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 2010 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:
  • Performing Arts (31%)
  • Colleges / Universities (17%)
  • Large Venues (16%)
  • Professional Sports (7%)
  • Ticket Agencies (7%)
  • Products / Services (5%)
  • Presenters (4%)
  • Museums (3%)
  • Other (11%)
The largest percentage of respondents work for not-for-profit organizations:
  • 43% of INTIX members are employed by a not-for-profit organization
  • 39% work at a for-profit business
  • 18% work for a City/State/Federal operating authority
Most member organizations are located in the United States (88%) (27% West, 19% Midwest, 18% Northeast, 16% Southeast, 9% Southwest). Among members located outside the U.S., the majority are from Canada, representing 9% of the total Association membership. The remaining 3% are located in Europe (2%) and Asia-Pacific (1%).

Most organizations (56%) operate between 2-10 venues. INTIX represents organizations of all sizes - 35% of our member venues have a seating capacity of 1,001-5,000 seats and 16% have a seating capacity of 10,001-25,000 seats. In 2010, 28% cited gross annual ticket revenue of $1,000,000-$4,999,999 at par with last year - 29% (32% in 2008). 13% reported $5,000,000 - $9,999,999 and $50,000,000 and over.

In 2010, there was a three way tie for 13% for 50,001-100,000, 100,001-150,000, and 500,001-1,000,000 tickets sold by the organization, 11% sold 1,000,001-2,000,000 tickets, and 9% reported selling 200,001-300,000 and 3,000,001 and over. Approximately three-quarters of respondents (74%) said that 20% or less of their ticket sales are general admissions. On average, 59% of ticket sales are individual, 29% are season ticket/subscription sales, and 11% are group sales.

Down nineteen percentage points from last year (54%), just one-third of members’ organizations (35%) had major budget cuts in the past twelve months. On par with last year, respondents have experienced a change in their organization's management structure (26% in 2009 and 30% in 2010). Comparable to last year, 21% have introduced new senior management and 2% report having new owners. In 2010, less than ten percent of respondents report an increase in the number of employees in their organization over the past year which is comparable with 2009 (9% in 2010 and 6% in 2009). Fewer organizations claim a decrease in the number of employees in 2010 (29%), down seven percentage points compared to that of 2009 (36%).

More than half of INTIX members are females (53% females and 47% males). The average age of members is 45, though respondents' ages are fairly equally distributed across the range of 30 through 50 years. 7% of members are under age 30 and 14% are 56 years of age or older. These results are consistent with previous years.

INTIX members are well educated with 74% of respondents holding at least a four-year college degree (20% have earned a Masters degree).

Job Titles and Responsibilities
The most commonly held job titles are Box Office Manager (23%) and Director, Ticket Operations (22%). Regardless of their title, 48% of respondents claim their position most closely corresponds to the department labeled by their organization as "Ticket operations”. The majority of INTIX members (58%) report their primary responsibility is "all ticket-related sales”. No matter their responsibility or job title, 17% of members report directly to the General Manager/COO, 15% report to the Executive Director, 12% report to the Vice President or Director of Marketing, 11% report to the Senior Vice President, and another 11% report to the President.

40% of the survey respondents consider their level of job responsibiltiy as "middle management", another 40% consider themselves "senior management", 13% claim "executive management", and 7% refer to themselves as "professional staff". Among those answering, 21% have between 1-5 employees in their department, 18% - 6-10, 17% - 11-15, and 15% - 16-25. Half the respondents (51%) have a staff of 10 or less that report to them, but only 8% of respondents manage a staff of 50 or more. 36% of surveyed members cite having one or two supervisors or managers that report directly to them. 44% of member organizations have either one or two managers or supervisors in the department altogether.

Industry Experience, Salary and Benefits
More than half of the respondents (53%) have 16 years or more of ticketing industry experience. 38% have held their current position for 1-5 years and 28% have held their position for 6-10 years.

Compared to last year, 44% saw no change in their cash compensation and 12% experienced a decrease. 38% of respondents received a salary increase (16% indicated their salary increased 1-2% from the past year and 11% claimed an increase of 3-4%). Of those who did receive an increase, it is mainly attributed to respondents receiving a Cost of Living Adjustment/New Contract or a Merit Increase (both 37%). Over the past year, 32% of respondents received either a bonus or cash incentive – down two percentage points from those who received one last year (34%). The majority of respondents (58%) reported cash compensations (base salaries, commissions, and bonuses) between $40,000 and $74,999.

Compared to last year, a lower percentage of respondents claim to have insurance and financial benefits included in their INTIX members' compensation packages. 91% receive a paid vacation, 89% are offered health insurance, 79% are offered dental coverage, 75% are offered a retirement plan and 68% are offered life insurance. On the other hand, additional perks have seen a slight rise; 70% of respondents are frequently offered complimentary tickets through their job, 51% receive a cell phone/Blackberry, and 40% are given a computer for use outside the office. 47% have a flexible work schedule and 22% have the option of working from home.

INTIX Membership, Conferences and Continuing Education
83% of members are offered an INTIX membership as a benefit of their position and 62% of members receive INTIX conference travel and expenses in addition to their salary. The majority of member's management (86%) is supportive of an INTIX membership and 64% of respondents said their management is proactive in supporting their professional educational opportunities and participation in INTIX conferences and seminars. Tuition reimbursement is included in 28% of members’ benefits package.


Ticket Sales and Exchange Methods
While online ticket sales continue to increase, with 61% of respondents reporting a moderate to significant increase, this number is slightly down from the previous two years (69% in 2009 and 75% in 2008). Over the years, more and more ticket sales have been made though the Internet. In 2010, 37% of respondents claimed 50% or more of their total ticket sales were made via Internet/website (2009 - 32%, 2008 - 29%, 2007 - 10%). 61% of respondents offer Print-at-Home Ticketing and 33% offer E-Ticketing. Among respondents, 42% claim their internet sales are included in total ticketing solutions services and 31% have a proprietary website/maintain own server.

Two-thirds of member organizations were offered ticket exchanges for another performance of the same production or event, while 37% were offered ticket exchanges for a different production or event. More than half of the member organizations allow patrons to donate unused tickets (53%). These numbers are slightly higher compared to last year.

At 31%, Ticketmaster is the ticketing platform most often utilized by organizations. Nearly three-quarters of respondents (74%) do not have a secondary ticketing partner.

95% of vendors claim their customers use a credit card to make their purchase at least 50% of the time. Most vendors accept all the following types of credit cards MasterCard (100%), Visa (99%), American Express (83%), Discover (76%), and Debit card (50%). Six-in-ten respondents selected ‘payment processing solutions provider’ as to who processes their credit card payments.

The average merchant fee/discount rate as chosen by two-thirds of respondents is 2%-3%. Nearly three-quarters of vendors (73%) stated their merchant fee/discount rate remained the same as last year.

Subscription Sales
In 2010, nearly three-quarters of member organizations (73%) are using traditional/pre-packaged set of performances/games/events, which is at par with last year (71%) and slightly higher compared to 2008 (67%). Six-in-ten respondents (61%) report the use of create-your-own subscription plans or voucher packages, and 21% utilize a membership structure of some kind.

Among organizations offering subscription plans, the average renewal rate is 62%, with 77% of organizations reporting a subscription renewal rate of 60% or higher.

Ticket Prices
At 46%, more member organizations report an increase in ticket prices this year compared to last year (33%). Promoter demands (24%), event production costs (23%), artist fees (13%), and variable pricing (13%) are the top four reasons behind the increase. 49% say their ticket prices have remained the same. Of the 5% that are actually decreasing their ticket prices, 67% indicated it was due to the economic climate. The majority of member organizations (80%) do not offer incentives for multiple-ticket purchases to the same performance or event.

Auction and Resale
36% of respondents claim there are at least some individual ticket sales sold through their company's own online resale service, 33% said there are at least some through secondary market websites, and only 14% claim there are at least some sold through online auctions.

Ancillary Sales
Box offices also process an array of non-ticket transactions with 65% of INTIX members selling gift certificates, 50% accepting donations, 38% selling parking passes, 27% selling dinner/reception packages, 22% selling event/venue memorabilia (t-shirts, CDs, etc.), and 16% selling food/beverages. 10% do not process ancillary transactions at their box office.

Service Fees
Customer service fees, which are considered a revenue source by 66% of INTIX members, are being collected on every type of sale - the highest being web and phone sales (91% and 86%, respectively.) In addition, 45% charge a fee for ticket exchanges and 17% add a fee for replacing a lost ticket. Almost all respondents (96%) indicate that they charge either a per-ticket or a per-order service fee with 57% indicating that they charge both. 61% of member organizations claim their per ticket service fee remained the same as previous years and 37% have increased the fee. 46% of respondents charge per ticket fees of $4.00 or less. Nearly three-quarters of respondents (74%) claim their per transaction charge has remained the same compared to last year. 47% charge $4.00 or less per transaction (an 8 percentage point decrease from the previous year). Service charges are primarily decided based on operation costs (45%), contracts with the ticket solutions provider (44%) or competitive analysis (38%). More than forty percent of respondents (42%) vary their service charge/convenience fee/handling charge to the customer for some events, while 37% say they do not vary these extra costs.

100% of venues offer wheelchair seating, 83% provide assistive listening devices, 61% offer wheelchair escorts, 48% offer interpreter services, 35% offer greeting and assistance programs, and 35% offer TTD/TTY communication options. In addition, respondents report a variety of specialized accessibility options, including email fulfillment (23%), large-print programs (20%), open captioning/surtitles (17%), audio descriptions of performances (12%), Braille season brochures/programs (8%), and audio Information (cassettes/CDs/mp3s) (3%). Three-quarters of vendors (73%) claim to offer accessible seating for people with disabilities in all price ranges. 55% of respondents do not extend special pricing to one or more wheelchair companion seats. 82% of vendors 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, and visually impaired, 76% of respondents said their facility had either "good" or "excellent" access for the mobility impaired, 73% for the hearing impaired, and 58% for the visually impaired.


General Membership Data
More than sixty percent of respondents (61%) have been members of INTIX for more than five years (an increase of five percentage points from last year - 56%). The likelihood of members to recommend INTIX (Net Promoter Score) is 30%, which is a nine percentage point increase from last year – 21%. Most respondents have an "Organization” membership with INTIX (64%), 32% have an "Individual” membership, and only 5% have a "Vendor” membership.

Annual Conference
Two-thirds of respondents (76%) have attended the INTIX Annual Conference at least once in the last five years, on par with last year (75%). Only 14% of members have attended yearly. As in previous years, the top three reasons for attending the conference are professional development (31%), educational sessions (24%), and networking/social events (23%). One quarter of respondents (24%) have not attended the annual conference within the past five years.

Once again, the top three most important elements of the Annual INTIX Conference according to respondents are the educational workshops (79%), networking (77%), and the trade shows (56%). Respondents were asked to rate 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 the educational workshops (3.85), trade shows (3.80), and social events (3.76). With an overall mean score of 3.10, 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. Hotel accommodations (3.90), Host city (3.82) and Meeting space (3.81) received the highest ratings. When asked how the Annual Conference compares to other trade conferences you might have attended as a vendor in the past, 38% said the conference is either better or much better and 31% said the conference is comparable.

INTIX News, Website, Membership Directory, Employment Services, and Peer Consulting Committee Services
Respondents were asked to rate the transition of the INTIX E-bulletin into INTIX News on a 5 point scale, 5 being "significantly improved" and 1 being "not at all improved". The overall mean rating for this transition is 3.62. Seventy percent of respondents claim to have read INTIX News during both May and June. Using a 5 point scale, 5 being "excellent" and 1 being "poor" respondents rated INTIX News an overall mean score of 3.69. The majority of surveyed members find the Industry News feature of INTIX News most valuable (69%).

One quarter of members (28%) visit the INTIX website at least several times a month or more. 6% never visit the website. Industry/People news is selected as the main reason for visiting the website by three-quarters of respondents (64%).

Respondents that have never visited the INTIX website, were asked to rate the printed 2010 INTIX Membership Directory on a 5 point scale, 5 being "excellent" and 1 being "poor”. The overall mean score is 3.61. More than half of these same respondents (57%) selected "N/A” when asked how often the online membership directory was utilized.

More than eighty percent of respondents have not posted any jobs (81%) nor applied for any jobs (85%).

Only 14% of respondents have ever used INTIX’s peer consulting committee services. Among those who used the service, half (50%) said they would "definitely" use the service again.

Facebook (57%) and LinkedIn (42%) are the most popular websites utilized by respondents to stay connected to the industry.

The INTIX Board and staff take this opportunity to once again thank our members who participated in this detailed questionnaire.
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