#TAS23 Guest Spotlight: Theory Eleven Entertainment

Ahead of TheTicketingBusiness ASIA 2023, we spoke to Koushan Panjali, Ticketing Director & Operations Director at UAE-headquartered Theory Eleven Entertainment.

Theory Eleven is an event management and entertainment agency that specialises in organising a diverse range of events, talent booking, F&B concept creation, franchising, and E-ticketing solutions for private, governmental, and corporate clients.

Koushan’s role involves ensuring efficient ticket sales, event coordination, and providing strategic marketing feedback to promoters. He also oversees the development team as the company aims to stay at the forefront of technology trends.

Here, he discusses the increasingly competitive UAE market and the value of harnessing data to predict an event’s success…

What are the key current challenges and opportunities in your market?

Koushan Panjali: One of the primary challenges we currently confront is the increasing number of competitors and the proliferation of ticketing platforms. In the UAE, the number of ticketing platforms has exceeded the count of event organisers, intensifying the competitive landscape.

Another significant challenge revolves around ticket fraud and unauthorised ticket resellers. In accordance with UAE law, ticket resale is restricted. However, particularly for high-demand events like Cirque du Soleil, we encounter secondary ticket organisations listing tickets at prices two to four times higher than their original value. Regrettably, these unauthorised sellers often distribute counterfeit tickets, leading to considerable customer dissatisfaction and security concerns.

What are the most interesting trends you are witnessing in the sector?

Koushan: One of the most compelling trends in our industry, from my perspective, is the realm of data management and analytics. By harnessing the data we collect, we’re able to provide valuable insights to event organisers. In fact, through data analysis, we can predict the success of an event with a remarkable 90% accuracy rate. This predictive capability extends further to guiding our partners on the most effective marketing channels, thereby addressing their marketing challenges.

What’s intriguing is that, at times, we advise event promoters that achieving their goals doesn’t necessarily require substantial expenditures. It’s about understanding the nature of the event or show, leveraging our experience, and utilising the right data. This synergy of information and experience allows us to make well-informed assessments of an event’s potential success, helping our partners make informed decisions.

What are your organisation’s major ticketing plans and initiatives over the coming year?

Koushan: In the upcoming year, we’re dedicated to innovation, customer satisfaction, and market expansion to provide the best ticketing solutions.

What are you looking forward to exploring more at the conference?

Koushan: I am eager to delve deeper into the challenges and innovative solutions within the ticketing industry. Additionally, I look forward to staying abreast of the latest technological advancements that can enhance our services. Furthermore, I anticipate the opportunity to establish meaningful connections with diverse teams and companies, fostering strong and mutually beneficial relationships.

Join Koushan and hundreds of ticketing and events execs at TheTicketingBusiness ASIA 2023 #TAS23, which takes place at The Wave in Kwun Tong, Hong Kong on 17-18 October.

We’ll explore what’s happening across sales, marketing and engagement tech for arts, culture, sports, live music, theme parks and visitor attractions throughout the APAC entertainment market.