Pricing

Tonight’s Game Perhaps the Most Expensive Baseball Game Ever

Tonight, the Boston Red Sox play the St. Louis Cardinals at Boston’s Fenway Park, and some of the people I trust to evaluate the true value of the tickets in the secondary market are suggesting that it’s getting pretty crazy. Jeff Passan at Yahoo brings it together here.Here’s the key tidbit:“By early afternoon, the average resale price for tickets sold stood at $1,024 per ticket, according to SeatGeek. Remaining ticket inventory on Internet sites was even heftier: an average...

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Pricing

How Not to Discount: Part II

Don't discount at the last minute only.This one’s pretty simple. The second bad way to discount is to wait until the last minute, and then do it in a panic.Why is this a bad idea? First, you’ve narrowed your options considerably. When venues come to us the day or two before a show and say they’d like to discount, we typically can’t help them, and we’re fast! But the fact is that we, like every big website, have a...

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Technology

Every Organization Needs a Database of Ticket Buyers

New Software Will Help Small Arts Groups Track Customers.Two things about this:First, a good, central database of ticket buyers is a bare minimum. Wait … is it 2001? It was a bare minimum then. Now, if an organization doesn’t have some form of central database, I would go so far as to say it is not really doing marketing. It may be doing marketing activities, but it’s not doing marketing. Spray and pray advertising, maybe, but not marketing.Second, a...

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Innovation

Find Something Great to Do Anytime, Anywhere

Recently, Bloomberg asked me to talk about the impact of mobile adoption on live events, and some of you may have seen that segment.The reason they were interested in having me there is that over the last couple of years, Goldstar has put a tremendous effort into understanding and being part of the platform shift currently happening among consumers toward mobile devices. As a veteran of the original World Wide Web explosion of the late '90s, this mobile transition...

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Marketing

NBA GMs Like Miami Heat’s LeBron James Because He Fills Seats

GMs go with Heat, LeBron James.Note to sports ticket marketers: Maybe one of the reasons NBA GMs like LeBron so much is that he brings them buyers. When the Heat (LeBron’s team) go on the road, the team they’re visiting sells 99.1% of its tickets.

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