All-In Pricing Swells Ticket Sales, Live Nation Says

HIGH IN DEMAND: Fans of Taylor Swift wait outside the stadium of FC Club River Plate, where Swift will make her first appearance in Argentina on Nov. 9. Swift shattered every touring record imaginable this year, and tickets to her “Eras Tour” were among many sought after live experiences in 2023.
Photo by Fernando Gens / Getty Images

Live Nation says its move to all-in pricing increased ticket sales. The policy, which shows a ticket buyer the total price and fees associated with their transaction, yielded an 8% increase in completed sales in the first six months of the program. In June 2024, the White House announced Live Nation would implement all-in pricing for shows at its venues and festivals. Live Nation says the result has been “fewer abandoned carts at checkout.”

Live Nation says 9,000 shows in 33 states and the District of Columbia have been sold with the all-in model.

The announcement comes as the U.S. House of Representatives is set to act on the TICKET Act, with a floor vote possible as early as Tuesday night.

The TICKET Act mandates all-in pricing and implements guardrails on the secondary market. It requires secondary sellers to disclose that fact. In addition, unless a specific agreement is in place making a partnership formal, a secondary seller cannot imply or suggest they are affiliated with a venue, team or artist. Further, secondary sites are prevented from using the name of artists, venues or teams in a deceptive way. Secondary sellers are also required to make their refund policies clear. The reforms would also require primary sellers to provide refunds for cancelled events or to provide replacement tickets in certain situations. It would also ban speculative ticketing.

“Showing the total cost to walk in the door upfront is better for fans and artists. We’re proud to have led the industry in adapting this commonsense policy, and we encourage Congress to enact a nationwide law so every ticket buyer benefits from this transparency, no matter where they are buying their tickets,” said Michael Rapino, CEO of Live Nation Entertainment in a statement.