Why I Built a Ticketing Platform for My Hometown

Some months ago, we launched 419TOL, a discovery and civic operating system for my hometown, Toledo (whose primary area code is 419, thus 419TOL). This isn’t a concept. Partners like Toledo Lucas County Public Library, Live Arts Toledo, and more are already working with us, and their events and resources are live on the platform today.

The goal with 419TOL.com and the accompanying mobile app has been to introduce Toledo to itself, and to become a resource visitors could lean on to find what to do while here. You can find events, retail, salons, parks, churches and more on the platform. And, it’s data-rich. The platform learns the community so that we can both solve the problem of storytelling and discovery, and get guidance on what events to produce next based on interests and demand. Too often, when an event is held locally and it finds success, there is no opportunity to build upon that momentum for the next event. The next time around, or for other events where attendees might have parallel interest, you would have to start again from scratch to build awareness. With our tools, you start to see a through line from event to event, saving time and resources which improves turnout and success.

Today, 419TOL is rolling out 419Pass, a local ticketing platform that helps every event build on the last one. Built in Toledo, owned in Toledo, and every dollar working at home.

Why 419Pass

The benefit of platforms like Eventbrite is not just that they’re a simple-to-use ticketing platform, but they’re also a discovery engine. You get more eyeballs on your event because they’ll share it with people who might be interested in it, even though they didn’t name it directly.

But a hyper-local platform can do so much more. For starters, partners have more ownership and the revenue stays in town. Instead of a portion of every ticket sale growing wings and flying off to San Francisco, it stays here, on a platform built on the work and reputations of local entrepreneurs and creators. Local reinvestment becomes a possibility and we don’t even have to change behaviors, just providers. But while that feels good, it’s not enough to build a business on. For us to be your platform of choice, we have to offer a significant business and bottom-line advantage versus incumbents. That means lower ticketing fees, cross-marketing with trusted local institutions, and advertising that reaches your exact audience for less.

With 419Pass, operators and partners have a say. It’s a lot harder to get the attention of Eventbrite and have a voice about the product and how it serves its partners. Being local means you know your partners because you see them around town. The people we serve are literally our neighbors, and we include them in the build process and direction of the product.

Momentum compounds across events. Someone who buys a symphony ticket can get a smart nudge toward a MetroParks concert or a library author talk.

And, getting there is part of the ticket. With a partner like TARTA, a ticket can come with route info, ride suggestions, or even a bundled fare. No national platform is going to solve how you get downtown from West Toledo.

We're just scratching the surface, and we're excited to open the platform to you. Organizers can register today at this link. If you put on events in Toledo, whether it's a gallery opening, a 5K, a church concert, or a night at the symphony, we want you in the first wave. Our founding partners will help shape what 419Pass becomes and lock in founding partner terms.

And if you're here for the events, not running them, you have a role too. Download the app, find something to do this weekend, and keep your ticket dollars local.

Toledo has never been short on things worth showing up for. Now it has a platform that remembers who showed up and helps them come back.