A housewife in Long Island will pay $300 for a Madonna ticket, months in advance. But that’s not reality: according to a just-released study from ReverbNation, a vast majority of concert tickets are now happening at the last minute, and right at the venue.
In fact, ReverbNation found that 66 percent of venues sell a majority of their tickets at the door, moments before it starts or even during the gig itself. Even worse, half of the venues reported selling more than 75 percent of their tickets at the window. Here are some of the top-level results, gleaned from a survey of 470, US-based venues.
Welcome to the 2010s, where fans are cash-strapped and recession-wary, options are overloading, and almost every entertainment offering is optional. Which means decision-making is happening right now, or not at all. “These statistics suggest that consumers have a lot of choice when it comes to things to do on a Saturday night,” explained ReverbNation executive Shelly Weitz. “And that many of them may be making their decisions about whether to go to the basketball game, the movies, or the concert, on the day of the event.”
All of which makes it extremely difficult for bands and venues to make accurate projections or even properly route tours. But let’s see if smarter clubs and bands can figure this out: on the ground, the new strategy seems to involve brute, clutter-cutting information blasts right before the show. It’s a lot of work, but a broadly-adopted survival response. According to the survey, 81 percent of venues now view ‘same day concert marketing’ as a critical marketing approach.
Written while listening to deadmau5, last seen live at the Cosmopolitan in Vegas (yeah, at the last minute).