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 2013 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:
- Performing Arts (26%)
- Colleges/Universities (22%)
- Arenas/Large Venues/Sheds (16%)
- Professional Sports (8%)
- Ticket Agencies (6%)
- Small Venues (6%)
- Products/Services (vendors) (4%)
- Attractions/Fairs/Festivals (3%)
- Presenters (2%)
- Museums (2%)
- Other (8%)
Forty-four percent of respondents were employed at not-for-profit organizations. Slightly fewer respondents worked at for-profit businesses (33%), while 22% worked for a City/State/Federal operating authority.
Nearly all member organizations (86%) exist in the United States (23%
West, 22% Midwest, 19% Southeast, 15% Northeast, 7% Southwest). Among members
located outside the U.S., the majority were from Canada, representing 11% of
the total Association membership. The remaining 3% were located in Australia, Colombia,
Germany, and the United Kingdom.
Most organizations (57%) operated between 2-10 venues. Organizations
of all sizes were represented by INTIX. The largest percentages included 30% for
member venues with a seating capacity of 1,001-5,000 seats and 18% for 10,001-25,000
seats. Half of respondents stated their annual gross ticket revenue for the 2012-13
season was $5,000,000 or more.
During the 2013 season or the season most recently completed, 35%
of respondents worked for organizations that sold more than 500,000 tickets (8%
sold more than 3,000,000). The majority of venues (58%) saw 199 or less events
presented at their venue for the 2013 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 admissions. On average, 62% of
ticket sales were individual, 28% were season ticket/subscription sales, and 9%
were group sales.
Comparable to last year, twenty percent of members' organizations had
major budget cuts in the past year. Approximately three-in-ten respondents
(31%) experienced a change in their organization's management structure. 23%
introduced new senior management and 3% reported new owners. 15% of members'
organizations implemented a new ticketing system in 2013. Twenty-two percent of
members cited their organization experienced a decrease in the number of
employees (slightly up from 2012 - 18% - but still down from 27% in 2011).
The majority of members who answered this survey were females (63%).
Respondents' ages were fairly distributed between the ages of 30 through 55 with
an average age of 44. Eleven percent of respondents were under age 30 or over
65 years of age (8% and 3%, respectively), on par with previous years.
INTIX members were well educated as 76% of respondents received at least a
four-year college degree (22% have earned a Master's degree or higher).
Job Titles and Responsibilities
Among surveyed members, the most commonly held job titles were Director
(34%) and Manager (45%). Regardless of their title, 48% of respondents claimed
their position most closely corresponded to the department labeled by their
organization as "Ticket operations”. Twenty percent stated "Box office
(single ticket sales)". The primary responsibility, as reported by over
half of INTIX members, was "all ticket-related sales” (55%, down from 64% last
year). Regardless of respondents' responsibilities or job titles, 27% reported
to the President/CEO/Executive Director, 12% reported to the General
Manager/Chief Operating Officer, 12% reported to the Vice President or Director
of Marketing, and 10% reported to the University/College Administrator.
of respondents answering had 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 (54%). 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, 63% - part-time).
of surveyed members (55%) reported between one and four supervisors or managers
that reported directly to them (1-2 - 36% and 3-4 - 19%). Nearly seventy
member organizations had between one and four managers or supervisors in their
department altogether (1-2 - 39% and 3-4 - 29%).
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
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'
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 85% of members. In addition to their salary, 70% of members received INTIX conference travel and expenses. Nearly all members, viewed management as supportive of their INTIX membership (93%). Three-quarters of respondents (72%) 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 31% of respondents.
TICKET SALES, PRICING, RESALE AND AUCTION, SERVICE FEES & ACCESSIBILITY
Ticket Sales and Exchange Methods
Compared to last year, 60% of respondents reported a moderate to
significant increase in online ticket sales. On average, 41% of respondents
claimed their tickets were sold via Internet/website, 26% sold tickets by telephone,
23% sold via on-site walk up ticket sales, while the remaining were sold either
through mail (7%), off-site outlets (3%), or fax (1%). An assortment of
ticketing options were offered to customers:
print-at-home ticketing (73% - up five percentage points from last
year), barcode scanning (68%), ticket exchanges for another performance of the
same production or event (67% - down eleven percentage points from last year),
ticket donations (53%), and E-Ticketing (49%).
Respondents cited their internet sales were managed either through a
total ticketing solutions services (54%), a proprietary website/maintain own
server (27%), or a subcontracted internet service provider/branded site (19%).
Ticketmaster Classic and Ticketmaster Archtics continued to be the
ticketing platforms most often utilized by organizations (both 26%), followed
by Tessitura (10%), Paciolan (9%), Tickets.com (9%), and AudienceView Ticketing
(9%). Two-thirds of organizations (65%) did not have a secondary ticketing
partner, while Goldstar (14%), Travelzoo (11%), and TicketExchange (9%) were
the most common officially designated secondary ticketing partners.
The majority of vendors (93%) 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 vendors:
(99%), Visa (98%), American Express (88%), Discover (81%), and Debit cards (54%).
54% of venues had a ‘payment processing solutions provider' to process credit
card payments while 46% had a merchant account directly with a bank.
The average merchant
fee/discount rate selected by approximately three-quarters of respondents (73%)
was 2%-3%. Eight out of ten vendors 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 (69%) and/or create-your-own/flex packages (53%).Among organizations offering subscription plans, the average renewal rate was 61% with 73% of organizations reporting a subscription renewal rate of 60% or higher.
Over the past year, 41% of member organizations experienced an increase in ticket prices compared to last year. Event production costs (28%), promoter demands (25%), and variable pricing (15% - down from 27% last year) were the top three causes behind the increase. Most respondents saw ticket prices remain the same (58%). Two respondents experienced a decrease in ticket prices as a result of the economic climate. Incentives for multiple-ticket purchases to the same performance or event were offered by only 15% of member organizations.
Auctions and Resales
32% of respondents claimed some individual ticket sales were sold through their company's own online resale service, 36% were sold by means of secondary market websites, and only 6% were sold via online auctions.
Box offices also processed a variety of non-ticket transactions including: gift certificates (65%), donations (57%), parking (40%), and food/beverages (24% - up from 17% last year). Only 7% did not process any additional transactions at their box office, down from 15% last year.
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 (92% and 86%, respectively). Mail orders (59%), season sales (53%), and ticket exchanges (41%) were also associated with customer service charges. Nearly all respondents (97%) admitted charging either a per-ticket or a per-order service fee with 48% charging for both. Most vendors claimed their per ticket service charges and per ticket order charges were $5.00 or less (59% and 66%, respectively). The majority of respondents cited both the service and transaction charges remained the same compared to last year (73% and 86% respectively). Service charges were defined by a variety of factors including contracts with a ticketing solutions provider (46%), operation costs (44%), and/or competitive analysis (36%). Almost forty percent of respondents (39%) varied their service charge/convenience fee/handling charge to the customer for some events, while 45% said they did not vary these extra costs.
Wheelchair seating (95%), assistive listening devices (77%), sign interpreter services (56%), and/or wheelchair escorts (54%) were made available to customers by the responding venues. More than eighty percent of vendors offered accessible seating for people with disabilities in all price ranges (81%). Special pricing to one or more wheelchair companion seats was extended to 41% of respondents. More than three-quarters of vendors charged full price for both a wheelchair location and the companion seat(s) (77%). Most respondents stated their facility had either "good" or "excellent" access for the impaired (77% for mobility, 73% for hearing, 65% for visually, and 60% for speech).
INTIX SERVICES - MEMBER SATISFACTION
General Membership Data
60% were members of INTIX for more than five years, comparable to 2011 and 2010 numbers. The INTIX Net Promoter Score was 38% (calculated based on likelihood to recommend the organization to colleagues and friends). The majority of respondents had an "Organization” membership with INTIX (59%), 34% had an "Individual” membership, and only 6% had a "Vendor” membership.
In the past
five years, 85% of respondents attended the INTIX Annual Conference at least
once, slightly up from last year (79%). Only 18% 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 educational sessions (33%), professional
development (29%), and networking/social events (23%). 15% percent of respondents
did not attend any of the annual conferences over the past five years.
top three most important elements of the Annual INTIX Conference according to
respondents were the educational sessions (79%), networking opportunities (74%),
and break out by type sessions (47%). 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 highest mean
ratings were social events (4.0), educational sessions (4.0), trade shows (3.9),
and keynote presentations (3.9). Using the same 5 point scale, surveyed members
were also asked to rate certain elements regarding the INTIX conference in
The following five elements received
the highest ratings:
opportunities (4.3), hotel accommodations (4.1), host city (4.1), meeting space
(4.1), and educational content (3.9). Among Vendors, when asked how the Annual
Conference compares to other trade conferences previously attended, three-in-ten
respondents felt the conference was comparable; 40% claimed the conference was better/much
better (small sample size)
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 (down from 74% last year).
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 (28%) visited the INTIX website at least several
times a month or more. 68% of respondents went to the website monthly or less
often. Three percent never visited the website. Just over half of respondents
chose Industry/People News
as the main
reason for visiting the website (55%). Career
(48%) and Educational
(36%) 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 (73%) nor
applied for any jobs (84%) on the INTIX
Among those who have posted and/or applied to jobs, almost all claimed the
process was relatively easy or very easy.
INTIX's peer consulting committee services have
been utilized by only 16% of respondents. Among those who utilized the service,
email was the preferred method to first contact the peer consulting committee (70%).
Among the same respondents 70% would "definitely" use the
The majority of respondents
continued to use the social media websites Facebook and LinkedIn to remain
connected to the industry (71% Facebook, 65% LinkedIn - up from 53% last year).
The majority of respondents were connected to INTIX through Facebook and/or
LinkedIn (65% Facebook, 52% LinkedIn). The three sections of the INTIX Facebook
page most often visited by Facebook users included INTIX News
(39%) and events (25%).
INTIX team and Board of Directors take this opportunity to once again thank our
members who participated in this detailed questionnaire.