Ticket operations is a critical function within many organizations, especially those in the sports, entertainment, and travel industries. The main duty of ticket operations is to manage the entire ticket sales process from start to finish. This includes forecasting ticket sales, pricing tickets, distributing tickets, processing orders, staffing events, reporting sales data, and providing customer service.
Forecasting Ticket Sales
One of the first duties of a ticket operations team is forecasting how many tickets will be sold for an event. This requires analyzing data from past events, considering the event lineup, date, promotions, prices and more. An accurate ticket sales forecast is crucial for budgeting, staffing, marketing and ensuring the venue is properly configured. Under-forecasting can lead to lost revenue opportunities while over-forecasting can leave empty seats and unnecessary expenses.
Methods of Forecasting Ticket Sales
- Analyzing historical sales data for similar past events
- Surveying customers on their interest level
- Monitoring early ticket sales and trends
- Considering the day, time and seasonality
- Accounting for promotions, marketing efforts and buzz
- Comparing to sales benchmarks and KPIs
Uses of Ticket Sales Forecasts
- Budgeting and financial planning
- Staff planning for ushers, security, concession stands, etc
- Production costs and event planning
- Marketing campaigns and promotions
- Venue configuration – opening sections, setting capacity
- Travel, lodging and transportation plans
Pricing Tickets
Determining appropriate ticket prices is another key duty within ticket operations. Prices need to maximize revenue while ensuring fair value and affordable access. Some factors to consider when pricing tickets include:
Factors Influencing Ticket Prices
- Demand and popularity of the event
- Prices charged for comparable events
- Expenses and desired profit margins
- Venue size and seating capacity
- Day and time of the event
- Promotional goals and access objectives
Ticket Pricing Strategies
- Variable/Dynamic Pricing – Prices change over time based on demand
- Tiered Pricing – Different prices for certain sections or seat quality
- Bundle Discounts – Reduced prices for multiple tickets or add-ons
- Early Bird Discounts – Lower prices during initial sales period
- Group and Season Ticket Discounts – Savings for large or repeat buyers
Distributing and Fulfilling Ticket Orders
Once prices are set, the tickets need to be made available for purchase. Distribution channels may include:
Ticket Distribution Channels
- Online sales through the company website and third-party ticketing platforms
- Phone sales through a dedicated call center
- In-person sales at box office locations
- Third-party retailers and resellers
- Group sales departments for large orders
- Season ticket membership programs
As orders are placed, the ticket operations team handles order processing and fulfillment. This includes:
Order Processing and Fulfillment
- Processing orders across all sales channels
- Accepting and recording payments
- Reducing available inventory in real-time
- Issuing and distributing tickets to buyers via email, mobile, mail, will call, etc.
- Generating ticket manifests and seat maps
- Providing customer service with order inquiries and issues
Staffing Ticketing Personnel
On the day of the event, ticket operations coordinates proper staffing to assist attendees. Staff may include:
Common Ticketing Event Personnel
- Ticket Takers – Scan tickets and permit entry
- Ushers – Greet guests, check tickets, guide to seats
- Box Office Cashiers – On-site ticket purchases and will call pickup
- Guest Services – Answer questions and resolve issues
- Security – Enforce venue rules and maintain order
- Ticket Resolution Reps – Handle any ticketing problems for attendees
The ticket operations team determines how many staff are needed at each position based on expected attendance. They coordinate schedules, training and equipment like scanners and radios. During the event, staff may report any ticketing issues to the operations team for resolution.
Reporting and Analytics
Throughout and following ticket sales, the operations team gathers data and runs analytics reports to gain insights. Important metrics may include:
Key Ticket Operations Data and Reports
- Number of tickets sold and total revenue
- Average and median ticket price
- Sales by section, seat type, channel, promotions etc.
- Daily/weekly sales trends leading up to event
- Forecast accuracy and variance
- Staff hours worked
- Customer satisfaction scores
These insights can be used to identify successful strategies as well as areas for improvement. The data guides future decisions around forecasting, pricing, promotions, staffing and more.
Customer Service
Ticketing operations also involves providing high levels of customer service to ticket buyers and event attendees. Representatives assist with:
Ticketing Customer Service Activities
- Answering pre-purchase questions on dates, seats, prices, etc.
- Handling order inquiries and purchase issues
- Making exchanges and facilitating refunds per policy
- Resolving problems with admission and seat access
- Investigating complaints about staff, facilities, etc.
- Listening to feedback for improvement
Customer service should be timely, accurate, empathetic and solutions-oriented. This helps create positive experiences that lead to increased sales, loyalty and engagement.
Conclusion
In summary, ticket operations is responsible for forecasting sales, pricing seats, distributing and fulfilling orders, staffing events, reporting data and serving customers. A data-driven, customer-focused ticketing team helps optimize revenue and attendance while delivering excellent experiences. With technology improvements and data insights, ticket operations continues to evolve as a vital function for live events.