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TM UK records biggest weekend for digital tickets

The long weekend of 12–14 July was one of the biggest in recent memory for the Ticketmaster UK team, with more digital tickets processed at greenfield sites than at any time since the technology’s introduction.

A third of tickets at Trnsmt in Glasgow (Friday 12–Sunday 14 July) were mobile-only, and 100% of Ticketmaster tickets at Lovebox (12–13 July) and Citadel (14 July), held in Gunnersbury Park, London, were delivered to fans’ mobile phones.

Festivalgoers were reminded in advance to download tickets using the TM mobile app; for those that didn’t, wifi hotspots were set up in the queue so getting into the festival was as quick as possible.

A transfer function, meanwhile, enabled fans to pass tickets to the phones of other people in their party – every person needed their own individual downloaded ticket – meaning Ticketmaster and the festivals knew every person entering the site (rather than just the buyer), reducing ticket fraud while increasing in- and post-event marketing potential.

“Our team scanned more mobile tickets than ever before at events across the UK last weekend, with 100% of tickets at Lovebox and Citadel delivered to fan’s mobiles,” explains Andrew Parsons, managing director of Ticketmaster UK.

“It was a fantastic outcome for us and, most importantly, the fans”

“What we saw was the fast and frictionless entry of fans into the shows they love, along with a significant reduction in ticket fraud. A further benefit of mobile tickets is that we now know the individual attendees who walked through the festival gates, so we’ve increased our marketing potential even further.

“We’re in the business of happy fans, and it’s clear from a very successful weekend that mobile is the way forward.”

Rory Bett, CEO of Lovebox and Citadel promoter MAMA, adds: “This was our first foray into using mobile tickets at Lovebox and Citadel and we’re pleased to say it was huge success. It was one of the most effortless experiences we’ve had getting fans on site, and quick, too.

“Together with the Ticketmaster team it was a fantastic outcome for us and, most importantly, the fans. We’re now looking ahead to the rest of the festival season and beyond.”

Ticketmaster began rolling out SafeTix, its new anti-counterfeiting technology for digital tickets, in North America earlier this year.

 


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Third outing cements Trnsmt as Glasgow staple

The third edition of DF Concerts’ Trnsmt took place at Glasgow Green over the weekend, with headliners Stormzy, Catfish and the Bottlemen and George Ezra playing to sold-out crowds.

Around 150,000 festivalgoers descended on the event from 12 to 14 July to see acts including Lewis Capaldi, Bastille, the Snuts, Gerry Cinnamon and Years and Years. Organisers confirmed the return of the event immediately after the close of the main stage on Sunday, projecting the 2020 dates onto buildings in the centre of Glasgow.

“After three hugely successful years, Trnsmt is now an established part of Glasgow’s annual cultural calendar,” says festival director and DF Concerts chief executive Geoff Ellis.

“This year’s sold-out festival was the best yet with so many highlights. We can’t wait to return to Glasgow Green next summer for another phenomenal weekend of music.”

“Trnsmt is now an established part of Glasgow’s annual cultural calendar”

The festival was smaller in scale than the 2018 event, which took place over two consecutive weekends. A new addition to the 2019 festival came in the form of the female-only Queen Tut’s stage, which aimed “to close the gender play gap”.

Trnsmt launched in 2017, after DF Concerts put major camping festival T in the Park on hold due to “onerous site restrictions”. Ellis recently confirmed that T in the Park would not be making a return.

“It’s all about Trnsmt for us now,” states Ellis, who last year told IQ that the appetite for large-scale camping festivals in Scotland had declined.

Trnsmt also garnered the support of the local council, with Glasgow city council leader Susan Aitken naming Trnsmt an “integral part” of the city’s offering and commending the “vibrancy and enjoyment” it provides.

Trnsmt 2020 will take place from 10 to 12 July on Glasgow Green.

 


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