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A SOLUTION FOR EVERY VENUE

PURPOSE BUILT FOR YOUR VENUE

 
True Tickets is a technology company that helps arts and entertainment venues see beyond the ticket buyer to the people who actually attend and build lasting audience relationships. With a deep Tessitura integration, we help theatres, operas, ballets, museums, performing arts centers, orchestras, and symphonies reveal the actual attendees behind every ticket — including the Shadow Audience™ of guests who arrive on someone else's ticket.
 
When a patron shares a ticket, True Tickets reveals each Shadow Audience™ member who attends and writes their details directly into your CRM via deep Tessitura integration. Now you can market to the people who actually attended — turning audience visibility into loyalty, relationships, and revenue.
 
Schedule a call to learn how to reveal your shadow audience.

 

Roundhouse UK Exterior
DELIGHT PATRONS, KNOW EVERY ATTENDEE

THEATERS

Roundhouse UK Exterior-1

    • The Writers Theatre saw “lines out to the street” disappear on opening night with 100% digital delivery

    • Roundhouse London created 67,517 new customer accounts from revealed shadow audiences and generated over £215,500 in new revenue and donations—Read more in the True Tickets' ROI Case Study

High-demand theatre productions need seamless patron experiences and airtight fraud prevention. London’s Roundhouse, a celebrated cultural venue, partnered with True Tickets to address a stubbornly familiar challenge: Like many live event venues, the Roundhouse had limited visibility into their shadow audience, ticket holders who shared their ticket with friends, family, etc. See the Roundhouse Case Study to learn more about the transformation True Tickets brought to their theater by finally revealing their shadow audience.

 

SEAMLESS PATRON ENTRY

OPERA COMPANIES

These esteemed opera organizations are proud clients of True Tickets:

  • International Icons
    Royal Ballet & Opera (Covent Garden)

  • Major Metropolitan Houses
    Boston Lyric Opera | Houston Grand Opera | Seattle Opera

  • Regional Innovators
    Opera Colorado | Austin Opera | Lyric Opera of Kansas City

Seattle opera_singers

Opera companies know their ticket buyers, but not always the people who ultimately take their seats. True Tickets helps opera organizations see beyond the original purchaser to the people who actually attend, preserving the venue-patron relationship as tickets are shared, reshared, resold, and scanned. Deep Tessitura integration connects attendee identity and ticket activity directly to audience records, giving teams a clearer picture of their audience and more opportunities to build lasting relationships. Patrons get a simple, intuitive digital ticket experience with easy access, sharing, and useful information alongside their tickets.

 

Cincinnati Ballet ballerinas horizontal
THE NUTCRACKER CASE STUDY

BALLET & DANCE

After implementing True Tickets, Ballet Austin saw measurable improvements in audience visibility, patron experience, and ticket operations:

  • The ballet only held 1% of the house back, and they “rarely had to tap into them.” Selling the additional 4% of the house resulted in the ballet exceeding their previous 2022 record revenue by $76K.

  • 2,432 new ballet-going patrons identified during the 2023 Nutcracker run, providing additional contacts to engage for tickets and donations

  • Scan-in rates climbed to a record 93-95%, eliminating paper-ticket delays and easing entry for families 

In the summer of 2023, Ballet Austin was coming off back-to-back record sales in 2021 and 2022. But that success also brought a growing problem: bad actors targeting demand for its most popular performances. In one particularly painful instance, a grandmother paid $500 for tickets that didn’t exist, leaving her and her granddaughter in tears in the Long Center lobby.
Ballet Austin decided to act. It partnered with True Tickets to create a more connected ticket experience, deeply integrated with Tessitura, that would help protect legitimate tickets while keeping Ballet Austin connected to the people actually attending its performances.

SEAMLESS ENTRY AND DEEPER INSIGHTS

MUSEUMS & ATTRACTIONS

True Tickets at the Intrepid Museum:

  • Mobile-First Tickets with Dynamic QR Codes: Eliminates printing errors and blocks fraudulent duplications.

  • Real-Time Custody Tracking: Captures every share and scan, syncing instantly to the museum’s Tessitura database.

  • Configurable Share Rules: Empowers tour and school groups to self-manage transfers while preventing unauthorized resale.

  • Automated Post-Visit Outreach: Triggers surveys and special-offer emails based solely on actual attendance data.

Intrepid Museum_naval ship

In August 2024, True Tickets teamed up with New York’s Intrepid Museum to modernize the visitor ticket experience and give staff a clearer picture of who was actually attending. By reducing reliance on print-at-home and paper tickets, the Museum could simplify entry while connecting ticket activity and attendee information back to Tessitura.

That visibility gives staff better insight into visitor patterns and more opportunities to shape programming, outreach, and future engagement.

 

dr phillips center performers_performing arts
ENGAGE AUDIENCES ACROSS EVERY VENUE

PERFORMING ARTS CENTERS

  • Segerstrom Center captured 22,387 new patron records in one year, generating an extra $293K+ in incremental ticket revenue—read about the full impact in our blog post

  • Walton Arts Center cut ticket mailing and print costs by over 80%, saving $80K+, while registering 36K+ new customer accounts—read more in the Tessitura article No Pain, All Gain

  • The Dr. Phillips Center made $654K+ in new revenue and donations from revealed shadow audiences in 2024—read more in the True Tickets' ROI Case Study

Performing arts centers serve many different audiences across a wide range of events. True Tickets helps make sharing easy for patrons while keeping the organization connected as tickets move from one person to another.

Venue-defined sharing rules give teams flexibility to manage how tickets can be shared and reshared, while deep Tessitura integration connects ticket activity and attendee information to existing audience records. The result is a clearer picture of who actually attends and more opportunities for future engagement.

 

Dallas Symphony Orchestra image
KNOW EVERY GUEST IN YOUR HALL

SYMPHONY ORCHESTRAS

  • San Diego Symphony made $264K+ in new revenue and donations from revealed shadow audiences in 2024—Read more in the True Tickets' ROI Case Study

  • Boston Symphony Orchestra unlocked $475K+ in new revenue from revealed shadow audiences since partnering with True Tickets—See the BSO Case Study

Symphony audiences thrive on personal connection, yet many guests remain anonymous when tickets change hands. Capture every transfer—whether a subscriber forwarding to friends or a donor gifting to potential new supporters—and write that patron data straight into your CRM. This first-party intelligence lets you send targeted post-concert offers, fundraising appeals, and personalized outreach. The result is deeper loyalty, higher subscription renewals, and a surge in ancillary revenue from parking, merchandise, and donations.

TRUE TICKETS BLOG

Ideas That Are Reshaping Live Events

From shadow audiences to stronger patron connections, our leadership shares fresh thinking to help venues grow, adapt, and lead with confidence.

All blog posts

Your Shadow Audience Is Real

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