Leadership / 05.02.19

Live Nation Grows Reserved Lawn

Access Staff

Pollstar (04/25/19) Muret, Don

For the second year, Live Nation is beta-testing reserved lawn seats across most of its 50 amphitheaters, allowing customers to purchase them for an upcharge of $20 to $30. The reservations include a lawn chair, security attendants, and, depending on the venue, waitstaff for ordering and delivery of food and beverages. "We have people that love sitting on the lawn," says Live Nation's Tom See. "They want to be in an area that is a little bit center, closer in, but they can't get there when the gates open. They don't want to feel the hassle of that whole experience." The reserved lawn program diverges from the company's business model, which usually prices such spaces on the low end; now attendees pay a premium for more room, based on feedback from fan surveys. "[Fans] like it but it's a bit overcrowded," See notes. "It's up to us to find a solution where we can give people a little more space." Customers can purchase the reserve lawn upgrade while buying tickets online. See says for concerts where such seating is available, the artist takes a cut of the revenue.

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Tags: Music , News , Venues