Daily Pulse

2025 Ticketing Star Awards: Alan Kass

Alan Kass
Vice President, Box Office | MetLife Stadium

AlanKassTS

It’s been a busy last couple of years at MetLife Stadium in East Rutherford, New Jersey, which is home to the NFL’s New York Giants and Jets — and home to some monster tour dates.

The post-COVID era has seen record-breaking stadium tours across the globe, but MetLife Stadium has still stood out, with eye-popping numbers from Taylor Swift (three nights), Ed Sheeran (two nights, 86,695 tickets each), Metallica (80,977 tickets), three nights of Bruce Springsteen (50,847 each), two nights of Karol G, Luke Combs and The Rolling Stones, with more 60,000-capacity sellouts from P!NK and Kenny Chesney.

Back To 2025 Ticketing Star Awards

Overseeing ticketing at that size and scope is a tall order, but Alan Kass, the stadium’s vice president of box office, says that having a great team and treating each event as a priority makes even the biggest shows business as usual, in some regards.

“We have a great staff and everybody’s ready for it. From parking to security to guest services right up to the box office, everybody takes pride in hosting these huge events,” Kass says. Having learned the ropes at the old Meadowlands Arena – alongside fellow Ticketing Star winner Rick Katz, in fact — Kass says his nearly 40 years of experience in the ticketing world brings a comfort level and familiarity with the major tour producers and concert promoters, giving confidence.

“It’s a relationship business, like many others,” he says.

Kass’ role focuses on concerts, special events and non-NFL sporting events at MetLife Stadium, while the venue and its ticketing department lend staff and support for both NFL home teams. Blockbuster tours have led to many headlines and memorable moments, but the special events have been plentiful and varied, too, including Copa America and Soccer Champions Tour matches. Along with major concerts from Oasis, Kendrick Lamar, Shakira and others in 2025, the stadium will host 2026 FIFA World Cup matches as well. Kass says there’s no sign of waning demand from ticket buyers.

“Sales are just as strong as last year for the shows here,” said Kass, noting sellouts from the two Oasis reunion dates, three Zach Bryan shows and a second date added for System of a Down and Korn.

He says the varied content shows that the demand for live entertainment – with production value to match — is no longer limited to genre, as country, hip-hop, Latin and other genres are bringing large-scale productions to the largest concert stages. That leads to higher gross potential, but also ticket prices, especially at stadiums not built specifically for concerts.

“Ticket price coincides with other things, too,” Kass says. “Construction costs have gone up – how many people you have on the crew, dancers, set changes, all that kind of stuff factors in. It’s not like an arena where you pop in, hang the speakers from the ceiling and you’re on your way.”

As a seasoned vet who got his start as a ticket seller in the days when fans would camp out to score a seat, Kass says the biggest change in the industry is the move toward mobile, which has eliminated many problems in traceability and fraud. However, scalpers remain creative.

“When we started off really going mobile and there were mobile bar codes, somebody filmed a bar code being rotated back and forth and then sold that to somebody,” Kass said with a laugh. “You always have to try and stay one step ahead.”

Kass is also credited with the success of back-to-back NHL Stadium Series games in February, with MetLife Stadium President and CEO Ron VanDeveen saying “his plate is consistently full, and Al delivers first-class results every time.”

Another trend is presales, which have become increasingly prevalent, Kass says, giving promoters more customer data and earlier feedback on ticket demand, which can lead to additional shows with the push of a button. Heightened venue amenities like new premium spaces and VIP options like meet-and-greets make collaboration with tour promoters and their ticketing departments crucial — again, no sweat for someone who already knows everyone and has done it all.

“I’ve worked with a lot of good people, and I know it’s a cliche, but if you have a good team and come to work every day and enjoy yourself, it’s not work, you know?” Kass said.

Back To 2025 Ticketing Star Awards

FREE Daily Pulse Subscribe