In the theater industry, “secondary market” used to be dirty words, conjuring images of price-gouging brokers and risky, potentially fraudulent transactions on a street corner. But not anymore.
A new partnership between the ticket reselling giant StubHub and the Roundabout Theater Company, one of the biggest nonprofit theaters in the country — and supported by a broader pact between StubHub and a major software provider for nonprofit performing arts organizations, Tessitura Network — shows just how fast the secondary market’s rep is improving.
In ticketing-jargon terms, the new deal will see StubHub become Roundabout’s premier secondary ticketing partner, with StubHub offering seamless integration and the data insights and consolidated inventory management made possible by its multichannel distribution capabilities. But beyond the nuts and bolts, the pact looks a lot like an endorsement of the secondary market as a valuable way to reach and track customers — and not just a predatory...
A new partnership between the ticket reselling giant StubHub and the Roundabout Theater Company, one of the biggest nonprofit theaters in the country — and supported by a broader pact between StubHub and a major software provider for nonprofit performing arts organizations, Tessitura Network — shows just how fast the secondary market’s rep is improving.
In ticketing-jargon terms, the new deal will see StubHub become Roundabout’s premier secondary ticketing partner, with StubHub offering seamless integration and the data insights and consolidated inventory management made possible by its multichannel distribution capabilities. But beyond the nuts and bolts, the pact looks a lot like an endorsement of the secondary market as a valuable way to reach and track customers — and not just a predatory...
- 4/3/2018
- by Gordon Cox
- Variety Film + TV
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