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.
