'Sold out' often isn't -- for the right price
The secondary ticket market is tricky but worth the effort when it comes to scoring seats for a concert or game that is in hot demand.
By Christian Science Monitor
Suppose your sole summer goal involves rocking out with the Rolling Stones.
And forget the nosebleeds -- you want to be able to count the lines on Keith Richards's face.
Ah, but you possess pockets of average depth. And you feel the need to eat every once in a while, maybe even tank up the Toyota.
Sing along, superfan: You can't always get what you want.
Onstage box seats for a recent show at Fenway Park in Boston -- the first stop on the Stones' world tour -- went for more than $3,000, 12 times their face value, at TicketsNow.com. That's no anomaly. In what's being called the biggest summer of A-list concert tours in a decade, supply and demand have kicked into overdrive.
But in general -- whether for the Rolling Stones, Dolly Parton, or a Major League Baseball game between division rivals -- "sold out" doesn't always mean that there are no seats available.
Quick "sellouts" often just reflect rapid dispersal of tickets into the vast and nebulous secondary market, whose players range from licensed online brokers to street-corner scalpers flouting often poorly enforced laws. The legal segment of that market alone has now eclipsed primary-sales colossus Ticketmaster in annual dollar volume, according to some industry experts. And while all of that churn might be confusing to buyers, it can also open opportunities for those who know where to look (and that doesn't mean playing the scalpers' game).
The Monitor bought a Rolling Stones ticket at face value from a primary ticketer 10 days before the Sunday show. We found opportunities to do so even later (for singles, granted, and far from the stage).
The secondary market
But plumbing the secondary market is as tricky as defining it.
"Anybody with a ticket is now a 'ticket broker,' so how you describe the secondary market is becoming blurry," says Gary Adler, a spokesman for the National Association of Ticket Brokers, which advances a code of ethics among its members.
By some accounts, nearly a third of event tickets sold are resold through the legitimate secondary market. The number balloons when the peer-to-peer element is included.
Craigslist.org, for example, opened its ticket section in July 2000. It reached around 10,000 a month in April 2002, according to Craig Newmark, founder of the free online classified site, and is now running at about 120,000 a month, thanks to the site's expansion into new cities.
Even though concert ticket sales have slid overall, resale activity has picked up in recent years for top acts with baby-boomer appeal, say industry experts. That’s driven by the public's rising comfort level with online transactions, whether with recognized entities or with other individuals.
Another factor in the secondary market: frustration with major primary outlets like Ticketron and Ticketmaster, whose inventory, meted out as dictated by the venues, seems to vanish within minutes of going on sale -- at stadium box offices and music stores, via telephone sales and the Internet.
The abundance of ticket outlets "doesn't actually make (getting tickets) more competitive" for buyers, says Bonnie Poindexter of Ticketmaster, though "it makes it more convenient."
Including sports and other events, Ticketmaster sold 98 million tickets valued at $5 billion last year. It uses optical barriers -- digitized codes on their Web site to prohibit automated buying -- and other means to complicate mass purchasing by resellers.
Still, Poindexter acknowledges limits to ensuring broad access. "We're not the ticket police," she says. "We can't look at a row of people in line and say, 'You look like you're going to resell your ticket, therefore we're not going to sell to you.' "
As it is, in terms of primary sales, as many as half of a venue's seats might be spoken for before regular sales begin for a major show -- with comps given to radio stations, corporate sponsors and the band, among others.
Through some channels, though, fans can get the inside track on tickets. These include fan-club membership discounts, corporate-affiliation deals (with your credit-card company, for example) or charities that give tickets in exchange for large tax-free donations or a few hours of community service. But would-be profiteers can scoop up seats from these same channels, too.
Also making gains: big-volume licensed brokers, which don't own inventory. Rather, they facilitate sales by private parties whose tickets are screened for validity. The brokerage takes a percentage of sales.
"We get discounts from the seller, and then there's a service charge to the buyer," says Kenneth Dotson, chief marketing officer for TicketsNow.com, who calls the legitimate secondary market a $6 billion a year business (other estimates make it considerably smaller).
Professional baseball pulls in the most revenue, Dotson says. Sports events represent more than 50% of his firm's business, then concerts, then plays. "'Wicked' and 'Spamalot' are really big sellers for us," he says, adding that tours by Paul McCartney, U2 and The Rolling Stones have set this year apart. TicketsNow guarantees transactions and requires that its sellers be licensed brokers.
The secondary ticket market is tricky but worth the effort when it comes to scoring seats for a concert or game that is in hot demand.
By Christian Science Monitor
Suppose your sole summer goal involves rocking out with the Rolling Stones.
And forget the nosebleeds -- you want to be able to count the lines on Keith Richards's face.
Ah, but you possess pockets of average depth. And you feel the need to eat every once in a while, maybe even tank up the Toyota.
Sing along, superfan: You can't always get what you want.
Onstage box seats for a recent show at Fenway Park in Boston -- the first stop on the Stones' world tour -- went for more than $3,000, 12 times their face value, at TicketsNow.com. That's no anomaly. In what's being called the biggest summer of A-list concert tours in a decade, supply and demand have kicked into overdrive.
But in general -- whether for the Rolling Stones, Dolly Parton, or a Major League Baseball game between division rivals -- "sold out" doesn't always mean that there are no seats available.
Quick "sellouts" often just reflect rapid dispersal of tickets into the vast and nebulous secondary market, whose players range from licensed online brokers to street-corner scalpers flouting often poorly enforced laws. The legal segment of that market alone has now eclipsed primary-sales colossus Ticketmaster in annual dollar volume, according to some industry experts. And while all of that churn might be confusing to buyers, it can also open opportunities for those who know where to look (and that doesn't mean playing the scalpers' game).
The Monitor bought a Rolling Stones ticket at face value from a primary ticketer 10 days before the Sunday show. We found opportunities to do so even later (for singles, granted, and far from the stage).
The secondary market
But plumbing the secondary market is as tricky as defining it.
"Anybody with a ticket is now a 'ticket broker,' so how you describe the secondary market is becoming blurry," says Gary Adler, a spokesman for the National Association of Ticket Brokers, which advances a code of ethics among its members.
By some accounts, nearly a third of event tickets sold are resold through the legitimate secondary market. The number balloons when the peer-to-peer element is included.
Craigslist.org, for example, opened its ticket section in July 2000. It reached around 10,000 a month in April 2002, according to Craig Newmark, founder of the free online classified site, and is now running at about 120,000 a month, thanks to the site's expansion into new cities.
Even though concert ticket sales have slid overall, resale activity has picked up in recent years for top acts with baby-boomer appeal, say industry experts. That’s driven by the public's rising comfort level with online transactions, whether with recognized entities or with other individuals.
Another factor in the secondary market: frustration with major primary outlets like Ticketron and Ticketmaster, whose inventory, meted out as dictated by the venues, seems to vanish within minutes of going on sale -- at stadium box offices and music stores, via telephone sales and the Internet.
The abundance of ticket outlets "doesn't actually make (getting tickets) more competitive" for buyers, says Bonnie Poindexter of Ticketmaster, though "it makes it more convenient."
Including sports and other events, Ticketmaster sold 98 million tickets valued at $5 billion last year. It uses optical barriers -- digitized codes on their Web site to prohibit automated buying -- and other means to complicate mass purchasing by resellers.
Still, Poindexter acknowledges limits to ensuring broad access. "We're not the ticket police," she says. "We can't look at a row of people in line and say, 'You look like you're going to resell your ticket, therefore we're not going to sell to you.' "
As it is, in terms of primary sales, as many as half of a venue's seats might be spoken for before regular sales begin for a major show -- with comps given to radio stations, corporate sponsors and the band, among others.
Through some channels, though, fans can get the inside track on tickets. These include fan-club membership discounts, corporate-affiliation deals (with your credit-card company, for example) or charities that give tickets in exchange for large tax-free donations or a few hours of community service. But would-be profiteers can scoop up seats from these same channels, too.
Also making gains: big-volume licensed brokers, which don't own inventory. Rather, they facilitate sales by private parties whose tickets are screened for validity. The brokerage takes a percentage of sales.
"We get discounts from the seller, and then there's a service charge to the buyer," says Kenneth Dotson, chief marketing officer for TicketsNow.com, who calls the legitimate secondary market a $6 billion a year business (other estimates make it considerably smaller).
Professional baseball pulls in the most revenue, Dotson says. Sports events represent more than 50% of his firm's business, then concerts, then plays. "'Wicked' and 'Spamalot' are really big sellers for us," he says, adding that tours by Paul McCartney, U2 and The Rolling Stones have set this year apart. TicketsNow guarantees transactions and requires that its sellers be licensed brokers.