Ticketmaster has announced the development of SmartEvent, a new suite of technology tools that is aimed at helping fans safely return to live events. Designed with flexibility in mind, SmartEvent gives event organisers the ability to adapt protocols to meet evolving needs of capacity, distancing and other logistics throughout the reopening journey for concerts, sports games, comedy shows and other events.

“We know that fans around the world are eager to return to live events and SmartEvent gives event organisers an array of solutions to help make that possible,” said Mark Yovich, president of Ticketmaster. “SmartEventbrings together our advanced technology platform and industry-leading venue and seating insights, putting Ticketmaster in the unique position to facilitate paths back to live.”

While the road back to live events will look different in markets around the world depending upon local conditions and regulations, Ticketmaster’s SmartEvent offerings provide event hosts with tools they need to operate in this new environment while giving fans peace of mind.

Building on the company’s venue access controls via Presence™ and fraud-fighting digital ticketing innovations through SafeTix™, Ticketmaster’s SmartEvent system offers a range of tools that allow organisers to make access and seating safer and more efficient.

This includes spacing at venues for fans and adjusting capacity to changing social distancing regulations. For example, the Social Distance Seating Tool uses custom algorithms that consider venue size, distance between seats and many more data points to create seating strategies for each event. The technology can quickly reconfigure seating arrangements for various logistics and ticket demands giving organisers the ability to maximise revenue. To date, more than 250 clients have started tapping into this tool either to host or plan for events, including the NFL, MLS, and many universities.

Ticketmaster’sTimed Entry Tool allows organisers to give fans specific arrival times and entry ways to manage the flow of people into the venue. Additionally, Entry Rate Monitoring Tools help manage lines and avoid congestion. Custom communications directly to ticketholders before and after the event are also supported to help provide fans with important info.

Furthermore, SmartEvent has contactless box office, contactless payment, mobile ordering and in-venue experience capabilities. And there is also the capability to facilitate contact tracing if desired.

“While initially intended to help fans and organisers get back to live, some of these innovations will long outlast COVID-19, streamlining processes and providing endless opportunity to modernise the event experience,” continued Yovich. “We have every confidence that the industry will prevail, and that our cutting-edge technology, local expertise, global reach and fan insights will lead the way.”