A ticket manager has a very busy and varied job in the entertainment industry. They are responsible for overseeing the entire ticketing operation for concerts, sports events, theater performances, and other live events. This can include everything from setting ticket prices, to supervising box office staff, to ensuring the ticketing system and software run smoothly. There are many questions one may have about what a typical day entails for these fast-paced professionals. Here is an in-depth look at the typical daily responsibilities and activities of a ticket manager.
Morning: Meetings and Planning
The ticket manager’s day often starts with meetings and planning sessions. One of their first tasks in the morning is to meet with the events promoter and production manager to discuss upcoming shows and determine the ticketing strategy. Items like ticket pricing, seating charts, and on-sale dates will be decided. The ticket manager will also review sales from previous events and use that data to help plan. Morning meetings provide an opportunity to coordinate with other departments and staff to ensure everyone is on the same page regarding ticketing details.
After meetings, the ticket manager dedicates time to sales planning and preparation. This can involve tasks like:
- Setting up the ticketing system with event details, prices, and on-sale date.
- Coordinating pre-sale ticketing promotions.
- Creating seating charts.
- Hiring and scheduling box office staff.
- Preparing ticket outlet distribution.
- Developing sales budgets and projections.
- Planning online and phone sales.
Careful planning and preparation allows everything to run smoothly once tickets go on sale. The ticket manager may also have longer-term projects to work on during the morning like preparing season ticket packages for sports teams or planning a new ticketing system implementation.
Afternoon: Overseeing Operations
In the afternoon, the focus shifts to overseeing active ticket sales and box office operations. Once tickets go on sale, the ticket manager closely monitors the sales activity and data. They will watch sales pacing across channels like online, phone, outlet, and box office. If they notice sales lagging in any area, they can quickly implement promotions or strategically shift inventory.
Part of the afternoon is spent supporting the box office staff. The ticket manager will handle any issues that arise and provide guidance to the ticket sellers. They also field questions from box office staff about policies, seating, payments, and other topics. The ticket manager has to balance being available to support their staff while also concentrating on sales oversight and management.
Throughout the afternoon, the ticket manager will collaborate with the marketing team to analyze sales and determine if any advertising or promotions are needed to boost momentum. The ticket manager has to keep their finger on the pulse of sales at all times to ensure tickets are selling at the optimal rate.
Evening: Reporting and Analysis
During the evening, the ticket manager closes out sales for the day by generating sales reports and reconciling receipts. Specific end-of-day tasks include:
- Running sales reports by event, channel, seat location, etc.
- Reconciling credit card receipts.
- Recording inventory counts.
- Identifying best and worst selling performances or seats.
- Looking at per caps (average revenue per customer).
- Generating customer data and email lists.
Thorough reporting provides vital data to inform pricing, promotions, and strategy. The ticket manager will analyze the day’s sales from every angle and extract key insights. Historical data is also reviewed to identify trends and patterns. The ticket manager may confer with the events promoter to go over the daily results.
In addition to sales reporting, the ticket manager closes out the box office procedures for the day. This includes tasks like:
- Balancing cash drawers and receipts.
- Closing online ticketing portals.
- Ensuring ticket outlet inventory is updated.
- Verifying all payments and fees were processed accurately.
Proper closeout and reporting procedures are essential for maintaining organized records and keeping everything on track. Before leaving for the day, the ticket manager also makes sure the ticketing system is set up properly for the next day’s sales.
Evenings: Events and Troubleshooting
Some evenings, the ticket manager heads to the venue to oversee the ticketing operation during a performance. Their responsibilities at the event facility include:
- Managing will call ticket pickup.
- Assisting box office staff with questions or issues.
- Observing entry procedures to ensure efficiency.
- Monitoring ticket scanners.
- Troubleshooting any ticketing system problems.
- Providing on-site customer service.
Being present for events allows the ticket manager to observe real-world operations and interact with customers directly. The ticket manager can also immediately resolve any issues, like a ticketing printer jam or seating dispute. Their oversight helps events run as smoothly as possible.
For less hectic evenings, the ticket manager may be putting out fires and handling issues remotely. Customer service questions and complaints often arise in the evenings that require the ticket manager’s input. They may also have to fix errors in the ticketing system data or deal with technical problems. The ticket manager has to be accessible and ready to troubleshoot anything urgent.
Additional Responsibilities
While the above describes a typical day, ticket managers also take on other longer-term projects and responsibilities including:
- Staff Management: Recruiting, hiring, training, supervising, and motivating box office staffers.
- Budgeting and Forecasting: Creating sales projections and budgets. Tracking costs and revenue. Performing analysis.
- Reporting and Analytics: Regularly compiling sales data and producing reports for stakeholders.
- Meetings and Strategy: Developing dynamic pricing models. Advising on promotions and advertisements. Identifying areas for improvement.
- Customer Service: Fielding order status questions, modification requests, and general inquiries. Resolving complaints quickly and efficiently.
- System Administration: Maintaining the ticketing platform. Troubleshooting issues. Managing upgrades, integrations, and new features.
- Compliance and Security: Keeping everything PCI compliant. Ensuring protection of customer data. Establishing security protocols.
Juggling these kinds of ongoing projects in addition to daily ticketing operations keeps the ticket manager fully engaged. The position requires impeccable organization, analytical, and multitasking abilities.
Skills and Qualities for Success
To properly oversee a busy ticketing operation, ticket managers must possess certain skills including:
- Technology adeptness – They must learn ticketing platforms quickly and be capable of managing software upgrades and complex integrations.
- Numeracy – Crunching sales numbers, projections, and budgets comes with the territory. Strong math skills are essential.
- Business acumen – Ticket managers have to make strategic decisions by leveraging sales data. Commercial awareness is key.
- Communication skills – The ability to communicate ticketing details and policies to customers, staff, promoters, and vendors is crucial.
- Leadership abilities – Managing teams of box office staff requires strong leadership and people management skills.
- Customer service skills – Ticket managers regularly interface with customers and must handle questions or complaints professionally.
Certain qualities also help ticket managers thrive in this fast-paced role including:
- Organized – Juggling a lot of moving parts and details requires stellar organizational abilities.
- Calm under pressure – The ability to stay composed and make quick decisions is key when issues arise.
- Methodical – Meticulous data analysis skills allow ticket managers to gain market insights.
- Creative problem-solvers – There is no playbook for every issue; ticket managers have to devise solutions.
- Adaptable – The ability to adjust to changing priorities and conditions is crucial in live entertainment.
- Team players – Collaboration with promoters, marketers, vendors, and staff is essential for success.
The right mix of technical skills, business acumen, and interpersonal abilities can make someone an outstanding ticket manager.
Background and Education
There are several educational paths that can lead to a career as a ticket manager:
- Business management degree – A bachelor’s in business management, marketing, or finance provides a solid foundation in critical areas like analytics, leadership, and strategic planning.
- Technical certifications – Completing training programs or certifications specific to certain ticketing platforms can be beneficial. This demonstrates technical expertise.
- Arts/entertainment education – Since ticket managers work in the live events industry, event planning, arts administration, or entertainment management degrees give relevant knowledge.
- Computer/IT degree – Coursework focused on information systems and technology can help strengthen technical competencies needed for ticketing systems.
However, plenty of ticket managers have succeeded with varied educational backgrounds. Extensive on-the-job experience or internships in ticketing operations are valued by employers. Related fields like live event coordination, customer service, and data analytics also provide advantageous abilities. A passion for live entertainment helps drive success in this unique role.
Career Development and Paths
For those interested in a career in ticketing, there are several potential paths:
- Box office representative – Getting hands-on experience handling ticketing operations and customer questions in the box office teaches the fundamentals.
- Ticketing coordinator – Supporting a ticket manager by coordinating promotions, sales reporting, and auditing provides great insight into the world of ticketing.
- Junior ticket manager – Shadowing and assisting the lead ticket manager allows new managers to learn the ropes before moving into a senior position.
- Ticket sales manager – Managers focused specifically on driving ticket sales maximize revenue through pricing strategies and promotions.
- Ticket operations director – Overseeing all box office, call center, and online ticketing for major venues or large promoters.
- VP of ticketing – For major concert promoters, sport franchises, and entertainment companies, VP ticketing positions manage all ticketing and sales.
The career ladder provides opportunities to take on additional responsibilities and oversight with experience. Some ticket managers leverage their expertise to move into related roles in live event production, venue management, or marketing. Overall strong management capabilities developed as a ticket manager translate well into many different industries.
Conclusion
A ticket manager position is an exciting, challenging, and rewarding career at the heart of the live entertainment industry. No two days are ever the same for these fast-paced professionals. Their work balancing ticketing operations, sales, customer service, reporting, and strategy provides the backbone for successful events behind the scenes. The role requires a unique blend of technological savvy, analytical abilities, business acumen, and leadership skills. With the right mix of education and experience, ticket managers can thrive in this dynamic and stimulating career field. The satisfaction of enabling memorable live experiences for thousands makes all the long hours worthwhile.
