Technology - the key to unlocking events
These figures don’t even take into account 2021 lockdowns and effects on the industry. When events are allowed to return in Melbourne and Sydney, they will be closely monitored and held under the utmost scrutiny for COVIDSafe measures. It is likely that the rest of Australia will be held to the same standards as the borders open and the threat of COVID becomes more apparent. Tools such as digital ticketing can provide a safe-guard for events as it offers a number of COVIDSafe practices that can assist in the industry opening once again. There are many reasons why upgrading technology is beneficial, even without COVIDSafe requirements. It provides better digital security for purchases, it saves time, you can keep better track of payments and you can track who used their ticket, and at what time, so there is no double up or risk of fake tickets getting through. The events industry is ready to open safely in Australia and do what is right to stay open in the safest way possible. Our industry has been at the forefront of advocating for and implementing COVIDSafe requirements. This includes COVIDSafe plans for events, strict contact tracing and QR code check-in requirements and the #VaxTheNation campaign. We would all love to get back in a crowd, listen to our favourite music live, cheer for our favourite sports team or partake in a festival celebrating food and other specialities. The way to do this effectively and safely is to invest in technology and digital ticketing. Alex Grant is Chief Executive of leading independent digital ticketing platform INTIX.
Alex Grant explains how digital ticketing can drive the revival of events
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ecause they present the ‘perfect’ combination of increased movement and large gatherings of people in one place, events in Australia have been the first to go and will be the last to return amid the global COVID-19 pandemic. As we begin to edge closer to a higher vaccination rate, and the possibility of a return to events, we can’t help but look to the northern hemisphere to learn from their approach to reopening. What we have seen overseas is that the digital element to events is here to stay. Digital ticketing and smartphone ticket scanning are just some of the ways event organisers in the UK, Europe and the USA are using technology to ensure they are opening in a safe and effective way. Digital ticketing caters to a safer event as it provides contactless ticket purchase and entry, fast and effective contact tracing and a way to manage patron density as per local restrictions. It is also inexpensive so can be used for events of all sizes. Although some Australian states have been able to continue running events throughout most of this pandemic the Australian events industry continues to INTIX Chief Executive, Alex Grant be affected in a major way. Prior to the 2021 lockdowns, live music activity was just 12% of pre-COVID levels. According to the Live Industry Events Alliance #VaxTheNation campaign, two thirds of industry jobs (79,000) were gone by the end of 2020, plus $23.6 billion of economic output and $10.7 billion of added value also lost.
56 Australasian Leisure Management Issue 146
Leading entertainment promoters launch ‘Vax the Nation’ campaign More than 200 of Australia’s biggest artists and performers have joined with tour promoters, music festivals, venues, ticketing agencies, record labels, comedy producers, theatre and opera companies, streaming platforms, industry associations and peak bodies, to launch #VaxTheNation, a campaign urging Australians to get vaccinated in order to bring forward the restart of the live entertainment industry. Advocating the need to “#VaxTheNation and stop the interruptions, a statement from the campaign advises “Australia, it’s time to get our live industry back on the road. “Remember that incredible feeling of singing along to your favourite band in a crowd of thousands, arms around your mates under an open sky. Hearing an entire audience laugh alongside you at a sold-out comedy show. Feeling the passion at your local theatre, or getting lost in the beauty of a classical symphony performance? “Australia’s $36.4 billion live entertainment industry is speaking out … let’s roll up our sleeves, get vaxxed and stop the interruptions.” The campaign is an initiative of the newly formed LIVE (Live Industry Venues + Entertainment) Alliance, backed by promoters Frontier, Chugg Entertainment and Illusive Presents, that represents an industry that has been one of the hardest hit by lockdowns and border closures during the pandemic.
