Ticket design is often overlooked. Event planners and organizers plan how many tickets they will need for a given event and how to distribute those tickets, but stop short of putting much thought into the ticket design itself. From a branding perspective this is a lost opportunity. Branding is, after all, managing all of the different touch points that an organization has with the public and your tickets are one touch point that all of your customers will come in contact with.
I have kept several tickets from events that I attended including one from the 2002 Winter Olympics and four from the 2003 Notre Dame vs. Navy football game. I, like most people, keep tickets from events that meant something to me, but there is another factor in determining whether or not I keep the ticket: what the ticket looks like.
The Salt Lake Olympic Committee (SLOC) went so far as to produce two tickets for each seat, one that would get you into the door and another that was just for souvenir purposes. While the Olympics have a budget that dwarfs most other events, it shows that they have realized that tickets themselves have value. Check out the season tickets for any...
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