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Secondary Market Strategy Webinar

October 15, 2026
11:00 AM ET

TENNESSEE PERFORMING ARTS CENTER | CENTER THEATRE GROUP | TRUE TICKETS | VICTORY LIVE | TESSITURA

 A Practical Strategy for Arts and Culture Organizations 

Make the Secondary Market Work for You 

Arts organizations do not have to sit on the sidelines of the secondary market or give up control of the patron experience.

Join Tessitura, Victory Live, True Tickets, Tennessee Performing Arts Center, and Center Theatre Group for a practical conversation about building a secondary-market strategy that works for your organization.

Hear from two organizations at different stages about why they chose this approach, how venue-approved resale and open distribution fit into their broader ticketing strategy, what they have learned, and what other organizations should consider before getting started.

We’ll also explore how the right strategy can give patrons more flexibility, reach more buyers, keep organizations connected to the people using their tickets, and create new revenue.

YOUR PRESENTERS

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Kimberly Darlington Senior VP of Ticketing & Guest Services, Tennessee Performing Arts Center
Candice Walters_CTG_2
Candice Walters Marketing Campaigns and Operations Director, Center Theatre Group
Devany Harden
Devany Harden Senior Manager, Audience Loyalty, Center Theatre Group
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Matt Zarracina Co-Founder & CEO, True Tickets
Wendi Rohan Lebow
Wendi Rohan Lebow General Manager, Open Distribution, Victory Live
Rebecca Sach Herberson_Tessitura
Rebecca Sach Herberson VP of Strategic Partnerships, Tessitura

WORKSHOP AGENDA

11:00AM - 11:05AM ET
WELCOME AND THE TESSITURA PERSPECTIVE
 Rebecca Sach Herberson frames why arts organizations need a clear strategy for the secondary market. 
11:05M - 11:15 PM ET
BUILDING A SECONDARY-MARKET STRATEGY

 Matt Zarracina and Wendi Rohan Lebow introduce PatronSafe ticket resale and open distribution as complementary parts of a broader strategy. 
11:15PM - 11:30PM ET
CENTER THEATRE GROUP: BUILDING THE STRATEGY
 Center Theatre Group shares why it is adopting a secondary-market strategy, what it hopes to solve, and how it is approaching implementation. 
11:30 - 11:45 AM ET
TENNESSEE PERFORMING ARTS: LESSONS FROM AN EARLY ADOPTER
Tennessee Performing Arts shares how its strategy works in practice, what it has learned, and what other organizations should consider.
11:45 - 12:00 PM ET
Q&A
Open forum for questions & answers
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IN-TICKET RESALE
 True Tickets helps arts and entertainment venues see beyond the ticket buyer to the people who actually attend.  
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OPEN DISTRIBUTION MARKETPLACE

 Victory Live distributes venue-approved inventory across 15+ ticket marketplaces, helping organizations reach more buyers through more channels. 
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CRM-CONNECTED DATA
 Ticket-holder data flows into Tessitura, helping organizations understand who is attending, measure results, and build relationships with new patrons. 

REGISTER FOR THE WEBINAR

Arts organizations do not have to sit on the sidelines of the secondary market or give up control of the patron experience.

Join Tessitura, Victory Live, True Tickets, Tennessee Performing Arts Center, and Center Theatre Group for a practical conversation about building a secondary-market strategy that works for your organization.