Ana Valdovinos took the helm as managing director of the global live music ticketing giant Ticketmaster Spain in June 2021, overseeing Ticketmaster Spain and Tick Tack Ticket. Her entrance into the ticketing world traces back to 2003, when she joined Serviticket after a career in finance with firms such as Arthur Andersen and Lear Corporation.
She serves as a member of the MIM Association, an organization championing gender equality in the music industry. She notes that women are major consumers of cultural experiences like music, theatre, books, cinema, and exhibitions, yet top leadership roles are still predominantly held by men. She observes that employment opportunities in the sector are often shaped by volatility and uncertainty, even when educational credentials are strong.
How is her team balancing the start of this year at Ticketmaster?
It has been a demanding yet exhilarating year. After a long pandemic pause, fans and artists are eager to reconnect. Concerts are widely on sale, and there is evident anticipation among audiences for live events. The industry is ready to deliver concerts with renewed confidence.
Are live performances returning to normal, or are restrictions still in place?
<p Normalcy is returning. Restrictions are easing in many areas, with some measures lifting in the near term as fans resume attending events wherever feasible. Mask mandates are gradually dropping in shared spaces, with certain regions planning policy updates in the coming days.
What are the expectations for 2022?
The year is expected to perform strongly on a global scale. Worldwide ticket sales could surpass pre-pandemic benchmarks, with hundreds of millions of tickets moving across markets. The Spanish market is aligning with this trajectory, as major international tours and high-demand local events drive strong demand. While big names like the Rolling Stones or C. Tangana attract attention, the broader recovery hinges on a steady return to pre-crisis levels later in the year.
Is there a dip in cash sales due to the geopolitical situation?
Crowd enthusiasm remains high when concerts are announced and tickets are scarce. The market is adjusting to shorter lead times for new shows, with fans eager to secure seats well ahead of performances, albeit with some variability in timing across different tours.
What kind of numbers can be expected this year?
Providing exact figures remains risky due to price dynamics, domestic versus international sales, and end-year supply. Globally, Ticketmaster has reported substantial increases in ticketing activity in the first months of the year compared to the same period in previous years. The Spanish market shows a similar trend, even as regional differences influence the pace and scale of sales.
Which concerts stand out at the moment?
During the quieter phases of the pandemic, domestic artists drew significant attention as many international tours were paused or adjusted. There is a renewed appetite for live music across both national and international acts, with fans seeking high-energy experiences that showcase a broad spectrum of talent. While specific tour details remain under wraps, the appetite for major tours remains intact.
Are international tours resuming, or are organizers proceeding with caution?
Europe is seeing momentum as artists plan tours across multiple territories. Initial legs often commence in France or Germany before moving into Spain. Tours are being scheduled with more defined windows and fewer notice periods, reflecting a cautious but steady return of live programming.
What remains of the live experience flow?
Nothing quite replaces the immediacy of a live show. Streaming offers a different kind of connection with fans, but it cannot fully replicate the sensory impact of being in a venue. Both formats exist in harmony, and artists continue to explore both channels to engage audiences.
Are there plans for short-term investments?
On a global scale, Ticketmaster earmarks around 10 million euros yearly for technology, maintaining leadership in transparency, fraud prevention, and guest-centric solutions. The aim is to simplify the sales journey for fans and organizers, leveraging digital tools to optimize the buying experience.
What innovations are emerging in ticketing
New developments include advanced digital experiences such as non-transferable or time-bound tickets and enhanced 360-degree venue views. The industry is also investing in smart sales processes, improving how tickets are offered, priced, and displayed, with a focus on improving the overall customer journey and venue access.
Has the industry undergone significant change?
Since 2003, the way tickets are distributed has transformed dramatically. Once dominated by physical queues at box offices, today the majority of sales occur online or through mobile channels, with virtual queues now a common feature. While the digital shift is entrenched, real-time demand continues to challenge the purchasing process at peak times.
Is it possible to avoid virtual queues entirely?
Ticketmaster can process thousands of tickets per minute, but high-demand events still create moments of high demand and limited availability. A system such as Verify Fan helps ensure that genuine fans access tickets, reducing the impact of non-human buyers and maintaining fairness in the sale process.
What constitutes a true fan?
There are many automated systems attempting bulk purchases, called bots. Before the pandemic, millions of such attempts occurred globally, underscoring the importance of fraud prevention measures and secure access for real fans.
Are scams still a concern?
While detection has improved, risk persists as some buyers turn to non-official marketplaces. Consumers must stay vigilant and prefer official channels to avoid inflated prices. The industry continues to adopt measures to curb resale and protect consumers, including transparent and controlled resale options when appropriate.
Has the practice of nominal entries been widely adopted?
The choice to implement safeguards like pre-registration, pre-sale, or nominal ticket policies is typically up to event organizers. When these options are offered, they help balance accessibility with fairness across the primary market.
Is resale still an issue?
Resale-related incidents have diminished thanks to digital tickets and traceability from purchase to attendance. The goal remains to deliver a safer, more accountable experience for fans while preserving the integrity of the primary market.
What about Seatwave and the current positioning of Ticketmaster?
Ticketmaster emphasizes that tickets should reach genuine fans. Integrating resale into a transparent framework allows fans who cannot attend to sell their tickets in a secure marketplace. This approach balances customer control, price fairness, and market transparency. The model aims to ensure legitimate tickets stay within the official ecosystem and maintain trust among buyers and sellers. At the international level, this is increasingly being explored as a viable option for Spain and other markets.
Is this being considered for Spain?
It remains a possibility. Implementing transparent resale and fraud prevention strategies could help curb speculative activity and protect fans across the board.