In my business, the cheaper the ticket price the better. I'd love for more consumers to walk into an amphitheater, park, have a beer and eat a hot dog. There's no advantage to me to have anything but sold-out shows.
The touring business is obviously critical to selling records, building fan bases, selling T-shirts, fulfilling sponsorship commitments.
Clinging to old ways and fighting change is not the answer.
At a very young age in Canada, I had mapped out that my mission in life and my passion was live events.
Live is truly a unique entertainment form; it cannot be duplicated and creates lifetime memories that fans are craving more than ever in this experience economy.
We as an industry need to do a better job of increasing the awareness of the show, decreasing the ticket price, and making it a better experience online to buy tickets.
