AEG Launches axs‏

AEG, one of the world’s leading entertainment and sports presenters, is launching axs (pronounced Access), a new entertainment platform that will leverage AEG’s facilities and music, sports, and entertainment properties in an effort to redefine the live event consumer experience – from access to ticketing to digital engagement and multi-platform content distribution.

Phase I of axs, axs Ticketing (, was built in partnership with Outbox Enterprises, in which AEG is both an equity partner and a client. The white label technology Outbox developed enables AEG to sell tickets under both the axs brand and their local venue brands, empowering local brands to connect directly with fans while providing centralized CRM services and core ticketing technologies.

The first shows available for purchase on the new service are in Denver, Colo., at the Ogden Theatre and the Bluebird Theater, both historic and iconic Colorado venues operated by AEG. Nine shows will be going on sale Saturday, August 27 at 10 am MT. Going forward, all new on-sales at these theaters will be on the axs ticketing service as well as the websites of the specific local venues. Denver represents the initial step in the migration of AEG owned or operated venues to the new platform.


“The creation of the axs platform will allow us to provide a more complete experience for both our consumers and our brand partners. It marks a strategic move forward for our company – one that allows us to pursue new ways to connect with consumers and the new business models that come with that,” said AEG President and CEO Tim Leiweke. “Ticketing is a natural first phase as it’s the starting point for the live event experience for consumers. We’re excited about the future.”

The axs Ticketing service is available at, as well as on all mobile platforms with an integration to Facebook and Twitter. With respect to fees, axs is committed to showing the full price of the ticket upfront and these two venues not charging extra fees for printing at home for tickets purchased through the axs’ “Buy Direct” platform. In addition, Outbox’s open, white-label platform will enable axs to form innovative distribution partnerships in local markets – giving greater convenience to ticket buyers and will allow its venue clients greater control over where, when and how and at what cost to sell their tickets.

“The launch of axs is a modest first step toward realizing a larger digital vision, and we’re thrilled to be unveiling it in the Rocky Mountain region” said Todd Sims, AEG’s senior vice president, digital. “Our mission is to provide the best consumer experience around live events, and together with our team at AEG Live Rocky Mountains, we look forward to using axs to help provide that to the many music fans in Denver Metro area. While the axs ticketing service will evolve over time, we look forward to hearing feedback from the people we’re truly building this for – the fans.”

After the inaugural Denver shows, axs will introduce ticketing services later this year in San Francisco, for events at The Warfield and The Regency Ballroom, two more historic and iconic venues owned by AEG. At the same time, axs will expand to other major domestic markets and international territories, as well as sales for larger venues and AEG’s sports teams, which have more complex ticketing options, through 2012.

About axs:
Developed and operated by AEG, one of the leading sports and entertainment presenters in the world, and a wholly owned subsidiary of the Anschutz Company, axs is a new entertainment platform and will serve as AEG’s primary consumer brand. The first phase of axs, axs ticketing, was created in cooperation with Outbox Technologies and will provide fans the opportunity to purchase tickets directly from their favorite venues. Additional elements will include a mobile service launching later this year and a video content service that is now in development. For more information on axs, please visit

About AEG:
AEG is one of the leading sports and entertainment presenters in the world. AEG, a wholly owned subsidiary of the Anschutz Company, owns or is affiliated with a collection of companies including over 100 facilities such as STAPLES Center (Los Angeles, CA), Best Buy Theater (Times Square, New York), Sprint Center, (Kansas City), Rose Garden Arena (Portland, OR), Target Center (Minneapolis, MN), Mercedes Benz Arena (Shanghai, China), Mastercard Arena Arena (Beijing, China), O2 World Hamburg, Allphones Arena (Sydney, Australia), The Globe arena (Stockholm, Sweden), O2 World arena (Berlin, Germany) and The O2 arena and entertainment district (London, England); sports franchises including the Los Angeles Kings (NHL) and two MLS franchises in addition to overseeing privately held management shares of the Los Angeles Lakers (NBA). AEG has created L.A. LIVE, a 4 million square foot / $2.5 billion downtown Los Angeles sports, residential & entertainment district featuring Nokia Theatre L.A. LIVE and Club Nokia, a 54-story, 1001-room convention "headquarters" destination (featuring The Ritz-Carlton, Los Angeles and JW Marriott Los Angeles at L.A. LIVE hotels and 224 luxury condominiums – The Ritz-Carlton Residences at L.A. LIVE – all in a single tower), the Regal Cinemas L.A. LIVE Stadium 14, "broadcast" facilities for ESPN, along with entertainment, restaurant and office space and developed The Home Depot Center in Carson, California designated as an "Official U.S. Olympic Training Site" by the United States Olympic Committee that includes major facilities for soccer, tennis, track & field, cycling and other sports. Business units include AEG Sports, operators of a variety of events and tours; AEG Live, the world’s second largest live entertainment, concert promotion and touring companies and AEG Facilities, a division that operates or consults with more than 100 of the industry’s preeminent venues worldwide. The organization is also developing additional arenas in China and arenas in Stockholm and Las Vegas. In 2010, AEG launched its AEG 1EARTH environmental program with the announcement of 2020 environmental goals and the release of the industry’s first sustainability report. The groundbreaking report contains metrics collected on resources consumed and wastes generated at 20 facilities from AEG’s global network of venues. The report also highlights success stories such as the over 3,000 solar panels on the roof of STAPLES Center and Nokia Theatre L.A. LIVE. For additional information, visit AEG.


Sat. 8/27/11, 10 am, MT Yelawolf Bluebird Theater 10/04/11
Sat. 8/27/11 10 am MT The Green/Giant Panda Guerilla Dub Squad Bluebird Theater 10/15/11
Sat. 8/27/11 10 am MT Mt. Eden Bluebird Theater 10/21/11
Sat. 8/27/11 10 am MT Robert Randolph & The Family Band Bluebird Theater 10/22/11
Sat. 8/27/11 10 am MT Paper Diamond Ogden Theatre 11/04/11
Sat. 8/27/11 10 am MT ZOSO (Led Zeppelin tribute) Bluebird Theater 11/10/11
Sat. 8/27/11 10 am MT Social Distortion Ogden Theatre 12/04/11
Sat. 8/27/11 10 am MT Railroad Earth Ogden Theatre 12/29-31/11
Sat. 8/27/11 10 am MT Deicide Bluebird Theater 03/24/12

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Jack Stovin

Hello. My name is Jack. I'm the founder of Digital Warble and a Copywriter based in Amsterdam.

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