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2025 Ticketing Star Awards: Laura Bryer

Laura Bryer

Laura Bryer
Vice President, Wizards Ticket Operations | Monumental Sports & Entertainment

Laura Bryer, vice president of ticket operations for the Washington Wizards, grew up in Camp Hill near Harrisburg, Pennsylvania, between Philadelphia and Pittsburgh. There weren’t many entertainment venues in the area, but she attended a few Hershey Bears professional hockey games and her mom took her to her first concert when she was in grade school, the Beach Boys.

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Becoming a Ticketing All Star wasn’t on the radar when she was a marketing major at Duquesne University in Pittsburgh. After graduating in 1995, she discovered an internship with the NHL Pittsburgh Penguins group sales department.

“I sort of stumbled upon it, to be perfectly honest,” said Bryer.

Something clicked. After helping the service team relocate club level fans during a renovation at the Penguins former home at the Civic Auditorium, Bryer moved from intern to customer service rep in 1997 and then ticket sales rep in 1998. In 1999 she was named manager of customer service and then a year later manager of ticket operations. She served as director of customer service and ticket operations from 2000 to 2004.

“I enjoy rescaling stuff and figuring out where price breaks might be and the backend building of manifests and price codes – that has always intrigued me,” explained Bryer. “I enjoy being the backend person that makes everything move.”

In 2004, Bryer was named director of ticket operations for the NBA Washington Wizards at Capital One Arena in Washington, D.C. In 2021, she was named vice president of ticket operations. With two decades of experience at Monumental Sports & Entertainment, which owns the arena as well as the Wizards, WNBA Washington Mystics and G League Capital City Go-Go, among other properties. Bryer has clocked more than 800 games with the organization.

“One thing we pushed post COVID was moving to being a mobile building, and right now we are at about 99% mobile entry,” Bryer said. “I think it’s a positive and, selfishly, from the backend, it decreases fraud and you don’t have those fake tickets we always used to get.”

The biggest challenge has been getting people on board with new and evolving technology.

“When people tried it, they realized it wasn’t bad at all,” explained Bryer, who added that working with the member services department on education outreach and communication with ticket holders was key.

Bryer plays an important role in working with sales leadership to develop innovative ticketing packages to cater to the fan base and is a key player in developing strategies to reach team revenue goals. She is also the primary contact to support ticketing needs across basketball operations – including player tickets – and marketing for the Wizards.

In addition to mobile ticketing, Bryer has been proactive about pushing new ticketing initiatives including integrating ticketing with various apps and platforms and incorporating new partner integrations including Lava, Season Share and Fevo.

“It is either something you love or you hate,” explained Bryer. “But at the back-end, how the wheels turn, you can look at a building full of people and say, ‘Hey, we did this to get these people into the building.’ That makes it exciting.”

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