A Conversation with our Global Head of Tickets & Access, Jonny Ward-Manning

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.