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Ticket Sharing
PatronSafe™ Ticket Resale
Tessitura Integration
Patron Data
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Symphony Orchestras
Blog
SYDNEY, AUSTRALIA (DATE, 2025) — Zuni and True Tickets implement a secure digital ticketing solution that modernizes ticket delivery for all events hosted at the Sydney Opera House. This delivers a seamless and accessible ticketing experience while unlocking valuable audience insights through deep Tessitura integration.
The new system includes dynamic QR codes that prevent fraud and duplicate scans, password-less login, and a Sydney Opera House–branded digital wallet to ensure a frictionless patron experience. Patrons can share tickets instantly under venue-defined, rules-based controls, and all recipient information is captured and written directly into the Opera House’s CRM.
This deep integration reveals Sydney Opera House’s shadow audience—attendees whose details were previously unknown—providing actionable data for targeted campaigns that build loyalty, drive repeat attendance, and increase revenue.
The implementation marks a significant step in making ticket access easier and more secure for all patrons, while enabling more meaningful audience relationships over time.
About True Tickets
True Tickets is a secure contactless digital ticket service that puts venues and event organizers in control of their tickets and in communication with their true audience. To date, True Tickets has delivered 20.7 million digital tickets worth USD $1.4 billion and enabled 2.5 million secure shares across 90+ arts organizations worldwide. Available to Tessitura Network members, True Tickets' business-to-business solution seamlessly integrates with primary ticketing systems, empowering its partners to leverage the advantages of digital-native tickets to ensure extraordinary live experiences for their guests. With True Tickets, ticket issuers can set rules and track ticket custody, limit the excesses of the secondary market, and restore direct relationships between their audiences and the live events they love. Learn more at True-Tickets.com, where you can book a demo or follow True Tickets on Twitter or LinkedIn for updates.
About Zuni
Zuni is a specialist digital strategy and customer experience consultancy, combining deep expertise in market research, customer journey mapping, and audience segmentation with practical strategy and technology implementation. The team has extensive experience across healthcare, education, not-for-profit, government, and commercial sectors, helping organisations understand their customers’ needs and behaviours through qualitative and quantitative research. By aligning data-driven insights with marketing technology, content and engagement strategies, Zuni delivers measurable solutions that transform how organisations connect with their audiences, drive growth, and achieve long-term business outcomes. Zuni has worked with the Sydney Opera House across a range of digital marketing technology and strategy projects over the last 5 years.
Media inquires:
Crystal Henderson
The Press House
