Ticketfly is trying to make life easier for promoters that use its ticketing platform. Its new Ticketfly Pulse product is a mobile tool that gives easy access to real-time event stats, allowing promoters to quickly see an event’s total tickets sold, tickets sold that day, the number of available tickets and the event’s gross ticket sales.
“Promoters want real-time stats,” says Ticketfly’s chief executive, Andrew Dreskin. He tells Billboard that Ticketfly Pulse originated from listening to clients. He recalls seeing a promoter in St. Louis using his mobile phone to check his ticket count on his six times in just a few hours. Noting the site was not optimized for mobile usage gave Dreskin an idea. “What these folks need is a super-friendly mobile way to get ticket sales and scan counts on the go,” he says.
Ticketfly Pulse also goes deeper, providing information on sales by ticket type and tickets in shopping carts and being sold. During events, a promoter can track walk-up sales and scan counts, and Ticketfly Pulse allows the user to send an event’s information in a customizable email.
The new product makes sense in the context of the hyper-competitive ticketing business. It’s an arms race that requires ticketing companies to constantly develop new and better tools for buying and selling tickets. In one recent example, ticketing leader Ticketmaster acquired ticketing startup Eventjoy in September. Like Ticketfly Pulse, Eventjoy, which focuses on do-it-yourself event organizers, provides a mobile app that provides organizers with information on an event’s status.
The innovation can extend beyond tickets. In August, the company acquired WillCall, a mobile app that recommends concert and allows users to buy merchandise and open a bar tab. It also gives venues tools to manage transactions and track consumer behavior. While not a ticketing company, WillCall fits Ticketfly’s aim of being “a holistic technology platform for live events.”
Last year, Ticketfly surpassed the $500 million mark in gross ticket sales. Dreskin says the six-year-old company signs about 150 new contracts per quarter and expects have gross ticket sales of $400 million in 2014 alone. Non-music clients, such as Burning Man, Tall Ships Festival L.A., make up 15 percent of Ticketfly’s client count. “Ticketfly is made to address the needs of music clients, but we see the needs of other types of other promoters aren’t that dissimilar from music clients,” says Dreskin.