MODESTO, Calif. (September 23, 2026) — The Gallo Center for the Arts, a cultural and community centerpiece of California’s San Joaquin Valley, has partnered with True Tickets to strengthen its connections with the people who attend its performances and provide patrons with a seamless, intuitive digital ticket experience.
True Tickets helps arts and entertainment organizations see beyond the original ticket buyer to better understand who actually attends their events. Through its deep Tessitura integration, True Tickets connects attendee information and ticket activity to audience records as tickets are sold, shared, reshared, resold and scanned. This gives the Gallo Center a more complete picture of patron engagement and more opportunities to build lasting relationships with its audiences.
The partnership comes as the Gallo Center approaches the 20th anniversary of its 2007 opening and prepares for its next chapter of growth. Its recently developed 2027–2031 strategic plan calls for expanding the reach and impact of the Center’s artistic and educational programming while building deeper relationships across Modesto, Stanislaus County and the San Joaquin Valley.
“Gallo Center for the Arts was created by a community that understood the extraordinary role the arts can play in bringing people together,” said Ken Lesnik, Chief Commercial Officer of True Tickets. “As the Center looks toward its next 20 years, we’re excited to help its team better understand the people who actually attend its events and build stronger relationships with audiences throughout the community.”
For patrons, True Tickets provides an intuitive digital ticket experience with passwordless login and the ability to add tickets to Apple or Google Wallet. The Gallo Center can also communicate performance updates, cancellations and postponements directly within tickets, while dynamic QR codes continuously refresh to help prevent unauthorized ticket activity.
The Gallo Center presents a broad range of arts, entertainment and educational programming across two theaters: the 1,248-seat Mary Stuart Rogers Theater and the intimate 440-seat Foster Family Theater. Since opening in downtown Modesto, the Center has also become home to regional arts organizations and a hub for arts education, community events and free public programming.
“Bringing art and community together has always been at the heart of the Gallo Center’s mission,” said Al Poulus, Interim Chief Executive Officer, Gallo Center for the Arts. “True Tickets will help us provide an easy, secure experience for our patrons while giving us a clearer understanding of the people who experience our programming. As we prepare for our next chapter, that insight will help us continue building meaningful relationships throughout our community.”
About True Tickets
True Tickets helps arts and entertainment venues see beyond the ticket buyer to the people who actually attend. Through its deep Tessitura integration, True Tickets preserves the venue-patron relationship as tickets are sold, shared, reshared, resold, and scanned, connecting ticket activity and attendee information to audience records as tickets change hands. Patrons receive an easy, secure digital ticket experience, while venues gain a clearer picture of their audience and more opportunities to build lasting relationships and grow revenue.
To date, True Tickets has delivered 35 million digital tickets worth $2.4 billion, enabled 4.8 million ticket shares, and generated 1.3 million new registrations from ticket sharing across more than 120 arts organizations worldwide. Learn more, explore the ticket wallet demo, or book a meeting at True-Tickets.com. Follow True Tickets on LinkedIn for company and product updates.
About the Gallo Center for the Arts
Located in downtown Modesto, California, the Gallo Center for the Arts is a premier performing arts destination serving California’s Central Valley. Through a diverse lineup of concerts, comedy, Broadway productions, family entertainment and community performances—as well as extensive arts education programs—the Gallo Center brings people together through the power of live performance. The venue is home to two world-class theaters, an outdoor music garden, four resident companies and the Gallo Center Repertory Company. For more information, visit GalloArts.org.
Media inquiries:
Crystal Henderson
crystal@thepresshouse.com