All this summer the buzz in the live event industry has been the lack of concert ticket sales. Maybe we should all take a second look at what is out there, what doesn’t sell, what does, and most importantly what the customer wants.
The live event industry once created the trends. Today, we always seem to be a “day late and a dollar short”. This is not just in music business; this goes for family shows and sporting events too.
We need a big industry “pow wow” to discuss the future. This should include everyone; producers, promoters, venues, ticket sellers, agents, managers, and artists. Don’t waste everyone’s time with a big trade show and fluff. Make it a “roll up the sleeves” kind of event. Make it a summit with the goal to put a positive plan into place. Let’s do some real research in advance of the summit. We need to find out what the customer wants. We need to find out what the customer will pay. We need to be ahead of the curve. We need to look at what the retail buying trends are. We need to look at upcoming lifestyle trends.
I know we can turn this around. Live events have been around as long as their have been humans. Throughout history people have always paid to be entertained. The Romans filled up stadiums 2,000 years ago. OK, maybe we can’t feed people to the lions but you get my point. The most successful entertainers have been the ones that give the people what they want.
Have a great weekend!