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Allshows.com looks at primary and secondary markets as one big opportunity

By Alfred Branch Jr.

To Jason Berger, the primary and secondary ticket markets are becoming one and the same and it all comes down to providing ticketing solutions to clients. Berger, a 20-year veteran of the ticket industry, is the managing partner of Greenwich, CT-based Allshows.com, and in keeping with his philosophy, the company has launched a move in recent months into the primary market.

All Shows has partnered with the Heirloom Arts Theatre in Connecticut, and Chocolate Tango: The Event in New Jersey, to provide primary ticketing solutions, a move Berger said helps the company continue to grow. The company has also partnered with the Ridgefield Playhouse in Connecticut to help offer VIP experiences and meet-and-greets with artists, as well as premium seating for playhouse events.

"The primary and secondary markets are clearly converging. There is no longer a clear distinction between both market sectors, as secondary brokers are increasingly working with primary sellers to get the venues filled," Berger told TicketNews. Traditionally, companies in the primary ticket market represent the original source of tickets, while the secondary market represents brokers who acquire tickets that they then resell.

"With that said, we are exploring all areas of growth in the ticket industry. We feel the industry as a whole is viable and shows resiliencies over other entertainment sectors," he added.

The company was able to step in to help the three entities when previous, unnamed ticket providers were not meeting their clients' needs. To do so, Berger said All Shows was able to draw on its knowledge of the local markets, expertise in the ticket industry, and a strong track record of customer service. "We also work with the venue on marketing strategy as well as ways to increase their ticket sales."

Berger would not disclose how the company works with each client, for example, whether they split the proceeds of tickets sold or whether the venue is paying All Shows a fee, but he said the company has developed a software platform for their primary market clients, which they will expand and customize to fit specific needs. The company currently employs 20 people and did not have to add staff to handle the new primary clients, but Berger said the company may look at increasing staff in the future if All Shows lands more clients.

"It’s all about getting our clients what they need," Berger said. "We don’t separate primary and secondary clients. We are here to provide great tickets and great service and that’s what we will continue to do. As the ticket industry continues to grow All Shows will adapt to the changes."

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