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|2015 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.
Official Research Partner of INTIX
INTIX organization and individual members worked in a variety of organizations:
INTIX vendor members worked in a variety of organizations:
Thirty-five percent of respondents were employed at for-profit organizations. Ten percent more of respondents worked at not-for-profit businesses (45%), while 20% worked for a City/State/Federal operating authority.
More than eighty percent of all member organizations (84%) were located in the United States (23% Southeast, 19% West, 18% Midwest, 16% Northeast, 8% Southwest). Among members located outside the U.S., 14% were from Canada, while the remaining were located in Australia (1%), China (1%), and France (1%).
A majority of organizations (56%) operated between 2-5 venues and displayed a wide variety of venue sizes. The largest percentages included 36% for member venues with a seating capacity of 1,001-5,000 seats and 21% for 10,001-25,000 seats. More than one-half of the respondents (54%) reported an annual gross ticket revenue for the 2014-2015 season as $5,000,000 or more.
During the 2015 season or the season most recently completed, 70% of respondents worked for organizations that sold more than 100,000 tickets (36% sold more than 500,000). More than seventy percent of the responding venues (72%) saw 299 or less events presented at their venue for the 2015 season or the season most recently completed. Less than twenty percent of surveyed respondents (17%) cited that 50% or more of their ticket sales were general admission. Approximately, 64% of ticket sales were individual, 25% were season ticket/subscription sales, and 9% were group sales.
In 2015, 44% of respondents saw no significant change within their organization, an increase of one percentage point from 2014 (43%). While those organizations experiencing change continued to see it within the organization's management structure (30%) and new senior management (26%). This year, 12% of respondents have seen major cuts within their budget, up three percentage points from last year (9%). Among members in 2015, 13% reported their organization decreased the number of employees (consistent with a downward sloping trend from the previous three years 10% in 2014, 22% in 2013 and 18% in 2012).
INTIX vendors offer a variety of products and services. The most popular being consulting, software solutions & services (non-ticketing), or ticketing systems & services. (Caution small sample size of 5 respondents.)
The majority of members who answered this survey were females (55%). Respondents' ages continued to be evenly distributed between 30 through 55 with the average age of 45. Seven percent of respondents were under age 30 or over 65 years of age (6% and 1%, respectively), similar to previous years.
Among surveyed members, the most commonly held job titles were Director (34%) and Manager (42%). Regardless of their title, 44% of respondents reported their position most closely corresponded to the department labeled by their organization as "Ticket sales & operations". The primary obligation, as reported by over half of INTIX members (57%), was "all ticket-related sales" - in line with last year (58%). Regardless of respondents’ responsibilities or job titles, 23% reported to the President/CEO/Executive Director, 15% reported to the General Manager/Chief Operating Officer, and 12% reported to the Senior Vice President.
Among respondents, 78% worked with 10 or less full time employees in their department (the majority had between 1-5 - 53%). 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 10 or less that reported either directly or indirectly to them (85% - full-time, 46% - part-time). More than half of surveyed members (54%) noted between one and four supervisors or managers that reported directly to them (1-2 - 30% 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 - 39% and 3-4 - 25%).
Industry Experience, Salary and Benefits
Seventy-eight percent of respondents worked in ticketing or a similar field for 11 years or more (11-15 years - 18%, 16-20 years - 16%, and 21 years or more - 44%). Two-thirds of respondents have held their current position for 10 years or less (less than 1 year - 6%, 1-5 years - 39%, 6-10 years - 21%).
Compared to last year, 26% saw no change in their cash compensation, while 63% received a salary increase (1-2% increase - 23%, 3-4% increase - 25%). Meanwhile, only 4% saw a decrease in cash compensation. The bulk of respondents received an increase in compensation, due to the cost of living adjustment/new contract (44%), followed by a merit increase (35%). Over the past year, 44% of respondents received either a bonus or cash incentive – down four percentage points from those who received one last year (48%). Sixty-one percent of respondents reported cash compensations (base salaries, commissions, and bonuses) of $60,000 or more.
The majority of respondents continued to have these insurance and financial benefits included: 92% received a paid vacation, 87% got paid sick leave, 83% were offered health insurance, 79% were offered a retirement plan, 78% were offered dental coverage, and 65% were offered life insurance. All benefit percentages were down from last year. Similarly, additional perks continued to be given to respondents; 64% of respondents received complimentary tickets through their job, 51% obtained a mobile device or received an allowance, and 43% were provided a computer for use outside the office. 53% of members had a flexible work schedule, while 26% had the option of working from home.
INTIX Membership, Conferences and Continuing Education
INTIX memberships were offered as a benefit of their position to 84% of members. In addition to their salary, 68% of members received INTIX conference travel and expenses. Nearly all respondents stated management was supportive of their INTIX memberships (89%). Just over three-quarters of respondents (76%) 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 27% of respondents.
TICKET SALES, PRICING, RESALE AND AUCTION, SERVICE FEES & ACCESSIBILITY
Compared to last year, 68% of respondents cited a moderate to significant increase in online ticket sales. Similarly, 53% of respondents also said that their mobile ticket sales have increased at least moderately. On average, 45% of respondents claimed their tickets were sold via internet/website, 23% sold tickets by telephone, 19% sold via on-site walk up ticket sales, while the remaining were sold either through mobile (5%), mail (5%), or other off-site outlets (4%). The proceeding ticketing options were offered to the majority of customers: print-at-home ticketing (82%), ticket exchanges for another performance of the same production or event (77%), barcode scanning (75%), e-Ticketing (69% - up 10 percentage points from last year), ticket donations (56%), and/or mobile ticketing (59% - up nine 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 subcontracted internet service provider/branded site (26%), and then a proprietary website/maintain own server (21%).
Organizations continued to utilize a wide variety of ticketing platforms. Ticketmaster Classic (23%) and Ticketmaster Archtics (19%) continued to be the ticketing platforms most often utilized among survey respondents, followed by AudienceView (12%) and Paciolan/Spectra (12%). More than six-in-ten responding organizations did not have a secondary ticketing partner (62%). However, Goldstar (18%), Groupon (13%), TicketExchange (operated by TicketMaster) (13%), and Travelzoo (11%) were the top designated secondary ticketing partners.
An overwhelming majority of venues (95%) 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 (100%), American Express (85%), Discover (76%), and/or debit cards (62%). Fifty-seven percent of venues had a ‘payment processing solutions provider’ to process credit card payments, while 43% had a merchant account directly with a bank.
The average merchant fee/discount rate selected by approximately six-in-ten venues (59%) was 2%-3%. Over the last year, 89% of venues believed their merchant fee/discount rate stayed the same.
A variety of subscription plans were offered by venues. The majority of venues offered traditional/pre-packaged set of performances/games/events (71%) and/or create-your-own/flex packages (60%).
Among organizations offering season tickets/subscription plans, the average renewal rate was 81% with 69% of organizations reporting a season ticket/subscription renewal rate of 50% or higher.
Over the past year, just under half the respondents said their facility’s ticket prices increased (45%). Set by promoter (26%), variable pricing (26%), and event production costs (23%) were the top three causes behind the increase in ticket price. Over half of the respondents believed ticket prices remained the same (53%). Two respondents experienced a decrease in ticket prices – due to price reductions from the economic climate and another specified reason. Incentives for multiple-ticket purchases to the same performance or event were only offered to attendees by 18% of member organizations.
Among those answering, 80% of respondents, on average, reported some individual ticket sales were sold through their company's own online resale service, on average 17% were sold by means of secondary market websites, and only an average of 8% were sold via online auctions.
The majority of box offices continued to offer a large variety of non-ticket transactions including: gift certificates (68%) and/or donations (57%). Other frequent mentions included parking (42%), VIP packages (33%), food/beverages (27%), merchandise (27%) and/or dinner/reception packages (26%). Only 9% did not process any additional transactions at their box office.
Customer service fees are considered to be a profit source by 70% of responding INTIX venues and were collected on every type of sale - the highest being web and phone sales (92% and 86%, respectively). Mobile sales (63%), mail orders (57%), season sales (50%), and ticket exchanges (43%) were also assessed with customer service charges. A per-ticket and/or a per-order service fee was charged by nearly all of the responding venues (95%). Most venues cited their service charges per ticket and per ticket order fell between $2 and $5 (50% and 65%, respectively). The majority of respondents reported the service and transaction charges remained the same compared to last year (73% and 81% respectively). The majority of service charges were defined by operation costs (52%), followed by competitive analysis (43%) and/or contracts with a ticketing solutions provider (41%). Approximately half of vendors reported not changing their service charge/convenience fee/handling charge to the customer depending on the type of event (49%).
Wheelchair seating (99%), assistive listening devices (88%), wheelchair escorts (54%) and/or sign interpreter services (51%) were made available to customers by the majority of responding venues. Nearly eighty percent of venues offered accessible seating for people with disabilities within a wide variety of price ranges (78%). Special pricing to one or more wheelchair companion seats was extended to 35% of respondents. Approximately eighty percent of venues charged full price for both a wheelchair location and the companion seat(s) (78%). Most respondents indicated the accessibility of their facility for the impaired was either "good" or "excellent" (82% for mobility, 82% for hearing, 70% for visually, and 68% for speech).
INTIX SERVICES - MEMBER SATISFACTION
Consistent with last year, 59% had been INTIX members for 6 or more years. The INTIX Net Promoter Score was 28 (customer loyalty metric used to predict future growth and calculated based on likelihood to recommend the organization to colleagues and friends). Most members continued to belong to INTIX as an "Organization" (59%), 34% had an "Individual" membership and only 7% had a "Vendor" membership.
In the past five years, 82% of respondents attended the INTIX Annual Conference at least once, a slight decrease from last year (86%). On average members have attended two annual conferences in the past five years. By far, the top reason for attending the conference remained professional development (53%). Followed by educational sessions (19%) and networking/social events (17%). 18% percent of respondents did not attend any of the annual conferences over the past five years.
INTIX News, Website, Membership Directory, Employment Services, and Member Connections Committee Services
Comparable to last year, 69% 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 a staggering amount of respondents (59%).
The majority of respondents have not posted any jobs (68%) nor applied for any jobs (78%) 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 Member Connections & Forum services have been utilized by one-third of respondents. Among those who utilized the services, 53% would "definitely" choose to use these services again.
This year Facebook surpassed LinkedIn as the social media website respondents utilized to stay connected to the industry (Facebook - 66%, LinkedIn - 64%). Usage of LinkedIn slightly decreased from last year (67%), while Facebook usage remained constant. The majority of respondents ‘like’ INTIX on Facebook and/or are connected on LinkedIn (64% Facebook, 56% LinkedIn). The three sections of the INTIX Facebook page most often visited by Facebook users included INTIX News (58%), photos (43%) and events (33%).
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.