Mastering Event Ticketing Management and Control.

The secure capture of payments and issuing of tickets is a critical element in running a financially successful event. Advancements in technology have enabled faster and more secure transactions in recent years but what steps are involved for organisers in mastering robust oversight of their ticketing processes.

Great event ticketing management requires the integration of the latest technology combined with fraud prevention and ticket inventory management. Additional elements like data collection, analysis and marketing strategies also need to be considered in the ticketing management mix to produce a robust and smooth experience for all parties involved.

Building Secure Ticketing Systems.
Most ticketing processes now use electronic paperless systems and there are wide variety of specialist ticketing software platform providers for organisers to choose from. Selecting the ticketing platform that is best for a particular event requires an analysis of the benefits offered by each along with the ability to offer tired dynamic pricing, links to backend CRM systems, analytics, fraud detection, RFID abilities and API integration. Every provider will have fees or costs for using their services which can vary hugely so careful analysis of benefits vs. costs is required. Event tickets have always been a target of fraudsters and providers combat this with a variety of measures that may include use of secure QR code/barcodes with rotating codes, NFC/Tap-to-Enter encryption that are device bound and linking tickets to a buyers ID (name and photo). To prevent ticket scalping additional measures may include dedicated ticket resale platforms, purchase limits, anti-bot software at purchase and delayed delivery. All ticketing payment systems and processes must comply with prevailing GDPR regulations because ticket sales involve the collection and processing of personal data.

Ticket Issuing and Voiding.
Most event tickets are now issued electronically either to the buyer's mobile device or to a given email address for example. Buyers receive their tickets in the form of scannable QR code/barcodes which can only be transferred or managed through official resale platforms. Voiding tickets is an essential part of ticket inventory management and may be the result of a refund request or suspected fraudulent transaction. Voiding a ticket transaction before issuing a refund is preferable as this can potentially save on fees and must be performed by authorised staff. A good ticketing platform will incorporate the ability to void and refund tickets along with a comprehensive audit trail. It is essential that the voided ticket is released back into the inventory system so that it can be made available for a new purchase. The ticketing backend system must be able to invalidate any QR code/barcode to prevent unauthorised access to an event. Regular checks on voided transactions must be made to ensure there is correct financial reconciliation throughout the ticketing sales process.

On-site Validation.
With the issuing of QR code/barcode electronic tickets for most events the ability to scan and read tickets presented is imperative for successful management and access control. The ability to quickly scan electronic tickets and validate them is essential for seamless event entry that avoids delays and crowd build-ups. Although most on-site scanners operate without a direct connection to a central system they should be synced with that ticketing system to enable on-site analysis and crowd management. The scanning of tickets and speed of processing needs to be thoroughly tested prior to the event live dates to ensure that ticket holders can quickly scan and go. On-site scanning systems also need to have the ability to prevent re-entry abuse (anti-passback control). With links to a backend CRM system organisers can collect data for futures analysis.

Post Event Analysis.
Good ticketing provider platforms enable the collection of ticketing data linked to event-goer personal information and allow in-depth analysis to be performed post event. This can include metrics like the volume and date of ticket transactions overlayed with marketing activity and announcements to determine the ROI of different activities. It is also essential to understand the net revenue earned from ticket sales including how many tickets were issued at each price point and how many were voided either through fraud detection of because of a refund request. Understanding the data can ensure that future ticketing strategies are improved to enhance the financial performance of the event.

For festival organisers planning their next event using a software management platform like Festival Pro gives them all the functionality they need manage every aspect of their event logistics including ticketing. The guys who are responsible for this software have been in the front line of event management for many years and the features are built from that experience and are performance artists themselves. The Festival Pro platform is easy to use and has comprehensive features with specific modules for managing artists, contractors, venues/stages, vendors, volunteers, sponsors, guestlists, ticketing, site planning, cashless payments and contactless ordering.

Image by akitada31 via Pixabay

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