Ana Valdovinos took the helm as managing director of Ticketmaster Spain in June 2021, directing the regional operations for the global live music ticketing giant. Since 2011, she has overseen finance, legal, and human resources following Ticketmaster’s integration with its subsidiary Serviticket. Her early career includes finance roles and time with firms such as Arthur Andersen and Lear Corporation, ultimately steering her toward Spain’s vibrant ticketing market after joining Serviticket in 2003.
She also serves as a member of the MIM Association (Women in the Music Industry), an organization advocating for gender equality in the music business. Voices from within the industry emphasize that women are major cultural consumers—attending music, theatre, cinema, and exhibitions—while leadership roles remain disproportionately held by men. In her view, the work accomplished by women often appears ephemeral and uncertain, even when education levels are on par with their male counterparts.
How are you balancing at the beginning of Ticketmaster this year?
The year has been bustling yet inspiring. After prolonged disruption from the pandemic, fans and artists are eager to reconnect. Numerous shows are on sale, and there is clear excitement to return to live events. The team is prepared to deliver concerts with confidence and a focus on safety.
Are the concerts already normal or are there still restrictions?
A sense of normalcy is returning. While some measures have eased, the market is seeing fewer restrictions, and masking requirements are easing in many areas as conditions improve.
What prediction do you have for this 2022?
The year is shaping up to be strong. International figures point to a rebound beyond 2019 levels, with hundreds of millions of tickets moving globally. In Spain, high-demand tours by artists such as the Rolling Stones or C. Tangana are on sale, and a broad recovery is anticipated toward year-end as markets reach pre-pandemic activity. Many events postponed since 2020 will finally be realized in the current year.
Is there a decrease in cash sales due to the war?
The trend shows elasticity rather than a collapse. When demand is strong and tickets are scarce, sales remain robust. In some cases, events release tickets with shorter lead times, leading to a more compressed sales window than in the past.
What numbers do you have for this year?
Forecasting exact figures is risky because pricing, domestic versus international sales, and end-of-year supply all influence outcomes. Globally, Ticketmaster saw about 45 percent higher ticket volumes by February compared with the same period in 2019, and the Spanish market shows a similar upward movement in trend terms.
What are the most interesting concerts right now?
During the quieter pandemic years, national artists drew significant attention while capacity remained constrained. Today, fans are eager for intense live experiences and are embracing both national and international acts. While many tours are still being finalized, expectations for compelling lineups remain high.
Are international tours starting or are they waiting?
Europe is moving forward with tours, though cautiously. Artists are planning country by country, often announcing first in France and Germany before touring Spain. Tours are issued with tighter dates and shorter notice than before, reflecting a careful market approach.
What is left of the stream?
Live experiences remain unmatched for their sensory impact. Streaming offers a different, equally valuable connection, and it complements live performances. Artists see streaming and in-person shows as complementary channels rather than competing formats.
Do you have short-term investment plans?
Internationally, Ticketmaster continues to allocate substantial resources to technology, investing roughly 10 million euros annually. The aim is to reduce speculation and fraud, streamline processes, and empower customers and organizers alike with a seamless, safer ticketing experience enhanced by digital innovations.
What innovations have started to be seen in tickets?
Innovation is noticeable across markets, including the United States with NFT experiments. The company focuses on smart ticket designs, such as non-transferable tickets issued until moments before entry, and on improving the overall sales process. Attention is also paid to seat views and arena layouts to provide a 360-degree understanding of the venue experience.
Has this industry changed a lot?
The shift from physical queues to digital access is now standard. In the past, tickets were bought at manual outlets and waitlines were common. Today, most fans start from home, though occasional virtual queues remain when demand spikes.
Despite technological advances, are virtual queues unavoidable?
Even with high-speed platforms, very high-demand events can create a temporary queue. The system shows how many minutes remain to purchase. A Verify Fan process helps ensure real fans access tickets, reducing the impact of automated buying and fraud.
What do you mean by true fan?
Bots and brokers exist, attempting bulk purchases. Before the pandemic, millions of automated attempts were detected. The focus is on ensuring fans have legitimate access and authentic tickets.
Are there still too many scams?
Scams persist, but detection has improved. Consumers sometimes turn to third-party marketplaces out of unfamiliarity. The aim is transparency and safety in primary sales, with measures to minimize resale issues and ensure tickets remain fair and traceable.
But not all names…
Organizers still determine some options, including pre-registration, pre-sale, nominal pricing, or single-ticket-per-purchase limits. Ticketmaster provides these tools, leaving the final decision to the event organizer.
But is there always a resale percentage?
Instances of resale remain, but digital tickets and traceability have reduced risk. The goal is a safer, more personalized fan experience from purchase to show, enabling transparent resales where allowed.
In 2018, Ticketmaster shut down its Seatwave sales site. What is the current position of the company?
The priority is ensuring tickets reach genuine fans. Integrating resale into the primary market with transparency allows fans to sell when they cannot attend, while buyers can trust the authenticity of their tickets. The process aims to be fair and marketable, with clear visibility into ownership and transfers.
But does this already exist?
Internationally, a transparent resale model has been implemented, offering fans a secure way to sell if they cannot attend. Tickets remain legitimate, and buyers can purchase with confidence in their authenticity.
And are you thinking of doing this in Spain?
It is a possibility. A transparent resale framework would help combat speculative resale and fraud while preserving consumer trust across markets.