2026 Women Of Live: Sara Mertz

Sara Mertz
TIXR | VP, Music Partnerships

SPEAKING UP | “The industry is better when more voices are at the table.”

Getting her start as a tour manager and quickly becoming fascinated with the business aspect of live music, Sara Mertz now finds herself driving business on the music side of ticketing platform Tixr, which continues to grow.

“This past year was a turning point for Tixr,” says Mertz of the primary ticketing company led by CEO Robert Davari. “We signed our first two Major League Soccer teams, marking a meaningful expansion into professional sports, while continuing to strengthen our position in music, the community that built our business.” Mertz says Tixr introduced native resale, fan-initiated ticket upgrades, return-to-credit options and post-purchase add-ons, helping event organizers generate revenue beyond onsale.

“Personally, I transitioned several major independent promoters in the U.S. and Mexico, such as Mass Concerts, Rising Sun Presents and Zamna Festival, to Tixr where they are now growing and thriving,” says Mertz, whose experience includes time at Eventbrite. “I also focused on strengthening and mentoring our music team so we continue to show up as strategic, knowledgeable partners in a rapidly evolving industry.”

Mertz says supportive communities and younger generation of leaders in the live entertainment industry means there is more opportunity than ever before.

“The old gatekeeping structures do not hold the same power they once did, and more women are stepping into leadership roles across touring, venues, festivals, and tech,” she says. “That said, progress does not mean parity. There are still barriers around access, representation at the highest levels, and equitable pay. The difference now is that there are stronger networks, more mentorship, and a collective willingness to call out what needs to change.”

Looking forward, Mertz says big things are in store for Tixr.

“Tixr is in a major growth phase, and I’m excited about how that growth is translating into real opportunity for the music community,” she says. “We’re seeing more independent organizers rethink the systems they’ve relied on for years and look for new partners who are flexible, modern, and truly invested in their success. Being part of that evolution, and helping our clients navigate it, is what energizes me most.”