After an entire year without live entertainment, we’re nearly out of the darkness and into the neon.
The nationwide shutdown was utterly unprecedented in an industry of “no refunds, no exchanges,” and it filled everyone with dread. Fans worried about the money they had spent on tickets; the artists were concerned about when they’d have the chance to perform again. The ticket vendors were unsure about how to appease everyone without ultimately going underwater.
Before the pandemic hit, Lyte set out to change the “norms” held in the ticketing industry; their platform turned out to be their saving grace amid COVID-19.
Lyte CEO, Ant Taylor, sat down with James Zoltak of VenuesNow to talk about the pandemic, the platform, and the rebirth of live entertainment.
Zoltak began by asking Taylor about the effects of 2020, and Taylor replied with an optimistic analysis of consumer demand. Taylor cited that customers were showing interest in buying tickets when they became available, implying that after a year of stasis, the entertainment industry will return better than ever.
Lyte’s ticket platform allows customers to return or exchange tickets for any reason, and this became the beacon of light that guided the company through COVID. Lyte can also measure ticket demand for artists and events, providing reliable data for reopening plans.
Taylor discussed the partnership with Mint Talent Group and expressed the company’s interest in gaining similar alliances in the future. The pandemic has made people realize that the ticket sale platforms have to allow for more flexibility, and in the process, have opened more eyes to Lyte’s innovative technology.
Taylor explained how Lyte makes more accurate predictions of aggregate demand. With all the uncertainty the pandemic brought, Lyte realized there would be many variables to getting tickets on sale. How many people in a market would be willing to go to an indoor venue? What are the vaccination rates of a market? The list of questions is endless.
Lyte has made it possible for customers to reserve tickets to a future event. By putting a small down payment on a concert in a particular area, a customer can claim a ticket before the event details are finalized. This reservation system allows promoters and agents to choose appropriate venues based on demand. When artists announce when and where they are performing, these customers are the first to purchase tickets.
Taylor continued by saying how this method of judging aggregate demand is especially beneficial for planning artists’ tours. When it comes to touring, it can be hard to nail down which cities will be the most profitable markets for various artists. Ticket reservations allow tour managers to plan the optimal tour for their artists and pick venues that will result in a packed house every night.
Zoltak wrapped up the interview by asking Taylor about future festival partners, and Taylor discussed how music festivals are also starting to come back to life post-shutdown. Lyte has already collaborated on multiple festivals in New Zealand and is currently working with various festivals in the United States. Lyte recently partnered up with the Life is Beautiful festival in Downtown Las Vegas, which will return in September 2021.
We plan to keep moving full speed ahead. On top of all the other benefits our platform offers, Lyte tickets are 100% guaranteed, and we do everything we can to keep tickets reasonably priced and in the hands of fans. We work closely with artist managers, event coordinators, promoters, venues, and everyone in between to ensure a fantastic event for all parties involved.
We think the money spent by fans should go into the pockets of the people who make incredible events happen—not the pockets of ticket scalpers. We provide technological tools to planners and promoters to keep venues full and fans happy. We are a natural extension of your preferred box office partner, and we strive to make every event a hassle-free experience.
Being uncertain doesn’t mean you have to tiptoe around getting back on sale. We can work together to develop a plan to get your artists performing and your venues filled.
Read the full interview with VenuesNow here.
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