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TAKE YOUR CHANCE ON FALL PERFORMANCES
The best things in life, the very best things, happen unexpectedly.”
– Donna in Mamma Mia!
Amy Higgs Managing Editor
G. Douglas Dreisbach Publisher
Fall is in full swing, folks — it’s getting dark at dinnertime, leaves have carpeted the sidewalks, and we’ve ordered our Thanksgiving turkey. While we’re not thrilled about losing daylight, we have a lot to be thankful for. Namely, some exciting upcoming performances.
In this issue of Audience Magazine, we bring you a preview of a show with one of the most beloved Broadway soundtracks of all time, by way of ABBA — Mamma Mia! In our story on page 14, learn all about the musical through the eyes of one of the actors, who also happens to be a Western Kentucky University grad.
We’re also pleased to share a Q&A with one of the founders of an innovative digital ticketing platform. What started as a grassroots fan effort to level the playing ground for concert ticket resales has grown into a massive online marketplace that’s making the ticketing landscape a better place. Learn more on page 18
You can read some of the latest performing arts news on page 8, and then check out our comprehensive Event Outlook calendar on page 11, which includes a spotlight on one of our favorite Christmas movies and the iconic actor who stars in it.
We are always grateful for the support of our loyal advertisers, but we are especially thankful for them at this time of year. They allow us to bring you all this great content at no charge every month.
Make sure check back in December for more exciting news in the world of our local performing arts organization.
Hallelujah, Holy s**t and pass the Tylenol,
Amy & Doug
8 | ARTS IN THE NEWS 11 | EVENT OUTLOOK
Find out what's happening around Louisville and nationwide in the arts and entertainment world.
Check out our top picks for upcoming arts and entertainment events in Louisville.
TICKET GIVEAWAYS SPECIAL INVITES SHOW PREVIEWS
A behind-the-scenes look into Louisville’s performing arts and entertainment during this unprecedented time of reflection and artistic creation.
PUBLISHER
The Audience Group, Inc.
G. Douglas Dreisbach
MANAGING EDITOR
Amy Higgs
CREATIVE DIRECTOR
Rhonda Mefford
SALES & MARKETING
G. Douglas Dreisbach
CONTRIBUTORS
Daniel Chioco
Dusty Rick Lindy Casebier
TO READ CURRENT AND PREVIOUS AUDIENCE PLAYBILLS AND PERFORMANCE GUIDES, GO TO ISSUU.COM/AUDIENCE502.
On the Cover: Grant Reynolds (Sky), and the Company of Mamma Mia! 25th Anniversary Tour. Photo by Joan
The show runs in Louisville December 3-8. Learn more on page 14
GOT AN ARTICLE IDEA?
Audience Magazine is a platform for the arts in Louisville. If you have an article idea or something you think we should cover, email ahiggs@theaudiencegroup.com
© Copyright 2024. The Audience Group, Inc. Reproduction in whole or part without written permission is prohibited.
Audience® Magazine is published by The Audience Group, Inc. 136 St. Matthews Avenue #300 Louisville, KY 40207 502.212.5177 | Audience502.com
Marcus.
THANK YOU, FROM TEAM KENTUCKY
DEAR PATRON,
The Beshear-Coleman administration and the Kentucky Tourism, Arts, and Heritage Cabinet are dedicated to fostering and promoting the state’s rich arts heritage as well as continuing Kentucky’s long history of being a premier destination for all travelers to enjoy.
Our 13 agencies – including the Kentucky Arts Council, Department of Tourism, Kentucky Performing Arts, Governor’s School for the Arts, and the Kentucky Center for African American Heritage, among others – showcase the commonwealth’s unique and vibrant arts industry and its contribution to Kentucky’s $13.8 billion tourism industry.
The arts industry plays a key economic role in Kentucky, generating $6.1 billion annually in economic impact and supporting over 47,000 jobs throughout the commonwealth.
Kentucky lays claim to a tremendous creative legacy and serves as home to some incredible artists. At the Tourism, Arts, and Heritage Cabinet, we work to ensure that the arts include and represent every Kentuckian.
We are fortunate to have an arts champion in Gov. Andy Beshear, who is a true advocate for the creative industries and a committed supporter of our artists.
The future of Kentucky’s arts industry is incredibly bright, and you, as an arts patron, play an integral role. Whether you buy tickets to shows, sponsor organizations or events, or volunteer at the local theater, your support is vital.
Together, we are building our new Kentucky home, growing the commonwealth’s cultural riches to broaden our artistic legacy.
On behalf of Team Kentucky, thank you!
Lindy Casebier Kentucky Tourism, Arts, and Heritage Cabinet Secretary
ARTS IN THE NEWS
THE AUDIENCE GROUP TO PUBLISH PRINTED EDITIONS OF AUDIENCE MAGAZINE IN 2025
The Audience Group is excited to announce it will publish four printed editions of Audience Magazine beginning in January 2025. Each issue will highlight the arts and entertainment in Louisville and surrounding areas and will be available for free at various distribution sites around Louisville, including Kentucky Performing Arts venues The Kentucky Center and Brown Theatre, as well as Derby Dinner Playhouse, hotels, coffee shops, and other select locations. Audience Magazine has been published in a digital format since 2020.
THE KENTUCKY CENTER TO UNDERGO FRONT STEPS RENOVATION
Kentucky Performing Arts (KPA) is starting structural replacement work on the front steps of its flagship building, The Kentucky Center for the Performing Arts on Main Street. The scope of work will include removal and replacement of concrete and steel structure, and it will be done in two phases. Phase One will close the west two-thirds of the plaza, leaving the remaining portion open for patron access, and will take an estimated five months. Phase Two will close the east one-third of the plaza, leaving the remaining portion open for patron access, and is estimated to take 300 days. The project will not impact any performances at The Kentucky Center.
KENTUCKY
PERFORMING ARTS
ANNOUNCES NEW BOARD OF DIRECTORS
The Kentucky Performing Arts has announced new appointments to its Board of Directors and several new appointments to its Foundation Board. Gov. Andy Beshear has appointed Ryan Sadler, CEO and Plan President of Passport by Molina Healthcare, to the KPA Board of Directors. Named to the KPA Foundation Board of Directors are Preston Copley, a seasoned media executive; Dr. Douglas Craddock, Vice President of Community
Engagement at the University of Louisville; Jonathan Ojany, a dual U.S./Kenyan citizen and currently CFO and Head of Strategy and Transformation for KFC-US; Elizabeth Rounsavall, a real estate and venture capital investor and partner at Rounsavall; Claire Simms, Senior Director of Corporate Social Responsibility at Churchill Downs Inc.; and Nadareca Thibeaux, Executive Director of the Louisville Medical and Education District (LOUMED).
FUND FOR THE ARTS ANNOUNCES 2024 ARTS LEADERSHIP GRANT RECIPIENTS
Fund for the Arts recently announced Hannah L. Drake, Josh Miller, and Andrew D. Harris are recipients of the 2024 Arts Leadership Grant. Drake is Chief Creative Officer, and Miller, is CEO of IDEAS xLab, and Harris is the Producing Artistic Director of StageOne Family Theatre. The grant is supported by the Allan Cowen Innovation Fund for the Advancement of the Arts at the Community Foundation of Louisville and is administered by the Fund for the Arts. It fosters creative intellectual exploration in the pursuit of arts leadership and organizational evolution.
SPEED ART MUSEUM PRESENTS YAYOI KUSAMA: INFINITY MIRRORED ROOM — LET’S SURVIVE FOREVER THROUGH JANUARY 12
The Speed Art Museum is honored to present Yayoi Kusama: Infinity Mirrored Room — LET’S SURVIVE FOREVER, one of the artist’s seminal immersive artworks that explores ideas of “self-obliteration” through repetition and play with space, light, color, and time. The exhibit, which is on special loan from the Art Gallery of Ontario, envelops the visitor inside a large, mirrored space with stainless steel spheres suspended from the ceiling and arranged on the floor. The reflective spheres recall Kusama’s installation Narcissus Garden, which was first shown at the 1966 Venice Biennale. This presentation will mark the first time a major Kusama artwork has ever been on view in Kentucky.
July 12, 2024–January 12, 2025
Enter an infinite world of wonder, mystery, and imagination.
Yayoi Kusama: Infinity Mirrored Room– LET’S SURVIVE FOREVER, on special loan from the Art Gallery of Ontario, explores ideas of “self-obliteration” through repetition and play with space, light, color, and time. This immersive presentation will mark the first time that a major work by Yayoi Kusama (b. 1929, Japan) has ever been on view in Kentucky.
Leading Sponsors:
Brooke Brown Barzun and Matthew Barzun
Victoria and Paul J. Diaz
Susan and Allan Lavin
Exhibition season sponsored by:
Cary Brown and Steven E. Epstein
Debra and Ronald Murphy
Sociable Weaver Foundation
Tickets at speedmuseum.org
©YAYOI KUSAMA. INFINITY MIRRORED ROOM –LET’S SURVIVE FOREVER, 2017
Courtesy of the artist, David Zwirner, Ota Fine Arts, and Victoria Miro. Collection of the Art Gallery of Ontario
SUGAR, SPICE, & EVERYTHING NICE
The holidays are just around the corner, and there are plenty of events on the calendar to get you in the spirit, including concerts, festivals, art fairs and more. There are also lots of nonholiday performances coming up for those that aren’t quite ready for turkey and pumpkin pie. We are excited to bring you a list of some of our favorite events coming to Louisville for the rest of 2024 and beyond.
For a full list of performing arts and entertainment events in Louisville, check out our event calendar at Audience502.com.
NOVEMBER
1-3
Louisville Ballet: Triple Take Brown Theatre
World Premiere by Adam Hougland; Music by Igor Stravinsky; Influences by Harald Uwe Kern; Music by Robert Schumann; 502 by Ching Ching Wong; Music by Jack Harlow
Hits of Louisville’s own Jack Harlow and symphonies of Stravinsky and Schumann collide with electrifying new choreography in this mixed-repertory
program. Featuring three world premieres by Artistic Director Harald Uwe Kern, Resident Choreographer Adam Hougland, and Ching Ching Wong, this collection of never-before-seen classical and contemporary works will keep you on your toes.
2
Craig Ferguson: Pants on Fire Comedy
Bomhard Theater, The Kentucky Center
Craig Ferguson is a multiple Grammynominated, Peabody and Emmy Award-winning actor, writer, producer, director, and comedian with a diverse career that encompasses film, television, and the stage. He is a New York Times
bestselling author and has recorded numerous stand-up specials for Netflix, Epix, Comedy Central, and Amazon. The wildly popular “Late Late Show with Craig Ferguson” ran on CBS for 10 years and remains a cult favorite on YouTube, racking up millions of views every year on fan posted bootleg clips.
2
The 16th Annual Bacchanal Gala: An Evening of Art and Creativity Speed Art Museum
Don't miss the Speed Art Museum's annual costumed cocktail party and one of the top social events of the year. Delight your senses with live performances, drinks and light bites, all through the immersive spirit of art and creativity.
8
Paul Thorn
Southern Rock/Blues
Bomhard Theater, The Kentucky Center
Paul Thorn is a charismatic singersongwriter known for his blend of Southern rock, blues, and Americana. With a distinctive voice and witty, insightful lyrics, he crafts songs that
resonate with authenticity and humor. Thorn's engaging storytelling and dynamic performances have earned him a loyal fan base and critical acclaim.
9
Louisville Orchestra:
Rick Steves’ Europe: A Symphonic Journey
Whitney Hall, The Kentucky Center Conductor: Bob Bernhardt; Additional appearance by: Rick Steves
Combining Europe’s most stirring Romantic-era anthems with beautiful high-definition cinematography and Rick’s insights into European history.
9 Vincent Neil Emerson
Texas Country/Folk
Whirling Tiger
Vincent Neil Emerson is a rising Americana artist known for his poignant songwriting and soulful melodies. Blending traditional country, folk, and roots music, he crafts heartfelt narratives that resonate with listeners. His distinctive voice and authentic storytelling reflect a deep connection to his Texas roots, making each song a compelling journey through love, loss, and the human experience. (CLICK HERE to listen to him on Spotify)
10
TAIKOPROJECT
Percussion Performance
Bomhard Theater, The Kentucky Center
TAIKOPROJECT, the thrilling twist on traditional Japanese drumming continues to define a modern American style of taiko, blending traditional forms with an innovative and fresh aesthetic. TAIKOPROJECT first made waves when they became the first American taiko group to win the prestigious Tokyo International Taiko Contest in 2005, besting all of the Japanese taiko groups in the competition. Since then, the group has performed on the Academy Awards,
the Grammy Awards, NBC’s The Voice and more.
15-17
Kentucky Opera: Madame Butterfly Brown Theatre
In a groundbreaking production presented in a bold new point of view, Puccini’s haunting score is filled with vulnerability, power, and emotion. This new production of one of opera’s most beloved works is created by an all-AAPI female creative team and directed by Mo Zhou. Music by Giacomo Puccini; Libretto by Luigi Illica and Giuseppe Giacosa.
15
After Hours @ The Speed Art Museum
Every third Friday, the museum stays open until 10 p.m. Each After Hours event comes alive with an eclectic mix of music, performances, a cash bar plus food available by a pop-up from Marigold Catering, and of course art! Come experience the Speed after hours as you’ve never experienced it before. Every After Hours offers something different, exploring new themes and welcoming artists and entertainers of all kinds.
16
Houndmouth Rock
The Louisville Palace
Houndmouth returns to Louisville for somewhat of a homecoming as they are from New Albany, Ind. The indie rock band is known for their infectious blend of Americana, folk, and rock influences with rich harmonies and storytelling lyrics offering a fresh sound with catchy melodies. They always put on a great show and with this being the last show of their current tour, it should be a great night. (CLICK HERE to listen to them on Spotify)
16
Louisville Orchestra: Ray Chen Plays Barber
Whitney Hall, The Kentucky Center
Teddy conducts Ray Chen in Samuel Barber’s nostalgic violin concerto works by LO’s new Creators Corps, and Valerie Coleman’s Concerto for Orchestra.
Conductor: Teddy Abrams; Violin: Ray Chen; Additional appearances by:
Valerie Coleman and Louisville Creator Corps Baldwin Giang, Brittany Green, Oswald Huynh
22
Nate Jackson: Super Funny World Tour Comedy Brown Theatre
Nate is currently recurring on the upcoming NBC series “The Young Rock.” He has appeared on “Nick Cannon Presents Wild’N Out” (MTV), “All Def Comedy” (HBO), “Kevin Hart’s Hart of the City” (Comedy Central), “Off The Chain” (Bounce TV), “Comic View” (BET), and “Laff Mobb’s Laff Tracks” (TruTV).
23
Louisville Orchestra: The Nightmare Before Christmas Louisville Palace
This unique concert experience will transport you to the spooky and magical universe of this beloved Tim Burton film. Conductor: Jason Seber
24
An Evening with Chevy Chase following a screening of “National Lampoon's Christmas Vacation”
Whitney Hall, The Kentucky Center
Don’t miss an unforgettable evening of holiday cheer and laughs to celebrate the timeless classic, “National Lampoon’s Christmas Vacation,” with a special 35th anniversary screening of the film followed by a live conversation and Q&A with Chevy Chase and his wife, Jayni. Chevy and Jayni will share their behindthe-scenes stories and personal anecdotes
about the making of this beloved movie that has become a Christmas tradition. But the laughter doesn't stop there! They will also be taking questions from the audience, giving fans the chance to have their questions answered and hear firsthand from Chevy about his storied career, including “Saturday Night Live,” “Caddyshack,” and so much more.
29 & 30
Jack Harlow w. The Louisville Orchestra: No Place Like Home Tour
Whitney Hall, The Kentucky Center Louisville’s own Jack Harlow and the Louisville Orchestra are joining together for one-of-a-kind concert experience. This will be a performance you won’t want to miss!
DECEMBER
1
Cirque Dreams Holidaze
Acrobatic Performance
Louisville Palace
Cirque Dreams Holidaze dazzles with a brilliant and whimsical family holiday spectacular. As the longest-running cirque holiday theatrical event, this annual tradition wraps a Broadwaystyle production around an infusion of contemporary circus arts. As lights dim and the music swells, audiences will have visions of sugarplums dancing in their heads as a fantastical cast of holiday storybook characters come to life on stage. With an original musical score, twists on holiday classics sung live, and with new sets, scenery, and storylines, this ultimate holiday gift for the entire family is sure to put a twinkle in your eye!
3-8
Broadway in Louisville: Mamma Mia!
Whitney Hall, The Kentucky Center
A mother. A daughter. Three possible dads. And a trip down the aisle you’ll never forget! Set on a Greek island paradise where the sun always shines, a tale of love, friendship, and identity is beautifully told through the timeless hits of ABBA. On the eve of her wedding, a daughter’s quest to discover the father she’s never known brings three men from her mother’s past back to the island they last visited decades ago.
13-24
Louisville Ballet:
The Brown-Forman Nutcracker
Whitney Hall, The Kentucky Center
Join Marie and her valiant Nutcracker prince on a magical journey to the land of the Sugar Plum Fairy. With worldclass choreography, sets, and costumes crafted for Kentucky, The Brown-Forman Nutcracker is a must-see local tradition.
Choreography by Val Caniparoli. Music by Pyotr Ilyich Tchaikovsky.
13-22
Kentucky Opera:
Amahl and The Night Visitors
Kentucky Opera Center
This Kentucky Opera production captures the essential spirit of Christmas and
presents Amahl and his mother’s story of the night the Three Kings, following the star to Bethlehem and their stop for shelter at the home of Amahl, a poor, crippled shepherd boy who lives with his widowed mother. Music and libretto by Gian Carlo Menotti. Sung in Italian with English captions.
14
Louisville Orchestra: Holiday Pops
Louisville Palace
Get ready to usher in the holiday season with “Holiday Pops” at the enchanting Louisville Palace. Under the baton of conductor Bob Bernhardt, this concert promises to be a festive musical celebration filled with the greatest holiday hits.
14
Jim Brickman: Comfort & Joy Holiday Concert
Brown Theatre
Renowned songwriter and pianist Jim Brickman is set to spread holiday cheer with his highly anticipated annual tour. As a beloved tradition for many, Brickman's Christmas tour promises to deliver an unforgettable experience filled with music, laughter, and heartwarming moments. With his signature style and undeniable talent, Brickman has become synonymous with the holiday season.
20
Ricky Skaggs & Kentucky Thunder Christmas Bluegrass
Louisville Palace
Ricky Skaggs & Kentucky Thunder Christmas deliver a heartwarming blend of bluegrass and holiday spirit. This festive concert features traditional Christmas classics and original songs, showcasing Skaggs’ extraordinary musicianship and the band’s tight harmonies. With joyful performances and a warm atmosphere, audiences are treated to a night of celebration, nostalgia, and the true essence of the holiday season.
Know of a great concert, performance, or arts event we should share? Email the details to ddreisbach@theaudiencegroup.com.
STEPPING INTO THE SPOTLIGHT
by Daniel Chioco
PERFORMANCE PREVIEW
BROADWAY IN LOUISVILLE PRESENTS Mamma Mia! December 3-8, 2024
For Amy Weaver, the journey to Mamma Mia! didn’t start with a video audition or a callback — it started with a scratched CD and a blue disco ball. “I’ve been listening to ABBA since I was a kid,” she shares with a laugh. “I had this CD with ABBA covers, and I’d play it nonstop until it wouldn’t work anymore.”
Now, decades later, that childhood love has transformed into a professional dream as she steps into the role of Sophie in the national tour of Mamma Mia! — and it's a moment she’s been waiting for her entire life.
This December, Weaver will take center stage when Mamma Mia! hits Louisville, a homecoming of sorts for the Western Kentucky University graduate.
“It’s kind of surreal,” she admits. “This whole experience — being part of a show that’s brought so much joy to people for years — feels like a dream. And to get to perform in Kentucky, it’s extra special.”
Her journey is a story of persistence, much like Sophie’s own quest for self-discovery. Weaver spent over a year auditioning, from video submissions to in-person callbacks, before securing her role in the ensemble.
“The process took months,” she recalls, “but when I finally got the call, it was like — ‘I Have a Dream.’ ”
THE ROAD TO MAMMA MIA!
Weaver’s own story mirrors the same spirit that defines Sophie — the relentless pursuit of dreams and self-discovery.
Landing the role of Sophie wasn’t a simple “Take a Chance on Me” moment. Weaver first auditioned over a year and a half ago. “I sent in a video and waited,” she says. After a few rounds of callbacks and a long process of waiting, she joined the tour as a member of the ensemble and Sophie’s understudy.
“I think that’s why I relate so much to Sophie,” she says. “She’s headstrong, she’s passionate, and she believes that if you want something, you’ve got to go after it. That’s exactly what I’ve done in my career.”
After nearly a year on the road, Weaver officially took on the lead role full time on October 29. “I’ve had a blast in the ensemble,” she says, “but being able to dive deeper into Sophie, to find those moments with her, has been incredible.”
(L to R) Jalynn Steele (Tanya), Christine Sherrill (Donna Sheridan), and Carly Sakolove (Rosie). Photo by Joan Marcus.
WKU graduate Amy Weaver plays the role of Sophie Sheridan in Mamma Mia!
THE MAGIC OF MAMMA MIA!
At its heart, Mamma Mia! is more than just a collection of ABBA hits — it’s a celebration of life, love, and everything in between. Since its Broadway debut in 2001, the musical has captured audiences around the world, drawing in generations of fans with its catchy tunes and feel-good storyline.
“There’s something magical about it,” Weaver says. “You step onto that stage, and the energy is just electric.”
Part of the show’s enduring charm lies in its carefree, joyful nature — a reflection of both its Greek island setting and the whimsical energy of ABBA’s music. “It kind of gives that early 2000s Y2K vibe, too,” Weaver adds. “It’s a simpler time, a more carefree time. The show has this whimsy to it that makes you want to smile.”
From the upbeat charm of “Dancing Queen” to the poignant emotional beats of “Slipping Through My Fingers,” Mamma Mia! blends joy and heart with a touch of nostalgia.
And for Weaver, the joy is in knowing that this show continues to bring people together.
“We look out at the audience during the curtain call, and we see families — dads with their daughters, grandmothers with their grandkids,” she says. “It’s three generations of people, all sharing this moment, and that’s just something really special.”
Of course, it’s impossible to talk about Mamma Mia! without talking about the music. ABBA’s timeless hits are woven seamlessly into the story, driving the emotions and actions of the characters. And while Sophie may not sing some of the songs that fans know and love, Weaver is still an ABBA devotee.
“ ‘One of Us’ is my favorite,” she says. “It’s probably not the most obvious choice, but I love that song. The melody is just beautiful, and it’s one I’ve always loved to sing, even though Sophie doesn’t get to sing it in the show.”
A SHOW FOR EVERY GENERATION
What makes Mamma Mia! unique is its ability to resonate with every generation. For some, it’s the nostalgia of ABBA’s music. For others, it’s the story of love and famil
“One of my favorite things about playing Sophie,” Weaver says, “is the relationship between her and Donna. My mom is my best friend, so getting to act out that dynamic on stage with [Christine Sherrill] is so special. That mother-daughter journey, it’s emotional. It’s touching. And it’s something so many people in the audience can relate to.”
From the laughter of “Honey, Honey” with Sophie and her friends to the tearful tenderness of “Slipping Through My Fingers,” Mamma Mia! balances playful moments with emotional depth.
“The stakes are so high for Sophie throughout the show — she’s about to get married, and she’s on this journey of selfdiscovery,” Weaver says. “It’s exciting to be part of that.”
And as the show takes the stage in Louisville, audiences can expect to feel the joy, nostalgia, and heart that Mamma Mia! is known for.
“It’s a perfect escape,” she says. “You’ll walk away smiling. Every night, we see that joy in the audience, and it never gets old.
A JOYFUL NIGHT AWAITS
Whether you’re an ABBA superfan or someone who just loves a good story, Mamma Mia! promises to be a joyful, unforgettable experience.
Catch Weaver and the entire cast of Mamma Mia! from December 3-8 at Whitney Hall in The Kentucky Center. Tickets are available at by visiting broadwayinlouisville.com or by calling 502-584-7777.
The Company of Mamma Mia! 25th Anniversary Tour.
PHOTO BY JOAN MARCUS
AUDIENCE INTERVIEW
THAT'S THE TICKET!
Interview with Dusty Rich, Co-founder of online ticketing platform Cash or Trade
ICLICK HERE to listen to the recording of this interview.
n this Audience Interview, we are excited to dive into the world of digital ticketing — what has become the norm for concerts, events, festivals, and really any live performances. There are certainly pros and cons to the process, but in the end, it’s here to stay.
To get an inside perspective on some of the best practices for ticketing in today’s landscape, as well as an alternate outlet for face-value tickets, we caught up with one of the founders of the online ticket trading platform, Cash or Trade.
Brothers Dusty and Brando Rich launched the company in 2009 as a user-friendly ticket platform to buy, sell, and trade concert tickets for real fans of music that was built and cultivated for fans, by fans. From what started as a ticket trading bulletin board in a Phish show parking lot, Cash or Trade has grown to over 500,000 users and offers an integrated fan experience for a much better price.
Doug Dreisbach: For our readers that are not familiar with Cash or Trade, can you give us a little bit of an elevator speech on what it is and how it has evolved?
Dusty Rich: Cash or Trade is the world’s only face-value social ticketing platform, where fans have come together to buy, sell, and trade concert tickets and sporting tickets for face value, and face value only, in a method to avoid
the scalpers and brokers within the secondary resale market.
In 2003, my brother and I — we had this love to follow the band Phish. We had started in the ’90s with the Grateful Dead, where they would go from show to show, and they would play different and unique set lists, and that would keep the community following the entertainment. And within this community, it was unlike any other live act, because you never knew what was going to happen from night to night. And in 2003, the band went on hiatus.
What the landscape of ticket scalping was in those early days was what we all experienced, just one or two guys in line. You’d see them in front of the venue. They got a few tickets in their hands, a huge markup, and that was what scalping was, what we knew it to be in the old days.
Well, during that time, there was the digital revolution. Everything went online and e-commerce was big, and tickets also followed. All of a sudden, the face of scalping wasn’t that guy in front of the venue anymore, it was brokers using sophisticated software to purchase hundreds and thousands of tickets the second they went on sale, and then be anonymously relisted on the resale market. The resale market wasn’t the guys standing anywhere now. There were website platforms where they can go and list them.
The platforms benefitted off the limited transparency, and they allowed the brokers to start listing them at artificially
inflated prices with very high fees for the seller and the buyer, so the higher the price of the ticket, the better it was for the company. So, they started putting in other tools, like price matching and mirroring demand, and giving the brokers alerts on, “Hey, you should mark your ticket up,” or “You should mark your ticket down” and playing supply and demand.
And a normal fan, who just wanted to get their money back and return their ticket, would come here, and they were up against this sophistication, and a lot of the times they wouldn’t sell their ticket, while the brokers made their money from the 1%, playing on the heartstrings of fans, of human beings. That was what had transpired.
So, when we’re talking about the scalping of tickets, we’re not talking about one or two people in front of the venue. We’re talking about an entire industry and model that supports it, and the primary ticketing industry is now actually the resale market, because the primary tickets don’t stay on sale, if it’s a highly sought-after event, for more than a few minutes. So, the rest of the fans are left to this whole business model.
That’s where we said, “It’s time. We need to change.”
DD: We’ve all gotten online and sat there for the queue to start, and I’m number 15,000 in line, or whatever it is. You guys were probably in the same boat as a lot of people, thinking the same thing, but you actually had an action plan. What was it like, starting from the concept to putting that into
practice. Are you web designers, or did you have to go out and consult with some friends?
DR: Yeah, we have Brando, and Brando and I were web designers for many years, building websites in the early days of the internet. When we saw this problem — being fans, it happened to us, and we said, “You know what, how can we solve this?”
It wasn’t just the solving it with technology. We actually went on tour with Phish, came back, we got shut out of their shows, and we set up a tent in the parking lot with face-value tickets. And you’d always see people in the parking lot with their fingers in their ears, walking with “Cash or trade for your extras!” signs. That was their slogan as they were looking for a ticket. “I’ll pay you cash, or I’ll trade you a ticket for another night, but do you have an extra ticket?”
We said, “Oh, what a great idea. Let’s put up a bulletin board!” And fans would come up, and they would stick a little Post-it note with their phone number and say, “Hey, give me a call if you have an extra ticket for face value, love to meet up, do the trade, make the transaction,” or “I have, tomorrow night, an extra ticket; do you have tonight?” And fans would come up to our tent and start — this is the low-tech version of
Cash or Trade. So, it was almost like our proof of concept, and fans came up to us and said, “This is a great idea! We love what you’re doing!”
We went on the road, and we’re going to the next show. We talked in the Starbucks coffee shops, and we started coding a website for this. In the early days, it looked a lot like Craigslist. It would have a chronological listing order of ticketing, and we said, “You know what? Let’s pull in the social concept of the idea from Facebook of friending each other. Let’s pull in the review system idea from eBay, where fans can leave each other a review. Let’s pull in a chat platform, where fans could actually talk to each other and gain views,” and that’s pretty much how it was born.
And we launched the website. We told everyone, “Check out CashorTrade.org. We’re trying to build this face-value movement.” Five thousand fans signed up, and then 10,000, and as the years progressed, as we kept telling more and more fans about it, before we knew it, it was 100,000. Now, today, it’s almost a half a million fans on the platform, and then another half a million fans through our Facebook groups and other little social networks to kind of market the face-value movement and let the world know that there’s an alternative, and we’re building it within the fan community.
DD: The platform goes live, people start interacting, and you see this idea take off. What was that like for you and your brother to experience?
DR: Unlike any other tech startup, there was more than somebody saying that they really loved the service. It was actually seeing it in person, because we had developed websites before, and we had never had anyone come up and hug us about a good website. We would have people come out of the crowd, run up, give us a hug, “Oh, my gosh, thank you so much for building this community! I’m so happy to be a part of it! I got into the show last night. I got two of my friends in using Cash or Trade. This service is great. We really support what you guys are doing. Keep it going.” We were energized by that type of response, which kind of gave us the fuel that we needed to be like, “You know what, this is a purpose-driven idea. It’s not some Silicon Valley tech unicorn chase. This is something that we believe in, because it’s actually something that we want for ourselves, and we use it.”
That’s what helped energize us to continue the build and the development of this.
DD: Say I’ve got two tickets to a show in X city. I got on your website. Can you give us an idea of what that process looks like for the user?
DR: Sure. You access Cash or Trade, whether it’s through downloading the app, or go to the website, CashorTrade.org. You log in, usually create an account, and there’s a button there that you can push to post your tickets. And it’s a very simple process. You click. You put your seat, your row, and the face-value price of the ticket, and the second you post it, anyone who has an alert set up, who’s looking for that show that night, will get an instant email, text, or push notification to the phone. They can open up the app, and they can press a button to quickly respond to it.
What makes it different — and a lot of questions come around, “How do you stop the scalpers from just hopping on the website, buying up all the tickets, and then reselling them?” Well, Cash or Trade is not a click-buy e-commerce
Brothers Dusty and Brando Rich launched Cash or Trade in 2009 as a user-friendly ticket platform.
user journey. It’s a lot like Airbnb and even Uber. You actually have to make an offer, and then your seller has the opportunity to choose the buyer. Even Uber — they don’t just send the car to you. The Uber driver has to accept the recipient, or even Airbnb — you can’t just buy the weekend. The Airbnb hosts have to review your profile, look at your reviews, and then accept the purchase. That just makes it an inefficient process for a broker to buy tickets on Cash or Trade, but actually rewards the fan who uses the platform, because they get to have some transparency. They use the chat program to ask some questions, like, “Oh, is there free parking? Do you know anything about the restaurants in the area?” And they can start a little communication, and then they can commit and purchase, and Cash or Trade will manage the transaction, so you’re not on the internet just paying somebody.
The money goes into our banking system. It’s an escrow. We wait for the transaction to confirm and validate, and then the funds will be transferred to the other party, making it secure, and we offer a 100% money-back guarantee and trader protection on those transactions.
DD: That’s probably the biggest fear about today’s digital world, is if you pay for something and it never comes. “All right, I’ll send you a Venmo, but I want the tickets first!” And they say, “Well, I want the Venmo before I’ll give the tickets!” It’s kind of a who’s going to jump first technique. But this eliminates a lot of that, which is really neat.
DR: And the “commit” button was fun, when we made that, where both parties commit to a trade, because you can even make a transaction or a conversation with your friend, that Facebook friend who said, “Oh, I’ll take the tickets!” And you’re in an uncomfortable position of, “OK, well, you haven’t paid for it yet. You said you wanted it, but are you really committed?” And Cash or Trade helps automate that process, saying, “Well, you clicked the ‘commit’ the button,” and then both parties commit to the transaction, and then the platform will help facilitate the user journey, like, “OK, well, now it’s time for you to pay.
Now it’s time for you to transmit the tickets. OK, now it’s time for you to leave a review,” so we help usher the relationship from start to finish.
DD: Are there one-off events and festival commerce on Cash or Trade? We just had a big festival here in Louisville called Bourbon & Beyond. It was four days of great music. If that’s not really on the main platform of Cash or Trade, is there a new event or a new area?
DR: I will say that Bourbon & Beyond — we had a lot of traffic. There were a lot of tickets that were transferred for Bourbon & Beyond. So, we do see festivals of all kinds pop up on Cash or Trade. And we partner with a lot of festivals, providing them with the safe resale option for their fans. As we’re scaling the company, we’re reaching out to different festivals, different artists, different promoters, and saying, “We offer safe resale, and we feel that more fans are less reluctant to purchase tickets, because it’s not like the old days, where it was $17, to make that kind of expense, knowing that there’s a safe place to resell them if they can’t make the event, and that it can go to another fan.” So, like Bourbon & Beyond, we’d love to even become an official partner, because we had such a great showing of them all last week.
But yeah, you’ll see all kinds of tickets pop up. We’ve even had some Taylor Swift tickets popped up on there, making people very, very happy.
DD: I’ll bet, especially when they’re face-value, right?
DR: They’re face-value, and those are very difficult to get right now.
DD: We all know the ticketing world has changed so much in the last 10 or 15 years, but how has that really changed the landscape of events, and where do you think it’s going to go in the future? Are we going to see more Cash or Trade-style platforms popping up? How do you see this evolving?
DR: My vision is that the face-value movement that we started comes to be widely known and mainstream, like Airbnb did for hotels and places to stay, where fans plug into the movement
and really make the choice to say, “You know what? We’ve had enough. We are looking for an alternative, and we want a place that’s safe and transparent and for face value.” And as we start to scale and become integrated, and we’re working with primary ticketing companies to offer integrations, the integration would help cross-check the price, the face value, of the ticket, to confirm that it’s face, and also offer the API digital transfer, so you can do it right within our platform instead of bouncing out to do it on AXS Tickets or wherever you see tickets or wherever you purchased the ticket.
My vision for the future is for us to look back and say, “Oh, remember the time when all the tickets ended up in the resale market? It was run by brokers, and scalping of tickets, and these high prices and these obscene, inflated fees? All that is behind us, because there’s a new world.” It’s called CashorTrade.org . It’s a community where fans come together to buy, sell, and trade. I would love for us to look back and say, “Wow, that was a time! And now, there is no market.”
Now, we’re not going to end capitalism or people wanting to profit. But I will say, like travel agents, hopefully there won’t be so much a need for it. I mean, there are still travel agents, and it’s great, but we can book a car. We can book a plane and a hotel without the need of a third party in the middle, and we can certainly do that with ticketing.
DD: Absolutely. We can’t thank you enough for your time today. Is there anything you’d like to add?
DR: I would just want to say that it’s been one of the most satisfying things in my life to take part in providing people access to the live music experience, because I feel like our lives and our memories are made up of these core memories, and these events, to go out with our friends and family, are something that resonates with us forever, and if we can bring more of that to the world and the community, then I feel like I’ve lived my life with purpose. Thank you for listening, and check out CashorTrade.org and join the community. And if you know a developer or somebody interested in marketing or PR and want to join the movement and help us build, we’re all ears.
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