St. Olaf College Deploys AV Pro to Transform Ticketing for The St. Olaf Christmas Festival

TORONTO, Ontario, Canada – November 13, 2014AudienceView, a world leader in e-commerce software for events and entertainment organizations, is pleased to announce the deployment of AV Pro to transform and streamline ticketing for The St. Olaf Christmas Festival.  Presented annually by St. Olaf College in Northfield, Minnesota, the beloved festival is one of the oldest musical celebrations of Christmas in the United States.

“With increasing demand beyond our immediate constituents and a limited number of tickets, a reliable and powerful online sales solution is critical in order to accommodate our constituents while still making the event available to the public.  We wanted the quality of our technology to match the excellence of our program, which we have accomplished by partnering with AudienceView,” said Kevin Stocks, Assistant Director for Promotion and Marketing at St. Olaf.  “Our ticketing process is now simple and straightforward for our customers – despite the fact that we have a very strict and complex access structure for these tickets that are in such high demand.  We have been selling tickets through AudienceView for a few weeks now and our constituents are telling us that they are very happy with their ticket buying experience.”

With the ticketing process automated by AudienceView, festival attendees are ensured fair access based on the strict guidelines in place for donors and donor groups, employees and emeritus employees, students, parents, alumni, friends of the college and the general public.  The solution’s flexible, advanced capabilities allow staff to deeply structure the type of ticket buyer, how and when they have access to seats.

“We are extremely proud to welcome another prestigious Christmas program to our growing family in the Midwestern United States and to be modernizing ticketing of a production that has grown in size and popularity since it began over 100 years ago,” said Maureen Andersen, Vice President of Arts and Entertainment for AudienceView.  “Our functionality is extremely well suited for these types of complex on-sales, which are driven by an entitlement hierarchy that unlocks and limits seats in stages based on donor level, relationship with the school and other factors. We look forward to a long, successful relationship with The St. Olaf Christmas Festival and welcome the opportunity to potentially expand our efforts to include other organizations on campus in the future.”

Started in 1912 by F. Melius Christiansen, founder of the St. Olaf College Music Department, The St. Olaf Christmas Festival today features more than 500 student musicians who are members of five choirs and the St. Olaf Orchestra, four conductors and thousands of audience members who are invited to sing along.  The festival is regularly broadcast nationwide on public television and radio.  It has also been featured nationally in major US publications, including TV Guide, Entertainment Weekly, the Wall Street Journal and the Los Angeles Times.

About AudienceView

AudienceView is a complete entertainment business solutions provider.  Rapidly approaching $2 billion in annual transactions, our innovative, engaging software is helping more than 550 venues in 15 countries deliver exceptional shopping, in-venue and overall customer experiences.  It also powers self-serve e-commerce, ticketing and events management portals, which can be used for events of any size or type.  AudienceView was founded in 2002 and has received equity funding from the Ventures West 8 Limited Partnership fund, which remains the largest shareholder, and private investors. Learn more at, or connect with the company on Facebook and Twitter.

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Christine Payne
Primoris Group Inc.
+1 416.489.0092