Ticketmaster Clarifies COVID Media Reports, Says It Does Not Set Entry Policy


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After multiple media outlets seemingly misinterpreted a Billboard story yesterday by reporting that Ticketmaster would require event-goers to test negative or be vaccinated against COVID-19, the company has issued a statement clarifying it is working to give event operators multiple options as reopening guidelines take shape across the world and does not set policy regarding event entry. 

 
“We imagine there will be many third-party health care providers handling vetting – whether that is getting a vaccine, taking a test, or other methods of review and approval – which could then be linked via a digital ticket so everyone entering the event is verified,” Ticketmaster President Mark Yovich says in a statement provided to Pollstar.  “Ticketmaster’s goal is to provide enough flexibility and options that venues and fans have multiple paths to return to events, and is working to create integrations to our API and leading digital ticketing technology as we will look to tap into the top solutions based on what’s green-lit by officials and desired by clients.”
 
A company representative stressed that Ticketmaster has no ability or intention to set policy regarding safety or entry at events, but is working with event organizers to provide multiple options and is actively exploring the expansion of its capabilities, which could include testing and vaccine information through third-party health providers.
 
While there’s a potential that organizers could ask fans for test results or proof of vaccination against COVID-19, the Ticketmaster rep stressed that even in that case, a third-party healthcare provider with HIPPA compliance would handle any health information rather than Ticketmaster. The ticketing platform is owned by Live Nation, which owns and operates many venues and produces the bulk of arena concert tours but would still need to comply with local guidelines regarding social distance requirements as well as any future vaccination or testing measures related to entry. 
 
The efforts follow the recent announcement of Ticketmaster’s own SmartEvent suite of tech tools designed to help event organizers. Tools include contactless payment and mobile ordering for concessions and merch; contactless entry  and box office; timed entry (staggering patron entry) and entry rate monitoring; contact tracing; real time communication with fans; secure ticket transfer (keeping knowledge of the identity of the ticketholder within Ticketmaster); and social distance seating incorporated into its algorithms.
 
Confusion over reopening guidelines is understandable, as regulations vary from county to country for multiple types of events, such as with yesterday’s news that New York. Gov. Andrew Cuomo said that all business with a liquor license must shut down by 10 p.m. amid surging coronavirus cases.