innovations. Adapting to the demanding digital world, new platforms such as Verified Fan demonstrated our prioritisation of customer feeling and focus on passion when serving our customers.
“Fans care about variety and choice,” Ismail explained, “We have to build an experience where fans can see the options globally.”
“Setting expectations is the best win we have with Verified Fan,” he added during the Verified Fan demonstration.
Pricing the House
For the first guest panel of the day, we welcomed an esteemed panel of industry experts to put the microscope on ticket prices across theatre, sport and music events.
“Marketing is one of the key challenges we have in the live theatre space,” said Jason Marriner, CEO of Marriner Group. Asking, “How do we remain part of the contemporary conversation?” in reference to the shrinking presence of arts journalism available to support theatre productions in today’s media.
“You have to create new content all the time,” commented Louise Withers, Director of Louise Withers and Associates, as the group turned their attention to marketing priorities.
From there, the panel focused on dynamic pricing, with Jason emphasising the importance of creating theatre experiences that are accessible for families and not just one-off events, “If you haven’t got demand then you haven’t got the ability to price exuberant amounts.”
Trevor Nisbett, CEO of West Coast Eagles, was in agreement, adding, “Above all we need a good product – we need a good football team.”
Chairman of Live Nation Australia and New Zealand, Michael Coppel, acknowledged the reality of fan ‘FOMO’ in today’s live entertainment industry, shining spotlight of customers’ determination to buy tickets long after an event has sold out.
Coppel also highlighted the power of today’s touring artists in his closing remarks.
Ticketmaster Tools
Before lunch we heard from Mark Heaton, General Manager Sales and Business Development for Ticketmaster Australia and New Zealand. Discussing Ticketmaster’s new and immerging technology, Mark introduced three key new initiatives set to invigorate both the ticketing and music industries throughout Australia and New Zealand.
Marketing: The Era of Me
Continuing to explore the world of new technology, Ticketmaster International’s Senior Vice President of Marketing, Sophie Crosby, introduced attendees to the era of me. Focusing on the change in consumer tastes and growth of digital demands, she presented marketing data to prove fans’ desire for exceptional experiences now overshadows the thirst for material possessions. With that, we learnt that marketing content must be personalised and curated to the intricacies that shape our individual interests.
“Context, content and relevancy,” Sophie summarised, “fan-friendly solutions are the priority.”
World Economics
Saul Eslake – one of Australia’s most respected and renowned economic commentators – was on hand for an evaluation of all things economic. With over 25 years in the business, Saul guided the room through a stream of financial taking points. Highlighting, in large, the possible impact American and British politics could have on Australia and New Zealand in the coming years. From there he probed the predicted knock-on effects these changes could have on the live entertainment industry.
The Venues’ View
For our final panel of the day, we welcomed a host of stadium executives to discuss how they prioritise fans in the ticket-pricing equation, while continuing to work effectively with promoters and ticketing partners.
“Content is king,” said CEO of Etihad Stadium, Michael Green, as the panel looked at stadium venues’ increasing demand to be multi-purpose solutions with quick turnarounds between sport and music events. He added, “Content drives the economic viability of all venues.”
Product Lab
Attendees were given a hands-on look at all the latest and greatest Ticketmaster innovations in our Product Lab, hosted by Ticketmaster’s live demo experts.
We look forward to welcoming even more of you along to the next Summit.
Special Guest Performance
To round off a phenomenal event, we welcomed a very special supergroup for one night only.
Performing together, exclusively for guests of the Ticketmaster Summit, was Shane Howard of Goanna, Christine Anu, Mark Williams of Dragon and Mark Callaghan of Gang Gajang.
The renowed Aussie artists joined forces to deliver the ultimate greatest hits set, performing an array of rock and pop hits.
Throughout the day we were also treated to exclusive performances from Melbourne musician Reuben Stone, as well as an epic DJ set from TV and radio presenter Jane Gazzo (Triple M).
Please contact your Client Account Manager or [email protected] with any questions about the products showcased at Ticketmaster Summit 2017.
