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|2014 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 2014 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 organizations:
Forty percent of respondents were employed at for-profit organizations. Slightly fewer respondents worked at not-for-profit businesses (36%), while 24% worked for a City/State/Federal operating authority.
More than eighty percent of all member organizations (83%) were located in the United States (20% Southeast, 19% West, 18% Midwest, 18% Northeast, 8% Southwest). Among members located outside the U.S., 15% were from Canada, while the remaining were located in Argentina (1%), Ireland (1%), Philippines (1%), and the United Kingdom (1%).
Most organizations (52%) operated between 2-5 venues. Organizations of all sizes were represented by INTIX. The largest percentages included 36% for member venues with a seating capacity of 1,001-5,000 seats and 18% for 10,001-25,000 seats. Approximately half of respondents stated their annual gross ticket revenue for the 2013-2014 season was $5,000,000 or more.
During the 2014 season or the season most recently completed, 70% of respondents worked for organizations that sold more than 100,000 tickets (31% sold more than 500,000). The majority of venues (64%) saw 199 or less events presented at their venue for the 2014 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 admissions. On average, 66% of ticket sales were individual, 25% were season ticket/subscription sales, and 8% were group sales.
In 2014, 43% of respondents saw no significant change within their organization, an increase of ten percentage points from 2013 (33%). While those organizations experiencing change continued to see it within the organization's management structure (27%) and new senior management (24%). This year only 9% of respondents had major cuts within their budget, down 11 percentage points from last year (20%). Among members in 2014, 10% reported their organization decreased the number of employees (down from the previous three years 22% in 2013, 18% in 2012 and 27% in 2011).
The majority of members who answered this survey were females (54%). Respondents' ages continued to be evenly distributed between 30 through 55 with the average age of 44. Eight percent of respondents were under age 30 or over 65 years of age (6% and 2%, respectively), similar to previous years.
INTIX members continue to be well educated as 80% of respondents received at least a four-year college degree (22% received a Master’s degree or higher).
Among surveyed members, the most commonly held job titles were Director (36%) and Manager (40%). Regardless of their title, 52% of respondents reported their position most closely corresponded to the department labeled by their organization as "Ticket operations". "Box office (single ticket sales)" was cited by thirteen percent. The primary obligation, as reported by over half of INTIX members, was "all ticket-related sales" (58%, up slightly from 55% last year). Regardless of respondents’ responsibilities or job titles, 30% reported to the President/CEO/Executive Director, 13% reported to the General Manager/Chief Operating Officer, and 11% reported to the Senior Vice President.
Among respondents answering, 72% worked with 10 or less full time employees in their department (the majority had between 1-5 - 52%). On the other hand, most respondents had more than 10 part time employee department members (57%). The majority of respondents had a full and/or part time staff of 10 or less that reported either directly or indirectly to them (84% - full-time, 50% - part-time). More than half of surveyed members (57%) cited between one and four supervisors or managers that reported directly to them (1-2 - 33% and 3-4 - 24%). More than sixty percent of member organizations had between one and four managers or supervisors in their department altogether (1-2 - 37% and 3-4 - 25%).
Industry Experience, Salary and Benefits
Almost three-quarters of respondents worked in ticketing or a closely related area somewhere for 11 years or more (11-15 years - 19%, 16-20 years - 17%, and 21 years or more - 38%). One-third of respondents held their current position for 1-5 years and 19% held their current position for 16 or more years.
Compared to the previous year, 35% did not experience any change in their cash compensation, while 56% received a salary increase (25% saw their salary increase by 1-2% and 22% experienced an increase of 3-4% compared to last year). Only 5% saw their cash compensation decrease, similar to last year. The main reasons for an increase in compensation, among those who received a pay raise, included a cost of living adjustment/new contract (42%) or a merit increase (40%). Over the past year, 36% of respondents received either a bonus or cash incentive - down ten percentage points from those who received one last year (46%), but comparable to 2011. The majority of respondents (56%) 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: 94% received a paid vacation, 89% got paid sick leave, 89% were offered health insurance, 82% were offered a retirement plan, 81% were offered dental coverage, and 68% were offered life insurance. Similarly, additional perks continued to be given to respondents; 69% of respondents were frequently offered complimentary tickets through their job, 53% received a mobile device or allowance, and 39% were provided a computer for use outside the office. 46% of members had a flexible work schedule, while 18% had the option of working from home.
INTIX Membership, Conferences and Continuing Education
INTIX memberships were offered as a benefit of their position to 91% of members. In addition to their salary, 80% of members received INTIX conference travel and expenses. Nearly all respondents stated management was supportive of their INTIX memberships (95%). Three-quarters of respondents (74%) thought management was proactive in supporting their professional educational opportunities and participation in INTIX conferences and educational programs. Tuition reimbursement was included as a part of the members’ benefits package for 36% of respondents.
TICKET SALES, PRICING, RESALE AND AUCTION, SERVICE FEES & ACCESSIBILITY
Compared to last year, 59% of respondents cited a moderate to significant increase in online ticket sales. On average, 45% of respondents claimed their tickets were sold via internet/website, 21% sold tickets by telephone, 20% sold via on-site walk up ticket sales, while the remaining were sold either through mail (6%), mobile (3%) or off-site outlets (2%). The following ticketing options were offered to the majority of customers: print-at-home ticketing (76%), ticket exchanges for another performance of the same production or event (75%), barcode scanning (68%), e-Ticketing (59% - up 10 percentage points from last year), ticket donations (55%), and/or mobile ticketing (50% - up 11 percentage points from last year). The majority of respondents stated their internet sales were managed through a total ticketing solutions services (52%), followed by a proprietary website/maintain own server (28%) and then a subcontracted internet service provider/branded site (19%).
Organizations continued to utilize a wide variety of ticketing platforms. Ticketmaster Archtics (15%) and Ticketmaster Classic (14%) continued to be the ticketing platforms most often utilized, followed by Tessitura (12%) and Paciolan (10%). More than half of the responding organizations did not have a secondary ticketing partner (57%). However, Goldstar (19%), Travelzoo (15%), Groupon (14%) and TicketExchange (operated by TicketMaster) (13%) were the top designated secondary ticketing partners.
The majority of vendors (91%) specified their customers used a credit card to pay for their purchases at least 50% of the time. The following credit cards were accepted by all or the majority of venues: Visa (100%), MasterCard (99%), American Express (86%), Discover (78%), and/or debit cards (63%). 67% of venues had a ‘payment processing solutions provider’ to process credit card payments while 33% had a merchant account directly with a bank.
The average merchant fee/discount rate selected by approximately two-thirds of respondents (68%) was 2%-3%. 85% of vendors believed their merchant fee/discount rate remained the same over the last year.
A variety of subscription plans were offered by venues. The majority of venues offered traditional/pre-packaged set of performances/games/events (62%) and/or create-your-own/flex packages (55%). Among organizations offering season tickets/subscription plans, the average renewal rate was 66% with 74% of organizations reporting a season ticket/subscription renewal rate of 60% or higher.
Over the past year, approximately half the respondents said their facility’s ticket prices increased (49%). Event production costs (25%), promoter demands (22%), and variable pricing (25% - up ten percent from last year) were the top three causes behind the increase. The other half of respondents believed ticket prices remained the same (50%). One respondent experienced a decrease in ticket prices – due to variable pricing. Incentives for multiple-ticket purchases to the same performance or event were offered by only 16% of member organizations.
Among those answering, 91% of respondents, on average, claimed some individual ticket sales were sold through their company's own online resale service, on average 43% were sold by means of secondary market websites, and only an average of 4% were sold via online auctions.
Box offices also handled a variety of non-ticket transactions including: gift certificates (67%), donations (50%), parking (32%), VIP packages (35%), and/or dinner/reception packages (32%). Only 11% did not process any additional transactions at their box office.
Customer service fees, considered a profit source by 64% of INTIX members, were collected on every type of sale - the highest being web and phone sales (88% and 78%, respectively). Mobile sales (57%), mail orders (54%), season sales (45%), and ticket exchanges (45%) were also associated with customer service charges. A per-ticket or a per-order service fee was charged to nearly all respondents (95%). Most venues claimed their per ticket service charges and per ticket order charges were $5.00 or less (58% and 56%, respectively). The majority of respondents cited both the service and transaction charges remained the same compared to last year (78% and 76% respectively). The majority of service charges were defined by operation costs (52%), followed by contracts with a ticketing solutions provider (40%) and/or competitive analysis (36%). The majority of respondents did not change their service charge/convenience fee/handling charge to the customer depending on the type of event (55%).
Wheelchair seating (99%), assistive listening devices (84%), and/or wheelchair escorts (54%) were made available to customers by the majority of responding venues. More than eighty percent of venues offered accessible seating for people with disabilities within a wide variety of price ranges (85%). Special pricing to one or more wheelchair companion seats was extended to 39% of respondents. Approximately eighty percent of venues charged full price for both a wheelchair location and the companion seat(s) (79%). Most respondents indicated the accessibility of their facility for customers with disabilities was either "good" or "excellent" (75% for mobility, 71% for hearing, 64% for visually, and 59% for speech).
INTIX SERVICES - MEMBER SATISFACTION
Similar to last year, 61% were members of INTIX for more than five years. The INTIX Net Promoter Score was 26% (calculated based on likelihood to recommend the organization to colleagues and friends). The majority of respondents had an "Organization" membership with INTIX (64%), 32% had an "Individual" membership and 5% had a "Vendor" membership.
In the past five years, 86% of respondents attended the INTIX Annual Conference at least once, similar to last year (85%). Twenty percent of members went to all the annual conferences over the past five years. The top three motives for attending the conference remained professional development (40%), networking/social events (25%), and educational sessions (24%). 14% percent of respondents did not attend any of the annual conferences over the past five years.
Once more, the top two most important elements of the Annual INTIX Conference according to the majority of respondents were the networking opportunities (76%) and educational sessions (73%). Respondents rated a list of Annual INTIX Conference activities on a 5 point scale, 5 being "excellent" and 1 being "poor". The activities that received the highest mean ratings were educational sessions (4.0) trade show (4.0), keynote presentations (3.9) and social events (3.9). 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 (4.3), hotel accommodations (4.1), host city (4.0), meeting space (4.0), and educational content (4.0). Among Vendors, when asked how the Annual Conference compares to other trade conferences previously attended, 90% felt the conference was comparable.
INTIX News, Website, Membership Directory, Employment Services, and Peer Consulting Committee Services
Comparable to last year, 68% of respondents rated INTIX News a 4 or 5 on a 5 point scale. The Industry News feature of INTIX News remained the most valuable feature by an overwhelming majority of respondents (64%).
Approximately thirty percent of members (29%) visited the INTIX website at least several times a month or more. 67% of respondents went to the website monthly or less often. Five percent never visited the website. More than sixty percent of respondents chose Educational & Events information (conference, online learning, and publications) as the main reason for visiting the website (62%); followed by, Career Center (46%) and Online Membership Directory (34%). Among respondents who visited the INTIX website, half of respondents utilized the online membership directory once a year (50%).
The majority of respondents have not posted any jobs (71%) nor applied for any jobs (77%) on the INTIX Career Center. Although among those who have posted and/or applied to jobs, nearly all cited the process as relatively or very easy.
INTIX’s peer consulting committee services have been utilized by 14% of respondents. Among those who utilized the service, email was the preferred method to first contact the peer consulting committee (37%), followed closely by online forum (33%). Among the same respondents 41% would "definitely" chose to use the service again.
LinkedIn and Facebook were virtually tied this year as the social media websites respondents utilized as the means of staying connected to the industry (LinkedIn - 67%, Facebook - 66%). Usage of LinkedIn has increased over the past two years 65% in 2013 and 53% in 2012) while the use of Facebook has slightly decreased from last year 71%). The majority of respondents ‘liked’ INTIX on Facebook and/or were connected on LinkedIn (65% Facebook, 55% LinkedIn). The three sections of the INTIX Facebook page most often visited by Facebook users included INTIX News (59%), photos (40%) and timeline (33%).
Genre (large/small venues, museums, performing arts, sports, universities, etc.) would be the preferred online forum to connect with other INTIX members (75%); followed by department (operations, sales, marketing, IT, etc. (47%).
The INTIX Board and staff take this opportunity to once again thank our members who participated in this study. We value your opinions and hope to utilize the results of this study to improve your relationship with INTIX.