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.