2025 Impact 50 Honoree: Marla Ostroff

MARLA OSTROFF
Managing Director, North America
Ticketmaster

ORDER UP: Got hired for her first job in ticketing after meeting Ticketron’s Mark Shoner while working in a bar. 

Ticketing, perpetually the live industry’s biggest challenge, faces new obstacles — and opportunities — every year. Thankfully for Ticketmaster, they have the steady and experienced hand of Marla Ostroff on the wheel.

In the last year, Live Nation began utilizing all-in pricing for shows at its owned venues and then, by virtue of a Federal Trade Commission rule issued near the end of then-President Joe Biden’s term, the protocol became a requirement industry-wide.

“It was a significant lift that took months of preparation and close collaboration with our clients,” Ostroff says. “The result is a simpler, more consistent experience that delivers what fans want. Combined with enhanced communication throughout the buying process, we’re empowering fans with the information they need to make confident decisions and secure tickets with ease.

“Just as important was the hands-on support we provided our clients to navigate the change and clearly communicate its value to their fans. This partnership made all the difference in delivering a truly unified, fan-first experience.”

Ostroff’s seen it all in her more than three decades in the ticketing game and she’s ready for what’s next.

“There’s a real need for meaningful reforms that protect and strengthen our industry, and we’re addressing this on multiple fronts,” she says. “We’re continuing to demystify ticketing for policymakers and the public as we continue to advocate for fair resale and enforcement of anti-bot laws. 

“At the same time, we’re setting the industry standard through innovations designed to put fans and artists first. Our recent Smart Queue enhancements and launch of All In Prices are improving the fan ticketing experience while our flexible tools like Face Value Exchange empower artists to set the terms for how their tickets are resold. We’ve made real progress, but there’s still a lot more to be done. We’re committed to shaping the future of live and advocating for policies that benefit everyone involved.”