The History of Alliance for Audience

The discussion that led to the creation of Alliance for Audience began in a May 2001 at a meeting held by the Virginia G. Piper Charitable Trust, where leaders of many of the Greater Phoenix region’s largest arts and cultural institutions shared thoughts on issues of mutual concern - largely focused on issues of "ticketing."

With support from the Arizona Commission on the Arts, representatives of numerous organizations invested more than two years in research and deliberation as a "Ticketing Tactics Task Force." Their discussions gathered widespread consensus around the need for a bold and collaborative effort to address profound issues for the region's arts and cultural sector related to:

Alliance for Audience was incorporated in September 2003 and subsequently received its IRS designation as an independent, 501(c)(3), non-profit service organization.

ShowUp, its flagship project, launched on November 15, 2004 in a ceremony presided over by Arizona Governor Janet Napolitano - who purchased the very first tickets from's Ticket Marketplace.

Since that time, Alliance for Audience created numerous programs and nurtured various collaborative projects on behalf of the Arizona arts and cultural community. More importantly, with the support of key arts, cultural and business associations around the state, Alliance for Audience now supports members beyond Greater Phoenix in the Metro Tucson (April 2009), Flagstaff (August 2009) and Prescott Area (March 2010).