Next summer, the Saratoga Performing Arts Center will begin employing a new ticketing system. Instead of Ticketmaster, SPAC will use the Theatre Manager Ticketing System. The announcement was made on Friday at a meeting of SPAC’s Board of Directors.
The new ticketing system will apply only to SPAC events – the Philadelphia Orchestra, the New York City Ballet, Friehoffer’s Jazz Festival, the Chamber Music Series, other Spa Little Theater performances, etc.
Tickets for the pop and rock concerts produced by Live Nation will continue to be processed through Live Nation’s own ticketing system, which was implemented at SPAC earlier this year.
“Being responsive to our members and audiences is our number one goal at SPAC,” said SPAC president Marcia White. “Ticketmaster has been a good partner over the years, but anytime you place an extra layer between you and your customer, you lose a direct connection with the people who matter most.
“The ability to respond more quickly and effectively to customer needs and inquiries will be one of the most important benefits of the transition to the Theatre Manager system. Other advantages include greater pricing and discounting options, stronger integration between online, phone and in-person transactions, enhanced reporting features and the ability to track customer trends. Overall, it will offer a more seamless, satisfying process for the customer and for SPAC.”
A number of other performance venues throughout Nippertown are currently using the Ticket Manager system, including Proctors in Schenectady and The Egg in Albany.
SPAC’s classical programming events were the last of the big venue performances in the Capital Region still using Ticketmaster. Currently, the largest local venue that continues to sell tickets through Ticketmaster is Albany’s Palace Theatre.
Read Steve Barnes’ story in the Times Union.
Read Andrew J. Bernstein’s story in The Saratogian.