A ticket manager is responsible for overseeing the sale and distribution of tickets for events. This can include anything from small local events to large scale concerts and sporting events. The main duties of a ticket manager typically include:
Managing Ticket Inventory
One of the core responsibilities of a ticket manager is to manage the inventory of tickets available for an event. This includes:
- Forecasting demand and working with promoters/organizers to determine the number of tickets to make available.
- Setting ticket prices and price levels (general admission, VIP, etc).
- Ensuring the inventory in the ticketing system matches available seats/capacity.
- Monitoring sales and adjusting pricing/inventory as needed leading up to the event.
- Coordinating any complimentary ticket holds (for press, artists, VIPs, etc).
Proper inventory management ensures tickets are priced and distributed appropriately to maximize attendance and revenue. The ticket manager has to analyze past sales of similar events, venue capacity, and other factors when determining how to manage the ticket inventory.
Overseeing Ticketing Operations
The ticketing manager is in charge of the day-to-day ticketing operations surrounding an event. This oversees the technology, systems, and staff required to sell and distribute the tickets. Responsibilities include:
- Selecting and implementing a box office and/or online ticketing solution.
- Hiring and training box office staff (if applicable).
- Ensuring the system can handle projected sales volume and traffic.
- Coordinating technology needs like printers, scanners, internet and wifi.
- Establishing ticketing policies and procedures.
- Staffing box offices during sales periods.
- Overseeing ticket distribution methods like will call, print-at-home, mail, etc.
The ticket manager typically either works for the event venue or promoter, or is hired as a consultant for a specific event. In either case, they manage the ticketing process from end-to-end to ensure smooth operations.
Monitoring and Reporting on Sales
Throughout the ticket sales process, the ticket manager closely monitors and reports out on sales activity. This allows them to make pricing, inventory and staffing adjustments as needed. They typically provide regular sales reports showing:
- Number of tickets sold per section/price level
- Percentage of total venue capacity sold
- Gross revenue and projected final revenue
- Sell out forecasting
- Online versus phone/box office sales activity
- Promotional code usage and effectiveness
- Identifying fastest and slowest selling sections/price levels
These insights help maximize ticket revenue by revealing high demand areas that may support higher pricing along with low demand sections that may require special promotions or reduced pricing.
Coordinating Marketing and Promotions
The ticket manager works closely with marketing teams to develop strategies and promotions to drive ticket sales. This may include:
- Planning radio, print, digital, and social media promotions and giveaways.
- Creating early bird, group, and other special ticket offers.
- Developing VIP ticket experiences.
- Organizing affiliate promotions with partner organizations.
- Implementing fan club and email subscriber presales.
Promotions are strategically scheduled to generate excitement and maximize sales throughout the entire sales cycle from the on-sale date up until show time. The ticket manager tracks effectiveness to discern which promotions work best for different events and fan demographics.
Overseeing Customer Service
Customer service is a critical aspect of ticketing operations. The ticket manager oversees the staff and systems responsible for assisting customers with purchasing tickets and resolving any ticket-related issues. This includes:
- Establishing a customer service center with a phone number, email, web chat, and social media presence for ticket inquiries.
- Hiring and training customer service representatives on the event, venue, and ticketing system.
- Creating knowledge bases and resources to equip staff to resolve common ticketing problems.
- Setting staffing levels to meet call/email volume and service standards.
- Monitoring metrics like wait times, call volumes, issue resolution times, and customer satisfaction.
Exceptional customer service ensures fans have a smooth experience buying tickets and getting answers to any questions. This helps drive sales and build lasting fan relationships.
Coordinating Box Office Setup and Staffing
For events with on-site ticket sales, the manager coordinates all aspects of setting up and running box offices. Tasks include:
- Designing box office layouts and ticket window schemes.
- Procuring necessary equipment – cash registers, windows, signage, furniture, etc.
- Hiring box office managers, ticket sellers, security, and other staff.
- Training staff on sales policies, the venue, and ticketing system usage.
- Scheduling staff to work sales periods and show time.
- Overseeing box office cash procedures and ensuring security.
- Arranging ticket pickup options like will call and day-of-show sales.
Properly trained and well-organized box office staff ensure an efficient sales process and positive customer experiences.
Managing Season, Flex, and Subscription Ticketing
For venues and events with multi-event season or subscription ticketing, the ticket manager is in charge of those special programs. That involves:
- Developing season, flex, and subscription ticketing plans and packages.
- Configuring packages, prices, and benefits in the ticketing system.
- Promoting these special programs through email, direct mail, and other channels.
- Tracking sales progress, renewals, and allocating seats for these programs.
- Managing any ticket exchanges, upgrades, or refunds associated with them.
These types of ticketing programs help build committed audiences and provide a major pipeline for advanced ticket sales.
Analyzing Ticketing Data
While ticket managers monitor real-time sales reports, they also conduct extensive analysis of ticketing data to improve future sales. This can include:
- Collecting customer demographic data during the ticket purchase process.
- Analyzing sales reports to identify top selling locations, promotions, sections, etc.
- Surveying buyers on how they heard about the event.
- Reviewing customer service logs for trends and feedback.
- Performing post-event analysis on successes and areas for improvement.
By comprehensively analyzing ticketing analytics and data points, managers gain key insights into ticket buyer behavior that informs better decisions for future events.
Coordinating Group Sales
Group ticket sales represent a major opportunity for high-volume sales. The ticket manager creates strategies to drive group sales, including:
- Creating attractive group discount programs and packages.
- Designating inventory for anticipated group sales.
- Establishing a group sales department and hiring specialized sales reps.
- Training reps on benefits to pitch to wedding planners, tour groups, corporate clients, schools, non-profits, etc.
- Assisting reps in closing group sales deals and service.
Robust group sales provide large blocks of guaranteed ticket sales well in advance of public on-sales.
Legal Compliance
Ticketing involves legal and financial compliance that the manager must oversee. This includes:
- Ensuring adherence to ticket resale laws in regulated markets.
- Filing taxes on ticket sales and complying with tax laws.
- Maintaining PCI compliance for credit card processing security.
- Complying with mandates like disability and accessible seating requirements.
- Posting legal notices like refund policies and facility fees.
- Securing rights to sell tickets and use logos/branding from content owners like sports leagues or musicians.
Proper compliance protects both the venue and ticket purchasers while minimizing legal risks.
Addressing Challenges
Despite the most careful planning, ticketing has inherent challenges that managers work to address:
- Demand underestimation – Faster than expected sell outs.
- Technical issues – Website crashes, system failures under high traffic loads.
- Counterfeiting/theft – Fake or stolen tickets.
- Double selling – Overselling capacity with duplicate seats.
- Scalping – Illegal resale gouging prices.
- Fraud – Stolen credit cards used to buy tickets.
Managers add contingency planning for high demand surges, system redundancy to prevent technical issues, and fraud monitoring. Anti-counterfeiting measures like barcodes and ID checks deter fraudulent tickets. Customer education is used to discourage illegal scalping. Despite best efforts, challenges can still arise and need rapid responses before significantly
impacting fans or revenues.
Budgeting and Financial Management
While driving sales and revenue is a key goal, the ticket manager must also effectively budget for and manage finances:
- Creating a detailed ticketing budget including costs for staffing, equipment, services, commissions, and more.
- Projecting sales levels and revenues to cover costs.
- Tracking real-time budget versus actuals throughout the sales cycle.
- Reconciling ticket proceeds with final sales reports.
- Submitting collected taxes.
- Processing credit cards and monitoring for fraud.
- Issuing refunds per policies.
- Paying staff and vendor invoices.
Meticulous financial tracking ensures successful ticketing operations that drive profits instead of losses.
Coordinating Ticket Delivery
Getting tickets into the hands of fans is the final critical step in ticketing. The manager coordinates delivery across multiple channels:
- Mailing printed tickets to buyers.
- Managing will call pickup of reserved tickets.
- Ensuring barcode digital tickets work for scan in.
- Staffing the box office for day-of-show sales.
- Troubleshooting any delivery issues.
Fans expect seamless ticket delivery, so the manager implements processes to ensure correct barcodes and tickets reach customers across all channels without issues.
Conclusion
In summary, a ticket manager oversees all facets of event ticketing. This includes inventory management, sales reporting, marketing promotions, customer service, box offices, budgeting, and delivery coordination. Analytical skills, strategic planning, organized operations, and cost controls are key to maximize revenues and fan satisfaction. With so many mission-critical responsibilities, the ticket manager role is complex but provides huge value to any venue or event promoter selling tickets.