Ticketing and Live Events Are Getting a Fever for FEVO

For any INTIX members who are unfamiliar with FEVO, we asked President Betty Tran what services her company provides and in what ways does the firm stand out from its competition? She gave both a short answer and a long one. Betty Tran The short version: “We make it easier for organizers to sell complete experiences, and more fun for fans to buy them together.” The long version? Tran described the traditional online checkout as a “solitary experience. You go to a site, pick your seats, pay and you're done. But that's not how people actually experience live events. They go with friends. They coordinate. They want to sit together. The first question most fans ask isn't ‘Where are my seats?’ It's ‘Who am I going with?’ FEVO is built around that reality.” Indeed, the platform lets fans shop as a group; bundle in extras like parking, merchandise, and/or food credits; and pay the way they actually want to today – credit card, Buy Now/Pay Later through Zip, PayPal, Venmo — all in one place. Tran, who started her career as an assistant at 20th Century Fox in the Music Department, adds, “We also have social sharing built right into the checkout, so buyers naturally become advocates and bring their network along with them. Most importantly, we're not a replacement for your primary ticketing system. We integrate with all major ticketing platforms. So for most clients, we're supercharging what they already have, not asking them to rip and replace anything.” The Larger Picture Beyond that, FEVO has built out a retail distribution network that gets partner offers in front of millions of additional consumers in places they are already shopping. Tran and her staff currently work with more than 850 live entertainment brands. She says, “The thing our partners consistently tell us is that we help them sell how fans actually want to buy.” A lot of what FEVO does is address problems ticketing and live event professionals have wrestled with for some time. For ticket operations teams already stretched thin, FEVO is intentional about being a digital extension of their team without adding more work to anyone's plate. “The workflows are built to be seamless for ticket ops,” Tran states, “so other internal teams can leverage FEVO without it feeling like one more thing to manage. That’s why we integrate with the major primary ticketing platforms . . . so you keep your existing setup.” For sales and marketing teams, FEVO gives them the tools they need to sell the way they want to – group sales, flex plans, premium packages, theme nights — with social sharing mechanics built in so every buyer becomes a potential channel. Tran and her team also uncover individual buyer data within group purchases that often gets buried. Tran says, “This matters for inventory management, upselling and building real relationships with buyers who'd otherwise stay anonymous. Your fans can set off a chain reaction of additional sales without extra legwork from your team. That same sharing extends your reach without extending your budget.” She continues, “The data behind all of it also gives you a clearer picture of what's actually driving demand: who's organizing groups, who's bringing in their network and who your highest-value fans really are. In short, we help sell more tickets, but we also help you understand who is buying them and why.” FEVO Talks Big, Delivers Big FEVO’s marketing touts that it delivers the "ultimate platform for seamless ticketing, group experiences, bundles, packages and more." Which begs the question: “Does the word ‘ultimate’ put added pressure on the FEVO team?” Tran laughed at the question. “Yes, it does,” she replied, “and it should. I think ‘ultimate’ is a statement of intention more than a claim of perfection. What we're building is a place where clients can go to market with any kind of offer — a simple group discount, a fully bundled VIP package, a multi-item experience with parking and merch and F&B — and actually sell it without needing a dozen different tools or a complicated workflow to pull it off. And on the fan side, that offer has to land as a complete, easy-to-navigate experience, not just a ticket with a bunch of add-ons awkwardly stapled on.” She went on to describe “the bar” as twofold. “Are we making it easy for clients to build and sell these offers, and are we making it easy enough for fans to buy them that they actually do? The offer-building has to be flexible, the checkout has to convert and the distribution has to get those offers in front of the right people.” Tran says FEVO’s partners have proven to be direct in holding she and her colleagues to that standard, which they genuinely appreciate. Tran states, “That feedback is how we get better. ‘Ultimate’ is the direction everything we build is pointed and the standard we hold ourselves to.” Overcoming the Intimidation Factor Of course, there are some potential clients who come to FEVO somewhat intimidated by the thought of embracing new technology. Tran’s advice to them is simple, but direct: “Don't start with the technology. Start with the problem you're actually trying to solve. What's keeping you up at night? Group sales conversion? Cart abandonment? Not being able to upsell effectively? When you get specific about that, a new platform stops feeling like a big, scary commitment and starts feeling like a practical answer to something real.” Tran, who once led marketing and media relations on the promoter side at Insomniac Events, part of Live Nation, also likes to remind people that FEVO lives on top of their existing ticketing system. When there is no “rip-and-replace,” the integration becomes the key selling point. She says she also encourages clients to talk to peers who have already been through it. “INTIX is such a good community for exactly that,” Tran says. “There's no shortage of people who've wrestled with these decisions and are willing to share what worked and what didn't. From our end, we invest heavily in enablement and onboarding because we know the technology only works if people actually use it. The goal is never to hand someone a platform and walk away.” Looking to the Future Tran is optimistic about where FEVO's business is headed in the second half of 2026 and beyond. She sees demand for live experiences continuing to be robust for the remainder of the year, and FEVO will look to continue distributing through such partners as BJ’s, Costco and Sam's Club. Tran concludes, “We're just getting started on what that ecosystem can become. But honestly, what I'm most proud of is the team we've built. There is a genuine energy at FEVO right now around where we're headed and what we're building together. Everyone here has bought into the vision, and watching it come to life has been one of the most rewarding parts of this journey. The second half of the year has some really exciting things in store, and I can't wait for our partners and the broader industry to see what we've been working on!” You May Also Like Protect Group Keeps the Ticket Buying Process Safe and Secure Saffire Is a Jewel Among Ticketing Platforms Want news like this delivered to your inbox weekly? Subscribe to the Access Weekly newsletter , your ticket to industry excellence.