What is it like being the Global Head of Tickets & Access at a company like Ellidore?

The most fascinating aspect of working at a company like Ellidore is that the rich diversity of our members brings an array of different requests for events taking place all over the world. To be a truly global service to our members, requires global access and it falls with my remit to ensure our access is as strong in Tokyo or Stockholm as it is in London.

Each day brings with it the challenges of last minute requests for unique events coupled with the exhilaration of securing a truly memorable experience for a client that stays with them. At Ellidore it's more than just access, it's experiences that last. Having worked at various lifestyle clients and consulted for many, and having owned a successful ticketing business, it is hugely beneficial to be able to present my access within the other core parts of our business. At Ellidore, whether it be securing private jets and hotels with the travel team, dining reservations and transport logistics with the Lifestyle Team, or having the events and stylists create a unique setting and look for the event, it's enriching to see the whole product come together.

When you're dealing with clients and members, it is incumbent upon us to ensure their trust is not misplaced. There can be no Plan B with tickets, unlike a dinner reservation or ground transport, so making sure that we have the best access of uncompromising accountability ensures we are best in class.

How has the industry changed in the last 10 years?

Like any industry that has seen seismic change in the last 10 years, tickets and access is no different: I can't remember the last time I hold a physical ticket in my hand and initially having to navigate the world of QR codes was challenging for a man approaching middle-aged obscurity but the difference is made in ensuring successful delivery and the validity of the tickets has been a game changer.

The rise of social media and the desire for project imagery has created a huge demand for VIP seats or private boxes. This has impacted spending behaviour as someone would rather go once a month to a concert and sit in the VIP/Private Box instead of four concerts a month sat in the upper tiers. Social media has also made people feel closer to their heroes. 20 years ago they knew where someone was from, now they know what they had for breakfast this morning.  his has resulted in people feeling a deeper connection with their idols and a huge surge in the meet and greet market.

Booking behaviour has seen a shift. Historically international clients would arrive in London in June/July and see that Wimbledon is currently on and secure tickets.  Now the events have become destinations in themselves, think Formula 1, Coachella and the Superbowl. Where the travel aspect is put into place after the access has been secured, being part of a lifestyle business that has the ability to provide all of these components, is incredibly advantageous. Not least in giving the client the ability to secure everything through one vendor.

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What do you foresee happening in the future?

I foresee AI impacting people's mindsets in terms of what's possible and what could be experienced. At a company like Ellidore, we pride ourselves on the view point - if they can imagine it, we can create it. I also see a demand for more intimate, bespoke experiences, boutique sized concerts and events where there is a deeper connection between the artist and patron.

We are already seeing the change of landscape for corporate clients, who wish to create experiences rather than just attend the tick list of sporting events, concerts etc. They want to leave lasting impressions with the events they curate, whether that be for client acquisition, staff retention or to just celebrate a great year. The needle is moving in terms of what can be done.