We've spent a lot of time over the past year on two big ongoing goals:
One, obsess about the fan experience. Continue to innovate around all aspects of attending live events.
Two, make buying tickets more social. We want to continue to make shopping through our sites the most social eCommerce experience on the web.
One of our big efforts has been the development and rollout of our interactive seat maps. We now have more than 9,000 events on our sites with this new technology and we've learned a lot talking directly to consumers about how it's impacted their purchase experience. One thing jumped out early on: people were buying tickets they would not have otherwise purchased because they could select seats near where friends or family were already sitting. Which got us thinking, that must take a fair amount of coordination - how can we make it easier?
Archive for August, 2011
Last week, I wrote about why fans want and deserve a better ticket resale experience, and why our partners (artists, teams, venues, performing arts centers, etc.) should be part of that process as well. Today I’m going to show you how our clients can choose to create transparent, fan-friendly links between pages on Ticketmaster and pages on TicketsNow. This will provide fans more ticket options and in the process clients will participate in the revenue generated from the resulting ticket resale transactions. The concept is pretty simple: when a fan searches on Ticketmaster for tickets but there aren’t tickets available under those parameters, he or she gets a “no tickets found” page. Clients who choose to place our fan-friendly, fan-tested links to TicketsNow on these “no tickets found” pages will share in the revenue from transactions generated by these links. We will digitally authenticate tickets that are bought this way ...
Ticket reselling websites have become a significant way for fans to purchase live event tickets. Today, we estimate that about 20% of the tickets that Ticketmaster sells on behalf of our clients are resold in the secondary market.
Ticket reselling is happening, and it is here to stay. When done right, ticket reselling is a legitimate distribution channel that meets the needs of real fans. If we ignore resale as an industry, it will continue to exist in an uncontrolled, unsanctioned world and the bad parts will only get worse.
The resale market exists because ticket pricing is not perfectly efficient; supply and demand change over time, and some fans wait until the last minute to make the decision as to whether or not they can go to an event. The local ticket brokerage model has been built on this, providing services for niche groups of customers who seek unique ...