Features
Prospective Pricing Preview In Sacramento?
Most arena shows have three, four, maybe five price points. At this show there will be 10 different prices, ranging from $30 to $275. The reasoning could be simple – Sacramento’s struggling economy may require the Eagles to do what they can to guarantee a sellout, and that’s it.
Or it could be something else?
Since 2006, Pollstar has followed the progression of dynamic pricing, yield management pricing – whatever one wishes to call it – where a ticket price is determined by its demand. Shows such as the recent charity event by Radiohead in Los Angeles have been sold entirely through auction. The final price of the tickets were determined by what patrons wanted to spend.
But that was a GA event, and at an intimate venue. Dynamic pricing at an arena level is far more slippery. AEG President Tim Leiweke said as much to Pollstar in 2006.
“You might be able to do it in a small hall,” Leiweke said, “but when you’re doing a 16,000-seat show at an arena, [an auction] is a lot of time and energy.”
Could the Arco Arena show be a compromise? Of the six Eagles shows currently onsale, this is unique. The show is on an American Express presale, so not all tickets are available yet. But clicking around the seating chart at Ticketmaster.com, the available pricing is complex. And, unlike the usual “best available” option, where a patron has to take what TM provides, it is the only show on the Web site where a patron can choose seats individually. Likewise, some seats are up for auction while others are paperless.
In other words, if all goes well, maybe Eagles manager Irving Azoff and his new associates at Live Nation might consider doing more of this. If they’re not thinking about it already.