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API Linkage in London’s West End And Beyond

The West End theatre landscape is unique in that a large proportion of tickets are sold by ticket agents. 

Advances in system connectivity mean that theatres are now able to open access to their general inventory by allowing ticket agents to ‘buy’ in real-time from the open inventory.

But what are the benefits and the risks of allowing this?

Time to put it to the panel!

Ian Taylor_4130

Meet the members of our panel discussion will be leading key issues surrounding this interesting topic:

Session moderator:  Ian Taylor, Senior Ticketing Manager, AKA, UK



Chris RyanChris Ryan photo DSC08480

Chris Ryan joined Encore Tickets in 2006 as part of the merger with Advance Box Office. Chris has 12 years experience of production, artist management marketing and ticketing in the theatre and entertainment industry, latterly as Managing Director of Advance Box Office.  As Commercial Director Chris is responsible for negotiating product contracts and for providing producers, promoters and venue owners with customer insight and market analysis.

Along with Nimax and Enta, Encore Tickets pioneered API integration in the West End.


Laurence Millerlaurence miller

Laurence Miller is the Commercial Director for Nimax Theatres Ltd, the owners and operators of six West End theatres.  Laurence oversees the programming, production, marketing and ticketing at Nimax.

Laurence has worked in the West End for just under twenty-five years, and prior to joining Nimax was CoO for Clear Channel Entertainment Theatrical.

He is fascinated and interested in the use of new technology within West End theatres to improve distribution and increase sales for production.


Richard HowleSONY DSC

Richard Howle is the Commercial Director at Really Useful Theatres Group, responsible for ticketing in its six theatres including The London Palladium, and The Theatre Royal Drury Lane.

Previously he was Head of Ticketing at aka, one of the leading global marketing and advertising agencies for live entertainment. He has worked in ticketing for 15 years and has been responsible for ticket sales and strategy on productions all over the world.

As a ticketing consultant, he has worked with clients such as The Royal Opera House, The National Theatre, The Old Vic, The RSC, Arts Centre Melbourne, Working Title Films, Dreamworks, Cameron Mackintosh and Sonia Friedman.

A ticketing conference regular he is a keen blogger and tweeter @richardhowle.


Francis HellyerFrancis Hellyer Head and Shoulder photo (3)

Francis co-founded online ticketing business London Theatre Direct in 1999. LTD quickly became one of the fastest growing UK technology companies, winning several major awards for growth. is now one of the leading ticket websites in the UK.

In recent years, London Theatre Direct has developed from a purely ticket agency business model to offer selected partners direct access to London theatre by developing a full API solution, b2b booking engine and also a range of affiliate solutions.

Francis has a keen interest in new technologies and disruptive businesses and mentors a number of start ups.


What do you think? Is this something that your venue may look at in the future?

Join us at Ticketing Technology Forum 2014 to find the answers to your ticketing questions!

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