Ticketmaster, a Live Nation Entertainment company, has launched online ticket sales for disabled fans in the UK. This is the first time in the UK that accessible tickets have been made available to purchase online without barriers. The technology launches with future events at Glasgow’s Scottish Event Campus (SEC) and Motorpoint Arena Cardiff.
In a recent survey compiled by Attitude is Everything, a UK based disability-led charity, it was found that 83% of disabled gig-goers had been put off buying tickets because of inaccessible booking systems. Many have had to pay extra to be able to buy a ticket online, or been given no option to purchase online at all.
Ticketmaster has listened to feedback from fans and created an industry first online booking validation process that provides fair access to tickets and reduces friction for fans with accessible requirements. The system only allows those with accessible needs to purchase these tickets.
Andrew Parsons, MD Ticketmaster UK, said: “At Ticketmaster we believe equal access to live entertainment is paramount. We knew we had to do more for disabled fans and our team has worked hard on this ground-breaking technology that endeavours to make ticket buying simple for all. Every fan should have the same access to the events they love, it’s an ongoing process and one we continue to prioritise.”
Suzanne Bull MBE, CEO Attitude is Everything, said: “I’m delighted that Ticketmaster’s accessible ticket sales will go online. This is real progress for millions of disabled fans who are entitled to a variety of ways in which they can book their tickets. In designing their new service, Ticketmaster has worked closely with us and our Ticketing Without Barriers Coalition to achieve the 5 steps to inclusive ticketing that we set out in our February 2018 ‘State of Access Report. We wish them every success.”
Debbie McWilliams, Director of Live Entertainment at the SEC, said: “We’re committed to making a visit to the SEC an enjoyable experience for everyone, and a real focus for us is to deliver a system that offers equal access to tickets for all fans. Our team have worked closely with the team at Ticketmaster to develop technology to support this and we are delighted to launch online access to tickets for fans with accessible needs. This is real progress and part of our commitment to improving accessibility across all of our venues.”
Graham Walters, Chief Operating Officer at Motorpoint Arena Cardiff, said: “We’re extremely proud of our Live Access Scheme at Motorpoint Arena Cardiff and we’re always looking at how we can improve our service with a more convenient way for customers with access requirements to book tickets. We’ve been working with Ticketmaster for several months, testing digital solutions for a streamlined service so that access customers can book tickets online; simpler, easier and faster. By expanding our booking options to meet individual needs, it’s a positive step forward for accessible ticketing.”
Within 24 hours of an online accessible order, the fan is asked to submit their accessible requirements via their ‘My Account’ on the Ticketmaster site. The fan will only ever need to do this once, with the information stored securely for all future purchases.
The new technology is scheduled to roll out across more events, venues and countries in the near future.
The news follows Ticketmaster UK’s nomination for the “Ticketing Without Barriers” award at the recent Outstanding Attitude Awards 2019 held by Attitude is Everything.