NEED HELP SELLING TICKETS?

It isn’t very often that I write you to plug my projects and clients but sometimes the information feels important and should be shared.  With only 70% of your shows selling on average, let’s talk about Goldstar Events.

When many in the live business hear the word Goldstar, they think discounted tickets when their show or event is in trouble.  Yet that isn’t the business Goldstar is in.

The mission the founders (Jim McCarthy, Rich Webster, and Robert Graff) started with nearly 11-years ago remains the same today…GET PEOPLE TO GO OUT MORE.  Although prices are usually lower than full-price to entice members to try something new, 86% of those members are searching a date and city rather than a specific show or venue. Thus your shows are not cannibalized.

This is a fact, from the time I started working with Goldstar in 2011 till today, Goldstar marketing has only helped primary sales for your concerts and shows.  Never has there been one instance that I’m aware of, where there was a negative effect of any kind.

You get the biggest bang working with Goldstar when a) there is time to promote it properly (early is better than later), b) pricing and scaling make sense (please know that doesn’t mean every ticket @ 50%off…using the company’s Scale Power formula you could have seats as low as $5-off), c) You only market to those you get  permission from thus your open rates and numbers you’re reaching are much greater (Goldstar never spams), d) Although currently in 23-markets, you are best served where member penetration is the deepest…Los Angeles/Orange County, San Francisco, New York, Boston, DC, Chicago, San Diego and San Jose.

On average, 30% of the inventory at your shows goes unsold.  That means once you settle the show, any seat not sold is worth $0. Why would you do that when Goldstar can move those tickets for you…increasing your show gross…not to mention ancillaries without doing anything to upset your primary market?

If you have questions, comments, whatever, please send them to me @ jim@liveworksevents.com…and check out http://www.goldstar.com.

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