Anticipating change, executing and delivering change, and building the right partnerships involved in helping leverage change are the keys to adapting and thriving in the current live events market that carries so much uncertainty due to COVID-19.

That’s the view of Andy Duckworth, senior sales manager, SecuTix, the cloud-based ticketing solution whose clients include Dutch Eredivisie football club Ajax, as well as several Premier League clubs such as Southampton and Everton.

Duckworth was speaking at TheTicketingBusiness Forum 2020 in a session in which he discussed the ways in which the firm has worked with its digitally focused partners to deliver agile solutions within an uncertain environment. Speaking alongside Miso Milicevic, SecuTix’s senior product manager, the pair detailed the four priorities clients need to consider and how its technology supports those needs. Attendees can watch the session in full here.

As some regions begin to welcome fans back in limited capacities, SecuTix has several tools that can facilitate allocating seats nearer to an event to maximise revenue, as well as providing organic socially distanced seating to guarantee the correct number of empty seats around a group of customers. This feature was released during the first wave of COVID-19 back in the spring and has since been integrated with more than 20 customers so far.

Diversifying revenue streams, such as streaming and virtual tours, and reacting fast to any customer changes, such as ticket category changes, are also priorities that SecuTix has developed tools to support.

Duckworth noted that the company has had “far more conversations than we anticipated we would do” with new clients during the pandemic.

He said this is “largely driven by the fact that the digital transformation sits there as quite a big strategic project that everyone knows they need to do, but it is often one of those cans that keeps getting kicked a little bit further down the road.”

He continues: “The lack of events being delivered has actually afforded people the opportunity to take a look at some of those bigger projects. And in the new world as we move towards it, the importance of digital and the importance of creating a strong fan relationship, and allowing fans to do far more is key from a self-serving basis so that you can then manage your operational costs internally as a business.”

Save the date: TheTicketingBusiness Forum 2021 takes place between 21-23 June, 2021…