Online Ticketing

Online ticketing services can give your customers the option of purchasing when it is convenient for them. There are three primary methods that an organization can use to do this, depending upon the resources available to the organization.

• The simplest method involves the use of encrypted single ticket and/or subscription series forms, which are forwarded to the organization's box office via e-mail, accessed by box office staff, and processed in the order in which they arrive.
• A second method, in use at the Lincoln Center site (http://www.lincolncenter.org) uses an enhanced ticketing application that updates the programming schedule and information in their Web site once ticket sales data is entered by box office personnel. For example, if a performance is sold out, future customers would be informed online that tickets were no longer available, providing close to real-time access.
• Making full use of online ticketing technology, the NetTiks site (http://www.telecharge.com) is equipped with an integrated ticketing application that provides users with live ticketing availability using customized software that queries a ticketing system directly. This leading-edge technology is designed for organizations that anticipate a high volume of user traffic and online ticketing, and are typically designed through a Web developer.

There are several ticketing providers that can either host ticketing systems for you, such as Ticketmaster (http://www.ticketmaster.com), or that have pre-built ticketing software packages, such as the PASS ticketing system of Select Ticketing System, Inc. (http://www.select-info.com). Ticketmaster's site has a thorough explanation of their online ticketing process (http://www.ticketmaster.com/help/articles/buytix/explain.html) designed for the ticket buyer, but their explanation can be helpful if you're deciding whether to use them as your ticketing provider, as the Los Angeles Philharmonic (http://www.laphil.org/performances) has done. Select Ticketing Systems' PASS system is designed to work with their online ticketing network to allow on-site ticketing applications with virtual hosting.

Costs of setting up an online ticketing service will typically vary depending on your organization's needs, whether you create the site on your own, have an outside company host your site, or have a company design and maintain services for your organization.

The following list contains some basic components of an online ticketing site, along with some that can be used to provide enhanced service to the customer:

• Capture of customer information such as name, address, phone number, e-mail address, etc.
• Price list
• Seating chart/auto seating
• Payment information/credit card authorization
• Concert and exhibition information
• Organization's advertisement/slogan, phone number, fax number, and address
• Security information
• Comments and suggestions section

Many arts organizations have accepted the trend toward online ticketing and are utilizing this marketing tool. Baltimore Symphony (http://www.baltimoresymphony.org) is one of the best arts examples of online ticketing. Their ticket office selection mimics the style of their regular season marketing materials. They specifically emphasize and market student subscriptions, special discount offers, and regular season sales online, thus using the technology to target many types and levels of customers.

The Buffalo Philharmonic Orchestra (http://www.bpo.org/) is another good example of online ticketing. After entering the subscription and ticket information section, a button tells you to " ORDER TICKETS NOW!" This button takes you directly to the order form. Readers have the alternative to either read through the promotional texts or go right to the order form and purchase tickets. Another helpful feature is that they make their seating chart readily accessible on the page.

The following are some other arts organizations that currently have good online ticketing services:

• Atlanta Symphony Orchestra (http://www.atlantasymphony.org)
• New York Philharmonic (http://www.newyorkphilharmonic.org)