Looking to make it simpler for organizations to programmatically market live events, Eventbrite this week rolled out its first RESTful API in the form of Eventbrite Spectrum.
Mitch Colleran, API platform and product manager for Eventbrite, told ProgrammableWeb that the two primary use cases for the APIs are to make it easier for organizations to market live events by invoking the Eventbrite APIs from within their content management systems and customer relationship management applications. In that context, events could not only be marketed on an organization’s website, but also with all the organizations that exist within that organization’s partner ecosystem.
In addition, Colleran says Eventbrite envisions scenarios where alerts concerning events based on topics of known interest to an attendee could be embedded directly inside his or her calendaring application.
Other possible scenarios include integration with the applications that are used to print name badges once people actually show up for an event they have registered to attend, says Colleran.
Previously, Eventbrite exposed a Web services interface. But Colleran says the shift to REST APIs should lead to much broader adoption by third-party developers.
As part of the platform launch, Eventbrite is also adding 15 new partner extensions that can be accessed within a customer’s event dashboard. These represent a subset of the more than 130 integrations already available. The extensions give customers access to services from Boomset, Conference Badge, Dandelion, Eventbistro, EventKingdom, evvnt, Fundly, Hootsuite, MailChimp, Sched, sli.do, Sponseasy, SurveyMonkey, TicketPrinting.com and Zapier.
As a platform focused on making it simpler to discover events both online and off, Eventbrite processed $1.5 billion in gross ticket sales in 2014, spanning more than 1.7 million individual events. Eventbrite says it processes 1 million tickets each week around the globe.
The goal, says Colleran, is to remove as much of the friction as possible surrounding the staging of an event. The fewer hoops attendees have to go through to register for an event, the more likely it is they will actually attend or participate. That’s critical for any organization hosting an event where the cost of recruiting attendees is usually one of the single largest expenses.
Just as significantly, all of these capabilities also speak to not only reducing the cost of driving attendance to a particular event, but improving the experience of attendees in a way that naturally leaves them wanting more.