Dallas Theater Center Selects True Tickets

Dallas Theater Center Selects True Tickets, Becoming Latest LORT Member to Adopt Secure Mobile-First Ticketing

BOSTON, MA (JUNE 30, 2026) – True Tickets, the secure digital ticket delivery service built for arts and cultural organizations, today announced a partnership with Dallas Theater Center, further strengthening its presence within the League of Resident Theatres (LORT), the largest professional theater association of its kind in the United States.

Founded in 1959, Dallas Theater Center is one of the nation’s leading regional theaters, performing at both the Wyly Theatre designed by REX/OMA and at the iconic Kalita Humphreys Theater designed by Frank Lloyd Wright. Known for its innovative productions, world premieres, and commitment to artistic excellence, the organization has played a significant role in both the North Texas arts community and the broader American theater landscape.

With 14 LORT members now partnering with True Tickets—including American Repertory Theater in Cambridge, Roundabout Theatre Company in New York, Center Theatre Group in Los Angeles, Chicago’s Steppenwolf Theatre, and Dallas Theater Center—momentum continues to grow among prominent nonprofit theaters seeking more sophisticated ticket delivery, increased visibility into attendance, and stronger audience relationships.

As LORT members continue evolving their audience strategies post-pandemic, many are turning to True Tickets’ mobile-first digital ticket delivery service to modernize access and improve the patron experience. Tickets load directly onto patrons’ mobile devices and scan instantly at entry, with password-less login and contactless delivery supporting accessibility. While dynamic QR codes help reduce fraud and duplicate scans, helping patrons enter with confidence and making the night run more smoothly for front-of-house teams.

Every ticket delivery, share, and scan is captured and synced back through a deep Tessitura integration that others can’t match. This first-party data reveals each venue’s shadow audience, patrons who previously attended on shared or resold tickets, and makes their activity immediately actionable inside Tessitura. Venues can then build targeted segments and launch marketing campaigns that drive repeat attendance, grow revenue, and strengthen long-term patron loyalty.

“We’re proud to support so many theaters who are redefining what it means to serve their communities,” said Ken Lesnik, Chief Commercial Officer at True Tickets. “LORT members are not only cultural anchors—they’re innovators. They’re embracing new ways to understand who is actually attending their performances, turning previously unknown attendees into lasting audience relationships.”

Through in-ticket capabilities like Custom Content Blocks, which allow venues to place real-time messages and offers directly on digital tickets, authorized ticket resale initiated from within the ticket itself, and real-time ticket status updates for cancellations or rescheduled performances, True Tickets helps nonprofit theaters keep patrons informed while ensuring accurate attendance data flows into their CRM.

“Dallas Theater Center is committed to making every part of the theatergoing experience as welcoming and seamless as possible—from the moment a patron purchases a ticket to the moment they take their seat,” said Kevin Moriarty, Executive Director, Dallas Theater Center. “True Tickets provides a more convenient, secure, and user-friendly experience for our audiences while also helping us better understand and serve the community that attends our work. We're excited to partner with an organization that shares our commitment to innovation and patron service.”

True Tickets’ LORT partners also include Alley Theatre (Houston, TX), Alliance Theatre (Atlanta, GA), Arena Stage (Washington, D.C., DC), Geffen Playhouse (Los Angeles, CA), Guthrie Theater (Minneapolis, MN), Indiana Repertory Theatre (Indianapolis, IN), McCarter Theatre (Princeton, NJ), Pasadena Playhouse (Pasadena, CA), and The 5th Avenue Theatre (Seattle, WA). As the company continues to expand, its focus remains clear: equipping mission-driven organizations with the technology they need to deliver extraordinary live experiences.

True Tickets is a secure contactless digital ticketing 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 29.6 million digital tickets worth USD $2 billion and enabled 4.1 million secure shares across 100+ 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 Dallas Theater Center
Dallas Theater Center is one of the leading regional theaters in the country and the recipient of the 2017 Regional Theatre Tony Award. Dallas Theater Center (DTC) is committed to producing theater with resident artists that illuminate diverse experiences and spark collaboration and dialogue. Founded in 1959, DTC is a resident company of the AT&T Performing Arts Center and presents its annual season at the Dee and Charles Wyly Theatre, designed by REX/OMA, Joshua Prince-Ramus and Rem Koolhaas. DTC also performs at its original home, the Kalita Humphreys Theater, the only freestanding theater designed and built by Frank Lloyd Wright.

Under the leadership of Executive Director Kevin Moriarty and Enloe/Rose Artistic Director Jaime Castañeda, DTC produces a year-round subscription series of classics, musicals, and new plays and an annual production of A Christmas Carol for more than 50,000 North Texas residents annually. Additionally, the theater produces extensive education programs, including the National Arts and Humanities Youth Program Award-winning Project Discovery; a partnership with SMU Meadows School of the Arts; and many community collaborations. DTC is also the home of the Diane and Hal Brierley Resident Acting Company, which features twelve resident artists that perform in every season.

Media inquiries:
Crystal Henderson
The Press House

crystal@thepresshouse.com