GOOD CONTACTS MEAN EVERYTHING WHEN IT COMES TO GOOD BUSINESS

Tony McGowen, Founder and Director of A1 Lifestyle, tells Karen McLauchlan why building relationships is crucial for opening doors to the best entertainment experiences around the world.

Were you a thwarted Swiftie when it came to bagging tickets for the superstar’s Eras tour last summer? Or has it always been your dream to sit track side at the F1 or walk the red carpet?

Then Tony McGowen is a good man to know. With decades of experience in the ticketing and hospitality industry, his ‘little black book’ is quite frankly, enormous.

And as Founder and Director of A1 Lifestyle – he’s an expert in helping people enjoy the best gigs, events and performances around the globe.

Uxbridge-based A1 finds people and businesses the best seats in the house.

And its offering is huge – from the Superbowl to the West End, the team can help with VIP access, exclusive restaurant bookings, tickets for gigs and shows and private jets, limos and helicopters.

“There’s not many events we say no to or can’t get a ticket for,” says Tony.

“We have a proven ability to source tickets, passes and VIP access to all types of events.

“Red carpet film premieres, fashion shows in London, Paris or New York, film festivals and exclusive parties – we have done them all.”

But it’s not all about experiences where money is no object.

“It’s not just high end clients,” says Tony, “we work with people across the globe at all price levels.”

While many of us may have spent frustrating hours online attempting to get our hands on much in demand tickets, it’s years of experience and a vast network of contacts that enables Tony to get his clients through the door.

“We work differently to some other firms as we actually own the tickets or stock we hold,” explains Tony. “We pay license fees to agencies and venues to be able to have access to tickets for an event and have good relationships with contacts.

“But there are still constraints, especially those events where demand is incredibly high.

“We do a lot of packages for hospitality and travel. But price wise, we work with people from all backgrounds.”

Starting his early career in marketing, Tony was recruited by a newcomer to the UK ticketing industry – Get Me In - which was eventually bought by Ticketmaster and where Tony also spent time working.

He then branched out on his own.

“I like to freewheel and think on my feet,” he explains. “I like to put plans into place quickly so it suited me to work for myself.”

A1 rebranded in 2023 and now has 14 staff as well as new business partner, Matthew Evans. It also operates theatre ticketing website seats4shows.co.uk

“We’ve grown exponentially over the last 16 months, it’s been a whirlwind,” adds Tony.

“We’ve attracted lots of new clients and our growth globally has been phenomenal.”

The success comes after some incredibly difficult years as Tony – and the entire hospitality industry – navigated the Covid pandemic.

“The business was devastated,” he says. “For two years every venue across the UK closed and the industry was completely crippled.

“It was a hard time and I had some very dark days. But the business managed to hang onto its allocations and connections with venues.

“And when everything reopened the response was incredible. People wanted to get out and do things. Demand was through the roof.

“Things have levelled off now. The cost of living rise has had an impact, people aren’t as frivolous as they were.”

He says Brexit has also changed the way people attend events with European clients now waiting for a gig local to them rather than paying a higher price to travel to the UK.

Much of A1’s business is in the UK - more than half - with the USA making up around a third of its client base and the rest across Europe.

Tony admits he has a formidable contacts book, which is key to his company’s success.

But he says that doesn’t just apply to him.

Building relationships, including those with the Chamber of Commerce, is vital to every business if they want to be their best.

“Our success is based on our network,” he explains, “the bigger and stronger your network the easier it is to succeed in any industry.”

A1 is a member Hillingdon Chamber of Commerce and Tony says it’s important to have a local network.

“If there’s something I need for the business I’d always prefer to go local and get it done with someone ‘down the road’ with a small business,” he says. “There’s real value in that and improving the local business community.”

The ticket industry is currently facing change. The Government has launched a consultation and plans to cap the price of resale tickets.

“I am pro-legislation,” says Tony, “but the Government needs to be advised correctly and not just by people who are anti-resale. It must be a balanced argument.

“I am speaking to Members of Parliament about the issue.”

Looking to put something back into the community, A1 has also forged links with The Feathers Association, a charity which provides opportunities for children, young people and communities through informal education, sporting, cultural and recreational activities.

Donating to its charity auctions, Tony says it’s an organisation he is “hugely proud” to be involved with.

As for the future, Tony and his team continue to make those must-have tickets attainable for clients.

“Every day is different,” says Tony, “and that’s why I like what I do.

“I love picking up the phone, talking to people and meeting new people. It’s all about experiences and it’s great to be able to get people the very best seat.”