In the early 1990s, Pearl Jam was one of the most popular rock bands in the world. Their 1991 debut album Ten featured hits like “Alive” and “Jeremy” and sold over 13 million copies. When it came time to plan their next tour in 1994, Pearl Jam wanted to do something different with ticket sales to make sure fans got fair access.
The Problem with Ticketmaster
At the time, Ticketmaster had a virtual monopoly on ticket sales for major concerts in the US. They charged high service fees on top of ticket prices, sometimes adding 25-50% to the base cost. Ticketmaster also had exclusive contracts with many venues. This meant any band playing those venues had to use Ticketmaster, even if they didn’t want to.
Pearl Jam saw Ticketmaster’s practices as unfair to fans. They wanted to find an alternative way to sell tickets that would give ordinary fans more of a chance to attend their concerts without paying inflated prices.
Pearl Jam’s Solution: Ticketless Concerts
Pearl Jam came up with a creative solution to bypass the Ticketmaster system. They announced they would perform a 1995 tour without using Ticketmaster for any shows. This meant playing only venues that didn’t have exclusive Ticketmaster contracts.
In place of paper tickets, Pearl Jam invented a “ticketless” concert system. Fans would purchase tickets by phone or mail order using a credit card. To get into the show, they would present their credit card and ID for verification. Pearl Jam would absorb the fees associated with the transactions, keeping prices lower for fans.
How the Ticketless System Worked
Here is an overview of how Pearl Jam’s ticketless concert system worked in 1995:
- Tickets went on sale via phone and mail order 2-4 weeks before each show
- Fans called a number or sent in mail orders, verified by credit card
- Credit cards were charged the base ticket price with minimal/no service fees
- Tickets were not needed to enter the venue
- Fans showed their credit card and valid photo ID for admission
- Pearl Jam absorbed credit card transaction costs, keeping prices low
This innovative approach allowed Pearl Jam to get tickets directly into the hands of fans. By selling tickets themselves, they could control prices and availability. Their fan club members got first access to tickets before the general public onsale.
Venue Selection
Since Pearl Jam was committed to avoiding Ticketmaster, they had to carefully select venues for their 1995 tour. They ended up playing a mix of minor league baseball stadiums, university arenas, and other non-traditional concert venues. Many shows were in remote locations not normally included on major tours.
Here are some example venues from Pearl Jam’s 1995 tour:
- Broome County Veterans Memorial Arena – Binghamton, NY
- Hilton Coliseum – Ames, IA
- Brendan Byrne Arena – East Rutherford, NJ
- Utica Memorial Auditorium – Utica, NY
- Budweiser Events Center – Loveland, CO
By playing these smaller and more obscure venues, Pearl Jam was able to work around Ticketmaster’s exclusive contracts. However, it made routing and logistics for the tour more challenging.
Backlash from Ticketmaster
As expected, Ticketmaster did not take kindly to Pearl Jam’s tactics. They saw the “ticketless tour” as a major threat.
Ticketmaster retaliated in several ways:
- They discouraged venues from working with Pearl Jam by threatening to pull business
- They refused to handle ticket sales at venues where Pearl Jam was playing
- In some cases, they purchased block of tickets to Pearl Jam shows only to destroy them
Despite this backlash, Pearl Jam proceeded with their tour. They even testified before Congress about Ticketmaster’s monopolistic practices. Though Ticketmaster remained dominant, Pearl Jam helped expose their unfair business model.
Financial Impact
By avoiding Ticketmaster, Pearl Jam sacrificed convenience and larger venues for their principles. Their tour CHOICES may have cost them financially.
Here is a comparison of revenue and attendance from Pearl Jam’s 1994 and 1995 tours:
| Tour | Revenue | Attendance |
|---|---|---|
| 1994 – With Ticketmaster | $67 million | 850,000 fans |
| 1995 – Ticketless | $36 million | 650,000 fans |
The ticketless tour generated $31 million less in gross revenue. Average attendance per show also dropped by over 1,000 fans. By avoiding major venues locked into Ticketmaster contracts, Pearl Jam played to smaller crowds in 1995.
However, the ticketless approach allowed Pearl Jam to keep ticket prices reasonable for their fans. Top ticket prices were around $20, compared to $30 or more if Ticketmaster service fees were added. Lower prices improved access for economically disadvantaged fans.
Lasting Impact
Though Ticketmaster remains the dominant ticketing giant, Pearl Jam’s activism put a spotlight on their unfair monopoly. Some positive changes resulted from the band’s actions:
- More scrutiny on service fees – Fees are now broken out and visible to fans during purchase instead of hidden costs
- More bands speak out – Others like Bruce Springsteen have criticized Ticketmaster’s practices and abusive fees
- Expansion of alternatives – Some event venues like MSG in New York have started using other ticketing options besides Ticketmaster
Today, Pearl Jam still uses alternative ticketing methods when possible. While Ticketmaster still has immense power, Pearl Jam helped trigger more awareness about the need for transparency and fair options for fans.
Conclusion
Pearl Jam’s 1995 ticketless tour demonstrated an innovative method for circumventing Ticketmaster and directly serving fans. By absorbing service fees and playing non-traditional venues, Pearl Jam was able to provide more affordable access to shows on their terms. Though it likely cost them revenue, their principled stance helped expose Ticketmaster’s unfair monopoly and changed the concert business for the better.
