Original article published on TheJournal.ie (Ireland) (07/15/18)

Ticketmaster has confirmed that it has no plans at present to introduce dynamic ticket pricing, following reports that the company has initiated the U.S. launch of such a service. Dynamic pricing enables Ticketmaster to reduce prices if event ticket sales are poorer than expected, and raise prices if demand increases. Earlier this year, Rolling Stone Magazine reported that the rollout is Ticketmaster's latest competitive maneuver against resellers. Ticket scalping and online resale is a subject of intense debate in Ireland, especially since prices can be drastically hiked right after tours have sold out on Ticketmaster. Ireland's Minister for Business, Enterprise and Innovation Heather Humphreys is seeking to finalize a legislative proposal on ticket resale and bring it to government at soon as possible. "While legislation has a role to play in curbing the resale of tickets at inflated prices, sporting bodies, artists and promoters also have a responsibility to address the issue," she says. "I am encouraged by the fact that the level of ticket resale for a number of recent major entertainment events, and the prices paid on the secondary ticket market for tickets to those events, have both been relatively low due to factors such as the use of personalized or paperless tickets and the decision of some acts to put on sufficient shows to meet the demand for tickets."

Read the full story on the TheJournal.ie website.