Jake Goodman

Ticketing isn't just how fans get in. It's the foundation for how teams monetize the entire fan relationship. Yet, most organizations still operate on systems built for a different era, which limits how they price, package, and sell, leaving meaningful revenue on the table. In their first season on Tixr, the San Jose Earthquakes and Houston Dynamo adopted a more flexible, commerce-driven approach, which improved conversion, unlocked new premium and group sales, and turned ticketing into a true growth engine. This session provides a candid look at what actually changes when you modernize your ticketing infrastructure—and what it means for revenue, control, and the future of how teams do business.