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|2012 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 2012 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 worked in a variety of ticketing organizations:
Nearly all member organizations were found in the United States (90%) (25% West, 21% Midwest, 21% Southeast, 16% Northeast, 7% Southwest). Among members located outside the U.S., the majority were from Canada, represented 8% of the total Association membership. The remaining 2% were located in Australia, Philippines, South Africa, and the United Kingdom.
Most organizations (58%) operated between 2-10 venues. Organizations of all sizes were represented by INTIX. The largest percentages included 39% for member venues with a seating capacity of 1,001-5,000 seats and 19% for 51,001 or more seats. More than half of respondents (52%) stated their annual gross ticket revenue for the 2011-12 season was $5,000,000 or more.
During the 2012 season or the season most recently completed, 24% of respondents worked for organizations that sold more than 1,000,000 tickets (7% sold more than 3,000,000). The majority of venues (53%) saw 199 or less events presented at their venue for the 2012 season or the season most recently completed. Less than twenty percent of surveyed respondents (18%) cited that 50% or more of their ticket sales were general admission. On average, 62% of ticket sales were individual, 27% were season ticket/subscription sales, and 10% were group sales.
Less than twenty percent of members’ organizations (17%) had major budget cuts in the past year, a decrease of ten percentage points from last year (27%). Once again, approximately three-in-ten respondents (31%) experienced a change in their organization's management structure (29% in 2011). Comparable to last year, 23% introduced new senior management and 2% reported new owners. In 2012, ten percent of respondents reported an increase in the number of employees in their organization over the past year which was on par with last year (11%). Also, fewer members cited their organization experienced a decrease in the number of employees (18% in 2012 vs. 27% in 2011).
The majority of members who answered this survey were females (55%) with an average age of 44. Respondents' ages were fairly distributed between the ages of 30 through 55. Less than ten percent of respondents were under age 30 or over 65 years of age (7% and 2%, respectively), on par with previous years.
INTIX members were well educated as 75% of respondents received at least a four-year college degree (17% have earned a Master’s degree or higher).
Job Titles and Responsibilities
Among surveyed members, the most commonly hold job titles were Director, Ticketing (29%) and Box Office Manager (23%). Regardless of their title, 46% of respondents claimed their position most closely corresponded to the department labeled by their organization as "Ticket operations”. The primary responsibility, as reported by the majority of INTIX members, was "all ticket-related sales” (64%). Regardless of respondents’ responsibilities or job titles, 15% reported to a Senior Vice President, 14% reported to an Executive Director, 14% reported to the General Manager/COO, 12% reported to the Director of Ticket Operations, and 10% reported to a Vice President or Director of Marketing.
Among respondents, 43% described themselves as "middle management", 35% defined their level of job responsibiltiy as "senior management", another 15% labeled themselves as "executive management", and 8% referred to themselves as "professional staff". Three-quarters of respondents answering (76%) had less than 10 full time employees in their department (the majority had between 1-5 - 54%). On the other hand, most respondents had more than 10 part time employee department members (56%). The majority of respondents had a full and/or part time staff of 15 or less that reported either directly or indirectly to them (91% - full-time, 61% - part-time). Approximately half of surveyed members (52%) reported between one and four supervisors or managers that reported directly to them (1-2 - 32% and 3-4 - 20%). More than sixty percent of member organizations had between one and four managers or supervisors in their department altogether (1-2 - 36% and 3-4 - 27%).
Industry Experience, Salary and Benefits
More than three-quarters of respondents worked in ticketing or a closely related area somewhere between 1-15 years (1-5 years - 29%, 6-10 years 25%, and 11-15 years - 23%). Fifteen percent of respondents held their current position for 16 years or more (16-20 years - 7% and 21 years or more - 8%).
Compared to the previous year, 33% did not experience any change in their cash compensation, while 53% received a salary increase (23% saw their salary increase by 1-2% and 18% experienced an increase of 3-4% compared to last year). Only 6% saw their cash compensation decrease from last year. The main reasons for an increase in compensation, among those who received a pay raise, included a merit increase (45%) or a cost of living adjustment/new contract (40%). Over the past year, 46% of respondents received either a bonus or cash incentive – up seven percentage points from those who received one last year (39%). The majority of respondents (51%) reported cash compensations (base salaries, commissions, and bonuses) between $50,000 and $99,999.
The majority of respondents continued to have insurance and financial benefits included in their INTIX members' compensation packages: 97% received a paid vacation, 94% got paid sick leave, 92% were offered health insurance, 80% were offered dental coverage, 81% were offered a retirement plan and 73% were offered life insurance. Similarly, additional perks continued to be given to respondents; 67% of respondents were frequently offered complimentary tickets through their job, 56% received a mobile device or allowance, and 42% were provided a computer for use outside the office. Nearly half of members (52%) had a flexible work schedule, while 21% had the option of working from home.
INTIX Membership, Conferences and Continuing Education
INTIX memberships were offered as a benefit of their position to 87% of members. In addition to their salary, 66% of members received INTIX conference travel and expenses. Nearly all members, viewed management as supportive of their INTIX membership (91%). Three-quarters of respondents (75%) believed management was proactive in supporting their professional educational opportunities and participation in INTIX conferences and educational programs. Reimbursement for tuition was included as a part of the members’ benefits package for one-third of respondents (34%).
TICKET SALES, PRICING, RESALE AND AUCTION, SERVICE FEES & ACCESSIBILITY
Ticket Sales and Exchange Methods
Compared to last year, 64% of respondents reported a moderate to significant increase in online ticket sales. On average, 44% of respondents claimed their tickets were sold via Internet/website, 22% sold tickets either through telephone or on-site walk up ticket sales, while the remaining 10% were sold either through mail (8%), off-site outlets (3%), or fax (1%). An assortment of ticketing options was offered to customers by a majority of vendors: ticket exchanges for another performance of the same production or event (78%), barcode scanning (69%), print-at-home ticketing (68%), and ticket donations (54%). Respondents cited their internet sales were managed either through a total ticketing solutions services (48%), a proprietary website/maintain own server (29%), a subcontracted internet service provider/branded site (20%), or through a subcontracted internet service provider only/non-branded site (3%).
At 26%, Ticketmaster continued to be the ticketing platform most often utilized by organizations, followed by Paciolan and Tessitura (both 11%). Two-thirds of organizations (67%) did not have a secondary ticketing partner, while Travelzoo (12%), Goldstar (9%) and TicketExchange (9%) were the most common officially designated secondary ticketing partners.
The majority of members (95%) indicated their customers used a credit card to pay for their purchases at least 50% of the time. The following credit cards were accepted by most members: Visa (100%), MasterCard (99%), American Express (88%), Discover (84%), and Debit cards (56%). A ‘payment processing solutions provider’ processed the majority of respondent’s credit card payments (60%).
The average merchant fee/discount rate selected by more than three-quarters of respondents was 2%-3% (69%). Three-quarters of vendors (74%) believed their merchant fee/discount rate remained the same compared to last year.
A variety of subscription plans were offered by venues. The majority of venues offered traditional/pre-packaged set of performances/games/events (68%) and/or create-your-own/flex packages (51%). Among organizations offering subscription plans, the average renewal rate was 64% with 71% of organizations reporting a subscription renewal rate of 60% or higher.
Over the past year, 44% of member organizations experienced an increase in ticket prices compared to last year. Variable pricing (27%), event production costs (25%) and promoter demands (25%) were the top three causes behind the increase. Most respondents saw ticket prices remain the same (55%). Incentives for multiple-ticket purchases to the same performance or event were offered by 13% of member organizations.
Auctions and Resales
Thirty percent of respondents claimed some individual ticket sales were sold through their company's own online resale service, 42% were sold by means of secondary market websites, and only 9% were sold via online auctionsAncillary Sales
Box offices also processed a variety of non-ticket transactions including: gift certificates (61%), donations (53%), dinner/reception packages (48%), parking (39%), event/venue memorabilia (t-shirts, CDs, etc.) (37%) and food/beverages (17%). Only 15% did not process any additional transactions at their box office.
Customer service fees, considered a profit source by 67% of INTIX members, were collected on every type of sale - the highest being phone and web sales (89% and 87%, respectively). Mail orders (59%), season sales (51%), and ticket exchanges (42%) were also associated with high customer service charges. Nearly all respondents (94%) admitted charging either a per-ticket or a per-order service fee with 52% charging for both. Most vendors claimed their per ticket service charges and per ticket order charges were $5.00 or less (57% and 63%, respectively). The majority of respondents cited both the service and transaction charges remained the same compared to last year (73% and 81%, respectively). Service charges were defined by a variety of factors including operation costs (49%), contracts with ticketing solutions provider (39%) and/or competitive analysis (39%). More than forty percent of respondents (44%) varied their service charge/convenience fee/handling charge to the customer for some events, while 42% said they did not vary these extra costs.
Wheelchair seating (99%), assistive listening devices (85%), wheelchair escorts (57%), and/or sign interpreter services (57%) were made available to customers by more than half the responding venues. More than eighty percent of vendors offered accessible seating for people with disabilities in all price ranges (84%). Special pricing to one or more wheelchair companion seats was extended to 46% of respondents. Nearly three-quarters of vendors charged full price for both a wheelchair location and the companion seat(s) (72%). Most respondents stated their facility had either "good" or "excellent" access for the impaired (84% for mobility, 76% for hearing, 71% for visually, and 65% for speech).
INTIX SERVICES - MEMBER SATISFACTION
General Membership Data
Two-thirds of respondents (67%) were members of INTIX for more than five years, an increase from the past two years (62% and 61%). The INTIX Net Promoter Score was 35% (calculated based on likelihood to recommend the organization to colleagues and friends) a decrease of ten percentage points from last year – 45% and a five percentage point increase from two years ago – 30%. The majority of respondents had an "Organization” membership with INTIX (58%), 37% had an "Individual” membership and 5% had a "Vendor” membership.
In the past five years, eighty percent of respondents attended the INTIX Annual Conference at least once, on par with last year (79%). Only 13% of members went to all the annual conferences over the past five years. Once again, the top three motives for attending the conference were the networking/social events (31%), educational sessions (28%), and professional development (27%). Twenty percent of respondents (20%) did not attend any of the annual conferences over the past five years.
This year, the top three most important elements of the Annual INTIX Conference according to respondents were the networking opportunities (75%), educational sessions (71%), and break out by type sessions (50%). Respondents were asked to rate a listing of Annual INTIX Conference activities on a 5 point scale, 5 being "excellent" and 1 being "poor". The activities that received the three highest mean ratings were social events (4.1), educational sessions (4.0), and trade show (3.9). With an overall mean score of 3.3, annual business meeting received the lowest rating. Using the same 5 point scale, surveyed members were also asked to rate certain elements regarding the INTIX conference in general. The following five elements received the highest ratings: Networking opportunities (4.4), Hotel accommodations (4.1), Host city (4.0), Meeting space (4.0), and Educational content (3.9). Among Vendors, when asked how the Annual Conference compares to other trade conferences previously attended, six in ten respondents felt the conference was comparable (60%); 10% claimed the conference was better.
INTIX News, Website, Membership Directory, Employment Services, and Peer Consulting Committee Services
Two-thirds of respondents rated INTIX News a 4 or 5 on a 5 point scale (74%). More than six-in-ten surveyed members found the Industry News feature of INTIX News to be the most valuable (62%).
Nearly thirty percent of members (27%) visited the INTIX website at least several times a month or more. Two thirds of respondents (67%) went to the website monthly or less often. Six percent never visited the website. The majority of respondents chose Industry/People News as the main reason for visiting the website (64%). Career Center (47%) and Educational (conference/webinar) information (37%) were also among the main reasons for visiting the INTIX website. Among those respondents who visited the INTIX website, half of respondents utilized the online membership directory once a year.
The majority of respondents have not posted any jobs (71%) nor applied for any jobs (78%) 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 (29% - posting; 21% - application).
INTIX’s peer consulting committee services have been utilized by 15% of respondents. Among those who utilized the service, email was the preferred method utilized to first contact the peer consulting committee (63%). More than half of these same respondents (56%) would "definitely" use the service again.
The majority of respondents continued to use the social media websites Facebook and LinkedIn to remain connected to the industry (65% Facebook, 53% LinkedIn). The majority of respondents were connected to INTIX through Facebook and/or LinkedIn (60% Facebook, 51% LinkedIn). The three sections of the INTIX Facebook page most often visited by Facebook users included INTIX News (67%), photos (31%) and events (30%).
The INTIX team and Board of Directors take this opportunity to once again thank our members who participated in this detailed questionnaire.