Leading
Technology Provides Event Organizers Tools to Adapt to COVID-19 Safety Measures
and Enhance Overall Fan Experience
Ticketmaster, the global leader in advanced ticketing technologies,
today announced the development of SmartEvent, a new suite of technology
tools that helps fans safely return to live events. Designed with flexibility
in mind, SmartEvent gives event organizers the ability to adapt
protocols to meet evolving needs of capacity, distancing and other logistics
throughout the reopening journey for concerts, sports games, comedy shows and
other events. Many of these capabilities will deliver long-term implementation
value, opening new doors for fan experience.
“We know that fans around the world are eager to return to live
events and SmartEvent gives event organizers an array of solutions to help
make that possible,” said Mark Yovich, President of Ticketmaster. “SmartEvent
brings together our advanced technology platform and industry-leading venue
and seating insights, putting Ticketmaster in the unique position to facilitate
paths back to live.”
While the road back to live events will look different in markets
around the world depending upon local conditions and regulations,
Ticketmaster’s SmartEvent offerings provide event hosts with tools they
need to operate in this new environment while giving fans peace of mind.
ACCESS & SEATING DESIGN
Building on the company’s next generation venue access controls via Presence
and fraud-fighting digital ticketing innovations through SafeTix, Ticketmaster’s SmartEvent system offers a range of tools that allow organizers to make access & seating safer and more efficient.
This includes spacing at venues for fans and adjusting capacity to changing social distancing
regulations. The Social Distance Seating Tool
uses custom algorithms that consider venue size, distance between seats and
many more data points to create unique seating strategies for each event. The
technology can quickly reconfigure seating arrangements for various logistics and ticket demands giving organizers
the ability to maximize revenue. To date, over 250 clients have started tapping
into this tool either to host or plan for events, including the NFL, MLS, and
many universities.
Ticketmaster’s Timed Entry Tool allows organizers to give fans specific arrival times and entry ways to manage the flow of people into the venue. Additionally, Entry Rate Monitoring Tools help manage lines and avoid congestion. The Ticketmaster platform can also enable Notifications to fans with helpful real-time information, for example which gate has the shortest line and designated Egress Plans established by the venue. Custom communications directly to ticketholders before and after the event are also supported.
CONTACTLESS & SELF-SERVICE EXPERIENCES
Ticketmaster pioneered the development of digital tickets in 2017, which has now unlocked new capabilities for contactless experiences.
SmartEvent can transform a traditional box office
facility into a Contactless Box Office, with the ability
to handle all ticketing transactions, account support, refunds or will-call
while reducing the need for physical interactions between fans and staff. Fans will
check themselves into the event through Contactless Scanners accessing
digital tickets on their mobile device, providing faster entry.
Event
organizers can also explore new capabilities for Contactless Payment, Mobile
Ordering, and In-Venue Experiences coming to the Ticketmaster app. This will
provide full autonomy for services like in-seat concessions as well as merchandise
pre-order and delivery to dramatically reduce wait times at pick-up windows in
venues and allow fans to enjoy more of the event.
As leaders
in this contactless space, Ticketmaster has already run numerous events with
100% of attendees using digital tickets. Recently the Kansas City Chiefs opened
the NFL 2020 season with 100% of fans entering the game with a digital ticket.
For the first time at an event of this scale, not a single paper ticket was
scanned. The team as continued to see 100% digital utilization at games
throughout the season.
“Ticketmaster’s innovative SafeTix digital ticketing
technology allowed us to get back to live events with fans,” said Tyler
Kirby, Vice President of Ticket Sales, Kansas City Chiefs. “Their socially
distanced seating tool has allowed us to host thousands of fans at games this
season and we look forward to our continued partnership as they help lead the
way back to live events.”
INTEGRATION WITH OTHER APPS & SERVICES
Ticketmaster’s robust API capabilities combined with its foundation of digital ticketing allow for the roll out of new features at record speed. Operating in over 30 countries, Ticketmaster has a front-row seat to new tech, health and logistical developments around the world that may be ripe to integrate into its platform.
Powered bySafeTix,
Secure Ticket Transfer gives organizers the capability to know every fan in
the building, even if the ticket changed hands a few times after the initial on
sale on Ticketmaster or other ticketing platforms. This capability gives organizers
the information they need to facilitate contact tracing if desired, with
the potential to integrate via API into software from local jurisdictions or
other providers to enable quick analysis and notification. Ticketmaster is also
working with event organizers and venues as they consider how and when to
integrate COVID-19 test results and diagnostics partners as a criteria for
entry to live events.
Ticketmaster will
continue to focus on developing and integrating features that help event
organizers enhance every step of the fan journey. Increased connectivity will
allow fans to personalize their experience before, during and after the
show.
“While
initially intended to help fans and organizers get back to live, some of these innovations
will long outlast COVID-19, streamlining processes and providing endless
opportunity to modernize the event experience,” continued Yovich. “We have every confidence that the industry will prevail, and that our
cutting-edge technology, local expertise, global reach and fan insights will
lead the way.”
About Ticketmaster:
Ticketmaster is the world’s largest ticket marketplace and the global market leader in live event ticketing products and services. Through official partnerships with thousands of venues, artists, sports teams, festivals, performing arts centers and theatres, Ticketmaster now processes over 500 million tickets per year across 32 different countries.
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