Live events keep evolving around one challenge: forging stronger, direct relationships with audiences. Organizations are rethinking how ticketing, data, and patron experience connect from purchase to entry. In this June edition, we share the ideas, updates, and partnerships shaping that future.
Product Spotlight
Ticket Sharing is Now Even Easier
A streamlined wallet flow cuts steps from share to acceptance. Patrons move faster, duplicate accounts drop, and every new guest hits Tessitura as a clean record—expanding your revealed-audience pool.
We’ve expanded the Documentation Site with new step-by-step guides, FAQs, and playbooks, all built from the questions we hear most. Explore what’s new and help your team unlock even more value from True Tickets.
In a guest column for Music Ally, True Tickets Co-Founder & CEO Matt Zarracina argues that the industry’s biggest challenge isn’t market concentration, it’s the lack of ticket custody after the point of sale. The article explores how ticket chain of custody can help reduce fraud, abusive resale, and price inflation across live entertainment.
True Tickets Resonates Across Festivals, Museums, and Universities
True Tickets recently announced its momentum across festivals, museums, and universities, helping them deliver secure digital ticketing experiences with smoother entry, stronger control over ticket sharing, and better visibility into their real audiences.
We’re excited to welcome new arts and cultural organizations to the True Tickets community. From Tony-winning theatres to a flagship university presenter, these organizations chose True Tickets to streamline entry and capture every patron.
American Repertory Theatre (A.R.T.), Cambridge, MA - A Tony Award–winning leader in groundbreaking theatrical work, announced a new partnership with True Tickets, the secure digital ticket delivery service headquartered in Boston.
AT&T Performing Arts Center, Dallas, TX - Announced a new partnership with True Tickets to improve the patron experience across its acclaimed campus in the Dallas Arts District.
Salt Lake County Arts & Culture, Salt Lake City, UT - The collaboration brings modern, secure digital ticketing technology to four of the region’s most iconic venues: Abravanel Hall, the historic Capitol Theatre, Eccles Theater, and the Rose Wagner Performing Arts Center.
University of Colorado, Boulder, CO - CU Presents will roll out True Tickets across its Artist Series, Colorado Shakespeare Festival, Takács Quartet, College of Music, and Theatre & Dance programs, streamlining access for hundreds of annual events while capturing richer audience insight.
Virginia Arts Festival, Norfolk, VA - Partners with True Tickets to Enhance Digital Ticketing for their more than 110,000 attendees to over 250 performances across Hampton Roads, including the world-renowned Virginia International Tattoo.
Meet us at TLCC D.C.!
We’ll be at TLCC Washington D.C. August 2-5, 2026 and would love to connect. Stop by the True Tickets booth or schedule time to meet with our team to talk digital ticketing, PatronSafe Resale, and what venues are doing next.
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