Strategies to Save Fans and Event Organizers from Ticket Scalping Nightmares

Avoiding the Nightmare of Ticket Scalping in Concerts - Strategies for Fans and Event Organizers

The Singapore entertnment scene has been buzzing with excitement as international superstars Coldplay and Taylor Swift announced their concert dates within days of each other. While fans rejoiced at these announcements, they were soon faced with a daunting prospect: securing tickets before the prices skyrocket due to scalpers.

The phenomenon of ticket scalping seems more prevalent today than ever before, with UOB cardholders preselling for Taylor Swift's upcoming shows in March 2024 starting on July 5th and all avlable tickets being sold out within minutes. Scalpers have been using online platfor buy up tickets faster than fans can access them, driving prices far above the original value.

The reason for this surge in scalping activity can be attributed partly to the ease of use offered by digital platforms, facilitating quick profits with just a few clicks. The massive demand from regional audiences also contributes significantly; Coldplay will perform six shows in January 2024 alone, more than any other Asian city they've visited. Taylor Swift's Singapore concerts are her sole stops across Asia apart from Japan, with plans for an exted stay of six nights.

While some may argue that scalping is simply a natural result of market forces influencing ticket prices, scalpers disrupt this equilibrium by inflating prices well beyond the original value.

The good news is that fans don't need to face a nightmare when trying to secure tickets at fr prices. Technology has provided tools to ensure an equitable concert-ticket purchasing experience for all fans willing to utilize them:

1. Implementing Anti-Bot Measures: Concert organizers and ticketing sites should collaborate on strategies like making it more challenging for bots to quickly purchase tickets before fans have a chance.

2. Regulation of Resales: Giving control back to the ticketing platfor regulate resales, setting price caps at face value or slightly above is a practical approach. Platforms like DICE and AXS Official Resale exemplify this model by limiting resale prices.

3. Real-Name Verification: Adopting systems that require real-name registration could deter scalping bots. This method has been trialed with some success, ensuring that the ticket purchasing process remns in the hands of genuine fans.

4. Managing Demand and Supply: Building direct relationships with fans through loyalty programs can reduce reliance on secondary markets for tickets. Exclusive benefits such as behind-the-scenes access or merchandise are incentives that might help temper demand.

5. Leveraging Virtual Concerts: Providing options like livestreamed concerts, even enhanced by virtual reality technology, could cater to fans who want the live experience without the logistical hurdles of atting physically.

6. Collaborative Front agnst Scalpers: All stakeholders – organizers, artists, and ticketing platforms – must unite in their efforts to combat scalping effectively. This collaborative approach ensures that genuine fans are prioritized for a memorable concert experience.

By embracing these strategies and working together as a community, both the industry and fans can enjoy concerts without the fear of scalping ruining their experience. Let's put an to the scalping hustle and ensure the spotlight stays on the music and its audiences.

was originally published in CNA.

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