New ticket outlet targets lucrative Latino market
New York firm Schramm Marketing Group has launched Fantástico, a concert, sports and theatre ticketing venture catering to Hispanic Americans.
The mobile-optimised site, which will initially offer tickets for events in New York and the surrounding areas, will provide hispanophone consumers with an entirely Spanish-language purchasing process.
“Currently, there is no real mobile option for US Spanish-speaking consumers to purchase tickets online in their native language from any of the major ticket retailers,” says Schramm Marketing Group founder Joe Schramm. “Spanish-speaking ticket buyers who want to attend a concert, show or sporting event have to resort to waiting in line at a box office or in a local tienda [shop] to get their tickets. Fantástico will provide Latino consumers with an equal opportunity to purchase tickets on the mobile devices they use the most, and in the language they speak.”
“Sports and entertainment are two of the biggest passions for US Hispanics, but the ticket-buying experience for these activities is less than satisfactory”
“Sports and entertainment are two of the biggest passions for US Hispanics, but the ticket-buying experience for these activities is less than satisfactory,” adds Rafael Eli, a partner at Schramm. “Fantástico offers a convenient and positive solution to the unserved Spanish-speaking fan who wants to attend an event and is thwarted by online ticket sites that don’t cater to his or her needs.”
Spanish-speaking Americans are notable for their above-average use of smartphones and enthusiastic ticket-buying habits, something Schramm hopes to tap into with the launch of Fantástico. According to a 2015 Nielsen report, Hispanics are “super-mobile super consumers”, spending more than 762 minutes talking on their mobile devices per month. They also spend an average of US$72 per year on concerts and festivals, compared to $48 by the average American.
Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.