Why We’re Digitally Integrating Major Ticketing Platforms

A (not so) cutting-edge fax machine.

Back in Goldstar’s early days, we used cutting-edge technology to let our venue partners know about the Goldstar members coming to their shows: a fully automated fax!

I’m joking, but only a little bit. When we started (15 years ago), many venues did want this information via fax. So we invented a virtual gateway to send a fax at the exact time the venue wanted it. Not only that, but if something went wrong (like the fax machine on the other side was out of paper), we got a shiny little red light on our admin dashboard here so we could do something about it.

It sounds primitive, but it was just the beginning. Over the years, we’ve added more and more methods and made it more and more automated, but always with the same goal:

Make it easier for our venue partners, and make it work every time for our customers.

About three years ago, we began taking this idea to its logical conclusion: digital integrations with the primary ticketing systems of our partners. Since then, we’ve created digital connections and bridges with seven major digital ticketing platforms:

  • Eventbrite
  • Ticketmaster
  • Outbox
  • Tessitura
  • Broadway Inbound/FIT
  • tickets.com
  • AXS

This means if a venue or promoter uses one of these platforms, a purchase on Goldstar happens simultaneously on their core ticketing platform as well. It eliminates the need for things like will-call and it removes the administrative burden of an outside source of information.

This should be how you feel when working with third-party partners. Photo Credit: Haley Phelps via Unsplash

We think this is important for exactly the same reason we built that crazy old automated fax system: You, the people making live entertainment and arts happen every night, should not have to struggle to get the benefit of sales from third-party partners.

Live entertainment as an industry should not be content with half-baked, semi-manual solutions to problems like sales from important channels, nor should our industry simply avoid getting the benefit of those channels because of the burden of managing them.

You should know that we are highly focused on making end-to-end digital integration with all major ticketing systems an expected norm for our partners because, well, we think the industry deserves it and everyone benefits when it’s there.

There’s more work to be done and more systems to add, but all of these integrations work great and are improving all the time. Your peers that have used the full range of these features and capabilities rave about them.

And while I appreciate the love, integrations like this should be the expectation, the norm. We’re working to make that the case, at Goldstar at least. More sales should not have to equal more work for you.

If you have any questions about where we stand with your ticketing system, do feel free to reach out to us. We’re delighted to talk to you all about it.

Of course, if you still need a fax, we can do that, too! Just keep the paper tray full …

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