Feld Entertainment has signed a deal with firm TixTrack to license the company’s professional software service to track and optimize ticket sales for Disney On Ice, Ringling Bros. and Barnum & Bailey Circus and Feld Motor Sports events throughout North America. TixTrack’s web-based service will provide the company with real time seat maps and pricing scenarios for all its properties.
“I was interested in the system because it is compatible not just with Ticketmaster, which is used by about 80 percent of the venues we work with, but all the major ticketing firms,” including legacy Paciolan, Tickets.com and Veritix, said Jeff Meyers, Feld Entertainment Senior VP, Event Marketing & Sales, North America.
“Right now there’s no real tool out there that we use other than a simple spread sheet and diagrams that we color in ourselves of the venue maps to try and get the right scaling in place,” he said. “Their system gives us a much better ability to run better scenarios and optimize tickets in a quick and efficient way.”
TixTrack CEO Steven Sunshine said the platform is designed to overcome some of the limitations of today’s ticketing systems.
“It’s very easy to determine how many unsold seats there are for a facility, but to know where they are and what that means in how to better sell them is not so easy,” he said. “It’s harder to figure out, ‘Are all of those seats at the back of certain sections, or are they scattered as singles around the venues?’”
TixTrack is based in Pasadena, Calif., and has a number of clients in the entertainment space including the Harlem Globetrotters and Cirque du Soleil; venues such as Air Canada Centre, Toronto; Verizon Center, Washington; and Staples Center, Los Angeles; and sports teams such as the Los Angeles Clippers and Miami Heat. —Dave Brooks
Venues Today 
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