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 2009 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.
|Survey generously sponsored by|
INTIX members work in a variety of ticketing organizations...
- Performing arts presenter/producer (17%)
- Theater/performance space (14%)
- Stadium/arena (Professional) (13%)
- College performing arts (8%)
- Stadium/arena (College) (6%)
- Professional sports teams (4%)
- Concert hall (4%)
The remaining 34% of respondents are from other organizational categories including college sports teams, convention centers, museums, raceways, fairgrounds, and casinos.
INTIX vendor-members work in the following organizations. . .
- Performing Arts (For-Profit and Non-Profit) (39%)
- Entertainment/Multi-Purpose Venue (26%)
- Sports - Professional (11%)
- Other Ticket-selling Organizations (10%)
- Sports - College & University (6%)
The majority of all respondents work for nonprofit organizations. . .
- 42% are employed by not-for-profit organizations
- 37% work for for-profit businesses
- 21% work for a federal, state or city operated entity.
Member organizations are predominantly located in the Western and Midwestern United States (45%), while 21% are from New England or the Mid-Atlantic states and another 25% are from the South or Southwest. Fewer than 9% of members are located outside of the US, of which the majority is from Canada, representing 7% of the total Association membership.
INTIX represents organizations of all sizes with 34% of our member venues having a seating capacity of 1,000-5000 seats and 21% having a seating capacity of 10,000-25,000 seats. In 2009, 29% reported a gross annual ticket revenue of $1,000,000-$4,999,999 compared to 32% in 2008. 15% reported $50,000,000 and over for 2009.
13% of our member organizations reported 3,000,001 and over for the gross number of tickets sold in 2009. 11% tied for 50,001-100,000 and 500,001-1,000,000 tickets sold and 10% tied for 100,001-150,000 and 25,001-50,000 tickets sold. 9% sold 1,000,001-2,000,000 tickets. 6% sold fewer than 25,000 tickets. 67% responded that 10% or less of all ticket sales were general admission. Just over 80% of respondents said that 20% or less of their ticket sales are general admissions.
Not surprisingly, 54% of our members' organizations have had major budget cuts in the past twelve months. Only 26% of respondents have experienced a change in their organization's management structure compared to 49% who experienced this change last year. 23% have introduced new senior management while 7% report a change in ownership - these numbers are only slightly down from last year. More significant changes involve the number of employees at an organization. Compared to last year, only 6% of respondents reported an increase over the past year in the number of employees at their organization as opposed to 15% from 2007, and 22% from 2006. Also, 36% experienced a decrease in the number of employees this year versus 21% from 2008 and 14% from 2007.
INTIX is composed of 56% females and 44% males. The average age of members is 45, though respondents' ages are fairly equally distributed across the range of 30 through 50 years. 9% of members are under age 30, and 12% are 56 or older. These results are consistent with the two previous years.
While INTIX members are well educated with 72% of respondents holding at least a four-year college degree (16% has earned a Masters degree), respondents overwhelmingly accredit their ticketing skills to on-the-job training; less than 1% had any formal education in ticketing management.
Job Titles and Responsibilities
The most commonly held job titles are Box Office Manager (30%), Director of Ticket Operations (20%) and Director of Ticket Sales (9%). The majority of respondents (58%) state that, regardless of their title, their position falls under the department labeled by their organization as ticket operations. 64% of INTIX members report their primary responsibility is all ticket-related sales. No matter their responsibility or job title, 15% of members report to the General Manager/ COO and 15% report to the Executive Director. 9% report to the Senior Vice President.
41% of the survey respondents refer to their level of job responsibility as "middle management," another 41% consider themselves "senior management," 13% are "executive management," and 6% refer to themselves as "professional staff." It was nearly an even split among 82% of the respondents indicating a staff size of 1-5, 6-10, 11-15, or 16-25. A significant drop of 14% from last year, 39% of member organizations have one or two managers or supervisors in the department altogether. 48% of respondents have a staff of 10 or less that report to them and 10% have a staff of 50 or more.
Industry Experience, Salary and Benefits
51% of respondents have 16 years or more of ticketing industry experience and 40% have held their current position for 1-5 years and 26% have held their position for 6-10 years.
38% saw no change in their cash compensation and 18% of respondents (compared to 42% last year) indicated that their salary increased 3-4% from the past year followed by 12% (compared to 20% last year) receiving an increase of 1-2%. Of those who did receive an increase, it is mainly attributed to respondents receiving a Cost of Living Adjustment (37%) or a Merit Increase (42%). 34% of respondents received either a bonus or cash incentive over the past twelve months - this is down from the 39% who received one last year. The two most reported salary ranges for 2009 were $50,000-$59,000 and $60,000 - $74,999.
Insurance and financial benefits are widely included in INTIX members' compensation packages. 95% of respondents were offered health insurance, 95% paid vacation, 85% offered dental coverage, 84% offered a retirement plan and 75% offered life insurance. The insurance and financial compensations are slightly lower than previous years; where as additional perks have seen a slight rise. 69% of respondents say that complimentary tickets are frequently offered through their job, 50% receive a cell phone or Blackberry, and 33% are given a computer for use outside the office. 49% have a flexible work schedule and 18% have the option of working from home.
INTIX Membership, Conferences and Continuing Education
87% of members are offered an INTIX membership as a benefit of their position and 58% include registration fees and travel expenses associated with attending an INTIX conference in their budget. The majority of our members' management (87%) is supportive of an INTIX membership and 66% of respondents said their management is proactive in supporting their professional education opportunities and participation in INTIX conferences and seminars. 33% report that tuition reimbursement is included in their benefits package.
TICKET SALES, PRICING, RESALE AND AUCTION, SERVICE FEES & ACCESSIBILITY
Ticket Sales and Exchange Methods
While online ticket sales continue to increase, with 69% of respondents reporting a moderate to significant increase, this number is slightly down from last year (75%). Internet sales now make up 50% or more of the total ticket sales for 32% of respondents - this seems to be relatively consistent with 2008 sales - 29%, but significantly higher than 2007 sales - 10%. 58% of respondents offer Print-at-Home Ticketing and 36% offer E-Ticketing.
69% of respondents offer their patrons ticket exchanges for another performance of the same production, while 30% offer ticket exchanges for a different production. These numbers are slightly down from last year, whereas this year there is a 20 percentage point increase amongst member organizations who allow patrons to donate unused tickets (52%).
While 71% of member organizations are using traditional pre-packaged performance sets compared to 67% from last year, this number is still down from the 75% who offered it two years ago. 48% of respondents report the use of create-your-own subscription packages or vouchers, and 17% utilize a membership structure of some kind. Among organizations offering subscription plans, the average renewal rate is 67%, with 79% of organizations reporting a subscription renewal rate of 60% or higher.
Fewer member organizations reported an increase in ticket prices this year with only 33% raising prices - compared to 54% last year. Respondents allude to promoter demands, production costs, and artist fees as the three top reasons behind the increase. 62% of respondents say their ticket prices have remained the same, with only 5% actually decreasing their ticket prices. The majority (83%) of member organizations do not offer incentives for multiple-ticket purchases to the same performance or event.
Resale and Auction
23% of respondents claim there are at least some individual ticket sales sold through their company's own online resale service, 26% said there are at least some through secondary market websites, and only 15% claim there are at least some sold through online auctions.
Box offices also process an array of ancillary items with 65% of INTIX members selling gift certificates, 47% accepting donations, 26% selling dinner/reception packages, 21% selling food/beverages, and 15% selling event/venue memorabilia (t-shirts, CDs, etc.). 11% do not process non-ticket transactions at their box office.
Customer service fees, which are considered a revenue source by 56% of INTIX members, are being collected on every type of sale - the highest being web and phone sales (97% and 91% respectively.) In addition, 43% charge a fee for ticket exchanges and 23% add a fee for replacing a lost ticket - both slight increases from last year. Almost all (99%) respondents indicate that they charge either a per-ticket or a per-order service fee with 55% indicating that they charge both. 57% of member organizations have kept the per ticket service fee the same as previous years, and 42% have increased the fee. 44% of respondents charge per ticket fees of $4.00 or less. 69% of respondents report the per transaction charge has remained the same since last year. 55% charge $4.00 or less per transaction (a 13 percentage point increase from the previous year). Service charges are primarily decided based on contracts with the ticket solutions provider (48%) or operating costs (42%) or competitive analysis (28%).
Only 46% of INTIX members are "somewhat" or "very" familiar with the concept of Universal Access for All. 97% of venues offer wheelchair seating, 82% provide assistive listening devices, 47% offer interpreter services, 56% offer wheelchair escorts, 36% offer greeting and assistance programs, and 35% offer TTD/TTY communication options. In addition, respondents report a variety of specialized accessibility options including Braille and large-print programs and brochures, email fulfillment, and audio descriptions of performances. 73% of respondents offer accessible seating for people with disabilities in all price ranges. 62% of respondents do not extend special pricing to one or more wheelchair companion seats. When asked to rate the accessibility of the facility for mobility, hearing, and visually impaired, 78% of respondents said their facility had either "good" or "excellent" access for the mobility impaired, 72% for the hearing impaired, and 60% for the visually impaired.
INTIX SERVICES – MEMBER SATISFACTION
General Membership Data
The majority of respondents (56%) have been members of INTIX for five years or more. This is down from previous years where 71% were members for five years or more. 62% of respondents have an Organization membership to INTIX, 33% have an Individual membership, and 5% have a Vendor membership.
Annual & Summer Conferences
Over the past five years, 75% of respondents have attended the INTIX Annual Conference at least once (down from 85% last year) and 16% attend yearly. 34% report having attended at least one summer conference in the last five years. The reasons respondents attend the conferences have not changed much over the years with the educational sessions, professional development, and networking/social events being the top three primary reasons for attending. 25% of respondents have never attended an annual conference and 66% have never attended a summer conference.
The three most important elements of the Annual INTIX Conference according to respondents are the educational workshops, networking, and the tradeshows. When asked to rate aspects of the Annual Conference on a 1-5 point scale, 5 being "excellent" and 1 being "poor", the three highest were the educational workshops with a 3.94, the trade show with a 3.94, and the venue tour with a 3.85. The lowest was the job fair with a 2.89 rating. When vendors were asked how the Annual Conference compared to other trade conferences, 20% said the conference is either better or much better and 53% said the conference is comparable.
Less than 2% of respondents noted INTIXIntensive as their primary reason for attending an annual or summer INTIX conference.
INTIX e-Bulletin, Website, Member Directory, Employment Services, and Peer Consulting
Most respondents find value in the e-Bulletin, with 66% reporting they read all the issues and 30% say they read some issues. Less than 4% say they rarely read the INTIX e-Bulletin. When asked which e-Bulletin features are considered most valuable, the following received the highest percentages: Industry Clips (74%), Association News (68%), Hot Topics Poll (40%), and Search & In The Market (31%). Almost all respondents (96%) said the INTIX e-Bulletin either somewhat or completely meets their needs for information about the industry.
32% of our members visit the INTIX website at least several times a month or more. Less than 5% never visit the website. The main reasons for the website visit are for industry news or conference information.
The print version of the INTIX member directory is preferred by 54% of respondents.
35% of respondents have applied for or posted a position through the INTIX job board.
17% of respondents have taken advantage of the INTIX peer consulting services. 62% of those who used the service said they would "definitely" use the service again.
The INTIX Board and staff take this opportunity to once again thank our members who participated in this detailed questionnaire.