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|2011 INTIX MEMBER ANNUAL SURVEY SUMMARY|
Each year, INTIX members are asked to complete the most comprehensive survey in the entertainment ticketing industry, providing information about themselves and their organizations, and offering their opinions on how well INTIX is serving their professional needs.
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 including job titles, responsibilities, salaries and benefits; ticket sales, pricing, resale, service fees and accessibility; and INTIX services.
The following is a summary from the 2011 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.
Official Research Partner of INTIX
INTIX members work in a variety of ticketing organizations:
Most member organizations can be found in the United States (90%) (29% West, 18% Midwest, 18% Northeast, 17% Southeast, 8% Southwest). Among members located outside the U.S., the majority are from Canada, representing 8% of the total Association membership. The remaining 2% are located in Europe and Asia-Pacific.
The majority of organizations (58%) claim to operate between 2-10 venues. Organizations of all sizes are represented by INTIX. The largest percentages include 38% for member venues with a seating capacity of 1,001-5,000 seats and 16% for 10,001-25,000 seats. Similar to last year, three-quarters of respondents (75%) reported their annual gross ticket revenue for the 2010-2011 season to be greater than $1,000,000.
During the 2010-11 season, 26% of respondents worked for organizations who sold more than 1,000,000 tickets (12% sold more than 3,000,000), an increase of three percentage points from last season’s sales (23% sold more than 1,000,000 tickets; while 9% sold more than 3,000,000). Less than twenty percent of surveyed respondents (18%) cited that 50% or more of their ticket sales are general admission. On average, 59% of ticket sales are individual, 29% are season ticket/subscription sales, and 11% are group sales.
Less than thirty percent of members’ organizations (27%) had major budget cuts in the past twelve months, a decrease of seven percentage points from last year (35%). On par with last year, respondents have experienced a change in their organization's management structure (30% in 2010 and 29% in 2011). Similar to last year, 24% have introduced new senior management and 1% report having new owners. In 2011, more than ten percent of respondents (11%) report an increase in the number of employees in their organization over the past year which is an increase compared to the past two years (9% in 2010 and 6% in 2009). Once again, fewer members claim a decrease in the number of their organization’s employees (27% in 2011, 29% in 2010 and 36% in 2009).
More than half the respondents answering this survey are females (57%) and the average age of respondents is 44. Respondents' ages are fairly equally distributed between the 30 through 50 year range. Less than ten percent of respondents are under age 30 or over 65 years of age (7% and 1%, respectively). These results are consistent with previous years.
INTIX members are well educated as 76% of respondents received at least a four-year college degree (22% have earned a Masters degree).
Job Titles and Responsibilities
Among members, the most commonly held job titles are Director, Ticketing (30%) and Box Office Manager (27%). Regardless of their title, 49% of respondents claim their position most closely corresponds to the department labeled by their organization as "Ticket operations.” As reported by the majority of INTIX members (57%) "all ticket-related sales” is the primary responsibility within their position. Regardless of respondents’ responsibilities or job titles, 15% report to an Executive Director, 13% report to a Senior Vice President, another13% report to the General Manager/COO, 12% report to the Director of Ticket Operations, and another 12% report to a Vice President or Director of Marketing.
46% of respondents surveyed define their level of job responsibiltiy as "senior management," another 36% describe themselves as "middle management," 11% label themselves as "executive management," and 7% refer to themselves as "professional staff." Among those answering, 19% have between 1-5 employees in their department, 18% - 6-10, 17% - 11-15, and 16% - 16-25. The majority of respondents (56%) have a staff of 15 or less that report to them, with only 13% of surveyed members managing a staff of 50 or more. 57% of surveyed members cite having between one and four supervisors or managers that report directly to them (1-2 - 38% and 3-4 - 19%). 68% of member organizations have between one and four managers or supervisors in the department altogether (1-2 - 39% and 3-4 - 29%).
Industry Experience, Salary and Benefits
Most respondents (56%) have worked in ticketing or a closely related area for 16 years or more (16-20 years - 18% and 21+ years - 38%). Sixty percent of respondents have held their current position between 1-10 years (1-5 years -34% and 6-10 years - 26%).
Compared to the previous year, 38% experienced no change in their cash compensation, while 51% received a salary increase (20% indicated their salary increased 1-2% and another 20% claimed an increase of 3-4% compared to last year). Only 5% saw their cash compensation decrease from last year. Among those who received an increase in compensation, the main reasons include a merit increase (42%) or a cost of living adjustment/new contract (41%). Over the past year, 39% of respondents received either a bonus or cash incentive – up seven percentage points from those who received one last year (32%). The majority of respondents (59%) reported cash compensations (base salaries, commissions, and bonuses) between $50,000 and $99,999.
Compared to last year, a higher percentage of respondents claim to have insurance and financial benefits included in their INTIX members' compensation packages. 93% receive a paid vacation, 91% are offered health insurance, 82% are offered dental coverage, 79% are offered a retirement plan and 70% are offered life insurance. Additional perks have seen a slight rise; 66% of respondents are frequently offered complimentary tickets through their job, 48% receive a mobile device and 38% are given a computer for use outside the office. Nearly half of members (45%) have a flexible work schedule; 22% have the option of working from home.
INTIX Membership, Conferences and Continuing Education
85% of members are offered an INTIX membership as a benefit of their position and 61% of members receive INTIX conference travel and expenses in addition to their salary. Among members, most claim their management supports an INTIX membership (89%) and is proactive in supporting their professional educational opportunities and participation in INTIX conferences and educational programs (72%). Tuition reimbursement is included in 30% of members’ benefits package.
TICKET SALES, PRICING, RESALE AND AUCTION, SERVICE FEES & ACCESSIBILITY
Ticket Sales and Exchange Methods
Similar to last year, 61% of respondents report a moderate to significant increase in online ticket sales. Over the years, more and more ticket sales have been made though the Internet. In 2011, 41% of respondents claimed 50% or more of their total ticket sales were made via Internet/website (2010 – 37%, 2009 – 32%). A variety of ticketing options are offered to customers by a majority of venues: 67% offer ticket exchanges for another performance of the same production or event, 65% offer barcode scanning, 63% of respondents offer Print-at-Home Ticketing, and 55% are offered ticket donations. Respondents claim their internet sales are handled either via a total ticketing solutions service (44%), through a proprietary website/maintain own server (27%), or by means of a subcontracted Internet service provider/branded site (26%).
At 30%, Ticketmaster remains the ticketing platform most often utilized by organizations. Three-quarters of respondents (75%) do not have a secondary ticketing partner.
95% of venues claim their customers use a credit card to make their purchase at least 50% of the time. The following types of credit cards are accepted by most venues: Visa (100%), MasterCard (99%), American Express (85%), Discover (78%), and Debit card (52%). A ‘payment processing solutions provider’ processes the majority of respondent’s credit card payments (53%).
The average merchant fee/discount rate as chosen by three-quarters of respondents is 2%-3%. Three-quarters of venues (76%) stated their merchant fee/discount rate remained the same relative to last year.
In 2011, nearly three-quarters of member organizations (71%) are using traditional/pre-packaged set of performances/games/events, at par with last year (73%). Half the respondents (54%) report the use of create-your-own/flex packages and 18% utilize a membership structure of some kind. Among organizations offering subscription plans, the average renewal rate is 61% with 67% of organizations reporting a subscription renewal rate of 60% or higher.
At 43%, fewer member organizations experienced an increase in ticket prices this year compared to last year (46%). Event production costs (36%), promoter demands (17%), and variable pricing (13%) are the top three reasons behind the increase. Most respondents claim ticket prices have remained the same (55%). Among the 2% that saw a pricing decrease, 75% indicated the reduction in price was due to the economic climate. Incentives for multiple-ticket purchases to the same performance or event are offered by only 14% of member organizations.
Resales and Auctions
Approximately one-third of respondents (37%) claim some individual ticket sales are sold through their company's own online resale service, 32% are sold some by means of secondary market websites, and only 6% are sold via online auctions.
Box offices also process an assortment of non-ticket transactions including: gift certificates (60%), donations (54%), dinner/reception packages (29%), parking passes (27%), event/venue memorabilia (t-shirts, CDs, etc.) (20%), and food/beverages (20%). Only 12% do not process such additional transactions at their box office.
Customer service fees, which are considered a profit source by 66% of INTIX members, are being collected on every type of sale - the highest being web and phone sales (90% and 87%, respectively). Mail orders (51%), subscription sales (49%), and ticket exchanges (42%) are also associated with high customer service charges. Nearly all respondents (96%) admit to charging either a per-ticket or a per-order service fee with 55% indicating they charge for both. Most venues claim their per ticket service charges and per ticket order charges are $5.00 or less (63% and 71%, respectively). Most respondents state both the service and transaction charges have remained the same compared to last year (65% and 78%, respectively). Service charges are determined by a variety of factors including operation costs (45%), contracts with ticketing solutions provider (41%) and/or competitive analysis (35%). More than one-third of respondents (37%) vary their service charge/convenience fee/handling charge to the customer for some events, while 49% say they do not vary these extra costs.
The majority of venues offer wheelchair seating (98%), provide assistive listening devices (81%), and/or offer wheelchair escorts (57%). Eighty percent of venues offer accessible seating for people with disabilities in all price ranges. 39% of respondents extend special pricing to one or more wheelchair companion seats. 77% of venues charge full price for both a wheelchair location and the companion seat(s). When asked to rate the accessibility of the facility for mobility, hearing, visually, and speech impaired, the majority of respondents stated their facility had either "good" or "excellent" access (77% for mobility, 71% for hearing, 59% for visually, and 53% for speech).
INTIX SERVICES - MEMBER SATISFACTION
General Membership Data
More than sixty percent of respondents (62%) have been members of INTIX for more than five years (on par with last year (61%), but an increase of six percentage points from two years ago - 56%. The INTIX Net Promoter Score is 45% (calculated based on likelihood to recommend the organization) an increase of fifteen percentage points from last year - 30% and a twenty-four percentage point increase from two years ago – 21%. The majority of respondents have an "Organization” membership with INTIX (62%), 33% have an "Individual” membership, and 5% have a "Vendor” membership.
In the past five years, nearly eighty percent of respondents (79%) attended the INTIX Annual Conference at least once, up slightly from last year (76%). Only 14% of members have attended the last five annual conferences. Once again, the top three motives for attending the conference are the educational sessions (31%), professional development (26%), and the networking/social events (22%). Approximately twenty percent of respondents (21%) have not attended the annual conference during the past five years.
This year, the top three most important elements of the Annual INTIX Conference according to respondents are the educational sessions (76%), networking opportunities (75%), and break out by type sessions (45%). Respondents rated aspects of the Annual Conference on a 5 point scale, 5 being "excellent" and 1 being "poor". The activities with the three highest mean ratings were social events (4.07), educational sessions (4.03), and the trade show (3.95). Annual business meeting received the lowest rating, an overall mean score of 3.24. Using the same 5 point scale, surveyed members were also asked to rate certain elements regarding the INTIX conference in general. The following four elements received the highest ratings: Networking opportunities (4.35), Host city (4.06), Hotel accommodations (3.94), and Educational content (3.93). Among Vendors, when asked how the Annual Conference compares to other trade conferences previously attended, half the respondents thought the conference was comparable (50%) and about twenty percent claimed the conference was either better or much better (21%).
INTIX News, Website, Membership Directory, Employment Services, and Peer Consulting Committee Services
Using a 5 point scale, 5 being "excellent" and 1 being "poor" respondents gave INTIX News an overall top two box rating of 78%. Two-thirds of surveyed members find the Industry News feature of INTIX News most valuable (66%).
Approximately one-third of members (35%) visit the INTIX website at least several times a month or more. Six-in-ten respondents go to the website monthly or less often. Five percent never visit the website. The majority of respondents chose Industry/People News as the main reason for visiting the website (58%). As chosen by 48% of respondents, the INTIX Career Center came in a close second.
Most respondents have not posted any jobs (63%) nor applied for any jobs (75%) on the INTIX Career Center. Among those who have posted and/or applied to jobs, at least one-quarter claimed the process was relatively easy or very easy (35% - posting; 24% - application).
14% of respondents have used INTIX’s Peer Consulting Committee services. Among those who used the service, three-quarters (78%) would "definitely" use the service again.
Social media websites are becoming increasingly popular to the ticketing industry, as 63% of respondents use Facebook to stay connected and 55% use LinkedIn. More than three-quarters of respondents (68%) are connected to INTIX through Facebook and 45% are connected via LinkedIn.
The INTIX team and Board of Directors take this opportunity to once again thank our members who participated in this detailed questionnaire.