San Diego’s Eventful Looks to Put Consumers in Charge, with Backward Glance at eBay

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capabilities, beginning with technologies that monitor users’ interests and offer them new choices in concerts and other events based on their past preferences. At roughly the same time, Eventful moved to a multi-platform strategy that has enabled the company to distribute its content through e-mail reminders, online calendars, widgets, mobile apps, and social networking sites. Eventful spokesman Chris Lehman says users can sign up for e-mail alerts when their favorite performers are coming to town and create a personal watch list of events they are interested in. They can also share events with friends, and they can add their own events for free.

More than 3,000 partners also license Eventful’s content and platform to power local entertainment content across their own online, mobile, email and digital signage platforms, according to Lehman. The company’s content is used in digital signage by local television websites throughout the country, as well as Tully’s Coffee, Einstein Bros. Bagels, and other retailers.

During the 2008 election campaigns, Eventful’s Web tools enabled candidates to enhance their local outreach online and integrate event widgets into their Web strategies. The company also unveiled Eventful Demand, a free online service that let campaign supporters lobby for political figures to make local appearances. Candidates using the service also could track the demand and adjust their whistle stops accordingly.

As the service evolved, Lehman says, “We realized that it was becoming a direct representation of why people are on the Web to begin with. They want to influence and impact the world around them. As a company, if you can fulfill this expectation you can win the hearts and minds of consumers—any type of consumer.”

More recently, Eventful has been extending what it now calls its “Demand it!” (patent pending) throughout the entertainment industry, enabling artists and bands to determine the local markets where they are in highest demand.

Glazier contends that digital technology has forever changed the recorded music industry, making it infinitely easier to find new music and to create personal playlists with thousands of songs. With this great leveling of recorded music, Grazier says these are the glory days for live music.

“In the past, radio producers curated songs for consumers,” Glazier says. “Now the fire hose is 1,000 miles wide and you can get direct or indirect access to … Next Page »

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Bruce V. Bigelow is the editor of Xconomy San Diego. You can e-mail him at bbigelow@xconomy.com or call (619) 669-8788 Follow @bvbigelow

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