Eventbrite, an online event management company and ticketing platform, just recently released a new product to make selling tickets on-site easier for the consumer and event manager- an iPad credit card reader. In the past, Eventbrite operated completely online. Event managers would create an event page for, let’s say, a jewelry-making workshop or a local symphony concert. Buyers would purchase their tickets online. However, those who purchased their tickets onsite at the last minute were not able to purchase them through Eventbrite. For this reason, Eventbrite launched the iPad application in December, “At the Door,” available for free from the iTunes App Store . The application runs on an iPad and acts as a mobile, digital, Eventbrite Box Office. To complement its “At the Door” iPad Application, the company released in March an iPad credit card reader. Now, not only can tickets be sold at the door through Eventbrite, but managers and event staff can collect payments. The “At the Door Card Reader” allows managers and staff to collect the same information and data on the consumers as they are able to if the ticket purchase was made online. This provides arts managers with a complete picture of the ticket sales (or merchandise) purchased per event using the Eventbrite platform. The Eventbrite reports generated reflect all sales, online and offline. TechCrunch's Leena Rao writes,

The reader itself makes collecting spontaneous payments on the go fairly easy. But the beauty of the new device is how it works with Eventbrite’s companion iPad app. The app and reader aim to offer a complete box office, at the door solution for event organizers. With the app, you can swipe an attendee’s card, and obtain their email, name and other information for further use. Event organizers can also factor all the last-minute ticket sales into total sales data from an event.

Let’s take a look at the perks of purchasing an “At the Door Card Reader” to go with the “At the Door” iPad application:

• It is BRIGHT orange, just like the Eventbrite logo, less than two inches long, and lightweight

• Can process more than 400 transactions per hour, each with a 3% transaction fee plus service charge

• Right now, during this “limited time offer” period, Eventbrite is waiving service fees on all “At the Door” app transactions

• Connects to the iPad’s 30-pin adapter instead of the headphone jack for greater efficiency

• All data transmitted is read on the credit card reader and is fully protected

• The app is wirelessly connected to the Star TSP143 printer to make printing tickets and receipts fast and easy

• Can be purchased through Eventbrite’s online store for $10- which will be reimbursed in the purchaser’s Eventbrite account

Kevin Hartz, the CEO and Co-Founder of Eventbrite says,

At The Door transforms an off-the-shelf iPad into a paradigm-shifting tool for managing sales for events. We’re essentially taking the devices that are proliferating among consumers and transforming them into perfectly-tailored tools for event organizers, at no cost, and with greater impact than anything previously available.

I like this app, card reader and printer combination. I like it a lot. Yes, an iPad is expensive. But for an arts organization, its return on investment makes it almost necessary (does anyone in the organization have one they use for their own personal use?). The Eventbrite Box Office is an effective development tool for arts managers, especially for those at small to medium-sized organizations who cannot afford to give up valuable contact information on their patrons. For a recent report on ticketing systems and which would best fit your organization, check out Technology in the Arts' 2011 Ticketing Software Satisfaction Survey and Report.

Where do I think the Eventbrite Box Office could be used most effectively?

• Arts fairs and craft shows

• Music and arts festivals

• Selling merchandise

• Events that encourage walk-ups, walk-ins, and last minute, spontaneous attendees

Why lose customers' valuable information, especially for small organizations, just because they purchased their ticket on-site and offline?