Unlock Audience Growth with Shadow Audience Discovery

THE AUDIENCE VISIBILITY GAP

YOUR AUDIENCE IS MUCH LARGER THAN YOUR CRM

The purchase record and the attendance record are not the same thing. Every shared or resold ticket represents a real person sitting in your venue, yet most organizations never know who they are. In fact, JCA Performing Arts research found that approximately 59% of attendees are part of the Shadow Audience™, guests attending on shared or transferred tickets whose identities remain unknown to the venue.

True Tickets helps venues reveal their Shadow Audience™ by identifying ticket recipients directly within Tessitura when tickets are shared, transferred, or resold, turning unknown attendees into known patrons your teams can market to, engage, and grow relationships with.

Custom Content Blocks_dr phillips center phone in hand

TOUCH

Ticket Buyer Shares a Ticket

When a patron purchases multiple tickets and shares them with friends, family, or colleagues, the ticket transfer happens securely through True Tickets.

TOUCH

Recipient Accepts the Ticket

This acceptance moment captures the recipient's contact information. The ticket recipient accesses their ticket through the live digital ticket experience, creating a direct connection between the attendee and your venue.

TOUCH

Data Syncs Into Tessitura

A new CRM record is automatically created or matched directly within Tessitura, enriching your audience database with real attendee information.

WHO IS YOUR SHADOW AUDIENCES?

Shadow Audiences are attendees who enter your venue or attend your events using shared or resold tickets. Their identities are completely unknown to you. These guests may already be highly engaged with your venue, yet remain disconnected from your marketing, loyalty, fundraising, and audience development efforts because you only know the original ticket buyer.

ATTENDED HIS FIRST SHOW ON A SHARED TICKET SHADOW AUDIENCE

HER PARTNER BUYS THE TICKETS SHADOW AUDIENCE

ATTENDED 2 SHOWS WITH FRIENDS SHADOW AUDIENCE

BOUGHT TICKETS FROM A THIRD PARTY MARKETPLACE SHADOW AUDIENCE

"There's a whole audience sitting in your seats that you're not having a conversation with. These are not new audiences we went out and acquired. These are people who are already in our seats. We just finally introduced ourselves."

Gabe JohnsonRoundabout Theatre Company

SHADOW AUDIENCE DISCOVERY

YOUR AUDIENCE IS MUCH LARGER THAN YOUR CRM

WHO IS YOUR SHADOW AUDIENCES?

REVEALS THEIR SHADOW AUDIENCE

REVEAL YOUR SHADOW AUDIENCE

While giving patrons a simple, secure way to share tickets with friends and family