A Ticketmaster verified reseller is a ticket reseller that has been vetted and approved by Ticketmaster to sell tickets on their website and platform. Ticketmaster launched their Verified Resale program in 2019 as a way to regulate the secondary ticket market, provide more transparency for buyers, and give artists and event organizers more control over ticket resales.
How does Ticketmaster verify resellers?
In order to become a Ticketmaster verified reseller, ticket brokers must go through an application and review process. According to Ticketmaster, resellers are vetted for their business practices, financial stability, and ability to fulfill ticket orders. They must provide the following information to Ticketmaster:
- Business identification information
- Contact information
- Bank and merchant account information
- Ticket sources and inventory
- All applicable state and local licenses
Ticketmaster claims they thoroughly review each applicant looking at their business history, background checks, financial viability, ticket sourcing transparency, and ability to fulfill orders. If approved, resellers pay Ticketmaster an annual fee to remain verified. They must also adhere to Ticketmaster’s terms of use and community standards.
Benefits of buying from a verified Ticketmaster reseller
There are several benefits to purchasing tickets through a Ticketmaster verified reseller rather than an unregulated broker or reseller:
- Guaranteed valid tickets – Ticketmaster verifies the tickets are legitimate and will scan successfully at the venue.
- On-time delivery – Resellers must ship tickets in time for events and have sufficient inventory on hand.
- Fair prices – Prices are market-based but cannot drastically exceed face value.
- Verified security – No counterfeits or voided barcodes.
- Money-back guarantee – Refunds available if issues arise with ticket order and delivery.
- Seamless transfers – Tickets are electronically delivered through Ticketmaster’s verified marketplace.
Essentially, Ticketmaster aims to give buyers added peace of mind and security when using their verified resale platform. It protects buyers against potential frauds, fakes, and cancellations when purchasing secondhand tickets.
How are prices set on Ticketmaster Verified Resale?
Ticketmaster uses a dynamic pricing system for their Verified Resale tickets marketplace. Prices fluctuate based on current supply and demand for a particular event. As demand increases and supply decreases, verified resellers can charge higher prices. Buyers are informed upfront what section the seats are located in and what the view will be like. However, prices are still subject to change leading up to an event date.
Ticketmaster caps resale ticket prices to a reasonable percentage above face value. For example, they may prohibit resellers from exceeding a 25% markup on lower-tier tickets and a 50% markup on premium tickets. Event organizers and team owners have a say in setting these price collars. This prevents exploitative pricing seen on some unregulated secondary platforms.
What fees does Ticketmaster charge on resale tickets?
On top of the ticket price set by verified resellers, Ticketmaster tacks on additional fees for buyers. Their fees on resale tickets include:
- Service fee – Roughly 25% of ticket cost.
- Fulfillment fee – For electronic tickets this is $5.95 per ticket.
- Order processing fee – $12.75 per order.
- UPS delivery fee – $20-25 for physical tickets shipped UPS Next Day Air.
There are no seller fees on Verified Resale, only buyer fees. Some portion of Ticketmaster’s resale service fees go back to event organizers and teams. Buyers and sellers should be aware of these additional charges added to all Ticketmaster tickets, including season ticket holders reselling through Verified Resale.
Restrictions on Ticketmaster verified resellers
In order to remain approved as a Ticketmaster Verified Reseller, brokers must follow certain restrictions and guidelines. Some key restrictions include:
- They cannot exceed the designated price collars on tickets.
- Inventory must by verified as authentic.
- Tickets must be electronically delivered in time for events.
- Won’t intentionally advertise tickets they don’t actually have in hand.
- Won’t pressure buyers into making quick purchases.
If Ticketmaster finds verified resellers violating their terms of use or engaging in prohibited practices, they may have their accounts suspended or terminated. This gives Ticketmaster significant oversight and control to protect buyers.
Pros for verified resellers selling on Ticketmaster
There are some advantages for resellers who become verified Ticketmaster brokers as well. The pros include:
- Wide exposure – Access to Ticketmaster’s large customer base and traffic.
- Trust – The verified badge denotes a safer, vetted marketplace.
- Better prices – Verified brokers can often charge higher prices within the allowed limits.
- Event transfers – Easily transfer season ticket holder seats onto the resale marketplace.
- Dedicated support – Get specialized tools, inventory management, analytics, and support.
The drawback is that Ticketmaster collects fees from each resale transaction. But overall resellers benefit from Ticketmaster’s massive reach and built-in audience.
Examples of Ticketmaster verified resellers
As of October 2022, there were over 60 approved Ticketmaster Verified Resellers. Some of the largest verified brokers include:
- Vivid Seats
- StubHub
- TickPick
- Ticket IQ
- Coast to Coast Tickets
- TicketsForLess
- Ticket Club
- Ticket Galaxy
- TicketCity
Many of these are established secondary ticket marketplaces that previously faced no regulation. Becoming verified can boost their reputation and trust among ticket buyers. Even some ticket consolidators, season seat holders, and smaller brokers are verified through the program.
Future expansion of Ticketmaster Verified Resale
Ticketmaster continues to onboard more resellers, venues, teams, and artists onto their Verified Resale platform. They project billions in ticket resales will go through their official marketplace over the coming years.
Some of the future goals and expansion plans for Ticketmaster Verified include:
- Get more partners using their Approved Retailer program.
- Expand internationally into Europe, Australia, and Canada markets.
- Offer a full suite of data analytics and price optimization tools.
- Provide fan-friendly purchasing options like layaway plans.
- Let event organizers place even tighter restrictions on verified resales if they choose.
As the live events industry continues bouncing back from the pandemic, Ticketmaster aims to further dominate ticketing including verified secondary sales. They face criticism about their fees and lock-in with venues. But the Verified Resale program generally makes the secondary ticket market safer and more transparent for fans.
Conclusion
Ticketmaster Verified Resellers are ticket brokers or secondary marketplaces that have gone through Ticketmaster’s strict review and verification process. They have been vetted for their reputation, ticket sourcing, and sales practices. Fans who purchase resale tickets through Ticketmaster Verified Resellers are protected by guarantees like on-time delivery, valid tickets, and price caps.
Although Ticketmaster’s fees remain controversial, their Verified Resale program enables greater oversight and transparency in the fragmented secondary ticket market. As they continue expanding the program both in the US and internationally, most experts expect secondary ticket sales to continue shifting into regulated marketplaces like Ticketmaster Verified Resale.