- Just how much are the best seats in the house worth for your event?
- Ever wish you had decided on different face values for a show after it went on sale?
- Why, when you take the biggest financial risk on the show, do others get to benefit from your best seats?
- If your show sells out, what other options are available for fans on the primary market?
If you answered yes to any of the above, Ticketmaster Platinum could be for you. We’ve been around since 2007 with unique access to a wide range of data that helps us to dynamically price the best seats in the house.
Dynamic pricing has been a mainstay of the hotel and airline industries for some time, and now most leading Internet marketplaces (Google, Uber, airbnb, eBay) employ dynamic pricing as a solution when confronted with a scarcity of supply; however it is still underutilised when it comes to ticketing.
The potential is enormous. In 2014 alone we have generated over $8m in uplift above the original face value for artists ranging from McBusted to U2, Paloma Faith to Bette Midler. Ticketmaster Platinum doesn’t just work for concerts either… we’ve successfully offered Platinum seating for Comedy, Theatre and Sports.
How is it done?
Platinum is typically a ticket-only option for some of the best seats in the house (unlike a VIP package). Seats are priced based on their block and row as well as current demand, so customers know exactly where they will be sitting and what they will be paying. The price the customer sees is the price they pay with no additional booking fees added to the Platinum price.
Determining ticket prices is one of the most difficult jobs for an event organiser. By utilising Platinum you can take away some of the risk. By being able to increase or decrease prices after the on sale you can react to the actual level of demand for your show.