Event Ticketing and Payments with Alex Linebrink of Passage | Soar Payments LLC

Event Ticketing and Payments with Alex Linebrink of Passage

Event ticketing may seem like a simple concept, but thanks to Alex Linebrink Founder and CEO of Passage, our conversation revealed the complexity and untapped opportunities that lie within so many smaller events-based companies. With a background in payments and a passion for people, Alex provides a unique perspective on an established industry.

Payments & Fintech Insights In This Episode

  • The power of a customized ticketing experience.
  • The barrier of knowledge in the world of payments.
  • The ways the pandemic shifted the functionality of live events.
  • The utility of NFTs and subscription options in increasing fan engagement.
  • And so much more!

Episode Transcript

Heather: Hi, everyone. Welcome to “PayPod,” I’m your host, Heather Bodie. And today, we’re going to be talking about event ticketing and digital payments. Joining me is Alex Linebrink, CEO, and co-founder of Passage, an all-in-one mobile box office technology. Alex, welcome to the show.

Alex: Thank you so much, Heather. I really appreciate you having me, and love the podcast too.

Heather: Yeah. Great. Thank you. So, tell us a little bit about you, how did you get into Fintech, what’s your whole story?

Alex: Yeah. Like a lot of your guests and yourself, I have a payments background. So, my previous company was a payment technology company that started out as a sub-ISO, and then ISO, and then PayFac. You know, we kind of went through that journey with stuff here. But before this, I went to school as an electrical engineer. Found out, I didn’t really like the corporate world very much and got out of it, and I decided to start my own businesses. So, while I was doing the electrical engineering thing, I worked for GM and stuff, and it was awesome to see a product, every other car on the road that I technically worked on type thing. But I realized pretty quickly, I’m not working on any of these, I’m pushing papers. My impact is minimal. So, I wanted to have a bigger impact. So, I started a web and graphics design company for a while that went okay but didn’t have that big of legs to grow out.

Then I went with a social media marketing company, ran that for a while, but that one, unfortunately, I funded off of credit card debt. And so, it was a good entrepreneurial experience. But you know, those projections, man, they’re tricky things if they don’t come right, and you’re not backed by investors. Sometimes you don’t always have that cushion to fall back on. And so, that one came to an end, even though we had some good success for a few months there. And then I moved to Detroit in 2008, 2009, somewhere in there with a couple of buddies I went to school with, that were engineering friends of ours. We were gonna build a corporate expense reporting system. It was an interesting business model. Interesting as in the most boring business model you could have, but also very valuable, but it didn’t end up working out, but we saw an opportunity in payments alongside of that and got into that business. And that was the last company I ran, Core Merchant. Like I say, we did end up as a sub-ISO, then ISO, then PayFac. But really, what we were doing was we were deconstructing the world of payments. So, we were taking big enterprise companies that were paying out, they were connected to payment gateways, to their payment processors. And we’re just saying, we’re cutting out middlemen, saving you 5, 10 cents, you know, a transaction here, and it would add up when it was over millions of transactions. I mean, you know exactly how all this stuff works.

Heather: Yeah. I mean, that’s the office space adage, right? Like, if we trim one penny off, just don’t get the decimal in the wrong place.

Alex: Yeah. But it’s also a little soul-sucking at the same time, right? So, I learned a lot about payments, which is the greatest part of that part of my journey. I learned, you know, all this stuff. You know, like I say, we ended up starting a PayFac. I think it was one of the first 50 in the U.S., which was awesome. But there was just not a lot that we were doing right then and there that I thought was adding value. It was only literally taking out other people’s hard work along the way to cut out middlemen there. So, when I ended that company, that’s when the idea of Passage came. And our whole concept, I got together with a buddy of mine, and he would just exited his company, positively, as well. So, we both had recent exits. He was a technical, very technical guy, still our CTO today, Patrick Misch is his name, great dude.

And I said, I know this world of payments. The only barrier there is the barrier of knowledge. We all know this now that if you’ve been in it, there’s just a lot of info there. And it can be very overwhelming, but I know this world. I know how to set up a PayFac. I know how to do some things to really take payments to the next level, we just need a product on top of it. And I know the space, the event space. And at the time, Eventbrite was, like, this major player in small to mid-size market. They still are, in a lot of cases, they’re a big name. And they were making you wait until two weeks after the event ended to get your money. And they were only doing online ticket sales and like, you know, so I had this thesis that, hey, a lot of these events need to sell more than just online tickets.

They might need merch, they might need concessions, they might need an at-the-door point of sale for all of that as well, etc., etc.

And they were only really doing one-off, one-date, one-time, one-price point, type events. So, very generic. It worked great for concerts, right, and still does to this date, concerts and book clubs maybe. But anything else in between, you might need more features and functionality for, and that was our whole concept. If we can get into these niche event categories, we got into a few cool ones right away there, and become that provider for all these niches, that right now, at that point in time, might only be 20% of the market, eventually, those would be the majority of the market. And we’d be that collector of niches that has these special features, functionality, and that sort of thing for all these events that are out there helping them grow and thrive. So, that’s our story, and that’s kind of how we got to where we are today. Yeah.

Heather: What’s one of those special niche events that you got into in those early days?

Alex: Still my favorite one, because it was a hobby of mine. I grew up around haunted houses.

Heather: Oh my gosh.

Alex: Yeah. So, that’s a trip, right? My dad’s birthday is on Halloween. And so, as I and my sister were growing up in the house, instead of cake and ice cream every year, we built a haunted yard with my dad. He was like a carpenter, very hands-on guy. And we built this haunted yard and it started out small, and we’d just have a few props here and there, and the neighbors enjoyed it, and then it kept growing. Like, we’d bring in our friends, and we’d bring in other families. And eventually, we had, like, an acre covered, and we had 1,500 people that would come on Halloween night just to see everything. We’d be in the front page of the local paper.

Heather: I love this. You know, this means that you guys were both that house and that house, right? Like, the same phrase with a little bit of a different tone. I love that so much.

Alex: Not all of the neighbors appreciated it, but most did. Most thought it was a good fun time for everybody. And sometimes we would divert traffic from people that were going to trick or treat at their house. So, they appreciated that. They’d leave them and load and come straight to us. We got really into it. So, my dad and I started going to haunted house trade shows during the regular part of the year and stuff. And so, I knew that, one, this industry had trade shows who’d have thought, right?

Heather: Yeah. Love it.

Alex: Great costume parties, by the way. If you’re ever looking for a place to get your dance on and get some costumes on, it’s a blast.

Heather: Halloween trade shows.

Alex: Yeah. But that came in handy later on, when we were talking about this, I said, “Hey, I know about these haunted houses, and they need to do a lot of weird stuff,” right? They are weird in themselves, and they embrace that, but they need to do a lot of weird stuff on the payments and ticketing side. They need to repeat times, have repeat times 9:00, 10:00, and 11:00 at night, and maybe do that every Thursday, Friday, Saturday, and Sunday. And that they need to do that for six weeks from the end of September through the end of October. And literally, if you tried to set this up on Eventbrite, you’d have to create a separate event for each time, and it would take you days just of clicking.

Heather: Alex, I just did this. I just did this earlier this week. And I haven’t finished the task because of that exact reason.

Alex: Well, we gotta talk, sounds like you need a new provider here.

Heather: I know. Look at you. Who knew that this would be a sales call, but yeah, I totally understand.

Alex: And that’s it, it’s not limited to haunted houses. So, that was our first event vertical. And to this day, just to close the loop on that one, we’re the largest provider of haunted house ticketing through that brand. It’s called HauntPay. In October, we’ll probably do 40 some million dollars in haunted house ticket sales, you know, which is nuts, but we’ve got other ones. So, we did it again with escape rooms. We did it with food and drink festivals. And our fastest growing right now is actually semi-pro and minor league sports, which you think that’s such a big area. You’d think that they have really solid providers and it’s super competitive, but it’s that weird no man’s land. It’s like it’s beneath major league sports, and above the basic amateur stuff. And the craziest thing, when we went in there, we looked at it and started getting involved with soccer first.

We’re now the largest provider of semi-pro and minor league soccer ticketing in the U.S., and we’re expanding in other sports. But when we looked at it, we saw no other provider, unless you were like major and league soccer level was even allowing season passes, even at support for season passes. Like, how can you be a sports team and not sell season passes? It was just so weird. So, we built season passes and bundles of multiple events, and pick five of the next seven games for a discount, and family four packs with a concession, and that sort of thing added on, and the in-person point of sale. And that’s stuff we can reuse in other verticals too. So, even though we built that for sports, maybe the beer festivals can use that concessions credit, you know, functionality that we built out. And pretty soon, we found out that we just had this awesome list of ever-expanding features that we could repackage and put into wizards for each event category, and we had the perfect kind of setup for each event category that we wanted to get into.

That’s where we are today. I mean, it’s expanded. Now, we have virtual live stream access, which was huge during the pandemic, of course. We just launched some, like, digital NFT collectible add-on stuff that you could actually have like access control tied to it. If you’re an NFT holder, you can get into a VIP area and stuff like that. So, it’s ever-expanding, but again, it’s like that focus on payments, people getting their money in two days, not having to deal with a zillion different vendors for online versus at the door, versus merch, versus concessions, kind of having it all on one platform, all-in-one, and yeah, giving them more options.

So, one of the craziest stats that we found on our platform is that people that stick around for two-plus years with us, end up over doubling their revenue. And we tried to dig into why, and it turns out it’s that before that they were never thinking about doing merchandise or concessions, they were just doing online ticket sales. They’re never thinking about subscriptions or digital NFTs or anything like that. And we’re giving them more options to be able to sell an add-on. We’re thinking about the all-purpose of payments, all of your payments, not just online ticket sales. And that was the big shift for us. We find these small to mid-size guys are busy. Like, they’re often doing this as a side hustle. They don’t wanna work with a thousand people. So, if you’re not doing it for them, they’re probably not gonna explore it. They just don’t have the bandwidth. A lot of times they’ll have a day job. They’ll be a teacher during the day and one week, a year, they’ll hold the biggest beer festival in Michigan or whatever, something like that, you know, and it’s great. Because those guys, all of a sudden, they can just stick with us for all their needs. We provide the value. It doesn’t cost them anything. It’s a fee pass on to the customer. It’s just really easy on that side.

Heather: So, that was gonna be my next question. As far as like the business model is concerned, as much as you’re willing to share, how does the business model function? And when you talk about the average competitor makes you wait two weeks for your funds, what was that solve? How were you able to shift that model?

Alex: Yeah, I’ll take the second one first because that’s more technical and just super straightforward as well. You actually give them their own payment accounts. Stop trying to be like this one…all-in-one aggregator, which we know the payment networks hate anyways, right? Like, that’s a huge risk, and that’s probably why the risk is there. And to this day, if you go sign up for Eventbrite, I believe this hasn’t changed. Like, unless you bring your own payment account from outside, if you stick with them, it’s still the same thing. They’re not giving you your money until after the event ends, which is stupid. If I’m selling tickets now for my event in two months from now, I need that money now. You know, we wanna use it. So, yeah, I mean, we have to do other things. Like, if they issue a refund, we have to be able to take it back out of their accounts. We have bidirectional authority on stuff.

But we actually do, you know, is a PayFac model here. We have sub-accounts for each of those that they completely own. We cover some risk on that. So, we do our diligence on underwriting and all that sort of thing. Thankfully, from my previous payments company, I had a good eye on that. We’ve had very little losses since day one, fraud losses or anything like that. But that’s the big technological shift on the payment side is, just give them their own account, give them ownership of that, but do it all for them. They don’t need any added difficulty, like all one sign-up flow. So, they’re signing up for a payment account once they do all that, which yeah, we can be progressive with that, and ask for like maybe some, after they get to a certain level, we need their tax ID number, and stuff like that, you know, whatever’s needed. But then on the other side of the business model, yeah, I think you mentioned this already, you nailed it, but like yeah, we have a transaction fee that’s passed through to the customer that’s purchasing tickets and…

Heather: And so does everybody else.

Alex: Everybody does. Yes, you’re used to this. We are nowhere near as expensive as some. So, that was another reason we got into this, originally. We looked at this and I remember crunching. I’m like, “Ah, if I could get five extra basis points on this deal, it’s gonna be profitable. I’ll earn $2 a year or whatever,” you know. I hated that with the payments world. I hated crunching those individual basis points. And when we looked at this, we’re like, wait Ticketmaster’s passing on 60% fees or whatever. What is going on? What are these margins? We looked into it and they had a lot of shady stuff, right? They’re passing money under the table to the venues and the event promoters and stuff like that, we can dig into that if you want.

But when we looked at it, we said, we can do this at a lot less expensively, but there is part of this model that’s right, and that’s keeping the burden off of these event organizers. I don’t care about the major venues. They should be able to take it on and figure it into their cost. But a small event organizer, that’s trying this event for the first time, they need as little barrier to entry to get that event up and running as possible. They need to be able to do this without paying $1,000 for their payment equipment or anything. So, we try to do things like that, where we can give people access to equipment. Give them a free Bluetooth card reader for use with the point of sale, which is just an iPad or Android app, something like that that they can use for free anyways. And we have those fees passed on by default. They can choose to incur that if they want, but we give them the option, the default is to pass it on, and yeah, it’s like a 10th of the fees you’d see on Ticketmaster, like, half of what you’d see on Eventbrite. It’s pretty low. We still keep it to a minimum.

And we also try to provide extra support for them. Not only let them purchase more, but also help them more steps of the way. Like this day, if you have Eventbrite, like, I think you have to send an email and maybe you’ll get a response from their support team in a couple of days, which is fine most of the time. Their system works great for the super simple generic stuff. Again, if you’ve got that extra features and functionality that you need in there, it can be difficult. Maybe you need help with setup. We’re there for you, phone, email, chat around the clock, that sort of thing. So, we did just enough to get the margins, to be able to provide all that. That’s a nice place to sit.

Heather: Beautiful. How do you approach integrations? If they’re an existing organization, you’ve mentioned a haunted house, that’s got four slots a night, four nights a week, for six to eight weeks, are people drawn away from the haunted house website onto yours in order to complete their transaction? Or is there the capacity to embed it within a website?

Alex: Well, obviously, we have a lot of demand on the security side, right? Like, we have to take care of that. So, I mean, yeah. It’s all run through our servers and our website. Can you embed parts of that on your website? Yeah, absolutely. You can embed parts of that on your website, you know, to get started in the transaction. But ultimately, that final checkout is always going through ours, yeah, there it has to. But yeah, we do offer the ability to embed, to keep it white label, to put their logos on top of everything, do everything possible.

We even have ways that you could have tickets.yourdomainname.com if you want to do like a CNAME type thing there. So, we can make it really white label. And again, that’s part of the ethos here. We don’t care if it’s our name front and center, we care that we’re helping people expand their events. We feel like that’s gonna come back around. We don’t have contracts that are long-term or anything like that. We don’t make our logo bigger than any of theirs. Like, we’ll even let you get rid of it entirely. We believe that if we’re doing the right thing, and so far it’s worked out, if we’re actually helping you reach more fans, sell more tickets, do it more efficient and at less cost to you, you’re going to spread the word about us. You’re gonna stick with us. You’re gonna tell other people that you’re doing. And so far it’s worked. We actually just sold our 6 million ticket on our platform. So, we work with about 5,000 events a year. Right now, we’ll probably do around 2, 2.5 million fans this year that we’ll work with. So, yeah, it’s going okay right now.

Heather: That’s incredible. Well, what’s next? Is there something else you’re cooking up, or that you could, like, pull back the curtain on and give us the spooky, like, juice on?

Alex: Yeah, I mean, I can tell you two things that we just launched, and then I can tell you where I think the future is going, which might be helpful here, yeah. And the things just launched. One thing that we did, a couple of months ago, we launched the ability to have subscriptions for events. And I think this was not necessary a few years ago. And nowadays, because the pandemic changed the way events and live interaction works.

Heather: It absolutely did.

Alex: Yeah. We’re okay with virtual. That used to be, like, so encumbering and stuff, and it just didn’t work well. Even Zoom and Google Meet have gotten, you know, so much better. So, it used to be clunky and people were intimidated, and there’s this age gap a lot of times, right, of people who would be willing to try it out or not, and then the pandemic forced us all to get into that. So, thankfully, we were fortunate enough early in the pandemic, we built out an MVP, like virtual event ticketing platform, and like literally, March 2020, as soon as it hit, and in April 2020, we were featured in Forbes as the Ticketmaster killer of the age of virtual events, which I still don’t know today how that happened. But, like, that kept us afloat, that kept us going. Because at the beginning of March, we had zero people…or I was in an event selling tickets and at the end, we had zero, you know? So, it’s a big thing for us too. We had investors calling, telling us to shut everything down.

So, we did virtual and hybrid, but I think now there is an opportunity to have subscription stuff, and it can work in both ways. So, we build out a subscription platform that you can actually, as an event organizer, let your biggest fan subscribe. You can give them extra special access to certain events that the rest of the public doesn’t have access to, discounts. You can let them into a weekly event, maybe give them a ticket or a discounted ticket to weekly events, that sort of thing, which I think is a really cool way to do that. Because a lot of times your fans wanna support you, and if you’re not giving them ways to continually support you, then they just can’t. If you’re not selling it, they can’t buy it.

And I think that’s great for adding in past videos of events. If you have that video library, like, let them experience the old stuff, let them do live stream stuff. If they’re not local, if they are local, let them come in-person and put that on a subscription model. If you don’t use it one month, you’ll probably keep it going because you might want to use it the next month, you know, even if you’re out of town for a couple of weeks. And it can really help the spread out that revenue stream for those event organizers too, which they kinda live and die by the hot act, you know, or whatever is going on, haunted houses, just one part of the year. So, let’s spread some of that stuff out. So, that’s one thing we launched a few months ago earlier this year.

Another thing that we just launched like last month, and we’re just getting up and going, is what I mentioned, digital NFT collectibles. And we’re trying to do this in a way similar to our other stuff, where we’re just simplifying things, but also giving full access to features whenever possible. We tried to keep this simple, so event organizers don’t need to understand minting of NFTs. We got that covered for them. Take care of it. You don’t need a blockchain wallet. Fans also don’t need a blockchain wallet. You don’t have to pay in crypto or anything like that. You just pay by credit or debit card, and it’ll be tied to your account on our platform.

And here’s the cool thing, you can remove it later on, if you are a crypto nerd or, you know, decide you wanna like start your own wallet, we’ve got how-tos too, and we can pull it off. Otherwise, we’ll just be the custodian for you. We’ll hold it for you. And still, it can be tied to extra event access, a VIP area, or a presale that no other people don’t have access to. Or a live stream, that’s a meet and greet with the players, or with the artists, or something like that, that other people might not have access to. And I think it becomes a little bit of a club, and that’s the biggest thing with NFTs right now. There’s just not enough utility out there. And a lot of people are working on this, so no slam on anybody else, like a lot of people doing cool things.

But I think the days of somebody drawing a squiggle and saying it’s a one of one are over, right? Like, that is not there anymore. Let’s put some utility behind this. Let’s make it valuable for both sides of the equation, and hopefully, that’s what this does. But again, we keep launching MVP products, and then our event organizers do things we don’t expect with this stuff. So, we’ll see, you know, maybe they’ll run in a totally different direction, and we’re excited to see what their innovation is, we’re just the tech provider. And then the future, I think it’s all about, and has been for a while, but I think it’s finally gonna get to the point where there will be some really cool things over the next couple of years around fan engagement.

Right now, our platform, our main client is the event organizer. They’re doing their own marketing for the most part. We try to help them get the word out and, you know, for a lot of them, we do, and really help them boost their attendance, but for the most part, they’re doing a lot of their own marketing, and they’re just using this to manage their event. But we want them to use it to manage their fans in the future, and that would be a bidirectional relationship. Let fans follow certain events, let fans follow certain venues, and get updates on the latest events that they have going on. Let fans, you know, engage in contests with those events where they can post pictures of their experience, and if approved, it’ll go on the event page. Just make it more social, you know, simple. I don’t want somebody to have to sign up for another social network. Like, just have it super easy to access, but I think that’s kind of the next thing, letting event organizers interact with those fans on an ongoing basis. Let those fans find their next favorite event through the platform. So, that’s what we’re looking at next. And we’ve got some really cool ideas around it. Yeah.

Heather: That is unbelievably exciting. I cannot wait.

Alex: Thank you.

Heather: Well, I’ve built my entire career in live events and outside of this podcast hosting, also, I’m the executive artistic director of an organization called Erasing the Distance. And so, we’ve been around for 18 years in the city of Chicago, and I’m constantly navigating all this sort of nuanced approach to how we ticket and manage our, we say donors, right, but fans…

Alex: Same thing.

Heather: …around a variety of different live events. So, you’re speaking my language. It’s like, I dunno, the listeners can’t hear me, but my smile, my cheeks are hurting from smiling so much. So, this is really, really cool.

Alex: I appreciate it. I mean, yeah, you know, those pain points and where they come from.

Heather: Oh my gosh. Do I ever. So, I like to round out every conversation, especially when I’m talking to folks who have taken the founder’s journey and started something of their own, what’s one piece of advice, or I would say the, maybe one of the best pieces of business advice you’ve ever received, and from whom?

Alex: There are a couple that are on there, but I’d say one of the biggest was a startup accelerator we went through, and their name is gener8tor, their founders are Joe Kirgues. Now, it’s in like 20 states or something. It’s expanding like crazy. Back then, it was just in Wisconsin. And they taught me very early on, and I’d gone through…with my previous company, I tried to be Tim Ferriss. You know, I tried to be, like, four-hour workweek. Like I’m batching everything. And like, I’m only gonna do this stuff during this time, and I’m gonna be super efficiency man, right? And then the first thing that they taught me when we got in, and we went through Passage with their startup accelerator, they’re like just freaking do it, just hustle and do this stuff. Don’t worry about being efficient. Don’t do things that scale to start with. Figure that out later. There is a time and place for that. That is when you become a bigger company past Series A, all that sort of thing. But for right now to get off the ground, and get those initial clients, just do everything you can to get stuff done.

Heather: Moving. Yes.

Alex: The coolest thing that they did with that program, I can’t speak highly enough. Still, this was 2015, and still, I texted those guys on a weekly basis. They’re just the most value-added investors we’ve ever had. If you ever see a gener8tor program, look them up, engage with them, they’re freaking amazing. But the coolest thing that they did was at the start of that, the first two weeks, I think, was what they called their mentors’ form. And they just threw us into…what would it have been? It would’ve been, I think it was 100 meetings over two weeks, and they scheduled this all for us. So, obviously, very short meetings, but literally, 10 meetings a day. And they said, here’s the number one rule you have, we have like one day of orientation. They’re like, “We’re gonna throw you into some meetings. Some of these people you’ll keep in touch with afterwards. You’ll decide who you wanna keep in touch with, probably, three to five of them, something like that. And they might become investors, they might become friends, they might become partners. They might fall away and you’ll never talk to them again, fine. But you get to decide, we’re giving you 100 people to choose from, and they’d already gotten the participants here, and you have to follow up with every one of them that day, and send them information about your business and follow up with each one of them that is the only thing we request.” And we’re like, we didn’t understand the scale, none of us did. There were five companies at a time. They threw us into all these meetings and, like, you literally didn’t have time to follow up. So, if you were like eating a sandwich with your five-minute break in between and like typing out, you know, a response and stuff just to get something out there.

Heather: It’s like Kermit Frog on the keyboard. Yeah.

Alex: Yeah. There was no batching unless you were doing it at 4:00 a.m., and you weren’t gonna get any sleep, and you had to go do this again tomorrow. So, that wasn’t an option either. You couldn’t pull all-nighters or anything. So, that was the biggest thing I ever learned was sometimes you just gotta get stuff done, and you gotta have people that’ll do the same on your team. So, when we hire, we hire with those sort of things in mind. We’re not hiring necessarily based on an incredible resume, that helps, that’s nice, but we’re hiring based on people that we think have potential. And we think will get stuff done. We’re happy to teach you and train you, you know, but we want you to be willing to do the hard work when you need to do it. Sometimes that’s working harder. Sometimes it’s just working smarter and thinking of things in a slightly different angle and stuff like that. But rarely, is it figuring out how to be the Tim Ferriss four-hour work week. No offense to Tim Ferriss. He’s created an empire. There’s a place and time for that stuff too, but it’s not in the startup. Is at least a venture-funded startup, it’s not in that. It might be in a like lifestyle, you know, startup type thing, but it’s not in that kind of startup world.

Heather: Incredible. That does it. Alex, thank you so much. This has been such a fun conversation. If folks wanna get in touch with you, or if they wanna reach out and learn more about Passage, where should they go?

Alex: Feel free to reach out to me. I’m all over alex@gopassage.com. You can email me. You can find me on Twitter. It’s my full name, Alex Linebrink, L-I-N-E-B-R-I-N-K, is how you spell my last name and then Passage. Just check out, gopassage.com. And you can find us on Twitter and all the social networks, gopassage, @gopassage, all that stuff. We’d love to help you reach more fans and sell more tickets, or just if you need some tips on stuff, or wanna chat events, like love to do that too. We’re always open for those calls and chats.

Heather: Love it. Thank you for your time.

Alex: Thank you, Heather. It’s a blast and best of luck with the rest of the podcast that you’re doing. And just thanks again for doing this. It’s an awesome thing for the industry.

Heather: If you enjoyed this episode and wanna hear more, head on over to soarpay.com/podcast to subscribe on your podcast listening platform of choice, that’s soarpay.com/podcast.

Industry Spotlight


Passage powers ticketing and payments for events and attractions. The all-in-one mobile box office technology allows owners and managers to take control of all their ticket, merchandise, and concession sales both online and at-the-door, all while reaching more fans and making more money.

Since 2014, Passage, founded and headquartered in Downtown Detroit, has completed millions of dollars in ticket and product sales for thousands of events around the world. For more information about Passage, please visit gopassage.com.

Passage: Your Event. Your Fans. Your Mobile Box Office.