Revenue / 05.30.19
The Concert Industry's New Star Moneymaker: The Aisle Seat
Billboard (05/23/19) Mims, Taylor
Aisle seats are surging in popularity at summer concerts, thanks to dynamic pricing that boosts profits for promoters and artists alike. Live Nation, for example, has started offering aisle seats at select events at a per-seat $5 to $30 surcharge. Ticketmaster is advertising these so-called "premium aisle seats" as an option for fans who want to "enjoy the convenience of easy access to refreshments, restrooms, and venue exits." This option is helping many artists and their camps increase revenue in an overcrowded live entertainment market, although aisle price elevations require approval by both artist and promoter. "We've noticed that the aisle seats are a contribution to the face-lift of the tickets," says Artist Group International chairman Dennis Arfa. "On an arena or stadium act, it could easily be six figures a night. If you're a theater act and it's 20 grand a night, that's a big number." However, Qcue president Barry Kahn cautions that the secondary ticket market is fueling much of the aisle-seat price hikes. Some promoters see aisle-seat upselling as a workable option for self-conscious artists seeking bigger profits.
Read the full article on Billboard.
Tags: Music , News , Consumer Preferences , Venues