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Beyond the Ticket Buyer: The Audience Already in Your Audience
Do you know who actually attends your performances, or just who bought the tickets?
When tickets are shared, reshared, or resold, the person sitting in the seat may be someone your organization doesn't know attended. That gap represents an opportunity to better understand your audience and build stronger relationships.
In a guest article for JCA Performing Arts, True Tickets CEO Matt Zarracina explores the Shadow Audience™, what JCA's research reveals about its revenue potential, and why identifying attendees is only the beginning.
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Matt Zarracina
Matt leads True Tickets, a technology company that connects their venue clients and partners with the people who actually attend their events, preserving that relationship through every sale, share, reshare, resale, and scan. Before co-founding True Tickets, Matt served as Director of Innovation at Thales xPlor where he applied Design Thinking concepts to identify, assess, & develop disruptive innovations in blockchain, AI, and data analytics for commercial use. Earlier, as Senior Manager at Deloitte Consulting, he led growth strategy, M&A, & innovation projects for multiple Fortune 500 companies. Matt's professional journey began as a helicopter pilot in the US Navy, where he developed the leadership skills that now drives his passion for transforming the ticketing industry through innovative technology solutions.
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