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Resources Capacity Academy The Official Source: Navigating the Secondary Ticket Market

The Official Source: Navigating the Secondary Ticket Market

Reclaim Audience Trust—and Ticket Sales

Resellers thrive on confusing your audience: inflating prices, outranking your website, and making it harder for patrons to know where to buy. From small community theaters to Broadway to stadium concerts, resellers are reshaping how people buy tickets, resulting in confusion, distrust, and lost revenue.

The solution for organizations like yours? Becoming the clear, official source for every ticket—and this accessible, 4-session course will help you do it.

Register Now

Course Details
  • Format: On demand. You’ll get access to a subscribers-only webpage with The Official Source course videos. Bookmark and revisit any time you like for up to one year.
  • Course Length: 4 in-depth sessions, plus a course introduction and recap. Total watch time is approximately 2 hours.
  • Prerequisites: None
  • Homework: This class does not include homework.
  • Price: $199
  • Course Availability: One year from purchase date.
  • Who is eligible to register for this course? This program is for nonprofit arts and culture marketers only. For-profit marketing registrants will be kindly refunded. Additionally, please note that Capacity Academy has a one-seat-per-student policy, meaning multiple colleagues from the same organization require separate registrations.
  • Any questions? Reach out to capacityacademy@capacityinteractive.com.

Overview

In this course, you’ll learn how to:

  •  ✓ Use Paid Search to claim the top of the search results page and intercept your audience before resellers can.
  • ✓ Build your website’s long-term authority with SEO so you dominate beyond ads.
  • ✓ Leverage content to guide patrons toward buying with confidence.
  • ✓ Learn from a real-world case study of how one organization fought back against fraudulent ticket sales.

I’m In


Course Syllabus

Session 1: Paid Search: Your Essential Offense for Combatting Competition

Learn how to claim top search placement when it matters most.

Session 2: SEO: Building Long-Term Authority

Explore how to make your website the trusted, official source for ticket buyers.

Session 3: Guiding Patrons to Buy with Confidence

Learn how to use content to eliminate confusion and strengthen trust.

Session 4: Case Study: A Real-World Playbook in Action

Hear from Sara Billmann, VP of Marketing & Communications at University Musical Society, on how her team fought fraudulent ticket sales with both legal and audience-focused strategies.

Meet Your Educators

Plus: Learn from Sara Billmann, University Musical Society

Plus: Learn from Sara Billmann, University Musical Society

Learning On Demand = Answers ASAP

This course is available on demand, which means it’s not live and there are no weekly sessions. This thoughtful structure allows you to:

✓ Start learning the moment you enroll (no waiting for a live session!)
✓ Watch videos on your schedule and at your pace.
✓ Revisit lessons and strategies whenever you need them, especially when resellers strike hardest

When you complete the course, reach out to capacityacademy@capacityinteractive.com to receive your virtual certification!

Take Back Sales and the SERP

Register now for immediate access to The Official Source: Navigating the Secondary Ticket Market.

Price: $199

Course Availability: One year from purchase date.

Who is eligible? This program is for nonprofit arts and culture marketers only. Multiple colleagues from the same organization require separate registrations.


Take the Class