Conference 2026

Tue 20 & Wed 21 Oct

Welcome Function Mon 19 Oct


Commbank Stadium, Paramatta

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Conferences › Conference 2026

TAC 2025

Welcome to the 2026 Conference

Ticketing Australia is the annual conference for everyone in the business of selling tickets to live experiences across Australia, New Zealand, and the Asia Pacific. Each year, we bring together professionals from across sport, live music, theatre, festivals, exhibitions, galleries, museums, and attractions – alongside the ticketing platforms, technology providers, and venues that power them. Over two days at CommBank Stadium in Parramatta, delegates share what they’re learning, see what’s new, and find that the challenges they face every day are remarkably similar to those of colleagues working in very different parts of the industry.

The conference unfolds across three connected parts: a welcome drinks function on the evening before the main conference; two full days of programming at CommBank Stadium; and an exhibition floor that runs through both of those days as a constant connective space.

2026 Session Highlights

Opening Keynote: Adam Spencer

Speakers

More Than a Festival of Footy

The evolution of Gather Round from fixture innovation to destination event
When does a sporting event become something bigger? What began as an AFL fixture innovation has rapidly evolved into one of Australian sport’s most significant destination events, bringing together football, tourism, entertainment, hospitality, community activations and hundreds of thousands of fans.
In this session, AFL’s Amy Blake and Tom Nickson unpack Gather Round’s evolution in real time. First, the story of building and scaling the event proposition itself. Then, how attendance, fan behaviour and ticketing strategies evolved alongside it. Together, they explore the opportunities, trade-offs and lessons from growing an event while simultaneously inventing it.

Speakers

Regional Venue Round Table

Join NAPACA Co-Chairs Patrice Rielly and Karly Mejlak for an open and engaging discussion on the unique opportunities and challenges facing regional venues.

This collaborative round table provides a space for venue professionals to share experiences, celebrate successes, discuss challenges, and explore practical solutions with industry colleagues. Through honest conversations and the exchange of ideas, participants will gain fresh perspectives, innovative approaches, and valuable insights to take back to their own venues.

Whether you’re looking for inspiration, advice, or a chance to connect with peers who understand the regional venue landscape, this session offers an opportunity to learn from one another and strengthen our industry together.

Speakers

What did that post sell? Leveraging creators in live entertainment.

From reaching new audiences to finding hooks to convert those on the fence, expect to leave understanding where creator content actually shifts sales, and how to prove it.

Influencer activity in live entertainment has traditionally been booked around moments. Opening night, a media call, a launch. It generates coverage but it’s hard to track in a sales report.

Anthem, who deliver campaigns for Australia’s biggest live entertainment productions, make the case for treating creators as a performance channel with a commercial target attached. Using real campaigns across major productions, we will demystify the world of influencers, covering how to find the voices your core ticket buyers already trust, how to build authentic influence in categories well outside the theatre network, and what changes when creator content is briefed, approved and then put behind paid spend with sales tracked end to end.

From reaching new audiences to finding hooks to convert those on the fence, expect to leave understanding where creator content actually shifts sales, and how to prove it.

Speakers

The Audiences of 2030: Turning insight into action

How can we build stronger relationships with the audiences of 2030 and beyond?

Audience members don’t fit neatly into boxes. Their motivations, expectations, and behaviours are changing. Rather than asking how we rebuild the audiences of the past, it’s time to ask ourselves: How can we build stronger relationships with the audiences of 2030 and beyond?

Join Spektrix to explore what current research tells us about why people engage with arts, culture, & in-person experiences, what gets in their way, and what keeps them coming back. Drawing on insights from Australia and New Zealand alongside research and practical examples from around the world, we’ll connect global trends with practical approaches that you and your team can apply today.

You’ll leave with practical ideas for removing barriers, making audience experiences more relevant and personal, encouraging reattendance, and building deeper relationships over time – plus inspiration for what organisations can learn from one another as we work towards a thriving cultural sector.

Speakers

From Grassroots to Growth: What Community and Commercial Events Can Learn from Each Other

How community organisations can utilise commercial strategies to increase revenue, and how commercial events can utilise community strategies to improve audience development.

Nothing beats a sold-out event, except when that event still does not cover its costs. This is a reality faced by council festivals, dance concerts, amateur theatre companies, and second grade sports competitions all over the country. This session explores how grass roots organisations such as these can harness some commercial ticketing strategies to increase their revenue whilst retaining their core focus on the community and ensuring longevity into the future. On the flip side, successful commercial operations, can have the most premium product on offer – an international competition or an Australian premiere production with a nice projected ATP – but the legacy and future of these events is unstable without continual audience development and acknowledgement of the community which are built around them. What can these two styles of event learn from each other and what strategies can they both adopt to improve audience trust and attendance for all ticketed events?

Speakers

Sell Out, Fill Up: Operational Readiness on Event Day

Selling the last ticket is only half the job, event day is where everything gets tested.

Major events in stadiums have never been more complex. Behind every successful on-sale is a highly coordinated operation: managing demand, integrating systems, scaling across venues, preparing for the unexpected and executing under pressure — all while delivering a seamless experience for the fan, even when they all turn up 10 minutes before kick-off!

And the decisions made long before the first ticket is sold can have just as much impact on what happens when the gates open.

This session goes behind the scenes of event-day ticketing operations — from on-sale through to gates — exploring how leading organisations plan, prepare, adapt and deliver at scale.

With perspectives from stadium operator, event organisor and ticketing platform leaders, this will be a candid conversation about the strategy, complexity and execution behind every packed stadium — and why, when the pressure is on, simplicity still wins.

Speakers

What Are You Looking At? The Data Driving Decisions

We all have access to more data than ever before, but which numbers actually matter?

Hear from leaders across sport, performing arts and live entertainment as they share the metrics, reports and insights they rely on to make informed decisions. From tracking performance and understanding audience behaviour to shaping strategy and measuring success, this session will provide a practical look at how different organisations turn data into action.

Through real-world examples and candid discussion, you’ll leave with fresh ideas and approaches for making better use of data within your own organisation.

Speakers

Wearing Many Hats Without Carrying the Entire Wardrobe

Because the goal isn't to stop wearing many hats. It's to stop carrying the entire wardrobe yourself.

In regional performing arts centres, wearing multiple hats is not the exception, it is the reality. Box office and ticketing teams often balance customer service, front of house operations, marketing, administration, finance, venue hire, and much more, all while striving to deliver exceptional experiences for patrons and clients.

This session will explore practical ways to make that reality more sustainable. Through real-world examples from regional venues, panellists will share the challenges they have faced, how they navigated them, and the lessons they learned along the way. Because the goal isn’t to stop wearing many hats. It’s to stop carrying the entire wardrobe yourself.

Speakers

Panel: If you could start again…would you?

The ticketing and membership models we operate today are often shaped by history, not deliberate design

The ticketing and membership models we operate today are often shaped by history, not deliberate design – accumulating complexity over time with legacy constraints and making change harder.

So, what happens when you remove those constraints? When you get the rare chance to start again in a new venue, or get the opportunity to start afresh with new models or systems?

In this panel, leaders who have built from scratch share what they prioritised, what they learned, and what they’d do differently – and what established organisations can realistically take from a “start again” mindset without needing to reset entirely and design for today’s fan, technology and commercial realities.

Speakers

AUSTRALIA: FEATURE, NOT A BUG

But what if those same characteristics are actually our greatest opportunity?

Australia’s ticketing industry often defines itself by its inherent challenges. But what if those same characteristics are actually our greatest opportunity?

This session explores how Australia’s unique market conditions create fertile ground for collaboration, innovation and audience cultivation across ticketing, live experiences, tourism and technology.

With global examples providing context, we’ll examine the very characteristics that make Australia uniquely positioned for the opportunities that lie ahead.

Speakers

The Era of Accessibility: An MCG Case Study

This accessibility-first approach... ensured that this was the most accessible concert ever held at the MCG and earned the MCC 'Initiative of the Year' in the 2024 Disability Confidence Awards

With 288,000 ticketholders, many first-time visitors, and the highest number of accessibility ticket requests the venue had ever seen, the Melbourne Cricket Club needed to take a different approach to its Taylor Swift | The Eras Tour in 2024.

This accessibility-first approach,  including the MCC’s original Accessibility Familiarisation Day, ensured that this was the most accessible concert ever held at the MCG and earned the MCC ‘Initiative of the Year’ in the 2024 Disability Confidence Awards.

The Eras Tour was the catalyst for accessibility at the MCG and in the years since, the MCC has continued to innovate and adopt new initiatives to enhance the game day experience for patrons with disability.

This session will discuss the creation of the Accessibility Familiarisation Day as well as accessibility seating inventory management, Companion Card verification, various booking processes used at the MCG and how venues of any size can deliver events with accessibility at the forefront.

Speakers

There Is No Silver Bullet...The Marginal Gains That Drive Ticket Revenue.

Where a series of marginal gains can combine to make a significant difference.
There is no silver bullet when it comes to selling more tickets. More often, meaningful results come from identifying and improving multiple parts of the ticketing journey, where a series of marginal gains can combine to make a significant difference.
This session explores the BASICS of better ticketing: the fundamental areas that can influence conversion, revenue and the overall customer experience. From making it as easy as possible for somebody to complete a purchase, to thinking differently about audience relationships, spend, inventory, communication and service, it will look at where opportunities can be found across the entire ticketing journey.
Drawing on lessons learned from more than a decade of designing and building ticketing technology, alongside real-world examples from across live entertainment, the session will explore checkout friction, pricing and inventory, upselling, post-purchase engagement, automation and the evolving role of technology.
Whether ticketing is managed in-house or through a service provider, the principles remain the same: understand the customer journey, identify the points where small changes can make a difference, test what works and keep improving. The aim is to leave attendees with practical ideas they can take back to their own organisations – because sometimes getting better results starts with getting back to BASICS.

Speakers

Regional Realities: Rethinking Ticketing Beyond the Cities

Regional venues face unique ticketing challenges that extend far beyond simply having a smaller audience.

Regional venues face unique ticketing challenges that extend far beyond simply having a smaller audience. This panel explores how geography, staffing, technology, customer behavior and community connection shape ticketing operations across rural and regional Australia. Join industry professionals as they share practical lessons, surprising insights, and discuss whether regional ticketing needs its own playbook.

Speakers

2026 Speakers

Marcus Dawood

Marcus Dawood

Product Specialist | Ticketmaster

Sean Free

Sean Free

CEO | nLiven

Matthew Lazarus-Hall

Matthew Lazarus-Hall

General Manager | Afterpay Arena

Amy Miliauskas

Amy Miliauskas

Copilot Global Black Belt | Microsoft

Jeff Mitchell

Jeff Mitchell

VP, Strategy & Growth | nLiven

Brendan O’Sullivan

Brendan O’Sullivan

Manager, Pricing and Revenue | Tennis Australia

Laura Prunty

Laura Prunty

General Manager | Antix Management

Kim Tran

Kim Tran

Director, Policy & Governance | Live Performance Australia

Gold Sponsors

Silver Sponsors

Partners

Exhibitors

Digonex • Entertainment Assist

Fever • Leap • Line-Up • Made Media

Maytes • Preevue • Secure my booking

Spektrix • Tessitura • Ticketmaster

Tixly • TixTrack • Vivaticket

Organisations Attending in 2026

Adelaide Venue Management • Afterpay Arena • Anthem • Antix Management Arts Projects Australia

Australian Football League • AXS • Bathurst Memorial Entertainment Centre (BMEC)

Belvoir St Theatre • Canberra Theatre Centre • City of Melbourne, Arts House • City Recital Hall

Civic Theatre Newcastle • Cricket Australia • Digonex • Dolphins NRL • Entertainment Assist

Fever • Geelong Performing Arts Centre • Get Smart Consultancy Pty Ltd

Glasshouse Port Macquarie • Glen Street Theatre • InTown • Leap • Live Nation Australia

Lineup • Made Media • Maytes • McArthur Vic Limited • Melbourne Cricket Club

Melbourne International Comedy Festival • Melbourne Theatre Company

Merrigong Theatre Company • Microsoft • Millmaine Entertainment

Netball World Cup Sydney 2027 • nLiven • On The Stage (OTS)

Preevue • Protect Group • Queensland Performing Arts Centre (QPAC)

Riverside • Secure My Booking • Spektrix • Stadiums Queensland • State Theatre

Sydney Conservatorium of Music • Sydney Opera House • Sydney Symphony Orchestra

Sydney Theatre Company • Tasmania Football Club • Tātaki Auckland Unlimited

Tennis Australia • Tessitura • The Events Centre, Caloundra • Theatre Royal Sydney

Ticketlink – Cairns Regional Council • Ticketmaster • Tixly

TixTrack • TodayTix • Vivaticket