New competition for Ticketmaster
If you went online in the last week to buy tickets to some of this summer's hottest concerts, you might have noticed something big missing: Ticketmaster. The long-dominant ticketing giant, infamous for making a $30 concert turn into $47 with the blink of its fees, is facing new competitors, especially in the independent-streaked Twin Cities.
As of last Friday, First Avenue, was selling tickets online exclusively through a rising company called eTix. The Cabooze, Varsity Theater and Triple Rock all recently started using another alternative site, Ticketfly. These companies offer lower fees along with new promotional technology for the venues.
"It's definitely a win-win," said First Ave general manager Nate Kranz, who estimates fees will be 20 to 40 percent lower for his club's ticket buyers.
"It's clear that concertgoers everywhere are fed up with Ticketmaster's fees," said Andrew Dreskin, co-founder and CEO of Ticketfly. Dreskin said Ticketmaster's vast database and promotional capabilities have become less important to concert promoters thanks to Twitter, Facebook, iPhone apps and other social-media platforms that Ticketfly uses to connect with fans.
"We offer a one-stop shop where promoters and club owners can get the word out to all those social-media avenues through us," he said. "The playing field has been leveled."
Not every club owner or promoter in town is jumping ship from Ticketmaster. Rose Presents founder Randy Levy, who oversees Canterbury Park's two major festivals, Soundset and the Warped Tour, as well as other festivals and theater shows, just renewed his contract with Ticketmaster in January. He pointed to the trouble that the Minnesota Twins have encountered using in-house ticket sales for why he is skeptical of the competition.
"I don't want my customers to have to sit in a virtual waiting room for half a day," said Levy, who often negotiates cheaper fees with Ticketmaster (something he said other promoters could do, but don't). "At least with Ticketmaster, I know the system isn't going to crash."
Varsity Theater manager Josh Lacey believes there will be an adjustment period, but the competitors are here to stay: "Ticketmaster is certainly looking at a greatly changed landscape, at least in the Minnesota market."