Jena Hoffman is CEO of The International Ticketing Association (INTIX), a non-profit membership organization committed to leading the forum for the entertainment ticketing industry through knowledge, innovation, participation and networking.
"Like many occupations, the biggest change in ticketing over the last several years is technology. Technology is changing how tickets are sold, the actual “ticket” itself and what skills are required as a ticket seller and manager. The Internet allows tickets to be bought and sold virtually, so the rules around how tickets are sold, who can sell them and how to best serve the customer shift each time there’s a new technology.
Buying a ticket is very simply securing admission to an event. But a “ticket” can be a physical piece of paper, a wristband, a bar code or a flash of pixels on a smartphone. The key is to have the technology that provides an organization and/or venue the ability to track the sales through multiple sales channels and allow the customer access. Each time there’s a new piece of technology a ticketing operation must understand how it works, adjust operations to account for it then implement it. That means ticketing operations and software providers must shift fast and often to keep u
up with technology."