Reported several years ago, a company in Texas was found
managing over 100 computers with their own software programs. That sounds
perfectly fine at first glance since computers can be found virtually at every
company across the globe. The problem here was that these computers in
particular, had been programmed to purchase tickets to shows in bulk the
instant they became available.
After tickets to numerous events and shows had been
purchased, a ticket broker—who’d prearranged to purchase those tickets from the
company—ultimately aimed to sell them back to the public. Sometimes, a ticket
broker has their own computers. Tickets can change hands two to three times
with every one of them looking to gain profit. So regardless of the process,
the objective is the same—drive up the price.
Those darn scalpers.
The reality is
people have been scalping for a long time—modifying their approach to modernize
the way they make profits. The latest technologies provide faster and faster ways to get
tickets. One method is automated computer software programs such as the one in
Texas.
Often
seen as a victim-less crime, those profits do pay a price. And that price falls
on true fans. Once the broker has tickets,
prices skyrocket. The broker sometimes can make it practically impossible for
the average Joe to get a seat to his favorite band when prices are marked up to over 200%.
Another problem this poses is the uncertain validity of
tickets purchased on the secondary market. Sure, you may be able to fork over a
couple extra hundred bucks to take your girlfriend or boyfriend to the Kid Rock
show or take your spouse and kids to the spectacular “Wicked” Broadway show
coming into town, but how do you know they are legit?
Here is where paperless tickets come into play.
Paperless ticketing is an alternative method of purchasing
tickets and continuing to gain access to the shows you want to attend. Instead of
receiving your tickets ahead of the event, the credit card used to make the
purchase will serve as your ticket. All you need to attend the show is the
credit card you used to purchase the ticket and a valid, government-issued ID
(such as a driver's license, state ID or passport).
Promoters are employing the use of paperless tickets more
and more successfully
at some of the largest venues throughout the world, by many of the most popular
artists including the likes of Kid Rock and more. Simply put, this measure best ensures that fans can buy tickets at the price they initially set for the
event all the while enjoying the added convenience of not having to risk losing
or misplacing paper stubs.
When
patrons arrive at the venue, just go directly to the gate and/or ticket-taker
and present the credit card used to purchase the tickets along with a government-issued
ID. Upon scanning your credit card to validate your order, a seat locator slip
for each ticket ordered will be printed off for each seat purchased in your
order.
But
say you’re purchasing tickets for others and don’t intend on attending the show?
If
you buy tickets for friends or family, sometimes you only have to go to the gate, not through the gate. Simply accompany them to the
venue and show your credit card and ID to get them in.
If
you happen to lose your credit card after your purchase was made, simply bring
a print out of your confirmation email or online order history from
Ticketmaster with your government-issued ID to the box office. The box office
will then verify the order and make sure the names match. If they do not match,
entry will not be permitted.
Paperless tickets
take the ease out of a ticket process that has for too long been manipulated at
the cost of the artist all the way down to the common fan.
Click here to learn more about paperless ticketing.
