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Pricing

Consumers Getting Wise to Primary-Secondary Market Shenanigans

A man in New Jersey who bought some pretty expensive tickets to the Super Bowl is suing the NFL for not releasing more tickets to be sold to the general public.His claim is that, according to New Jersey law, at least five percent of tickets must be available for regular people to buy.I don’t know anything about the merits of his case, but it shows that consumers are getting savvy to the idea that the primary market sellers (in...

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News

Your Daily Reminder That Live Entertainment is Dead…

Yep. Dead as Dickens, at $375 a ticket to sit on a lawn and see a headliner whose last hit is from 2003. Coachella is a stone cold sellout.

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News

Dollars Matter, But So Does Attendance

Broadway had a great Thanksgiving weekend, breaking the all-time revenue record as people poured in from out of town to celebrate the long weekend with a show.The record that wasn't broken, however, was the attendance record, which was actually 4% off the all-time record this year.It's a good moment to ask the question: Does that matter?Isn't it dollars, not tickets, that count?Yes, and no. Yes, because it's true that you take dollars to the bank, not ticket sales numbers.But...

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Pricing

How Not to Discount: Part III

Don't discount only your lowest-priced inventory.Today’s example of how not to discount is slightly counterintuitive because it’s easy to associate “discount” with “low price.”The mistake I’m talking about is only discounting the lowest-priced inventory in your venue. This happens because some marketers are conflating two different things: a low price and a discount from face value. They aren’t the same thing, and they function psychologically to the consumer in very different ways.A tier of seats that is inexpensive has...

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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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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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Experience

Dodgers Show What Being Audience-Oriented Means

The Los Angeles Dodgers are in the playoffs, which means that everyone wants to be at the games. I went to a game during the series before this one, wherein they beat the Atlanta Braves, and it was crowded. But of course, that’s what you’d expect. These games are sold out and very popular.Except it wasn’t just a sell out. The car traffic was extreme, with waits in the parking lot that kept the stadium only partly full for...

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Experience

Halloween Goes Immersive, Big Holiday to Sell More

Adding more momentum to the 'immersive' trend in live entertainment, this year's Halloween events blur the line between attraction and show. I think it's great because today's audiences are, more than their predecessors, interested in being part of the show. The success of Sleep No More or Then She Fell suggest that merging show and participatory media work very well presuming, of course, that they're done right. By the way, Halloween events are a big deal, and I think...

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News

Grow Your Attendance With an Audience Orientation

It feels like you could just cut and paste this story from year to year, doesn’t it? But, if you’re in our business, even if you’re not in the arts, this should concern you. If you’re here, it’s because you want to sell out your venue, and if you don’t really care about that because your nonprofit feels that worrying about selling tickets is too crass for words, then how about this notion?If you were selling out, these numbers...

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