PanStadia & Arena Management Magazine is the undisputed world leader for the business of stadia, arenas, sporting events and venues on a global scale.

All posts tagged NEC

Venues meeting ticketing challenge of inclusive pricing

Comments Off on Venues meeting ticketing challenge of inclusive pricing

In the UK, venues need to be compliant with advertising code regulations and AudienceView has developed new functionality to achieve this, working in partnership with NEC and trialled by The Ticket Factory for several months beginning in March. It allows venues to present clear and inclusive ticket pricing across all digital sales channels.

Similar to pricing for airline tickets, the regulations require that all charges be included in the advertised price for live entertainment tickets from the very beginning of any online purchase process. This provides transparency for customers, eliminates misleading ticket prices on venue websites and ultimately improves the overall service experience.

For most live entertainment organisations, inclusive pricing presents a fundamental business change. It impacts everything from the deals that venues make with producers, promoters and artists to how marketing departments prepare copy for brochures, print ads and web pages. Organisations must also make sure their technology can apply solutions to all digital channels as well as phone rooms and the box office. Roger Tomlinson Industry Consultant said:

This goes well beyond the way that venues and ticket sellers are presenting pricing – it’s a fundamental shift in how our industry is engaging with potential buyers. While inclusive pricing will mean many changes to common industry practices and the way that membership schemes work, I see the move as a positive one. Anything that makes it easier for customers to understand how much the ticket costs as part of their ‘going out experience’ will help sell more tickets. It also aligns the arts and entertainment industry with most other retail practices.

When using AudienceView, inclusive pricing is presented up front, during seat selection, with the total cost broken down by ticket price and booking fees for added clarity. Recognising the complexities of calculated charging, AudienceView also enables configurable messaging for fulfillment, delivery and other fees, which some venues may include on each order instead of on a per-ticket basis.

The Committee on Advertising Practice (CAP) advertising guidelines extend beyond the online sales process to include purchased ads, print materials and posters created by the venue or producer, social media and any other distributed information.

Guy Dunstan is new Chair of UK’s National Arenas Association

Comments Off on Guy Dunstan is new Chair of UK’s National Arenas Association

Guy Dunstan, General Manager of Arenas, NEC Group, has been appointed as the new Chair of the National Arenas Association (NAA). He takes over the position from outgoing Chair Geoff Huckstep, CEO, Capital FM Arena Nottingham, who has served in the post on his second term for the past two and a half years. Dunstan’s term runs until December 2015. He said:

The NAA has made significant progress with the best interests of the industry at its heart, and I look forward to continuing this important work.

I’ve been on the steering group for the last three years – leading on training and instigating an arenas safety group. We are now launching the Arenas Safety Guide, which I see as a key development for the industry.

As Chair, I would like to see the strengthening of our networks across the industry – we’re already successful with networking in event management, safety, sales and marketing and rigging. I also see a real opportunity to grow networks in areas such as facilities, security, and sustainability.

Another area Guy is passionate on is training within the arenas industry. As lecturer for the European Academy of Venue Management, run by the IAVM (international Association of Venue Managers), he teaches booking and scheduling in arenas, and best practice in customer experience. He added:

Training has always been at the core of what the NAA delivers for its members and we are developing a long term training programme to extend it to other parts of the industry. We do this well for event management, but want to widen the benefits to other areas.

Improving the customer experience should be the main priority of venues. The diversity of the arena programme has changed significantly over the last few years; we attract audiences of different profiles – music, sport, ballet, comedy, etc – and it’s important we share best practice in the customer experience across our industry.

Dunstan concluded:

I thank Geoff Huckstep for his excellent work as outgoing Chair – he is a tough act to follow but I am relishing the challenge of this new role.

Geoff Huckstep, former NAA Chair, and CEO, Capital FM Arena Nottingham, said:

I am delighted to be handing over the reins to Guy. He has been instrumental in driving forward the training and development work on behalf of the NAA and this has earned him the respect of all the members and other significant stakeholders within the live music industry. There is no question that Guy possesses the skills, drive and energy to take the Association forward over the coming years!