terry charles | behind the stage | june 2019
It seems like once every year or so I feel the need to talk about ticketing. Many people don't understand how things work in the ticketing world when it comes to concerts and events so perhaps now is a good time to do a little refresher and offer some tips.
First off, it seems like the pre-sale is becoming the new on-sale. What I mean by that is most concerts and events offer fans a pre-sale. That means you can buy tickets before they go on sale to the general public. But really, anyone can participate in a pre-sale if you have the code and link. You just need to be on an email list or find it on social media. Pre-sales are always online only and usually the tickets that are chosen for you are what the computer considers the best available for the price point you want.
Pre-sales usually happen within a few days of what we call the general public on-sale where you can simply go on the website and buy tickets. Then you can usually choose the seats you want and buy online, by phone or at the Ticket Star Box Office in the Resch Center. Make sure you are buying from the official site. Many sites camouflage themselves as ticket outlets of venues when they really are secondary sellers or scalpers. They acquire tickets from us at some point and then re-sell them for a higher price with even higher fees.
Ticket buyers think that when an event sells out fast that we sold a bunch of tickets to scalpers. Nothing could be further from the truth. No one in the industry really likes it when secondary sellers jack up the prices. It's even worse when someone mistakenly buys from a scalper when we have face value tickets still available. People will contact us and complain about getting ripped off, thinking they purchased from us or may have questions about getting their tickets on the day of the show from the scalper. If they didn't buy from us there's really nothing we can do to help them. It's another thing if the event is truly sold out and you knowingly buy from a secondary seller. Some people do that because they want great seats and are willing to pay a lot more.
Fans also get frustrated when they later see better seats pop up than what they were able to buy at the beginning. When an event goes on sale, some tickets are held back for use by the promoter or the bands. As the concert date gets closer, the band or promoter may decide they don't need all of those seats and release them for sale. Some seats may also become available when they figure out the stage location and determine seats that were originally blacked out do have good sightlines after all.
So, here's some advice. Make sure you are buying from the official ticket seller of whatever venue you are going to. If you want access to their pre-sales, follow them on Twitter or Facebook and sign up for their newsletter or email blasts. When you click and see pretty good tickets, buy them! If you go back to try to get something better, there's a good chance they will be gone.
Many buyers choose print-at-home tickets at purchase time, or a mobile ticket, which means it stays on your phone. If you buy a mobile ticket, we recommend downloading your tickets to your phone before arriving to the event. If you have an iPhone, you can store your tickets in your Apple Wallet. If you're an Android user, you can save your tickets to your phone through Google Pay (formerly known as Android Pay) or Samsung Pay. See you at the show!
Terry Charles is public relations manager for Green Bay-based PMI Entertainment Group. He's all about media relations, publicity and social media for the Resch Center Complex, Meyer Theatre, Green Bay Gamblers Hockey and other events produced by PMI. When not at work, please don't hit him with your car as he runs and bikes around the Green Bay area. You can follow him on Twitter at @TCCharles.