Report: Ticket-Buying Behavior Changed
A high 71% of Australian ticketbuyers, especially in the 18-25 age group, admit to changing their behavior post-pandemic.
It’s gone from ‘buy now, pay later’ to ‘buy now, decide later,’ said the inaugural All Options Open – Ticketing State of Play 2022 report from ticket marketplace Tixel and entertainment marketing agency Bolster.
It found 84% will purchase because they can easily resell them and 41% hesitate about events that don’t allow easy resale. Forty-two percent see themselves as early birds who pounce on presales, with FOSO, fear of the sellout, exceeding FOMO.
“Today’s ticket is considered by many as an option, not a commitment,” said Tixel co-founder Jason Webb.
“There’s a level of fluidity in tickets today that we’ve not seen before, driven primarily by consumer desire for flexibility.”
Ticket prices are the second-leading deciding factor at 75%. The bill rates top of list at 91%, with friends attending at 62%.
Attendees are willing to drop around A$66 ($41) on a concert, A$132 ($82) on a day event with a major headliner, and more than A340 ($211) for a camping festival.
Festivals Draw More International Big Names
After three years without international attractions, more major festivals are able to bolster up bills.
Bluesfest Byron Bay added Counting Crows, Doobie Brothers, Nathaniel Rateliff & the Night Sweats, Allison Russell, Vintage Trouble, and St. Paul & the Broken Bones over Easter 2023.
They join Buddy Guy, Bonnie Raitt, Lucinda Williams, Elvis Costello, Eric Gales, Steve Earle, Beth Hart, Jackson Browne and Keb Mo.
CMC Rocks’ 2023 headliners (March 17-19) are Zac Brown Band, Morgan Wallen and Kip Moore with 16 U.S. names including Jordan Davis, Hardy, Randy Houser and Ashley McBryde.
EDM superstar Kygo and manager Myles Shear’s Palm Tree Music makes its Aussie debut March 10-12 with Kygo, Holland’s Tiësto, Belgium’s Lost Frequencies, Holland’s Sam Feldt and Canada’s Frank Walker.
It also stages in New York; Cabo San Lucas, Mexico; and Croatia.
Ticketing Conference To Highlight Tech
The latest tech to increase venue income, assess blockchain’s
crossover and understand psychology of pricing are among 30 sessions targeting concert, sports and theater pros at the Ticketing Professionals Conference Australia.
Taking place Nov. 2-3 at Parramatta’s CommBank Stadium, a keynote by Richard Howle, director of ticketing for NEC Group UK, will advise on avoiding frustration for customers, while Andrew Thomas, director of Ticketing Professionals UK, cites lessons from other industries and start-ups.
Lorde, L.A.B., Up For Awards
Two of New Zealand’s biggest live drawcards, singer Lorde and the band L.A.B., are multi-nominees at the Nov. 10 Aotearoa Music Awards. Lorde is up for album of the year, best solo artist and best pop artist.
L.A.B.— who ranked top NZ act in Pollstar’s mid-year ANZ report – vie for wins in the album, single, group and roots categories.
Both acts headline 30,000-capacity Electric Avenue festival in Christchurch’s Hagley Park Feb. 25.
Returning after suddenly canceling in 2022 because of pandemic restrictions after a 90% sellout, the 50-act bill includes U.S. band Future Islands, Australia’s Flume and Peking Duk, and NZ’s Fat Freddy’s Drop, the Black Seeds, Teeks and Supergroove.