Last month, the rest of the world learned through news reports what many of us in the ticketing industry had been aware of for a while — that Amazon.com has designs on selling tickets. Tickets are the ultimate digital product because you don’t need a warehouse to provide the product, which makes it an ideal target for Amazon. The entrenched commercial ticketing industry is led by Ticketmaster, which last year earned almost $2 billion selling tickets largely on behalf of commercial venues and promoters.
My thesis for the past decade has been that today, ticketing companies can’t just provide technology for venues to sell tickets. That gets you in the game, but it doesn’t win the game. Ticketing companies now must provide ways for the sellers of tickets to amass a rich, robust database of buyers from which they can build relationships. That’s the essence of CRM and what has guided us to build PatronManager for the arts community. Read the Article