Dash are just the ticket to challenge the big boys in events
UP AND coming ticket company Dash Tickets wants the top spot in the sector and plans to get there by challenging the culture of the industry.
Nick Schembri and Chris Smith founded the company while studying at Wellington’s Victoria University in 2009. The university’s student association was having problems with tickets for its orientation event and challenged Schembri and Smith to devise a better system.
Web developer Smith was responsible for the initial product build, while Schembri used skills from his bachelor of commerce and administration to promote it.
The company grew rapidly and has established a strong foothold in Christchurch. After the earthquake in February 2011, Dash Tickets was the only agent to stick with Christchurch, giving it opportunities to tackle major events.
Dash provided the ticket sys- tem for the Christchurch Arts Festival where it saved the trust and the customers of the festival over $100,000 in fees they would usually pay with competitors.
And here is Dash’s major point of difference. Yes, it has lower fees but it also has a different structure which hands over control to the promoter and venue to setup things themselves.
‘‘We still provide the traditional methods, oversight, account management and customer support, because we need to have that. We allow the promoters to set up events and send their own tickets,’’ Smith said.
Also, Schembri – a longtime volunteer driver for St John Ambulance – said people are paying too much for tickets, because of complex royalty and sponsorship schemes between established ticketing companies and venues.
Some major venues have rebate schemes where an event organiser is charged an inside fee and a percentage of this goes to the venue.
Also, a sponsorship payment or other form of capital contribution to the venue is given for securing a long-term contract.
‘‘We have one fee and that either goes to the customer or promoter or it could be split,’’ he said.
Schembri argues that Dash Tickets is a much more innovative web company than Ticketek and Ticketmaster.
‘‘I’ve got a team of six technology gurus and we are constantly innovating our product. Whereas Ticketek and Ticketmaster have unchanging products, we are breaking the boundaries of marketing tools.’’
Why did you entrepreneur?
I didn’t plan on becoming one, after solving a problem we had
become
an while ticketing our own events at Victoria University we were challenged by the students association to create our own solution and they would use it for orientation in 2009. The feeling of being able to make a difference to this industry was the reason I wanted to turn this idea into a business.
What have been the biggest obstacles in running your company?
I have two, the first being young to start a company and having to deal with the problems people perceive with age – risk, credibility and experience. The second is being in a market where there are two or three large monopolistic competitors.
Name one thing you’ve learnt from while in business and from who?
In business things often happen which you may think are personal or targeted at you but, in fact, it is just business. It is important to take the emotion out of situations and understand the reasons why something has happened. One of our advisory team members and business coach Bronwyn Dilley (managing director of Intelligentsia) drilled this into me as our company developed.
What are your business and personal goals?
Our business goals are to be the No 1 choice ticketing provider in New Zealand and grow our market share in Australia. Further, we aim to be the most innovative ticketing platform, breaking boundaries in all we do. My personal goal is to create a global brand that is known for innovative, secure and costeffective ticketing and community management platforms.
Do you have any tips for budding entrepreneurs?
Always surround yourself with people who can help your business and provide you support, ideas and opportunities. I cannot stress enough the importance of establishing an advisory board and meeting with them regularly.