A Front-Row Seat, to Go? Rock Fans Pay for Perks
25 May, 2010 at 10:15 am Tim Roberts ARTS Australia 1 comment
“Nearly a decade after “The Producers” introduced the $480 ticket to Broadway, V.I.P. pricing has established itself in the ledgers of rock ‘n’ roll. This summer Justin Bieber fans can pay $350 to attend a pre-show soundcheck. For $800, Christina Aguilera will pose for a picture. (For $900, Eagles fans get dinner but no photo-op …“
“At Bon Jovi’s three sold-out shows this week at the New Meadowlands Stadium in East Rutherford, N.J., the top package — which includes the takeaway chair, a leather bag and a catered meal — is $1,875.“
“… despite the soft economy, promoters have found that hard-core fans are willing to pay premium prices to get red-carpet treatment for their favorite shows.“
“It’s probably the biggest negotiation in any tour deal,” said Randy Phillips, the chief executive of AEG Live, promoter of the Bon Jovi tour. “On a hot act you can make as much money from 10 percent of the house as the other 90.”
Thanks to Neil Wedd aka FunBoyOne for putting me on to this article in the New York Times.
Entry filed under: Case Studies, CRM, Loyalty, News. Tags: case study, CRM, price, variable pricing.
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Tim Roberts | 28 May, 2010 at 10:42 am
A follow up blog borrows heavily from the article, but adds some more detail of VIP packages and does start to question the ethics. VIP Concert Ticketing: Rock Stars Sell Very-Inflated-Premium Packages