Pearl Jam’s Ten Club Ticketing
Virtually eliminated scalped tickets for Pearl Jam’s 2020 North American Tour.
Led 75+ cross-functional team members across 15+ products & divisions.
Introduced the first-of-its-kind Face Value Ticket Exchange, giving fans the flexibility to sell unwanted tickets, while still enforcing the original ticket price set by the artist.
Redefined the high-stakes Pearl Jam-Ticketmaster relationship; was the first time in 27 years that the band allowed Ticketmaster to manage their fan club ticketing.
Responsible for turning the artist’s vision into a cohesive product strategy, and evangelizing this vision to internal product teams. Led development of new technology where needed, and helped steer enhancements of existing products by other teams.
Ensured vertical alignment across artist management, promoter, and executives; as well as horizontal alignment across product, engineering, design, operations, marketing, brand, legal, et al.
Billboard: How Ticketmaster's Sworn Enemy, Pearl Jam, Became Its New Best Friend
“Since 1992, Ten Club presales have historically been handled in house and by hand. On this tour, Pearl Jam ceded control to TM, which built a custom ticketing algorithm to ticket with the same rules that the Ten Club has had since 1992 -- with a lottery for all interested members to get tickets and ticket locations assigned by seniority in the club.”
“Finally, Pearl Jam sought to make tickets non-transferrable to ensure brokers never got their hands on tickets to resell. Non-transferrable tickets are controversial, especially as buyers who cannot attend a show lose out. To capture the best of all possible worlds, Ticketmaster built Pearl Jam a custom secondary ticket exchange whereby tickets could only be sold at face value.”