Do you miss the days of physical tickets?
I know some people do, but the benefits of digital ticketing can’t be ignored. The environmental impact of no longer printing, and reprinting, paper tickets and receipts helps keep the industry’s carbon footprint down. Artists, venues, and teams gain insight into customer data and buying patterns allowing them to market to the right audience and solidify a strong ticketing GTM strategy. Dynamic pricing based on demand on the primary market ensures the artists or team receive the ticket revenue instead of brokers and ticket resellers. Most importantly, ticket holders are much less likely to lose their phone than their paper tickets. If tickets are misplaced, the box office staff or a ticket taker can look up the order with ease.
Story time; I recently took a group of colleagues to see a spectacular musical at Playhouse Square in Cleveland. I was in charge of the physical tickets and I left them all in the restaurant! Thankfully they were still on the table when I ran back down Euclid Avenue to retrieve them.
As a ticketing aficionado, I wish more places would offer souvenir tickets. I’d happily pay extra for the chance to take home a memento of the evening that I could add to a bulletin board in my office, or use when gifting tickets. I got my nieces tickets to an “on-ice” show for Christmas and had to create my own paper tickets so they had something to open.
This week’s post is inspired by the new Wonka movie and the concept of a golden ticket. “It was a very beautiful thing, this Golden Ticket, having been made, so it seemed, from a sheet of pure gold hammered out almost to the thinness of paper.” – Roald Dahl, Charlie and the Chocolate Factory
Sorry Mr. Wonka, but I can’t condone the use of gold tickets, due to the negative environmental impact we discussed at the beginning of this post.
See you next Tuesday!
Lisa
Lisa Perchinske 
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