SeatGeek is a search engine for concert and sports tickets. SeatGeek has always been a data-driven company; in their industry it's absolutely essential for survival. Initially, every technical or business hire at the company was comfortable writing raw SQL, but as they grew they began welcoming people for whom SQL was not a prerequisite. Looker's easy-to-learn exploration interface, and the ability to define a more user‑friendly model, were crucial to perpetuating their data-driven culture.