Each year, INTIX members are asked to provide information about themselves and their organizations, sales trends and pricing data, as well as give their appraisal of Association services. Responses to INTIX's annual survey provide a snapshot of the ticketing world as well as offer a profile of the organization's diverse membership.
The following is representative of key findings from the 2008 INTIX member survey. We provide these results for informational purposes only and to give you a better understanding of those individuals and organizations belonging to the International Ticketing Association.
INTIX members work in a wide variety of ticketing organizations:
- performing arts/theaters (36%)
- professional stadiums/arenas or sports teams (19%)
- college/university stadiums, arenas or sports teams (7%)
- college/university performing arts (11%)
- commercial entertainment presenters or producers (4%)
- industry vendors (2%)
The remaining 21% of respondents are from other organizational categories including convention centers, museums, raceways, and casinos.
The majority of the respondents work for nonprofit organizations:
- 44% of INTIX members are employed by not-for-profit organizations
- 31% work for for-profit businesses
- 25% work for a federal, state or city operated entity.
Member organizations are predominantly located in the Western and Midwestern United States (49%), while 23% are from New England or the Mid-Atlantic states and another 23% are from the South or Southwest. Fewer than 10% of members are located outside of the US, of which the majority is from Canada, representing 4% of the total Association membership.
INTIX represents organizations of all sizes with 23% of our member venues having a seating capacity of 10,000-25,000 seats and 37% having a seating capacity of 1,000- 5000 seats. 32% of our member organizations reported grossing $1,000,000 to $4,999,999 last year. In terms of gross number of tickets sold in 2007, the highest percentages were 15% for sales of 50,000-100,000 tickets, followed by an 11% tie for sales of 200,001-300,000 tickets and 500,000-999,999 tickets and 10% selling 1,000,000-1,999,999 tickets. 5% of respondents sold fewer than 25,000 tickets. 49% responded that less than 10% of all ticket sales were general admission.
Over the past year, 43% of respondents have experienced a change in their organization's management structure. Of those experiencing change, 36% have introduced new senior management while 10% report a change in ownership (up from 4% last year). Worth noting also is that only 15% of respondents reported an increase over the past year in the number of employees at their organization as opposed to 22% for the 2006 year, and 21% experienced a decrease this year versus 14% previously.
Approximately one quarter (21%) of those responding indicated that their organizations implemented a new ticketing system over the past 12 months. People
Females continue to make up a greater percentage of INTIX members (62%) than males (38%). The average age of members is 42, though respondents' ages are fairly equally distributed across the range of 30 through 50 years. 9% of members are under age 30, and 14% are 56 or older. These results are relatively consistent with the previous year.
INTIX members have a solid educational background with 72% of respondents holding at least a four-year college degree. Among all college graduates, 20% earned a Masters degree. With all this education, respondents overwhelmingly acknowledged their ticketing skills were learned on the job; only 1% had any formal education in ticketing.Job Titles and Responsibilities
The most commonly held job titles are Box Office Manager (31%), Director of Ticket Operations (17%) and Director of Ticket Sales (11%). The majority of respondents (61%) state that, regardless of their title, their position falls under the department labeled by their organization as ticket operations. 72% of INTIX members report their primary responsibility is all ticket-related sales followed by 5% or less of our members primarily responsible for patron services, venue management and operations, or budgeting and accounting. Whatever their responsibility, 21% report to the General Manager or COO, 19% report to the Executive Director, and 11% report to the Vice President or Director of Marketing.
When asked about their level of responsibility within their organization, 41% of the survey respondents referred to their level as "middle management". 41% consider themselves "senior management", 6% are "executive management", and 12% refer to themselves as "professional staff". Our members' staff size generally comes in small, medium, and large. It was nearly an even split among 58% of the respondents indicating a staff size of 1-5, 6-10, or 11-15. 53% have staffs that include one or two supervisors or managers. Industry Experience, Salary and Benefits
45% of respondents have 16 years or more of ticketing industry experience and 70% has held their current position for approximately 7.5 years.
42% of respondents indicate that their salary increased 3-4% from the past year followed by 20% receiving an increase of 1-2%. This increase is mainly attributed to respondents receiving a Cost of Living Adjustment (44%) or a Merit Increase (30%). Bonuses or cash incentives were given to 39% of respondents over the past year. The two most reported salary ranges for 2007 were $40,000-$49,000 and $50,000-$59,000.
Insurance and financial benefits are widely included in INTIX members' compensation packages. 99% of respondents were offered health insurance, 89% offered dental coverage, 89% offered a retirement plan and 82% offered life insurance. Additional perks and benefits are plentiful and varied - 76% of respondents say that complimentary tickets are frequently offered through their job, 45% receive a cell phone or Blackberry, and 29% are given a computer for use outside the office. 47% have a flexible work schedule and 16% have the option of working from home. Among other benefits listed by respondents are tuition reimbursement and travel/gas reimbursement.
These figures do not reflect different geographical locations. INTIX Membership, Conferences and Continuing Education
79% of respondents state that their department maintains an annual budget for attending conferences and other educational workshops; 37% report that tuition reimbursement is included in their benefits package. 92% say that a membership in INTIX is offered as a benefit of their position. Of those responding to the survey, 73% include registration fees and travel expenses associated with attending an INTIX conference in their budget.TICKET SALES, PRICING, RESALE AND AUCTION, SERVICE FEES & ACCESSIBILITYTicket Sales and Exchange Methods
Online sales continue to increase with 75% of respondents reporting a moderate to significant increase in Internet sales over the past year. Internet sales now make up over half of the total ticket sales for 29% of respondents (an increase of 10% from the 2007 survey). E-Ticketing and Print-at-Home Ticketing also continues to grow in popularity with 56% of respondents offering one or both of those options as compared to 45% last year.
71% of respondents offer their patrons ticket exchanges for another performance of the same production, while 34% offer ticket exchanges for a different production. 32% permit patrons to donate unused tickets. Subscription Sales
Traditional pre-packaged performance sets appear to be losing favor as the most popular subscription arrangement with 67% (down from 75% a year ago) making this option available. 55% (up from 48% a year ago) of respondents report the use of create-your-own subscription packages or vouchers, and 19% utilize a membership structure of some kind. 29% report a subscription renewal rate of 51-75%, with 36% of respondents indicating a renewal rate of 76% or higher. Ticket Prices
Increases in average ticket prices were reported by 54% of the respondents. Respondents cite promoter demands, production costs, and artist fees as the three top reasons behind the increase.Resale and Auction
53% authorize ticket reselling via online auctions with 22% running the auctions through their own website. 31% use third-party online auction services such as eBay. The majority of respondents (72%) report that fewer than 25% of their single tickets are sold through resale, auction, or secondary market services.Ancillary Sales
In addition to ticket sales, respondents report that their box offices also process an array of ancillary items: 56% process contributions, 49% handle parking payments or parking validation, 29% sell dinner or reception packages, 25% sell memorabilia or show-related items (t-shirts, souvenir programs, etc.), and 21% process food and beverage transactions. Service Fees
Customer service fees, which are considered a revenue source by 58% of respondents, are being collected on every type of sale (window, phone, internet, et al). In addition, 40% charge a fee for ticket exchanges and 19% add a fee for replacing a lost ticket. All respondents indicate that they charge either a per-ticket or a per-order service fee with 50% indicating that they charge both. Service charge amounts haven't changed much since last year with 42% of respondents charging $4.00 or less per ticket and 42% charging $4.00 or less per transaction. Service charges are primarily decided based on operating costs (46%) or contracts with the ticket solutions provider (41%) or competitive analysis (39%). Accessibility
Almost all INTIX members indicate familiarity with the requirements and regulations of the Americans with Disabilities Act (ADA) with 97% of venues offering wheelchair seating, 82% providing assistive listening devices, 45% offering interpreter services, and 33% offering TTD/TTY communication options. In addition, respondents report a variety of specialized accessibility options, including specialized tours for deaf and blind guests, Braille and large-print programs and brochures, and audio descriptions of performances. 69% of respondents offer ADA accessible seating in all price ranges. The majority of respondents (83%) charge full price for all accessible seating, with the remaining 17% offering discounts on wheelchair seats, companion seats, or combinations of the two. INTIX SERVICES - MEMBER SATISFACTIONGeneral Membership Data
The majority of respondents (71%) have been members of INTIX for five years or more. In a switch from previous years, 43% named networking opportunities as their main reason for joining followed by educational/professional development programming (31%).Annual & Summer Conferences
Over the past five years, 85% of respondents have attended the INTIX Annual Conference at least once and 18% attend yearly. 38% report having attended at least one summer conference in the last five years. The educational sessions, professional development, and networking/social events are the primary reasons that respondents attend the conferences. 15% of respondents have never attended an annual conference and 61% have never attended a summer conference. Primary reasons for not attending include lack of funding or employer restrictions, scheduling conflicts, or time constraints.
Of the annual conference activities, members find the educational workshops, the trade show, and the social events of most value. Summer conference activities rank similarly with workshops, presentations, the opening reception and social events ranked most valuable. The majority of respondents (92%) consider the conferences to be of good value for the cost of attendance.INTIXIntensive
78% of the respondents have not attended an INTIXIntensive session, mainly due to scheduling and cost issues. 95% of respondents who have attended report overall satisfaction with the program and feel that the program provides good educational benefits; 89% consider the program to offer a good overall return for the investment.INTIX e-Bulletin, Website, Member Directory, Employment Services, and Peer Consulting
Most respondents find value in the e-Bulletin, with 66% reporting they always read it monthly. The features ranked most valuable are Association News, Industry Clips, Vendor Updates, and About People.
49% of our members visit the INTIX website at least once every three weeks. The primary reasons for the website visit are for industry news or conference information. 79% of respondents consider the website user-friendly. 74% have recommended the website to colleagues.
The print version is the directory of choice for 52% of respondents. Of the 27% who prefer the online directory, 76% consider it very easy to use.
While the majority of respondents (81%) say that they are currently planning on remaining with their current employer, 74% say that they read the INTIX job notices on a regular basis. 27% of respondents have applied to a position through the INTIX/Search notices, and 34% of these members report an offer of employment through this process. 27% of respondents report having used INTIX/Search to seek out potential employees, and 38% have hired using this process. Few respondents (6%) have posted their resume on the INTIX In the Market resume posting service, but of those who have, 31% received responses from potential employers and 15% received an offer of employment. Respondents cite the fact that they are not seeking new employment as the main reason they do not use the INTIX employment services.
16% of respondents have taken advantage of the INTIX peer consulting services and had a good experience with the program. Of this number, 47% utilized peer consulting for an easy-to-answer question while 20% report using the service for ongoing support for a complex issue.
The INTIX Board and staff take this opportunity to once again thank our members who participated in this detailed questionnaire.