Ticketmaster is the largest ticket sales and distribution company in the United States, selling tickets for concerts, sporting events, theater shows, and more. One common complaint from customers is that tickets for popular events seem to be released at the last minute, making it difficult to plan ahead and secure seats. There are several potential reasons why Ticketmaster holds back tickets until close to the event date.
To Create a Sense of Urgency
By only releasing a portion of event tickets well in advance, and then opening up more seats as the event nears, Ticketmaster creates a sense of scarcity and urgency around buying tickets. This can drive demand and prompt buyers to purchase immediately before desirable tickets sell out. If all tickets went on sale months in advance, buyers may feel less pressure to secure seats right away.
Releasing more tickets closer to the event also allows Ticketmaster to gauge demand. If initial sales are slow, they can release more tickets to try to boost sales. If initial sales are brisk, they can hold back inventory to avoid having empty seats at the event. This dynamic pricing model allows them to capture as much revenue as possible based on changing market conditions.
To Allow Time for Production Planning
Venues and event organizers often do not finalize stage configurations, seating charts, and other production details until close to the event date. Until the final layout is set, they may not know exactly how many tickets can be sold for each section. By waiting to release all tickets, production teams can make sure they are not overselling any areas.
Large multi-day festivals may also need time to plan the schedule, book support acts, and make other preparations before the full lineup can be announced. Lineup details, preferred seating, and VIP offers help drive ticket purchases, so organizers want these finalized before putting tickets on sale.
To Build Hype and Anticipation
Releasing tickets in waves builds hype and anticipation around major concerts and sporting events. Fans follow ticket sale announcements on social media and band websites, hoping to score seats the minute new batches become available. This viral effect generates publicity for the event and gives fans time to get excited.
Announcing an on-sale date for a second ticket release also keeps the event relevant in the news cycle for a longer period. The media covers both the initial ticket sale and subsequent releases, doubling the exposure. Longer buildup equates to more hype.
To Allow Time to Assess Re-Sale Market
Ticket re-sale sites like StubHub give scalpers an outlet to re-sell tickets at inflated prices. By only selling a portion of seats initially, Ticketmaster can assess demand on secondary markets before releasing more inventory. If re-sale prices are exceptionally high, they can capture more of that revenue on additional ticket releases.
StubHub and other secondary sellers also need time to accumulate ticket inventory before re-selling. Most mandate event tickets are not listed until 6-8 weeks out. Ticketmaster can use this re-sale listing window to sell more tickets directly to fans at face value before the majority go to re-sellers.
To Provide Flexibility for Promotional Partners
Ticketmaster holds back tickets in part to accommodate promotional partnerships and corporate groups. Sponsor companies may get ticket blocks written into sponsorship contracts, while radio stations, credit card companies, and other partners often run ticket giveaways and contests leading up to big events.
Until these promotional plans are finalized, Ticketmaster cannot sell all seats. Keeping an allotment until close to the show date gives partners time to coordinate promotions. Releases often align with the announcement of contest details, maximizing exposure.
To Allow Time to Develop VIP Packages
Major concerts and sporting events often offer special VIP ticket packages that bundle prime seating with exclusive perks like pre-show receptions, merchandise, parking passes, and more. These customized offerings take time to develop and coordinate with the venue and event partners.
By holding back select premium seats, the packages can be marketed to high-end buyers. Releasing some tickets later in the sales cycle also creates new inventory for VIP upgrades to stimulate further sales. This segmented sales approach targets different tiers of fans.
Benefits for Venues and Artists
While the incremental release of tickets may sometimes frustrate consumers, there are benefits to this strategy for venues, event organizers, and performers.
Maximizing Sales and Revenue
The ability to adjust pricing and inventory based on market demand helps venues and artists maximize event revenue. If a show is hotly anticipated, more seats can be opened up at a premium price point. If initial sales lag, more affordably priced seats can be released to attract broader interest. This flexible supply helps fill seats that might otherwise go empty.
Building Hype Over a Longer Window
As noted earlier, stretching out the ticket sales timeline generates more hype via announcements and media coverage. The longer fans are engaged and talking about an event, the greater the buzz that builds. This increases chances of selling out and drives up demand on the secondary market – where the venue and performers receive a cut.
Providing Flexibility for Partners
By holding back tickets for promotional partners, the marketing reach and demographic diversity of the event audience can expand into new markets. Partners provide contest giveaways, ticket bundles, and other perks that access unique buyer groups. This allows for targeted promotions across various radio stations, streaming platforms, credit card member programs, and more.
Teasing New Announcements
When releasing additional tickets, venues and artists often couple the announcement with revelations like added tour dates, special guests, VIP packages, and more surprises. This builds anticipation and incentivizes fans to stay engaged on social media for presale codes or other access to newly released seats. New additions and offerings keep the event fresh and top of mind.
Criticisms of this Ticket Release Strategy
While incremental ticket releases may be advantageous for the industry, many fans express frustrations with this model – particularly as it relates to high-demand shows selling out instantly:
Difficulty Planning Ahead
Not knowing if more tickets may be released can make travel planning stressful for out-of-town fans. Without full transparency around total ticket inventory, fans may book expensive, non-refundable flights and hotels that ultimately do not secure admission to the event.
Feeding Secondary Market Scalpers
When tickets are scarce, it pushes more fans to re-sellers who jack up prices. Some see this incremental release practice as benefitting scalpers who snatch up early seat allotments. Scalpers then profit heavily off fans desperate for any ticket, even at inflated costs.
Disappointment and Resentment
For extremely popular acts like Taylor Swift or Harry Styles, millions of fans compete for tickets. Limiting inventory leads to rampant sellouts and long online queues, disappointing fans. This resentment is often directed at Ticketmaster when unfulfilled demand could have perhaps been better met.
Lack of Fairness
Presales, VIP packages, and ticket holdbacks all fracture inventory into unequal groups. Favored partners and those able to afford premium packages have access before the general public. Some see this as creating an unfair system.
Pressure and Alternatives for Change
Consumer displeasure over instantly scarce tickets has led some industry players to explore alternative models:
Tiered Slow Rollouts
To level the playing field, some artists like Iron Maiden have experimented with a slow rollout of tickets via devoted fan clubs and waiting lists first, before later public sales. This staggers supply across different buyer tiers over months rather than all at once.
Vigorous Re-Sale Monitoring
Tools that track and cap mass re-sale activity on secondary markets can limit scalpers. Some artists even declare tickets void if mass-resold above face value, replacing them with new inventory at original prices.
Lotteries and Verified Fan Presales
Registration periods for presale ticket lotteries aim to filter out scalpers and give equal shot at early access to true fans willing to buy at list prices. Tools like Ticketmaster Verified Fan target individuals versus commercial re-sellers.
Dynamic Pricing Models
Adjusting prices in real-time according to verified fan demand could maximize revenue while satisfying more buyers. Timed bidding wars for seats also allow prices to balance at equitable market equilibrium points.
Paperless and Digital Tickets
Issuing tickets digitally tied to the buyer’s identity limits ability for scalpers to re-sell them. Paperless tickets and strictly enforced caps on transferability make speculative mass purchase less feasible.
Cancelling Bots
Waves of bot traffic often overwhelm ticket sale sites, snatching up inventory before humans can enter checkout queues. Improved bot detection and restricting sales to verified individuals can curb automated scalping.
Concluding Analysis
In summary, while Ticketmaster and other major ticket companies have valid business reasons for holding back and incrementally releasing inventory, this model indeed fuels consumer frustrations in the age of high-demand events and rampant scalping.
With pressure from vocal critics, both online and in legislatures, the industry is experimenting with revised sales models, dynamic pricing tools, and technology safeguards to try easing pain points for buyers. Striking the optimal balance between maximizing revenue, satisfying fans, and limiting scalpers remains an evolving challenge.
Transparency and fairness will be critical for regaining goodwill. Ticket sellers should broadcast exactly how many tickets will be sold across all phases, communicate rationale for staggered releases, and restrict Various sales wings like presales and VIP to reasonable allotments versus majority inventory.
Empowering true, enthusiastic fans with fair access – versus rewarding bulk re-selling – is critical for positive PR and consumer loyalty over the long-term. The path forward will certainly involve creative technical solutions plus candid dialogues with stakeholders to better align incentives and benefits across the entire live event ecosystem.