Understanding Ticketing: How Tickets, Pricing, and Resale Work for Concerts, Sports, and Theaters

The Ticketing Truth: Navigating the World of Festival, Concert, Sports, and Theater Show Tickets

When it comes to attending festivals, concerts, sports events, or theatre shows, securing the perfect ticket can be as thrilling—and sometimes as daunting—as the event itself. The ticketing landscape has evolved drastically over the years, with the advent of digital platforms, dynamic pricing, and the rise of the secondary market. This guide aims to uncover the ticketing truth, offering you insights and tips to navigate this ever-changing terrain, ensuring you get the best value and experience for your money.

What is a ticket? A ticket is proof of entry into a venue.

Who issues the ticket? Tickets are generally issued by the venue, such as football stadiums, sports arenas, amphitheaters, clubs, festivals, exhibitions, and theaters.

Who chooses the ticketing company? Venues usually select the ticketing company. They receive bids from multiple companies and choose a partner for several years.

What does the ticketing company do? The ticketing company provides technology and services to help venues market shows, sell tickets, manage entry, offer customer service, and more.

Who sets the ticket price? The artist's team sets the face value ticket prices.

Who decides show dates and when tickets go on sale? The artist, along with their manager, agent, and promoter, plans the tour, selects venues, and determines ticket sale dates and channels.

Who keeps the proceeds from ticket sales? The artist and their team keep most, if not all, of the face value ticket revenues. Venues and ticketing providers usually do not get a share of this revenue.

Who sets the service fees? The venue sets the service fees, keeping most of the fees, with a portion going to the ticketing company and for credit card fees.

Why are so many tickets on resale marketplaces? Some artists price tickets below market value, creating opportunities for resale, especially for popular shows with high demand.

Do artists get paid from resale? No, resale profits go to the sellers, not the artists.

Why do ticket platforms allow resale? Ticket platforms allow legitimate resale to ensure a safe and secure process for fans, while preventing tactics like speculative ticket sales.

 1.      Understanding Ticket Types: General Admission, VIP, and Beyond

 Before diving into the ticket purchasing process, it’s essential to understand the different types of tickets available:

A) General Admission (GA) Tickets

• Concerts: GA tickets typically provide access to the standing area closest to the stage or other non-reserved areas. It’s usually first-come, first-served, so arriving early can secure you a better spot.
• Sports: Less common in sports, but when available, GA tickets might allow entry to certain areas like standing terraces.
• Theater: Rarely used in traditional theater settings, but GA may apply in smaller, more informal venues.

B) Reserved Seating Tickets

• Concerts: These tickets guarantee a specific seat, often in the form of numbered rows and sections, providing a more structured experience.
• Sports: Commonly used in stadiums and arenas, reserved seating ensures you have a designated spot, allowing you to arrive without the rush to find a seat.
• Theater: Reserved seating is standard in most theaters, where seats are assigned by row and number, giving you a clear view of the stage.

C) VIP Tickets

• Concerts: VIP tickets often include perks like early entry, exclusive viewing areas, meet-and-greets with the artist, and access to VIP lounges with food and drinks.
• Sports: VIP tickets can include premium seating, access to exclusive suites or boxes, in-seat service, and sometimes meet-and-greets with players.
• Theater: VIP theater tickets may offer the best seats in the house, complimentary drinks or snacks, and sometimes backstage tours or interactions with the cast.

D) Box Seats/Suites

• Concerts: Box seats are private or semi-private seating areas often located on the sides of the venue, offering a premium viewing experience with added privacy.
• Sports: Suites or box seats in sports venues provide a luxurious experience, with private seating, catering services, and sometimes private restrooms.
• Theater: Box seats in theaters offer a more exclusive experience, often elevated for a better view of the stage and more comfort.

E) Early Bird Tickets

• Concerts, Sports, and Theater: These tickets are offered at a discounted rate before the general sale begins. They are typically limited in number and provide access at a lower cost for those who plan ahead.

F) Season Tickets

• Sports: Season tickets provide access to all home games for a particular team during the season. They are popular among dedicated fans and often come with perks like priority for playoff tickets.
• Theater: Season tickets or subscriptions allow patrons to attend a series of performances throughout a season, often at a discounted rate compared to buying individual tickets.
• Concerts: Less common for concerts, but some venues or festivals may offer season passes that provide access to multiple shows or events over a specific period.

G) Group Tickets

• Concerts, Sports, and Theater: Group tickets are often available at a discounted rate for a set number of people. They are ideal for large groups, schools, or corporate outings.

H) Student/Senior/Military Tickets

• Concerts, Sports, and Theater: Many events offer discounted tickets for students, seniors, and military personnel. These tickets typically require valid identification at the time of purchase and entry.

I) Last-Minute Tickets

• Concerts, Sports, and Theater: Last-minute tickets can be purchased just before the event, often at a discount. These are typically unsold seats and may offer a good deal, but selection is usually limited.

J) Standing Room Only (SRO) Tickets

• Concerts: SRO tickets are for areas where there are no seats, typically at the back or sides of the venue. These tickets are usually cheaper and are for fans who don’t mind standing throughout the event.
• Sports: Some sports venues offer SRO tickets, allowing fans to stand in designated areas without assigned seats.
• Theater: Rare in theaters, but some venues might offer SRO tickets when all seats are sold out.

K) Balcony and Mezzanine Tickets

• Concerts and Theater: Balcony and mezzanine tickets are for seats located in the upper levels of the venue. They often offer a broader view of the stage at a lower price compared to floor or orchestra seats.
• Sports: Upper-level or balcony tickets are available in large stadiums and arenas, offering a more affordable option with a wider view of the action.

L) Accessible Tickets

• Concerts, Sports, and Theater: These tickets are designed for individuals with disabilities, providing accessible seating with accommodations for wheelchairs, companions, and other needs.

M) Press/Media Passes

• Concerts, Sports, and Theater: These are typically not for sale to the general public but are issued to members of the press and media for coverage of the event.

N) Festival Passes

• Concerts and Theater: For multi-day festivals, a festival pass provides access to all days of the event. Passes may include general admission, VIP, or specific entry to certain stages or areas.

  2. The Rise of Dynamic Pricing: What You Need to Know

Dynamic pricing, a strategy where ticket prices fluctuate based on demand, has become increasingly common in the ticketing industry. Much like airline tickets, prices can rise sharply as the event date approaches or if demand spikes. While this model allows promoters and venues to maximize revenue, it can also lead to frustration for fans who see prices soaring before their eyes.

Tip: If you’re eyeing a popular event, it’s often wise to purchase tickets as soon as they go on sale to avoid higher prices later. However, if you’re willing to gamble, prices might drop closer to the event if demand doesn’t meet expectations.

3. The Secondary Market: Friend or Foe?

The secondary market—where tickets are resold after the original purchase—has grown significantly. While this market provides an opportunity to snag tickets to sold-out events, it’s not without risks.

• Price Markups: Tickets on the secondary market can be significantly more expensive than face value, especially for high-demand events. Always compare prices across different platforms before making a purchase.
• Fraudulent Tickets: The secondary market is rife with scammers selling fake or duplicate tickets. To avoid being duped, only buy from reputable platforms that offer buyer protection guarantees.

Tip: If purchasing from the secondary market, look for platforms that offer instant delivery or electronic transfer of tickets to ensure their legitimacy.

4. The Impact of Ticket Fees: What You’re Really Paying For

One of the most frustrating aspects of buying tickets is the additional fees that often aren’t revealed until checkout. These can include:

• Service Fees: Charged by the ticketing platform for facilitating the sale.
• Processing Fees: Associated with handling and delivering tickets, whether digital or physical.
• Facility Fees: Fees imposed by the venue to cover operational costs.

These fees can add up quickly, sometimes totaling 20-30% of the ticket price. While they’re often unavoidable, being aware of them can help you budget more accurately for your event.

Tip: Compare prices across different ticketing platforms to see if the fees vary. Sometimes, purchasing directly from the venue can result in lower fees.

5. The Role of Presales and Fan Clubs: Early Access to Tickets

Many events offer presales to specific groups, such as fan club members, credit card holders, or those who sign up for newsletters. Presales provide early access to tickets before the general public, often at face value and with a better selection of seats.

Tip: If you’re a dedicated fan, consider joining the artist’s fan club or subscribing to event newsletters to gain access to presales. Some credit cards also offer presale access as a perk, so check your card’s benefits.

6. How to Avoid Ticket Scams: Red Flags and Best Practices

Ticket scams are an unfortunate reality in the digital age. Scammers prey on fans eager to attend sold-out events, offering tickets at too-good-to-be-true prices or posing as legitimate sellers. Here’s how to protect yourself:

• Avoid Unverified Sellers: Only purchase tickets from official sources or reputable resale platforms. If you’re buying from an individual, insist on using a secure payment method like PayPal, which offers buyer protection.
• Check the URL: Scammers often create fake websites that mimic legitimate ticketing platforms. Double-check the URL to ensure you’re on the official site.
• Be Wary of Social Media Sellers: While some people successfully buy and sell tickets on social media, it’s also a hotspot for scammers. If you choose this route, proceed with extreme caution and avoid upfront payments.

7. The Emergence of Digital Tickets: Convenience and Security

The shift towards digital tickets has brought both convenience and challenges. Digital tickets, often delivered via email or mobile apps, are easier to manage and reduce the risk of lost or stolen tickets. However, they also come with their own set of considerations:

• Ensure Device Compatibility: Make sure your mobile device is compatible with the ticketing platform’s app or that you can access your tickets through email.
• Transferability: Some digital tickets are non-transferable, meaning you can’t easily sell or give them to someone else if your plans change. Always check the ticket’s transfer policy before purchasing.
• Backup Plans: Always save a screenshot of your digital ticket or download it to your device in case you encounter connectivity issues at the venue.
  
  
  

8. Exploring Alternative Ticket Sources: Beyond Traditional Platforms

While platforms like Ticketnetwork and Live Nation dominate the ticketing industry, alternative sources can sometimes offer better deals or exclusive access:

• Venue Box Offices: Purchasing directly from the venue’s box office can sometimes save you from paying service fees.
• Official Artist Websites: Some artists sell tickets directly through their websites, offering exclusive bundles or presale access.
• Event-Specific Apps: Apps like Dice or Bandsintown offer tickets to specific events, sometimes with lower fees or exclusive access.

9. The Future of Ticketing: Innovations on the Horizon

The ticketing industry is constantly evolving, with new technologies promising to make the process more seamless and secure. Innovations like blockchain technology are being explored to combat ticket fraud by creating a transparent and tamper-proof record of ownership. Additionally, biometric ticketing—using fingerprints or facial recognition—could soon replace digital tickets, offering a more personalized and secure entry experience.

10. Final Tips: Making the Most of Your Event Experience

Securing the perfect ticket is just the first step in enjoying your event to the fullest. Here are a few final tips to enhance your experience:

• Arrive Early: Whether it’s a festival, concert, or sports event, arriving early ensures you avoid long lines and get the best possible spot, especially for GA events.
• Plan Your Transport: Consider how you’ll get to and from the event, especially if it’s in a large city or remote location. Public transport, rideshares, or carpooling can save you time and money.
• Stay Informed: Keep an eye on event updates, including any changes to the schedule, venue, or entry requirements. Following the event or artist on social media is a great way to stay in the loop.
• Bring Essentials: Pack light, but don’t forget essentials like ID, a fully charged phone, and any necessary documentation, such as your digital tickets or parking pass.
  

Conclusion

Navigating the world of ticketing for festivals, concerts, sports events, and theater shows can be complex, but armed with the right knowledge, you can secure the best seats and avoid common pitfalls. From understanding the different types of tickets to staying vigilant against scams, being informed is the key to a stress-free and enjoyable event experience. Whether you’re attending a sold-out concert, a thrilling sports game, or a must-see theater performance, the right ticketing strategy will ensure you get the most out of your event.

Understanding the different types of tickets available can help you choose the best option for your needs, ensuring you have the best possible experience at your next concert, sports event, or theater show.