True Tickets | Reveal Your Shadow Audience. Control Every Ticket

DIGITAL TICKET DELIVERY

SHADOW AUDIENCE™

You may think you know who’s attending your events, but most venues only know the ticket buyer, which is only 41% of the audience. With True Tickets secure digital tickets, when a buyer shares a ticket, we capture the recipient's email from every accepted transfer and log their contact details directly in your CRM. This reveals your hidden shadow audience, enabling you to market directly to the people who really attended, driving loyalty, repeat visits, and increased revenue.

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Secure Ticket Delivery

Secure Ticket Delivery

Deliver tickets digitally with continuously-refreshing dynamic QR codes to reduce fraud and duplicate scans and ensure only valid ticket holders gain entry

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Seamless Patron Entry

Seamless Patron Entry Digital tickets load directly onto patrons’ mobile devices and scan instantly at entry. Password-less login and contactless delivery boost accessibility

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Ticket Sharing & Resale

Ticket Sharing & Resale

Patrons can share or resell tickets instantly, subject to venue-defined, rules-based controls managed natively through Tessitura to prevent unauthorized transfers

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Deep Tessitura Integration

Deep Tessitura Integration

Every ticket delivery, share, and scan is captured and synced back through a deep Tessitura integration that others can't match

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Shadow Audience™

Shadow Audience™ True Tickets uses first-party ticketing data to reveal your shadow audience, actual attendees who received shared tickets, and syncs actionable patron activity directly into your CRM

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NURTURE NEW AUDIENCES

NURTURE NEW AUDIENCES

Transform revealed shadow-audience data into new Tessitura segments and launch marketing campaigns that drive repeat visits, increase revenue, and nurture patron loyalty

FREQUENTLY ASKED QUESTIONS

What is a "Shadow Audience"?

A Shadow Audience™ is an attendee who enters a venue using a shared or resold ticket, but whose identity was previously unknown to the organization. Venues only know the original ticket buyer, even when several other guests attend on that same order.

How does True Tickets help venues reveal their Shadow Audience?

True Tickets helps reveal previously unknown attendees through the digital ticket experience. When a guest accepts a shared or resold ticket, their contact information writes directly into Tessitura CRM while delivery, sharing, resale, and scan activity update Order Seat History in real time. That gives organizations visibility into who actually holds the ticket and attends the event, not just who originally purchased the tickets.

How does True Tickets help communicate with guests during schedule changes or emergencies? True Tickets allows venues to update ticket status in real time directly inside the digital ticket, helping the person actually attending see the latest information immediately.
If an event is postponed, canceled, or rescheduled, organizations can push updated ticket status directly into the digital ticket instead of relying only on phone or email.
During curfews and civil unrest in downtown Los Angeles, Center Theatre Group used True Tickets to update affected Hamlet tickets to display “Canceled” directly on guests’ phones within minutes of the decision being made. Almost no guests arrived unaware, helping CTG reduce confusion at the door and protect the guest experience during an extremely difficult situation (read the case study).

Does True Tickets enable Audience Engagement Capabilities within the Digital Ticket Experience? Yes. True Tickets turns the digital ticket itself into a live audience engagement and communication channel.
Venues can place targeted content blocks directly within the digital ticket experience, allowing guests to see important messages while actively viewing their tickets before arrival or during the event.
True Tickets supports both Event-Level and Ticket-Level content blocks directly through Tessitura.
Event-Level Content Blocks appear across an entire performance, production, or season and are ideal for messages every attendee should see like food and beverage links, accessibility or weather updates, and sponsor recognition.
Ticket-Level Content Blocks appear only for specific ticket holders directly below the dynamic QR code and are often used for parking details, VIP instructions, donor benefits, targeted offers, or upsells for future events.
Both types can be updated directly within Tessitura and appear not only to the original buyer, but also to revealed Shadow Audience™ attendees who accepted shared tickets.
Organizations are also using in-ticket messaging to drive measurable revenue. After a sold-out performance of The Lord of the Rings: The Fellowship of the Ring in Concert, Dr. Phillips Center for the Performing Arts promoted a presale for the sequel directly within the digital ticket experience, generating 774 ticket sales and more than $85K in revenue within the first two hours after curtain with effectively zero additional marketing spend (Read the case study).

How does True Tickets work with Tessitura? True Tickets integrates directly into Tessitura, extending existing ticketing operations with secure digital delivery, audience visibility, sharing and resale controls, and real-time guest communication capabilities.
The platform works across Tessitura Cloud Hosting (formerly RAMP), self-hosted environments, and consortia models. Installation is lightweight and typically completed in 30 minutes or less using a single SQL script and the True Tickets Service Interceptor.
Organizations maintain control directly inside Tessitura using native system tables, constituent attributes, delivery methods, and production element content types. Delivery activity, ticket sharing, resale activity, and scans update Order Seat History in real time, helping organizations maintain visibility into who ultimately holds and uses each ticket.

Does True Tickets replace your ticketing system? No. True Tickets works alongside Tessitura as a digital delivery, security, and control layer.
Organizations continue managing ticketing operations within Tessitura while extending existing workflows with secure digital delivery, audience visibility, controlled sharing and resale, real-time communication, and modern mobile ticketing capabilities.

How does True Tickets help reduce ticket fraud and duplicate scans? True Tickets uses multiple layers of security designed to reduce ticket misuse, unauthorized resale, screenshot abuse, and duplicate ticket circulation.
Dynamic QR codes continuously refresh in real time, helping expired screenshots scan as invalid. Organizations can also configure when QR codes appear, including delaying QR code visibility until closer to the event.
True Tickets helps maintain a single valid version of the ticket in circulation by governing how tickets are shared or resold after delivery. Organizations can define who can share or resell tickets, when transfers are allowed, how many times a ticket can change hands, approved resale marketplaces, and resale pricing rules.
Tessitura’s access control system already prevents duplicate scans from validating successfully. True Tickets helps reduce situations where multiple versions of the same ticket are circulating in the first place.

How does True Tickets improve the guest experience? If guests want to bring a friend or family member, they can easily share tickets directly through the digital ticket experience based on the rules configured by the organization inside Tessitura.
If a guest can no longer attend, they can securely resell their ticket through approved resale workflows, helping venues keep seats filled while giving guests a safer, venue-governed way to recover their ticket cost.
At the venue, guests move through entry lines more efficiently using dynamic QR codes designed for fast mobile scanning. The lightweight digital ticket experience is built to perform reliably in crowded venue environments with limited cellular connectivity or congested Wi-Fi.
The ticket itself becomes a live communication and audience engagement channel. Venues can place custom content blocks directly inside the digital ticket experience, including helpful parking instructions, food and beverage links, membership promotions, seat wayfinding, donor messaging, future event recommendations, and other contextual information relevant to the guest experience.
If an event is postponed or canceled, venues can update ticket status in real time directly inside the ticket so the person actually attending sees the latest information immediately, helping guests avoid unnecessary travel, confusion, and disrupted plans.

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“2024 was our first full year with True Tickets, and the impact has been nothing short of transformative. The service paid for itself in just a few months—and has continued to deliver. The revenue we’re generating through this partnership is enabling us to invest strategically in ways that simply weren’t possible before.”

Casey PattersonDirector of Ticket Services, San Diego Symphony

“Our collaboration with True Tickets will enable us to provide a much simpler and more accessible ticketing experience for our audiences.”

Sophie Wybrew-BondChief Commercial Officer, Royal Ballet and Opera

“We are thrilled to work closely with True Tickets to enhance our visitor experience.”

Mike OnyskoVice President of Marketing, Intrepid Sea, Air, & Space Museum

“New York City Ballet is excited to partner with True Tickets, which shares our vision for innovation in the arts, to offer our patrons an even more secure and streamlined way to experience the ballet.”

Karen GirtyDirector of Marketing, New York City Ballet

“Our partnership with True Tickets represents a pivotal moment. We are excited to enhance the way our patrons experience live events and maintain the highest standards of accessibility and security.”

BT McNichollProducing Artistic Director, La Mirada Theatre

“Our partnership with True Tickets reflects the Lensic’s ongoing dedication to enriching our community through the arts while enhancing the experience of every patron who walks through our doors.”

Joel AalbertsExecutive Director at Lensic Performing Arts Center

TRUE TICKETS BLOG

Ideas That Are Reshaping Live Events

From shadow audiences to stronger patron connections, our leadership shares fresh thinking to help venues grow, adapt, and lead with confidence.

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CTG In-Ticket Cancellation case study

The Live Nation Settlement Still Won’t Fix Ticketing’s Biggest Flaw

Better by Design: Ticket Resale Marketplaces

How Lyric Opera Used PatronSafe Resale