We’ve all done it: Become excited about a show we want to see, went online to buy a ticket, and then BAM—got hit with hidden fees and other complexities while buying, when all we wanted was a simple and fair exchange of our money in support of seeing a performer that we love.
Dealing with these issues firsthand and spending time working at StubHub is what sparked the passion of Dan Ross-Li, founder of the Keyhorse-backed company Affinna, to create a fairer system of ticket purchasing and reselling. Not only is he aiming to make a positive impact in this industry but the world at large by focusing on what he’s called to do and redefining the economics of ticketing to being fan-centric.
We asked Dan a few questions about his journey, inspirations, and predictions for the future of event ticketing.
How did you become interested in the events industry?
DR: My fascination with this dynamic sector originated from my previous work experience at StubHub, a leading online ticket exchange company.
While at StubHub, I had the opportunity to contribute to the development of a product called SNOW. This experience proved pivotal for me, not only in terms of the technical expertise I gained but also the profound insights I acquired about the event ticketing industry.
SNOW, which scaled rapidly post-launch, was designed to simplify the ticket buying and selling process. However, throughout its development and subsequent growth, I couldn't help but notice the prevalent inefficiencies in the ticket marketplace. Despite the success of SNOW, I recognized gaps in the system—including issues like ticket fraud, pricing opacity, and the complexity of the resale process—that negatively impacted both buyers and sellers.
This realization sparked my interest in exploring potential solutions to these challenges and ultimately led me to the creation of Affinna, where we aim to rectify these issues and deliver a more seamless and fair ticketing experience. I firmly believe that technology holds the key to transforming this industry, and I'm eager to drive that change.
The dissatisfaction of consumers with the current state of ticketing is palpable. High-profile cases, like that of Taylor Swift's concerts where fans experienced exorbitant ticket prices and questionable resale practices, have brought these issues into the limelight. Consumers are increasingly demanding transparency, fairness, and simplicity in the ticket purchasing process.
What inspired you to found a company?
DR: Starting a company is a deeply personal journey, and it would not be possible without the help, sacrifice, and commitment of my wife and family.
I've always been fascinated with the concept of culture and how it shapes every aspect of a business, from employee satisfaction and productivity to customer engagement and overall business success. While I appreciated my previous experiences, I couldn't shake the feeling that something was missing in the companies I worked for—a sense of cohesion, collective values, and mutual growth.
I founded Affinna on the belief that culture outweighs anything else in an organization. My vision was to build a company where every team member felt they were joining a company to help them on their life mission. I wanted to create a place where everyone is excited to come to work because we have their best interest at heart. I tell all my engineers, my dream is for you to start your own startup.
At Affinna, we've been able to build our culture from the ground up. We're committed to a culture of freedom and responsibility, wherein every team member is entrusted with meaningful work and is given the autonomy to execute it. We believe that when people are given responsibility and the freedom to make decisions, they're more invested in the outcomes, more innovative in their approaches, and more effective in their roles.
We have been successful in attracting amazing local talent who share this vision and contribute to the culture we're building. Each new member brings their unique perspective and skills, but they're also aligned with the fact that we expect high performance and continuous growth.
The journey of founding and building Affinna has been both challenging and deeply rewarding. Seeing our culture take shape and influence everything we do—from the solutions we create to the way we interact with our customers—reaffirms my belief in the power of a strong, growth culture.
Tell us about your team: Who’s on it, and how did you meet?
DR: Our team is composed of dedicated individuals, each of whom brings their unique expertise and innovative perspectives to the table.
Firstly, I'd like to share with you the exciting news that we recently concluded our team week. It was truly an exhilarating experience to have everyone together in person for the first time since the inception of our company over 18 months ago.
We've also just welcomed two new software engineering interns to our team, Elijah Spicer and Paris Klemz, expanding our capacity and infusing fresh perspectives into our work.
Our engineering team is made up of three phenomenal engineers, all natives of Kentuckiana: Paris Geis, Madison Arnett, and Luke Rodski. Each one of them has brought extraordinary homegrown talent to our work, and they've truly been integral to the development and success of our products.
On a broader note, I'm very fortunate to be working alongside my co-founder, Chris Brossman. Chris and I previously collaborated at another startup, and he is currently engaged in a post-IPO company. Chris is an extremely talented technical leader; his vision and passion for our mission have been pivotal in driving our company forward.
Having such a competent and diverse team has been instrumental to Affinna's success. Our team's collective skills, shared passion for our mission, and strong camaraderie are fundamental elements of our culture and our company.
We're looking forward to the road ahead, and we're excited to continue building and growing Affinna together.
Success, to us, is therefore twofold: It is seeing our local community flourish as a hub of innovation and entrepreneurship, and it's witnessing a paradigm shift in the ticketing industry driven by our efforts.
Where do you see event ticketing headed in the near future?
DR: The future of event ticketing is a topic I'm deeply passionate about, and from my perspective, the industry is on the precipice of significant change.
In the near future, I see event ticketing becoming increasingly digital and mobile. This shift is driven by a combination of technological advancement, consumer demand, and the experiences learned from the pandemic era, which necessitated contactless, online transactions in many sectors.
The dissatisfaction of consumers with the current state of ticketing is palpable. High-profile cases, like that of Taylor Swift's concerts where fans experienced exorbitant ticket prices and questionable resale practices, have brought these issues into the limelight. Consumers are increasingly demanding transparency, fairness, and simplicity in the ticket purchasing process.
This presents an opportunity for innovative solutions that can redefine the ticketing experience. For instance, generative AI and machine learning algorithms could be used to offer highly personalized experiences and dynamic pricing models that are fair and reflect real-time demand.
In addition, consumers are seeking more personalized and engaging experiences. This can be facilitated by the increased use of data analytics to understand customer preferences and behaviors, thereby allowing event organizers to tailor offerings to individual needs.
Moreover, integrating ticketing platforms with social media and other online platforms can create a more seamless process from discovery to purchase. This would also enable a more holistic view of the event experience, including pre-event excitement, the event itself, and post-event engagements.
In conclusion, the future of event ticketing lies in creating a user-centric, digital, and transparent ecosystem that leverages technology to deliver superior customer experiences. At Affinna, we're actively working towards this vision, and we're excited to contribute to the evolution of this industry.
What does success look like to Affinna in the short term and long term?
Success at Affinna is viewed through a unique lens that involves both immediate and long-term goals.
In the short term, we define success as building something substantial and impactful right here in our local community in Louisville and Kentuckiana. We're committed to harnessing and nurturing local talent, believing strongly that by doing so, we can contribute significantly to our community. In fact, one of our ambitious objectives is to be the catalyst for at least 100 startups that will evolve from the engineers we hire. We see ourselves as an incubator of innovation and a stepping stone for local talent, who will then go on to create their own enterprises, spurring local economic development and growth.
However, our long-term vision of success goes beyond our immediate locality. We aim to revolutionize the fan experience globally and redefine the economics of ticketing. Our goal is to transform the current state of ticketing into a more transparent, fair, and user-centric model. This is no small undertaking, and we understand the challenges that lie ahead. But we firmly believe in our mission and are committed to investing our resources, time, and efforts into this endeavor.
While we aspire to change the industry on a large scale, our roots will always be here in Kentuckiana. We believe that by simultaneously focusing on local talent development and industry-wide innovation, we can create a positive ripple effect that extends from our community to the world at large.
Success, to us, is therefore twofold: It is seeing our local community flourish as a hub of innovation and entrepreneurship, and it's witnessing a paradigm shift in the ticketing industry driven by our efforts.
Find out more about Affinna at affinna.com. Are you a startup based in or looking to relocate to Kentucky? Keyhorse’s current quarterly investment cycle is open! Apply now.
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