Why does "ticket resale problem" occur, the case of San Francisco · opera

ByChris Locke

Many well-known musicians perform at the venue theaters "San Francisco Opera" established in 1923,Box Office TicketsDue to the influence of the ticket resale site such as the problem, the problem of the performance ticket soaring to nearly twice the fixed price has occurred. in JapanTicket resale problemThere was a movement that many artists agreed, but why in the US provides ticket resale problem continues to provide price optimization softwarePerfect PriceA consideration is written on the blog of.

The problem with San Francisco Opera ticket prices
http://www.perfectprice.io/blog/opera-pricing-strategy-problems

Current situation of San Francisco · Opera
Box Office Tickets explains about its website "Top ticket offer site handling more than 1000 theaters in the US and Canada". Box Office Tickets also handles tickets for San Francisco Opera (SF Opera), but it does not sell at the fixed price, but simply speaking, "buying it cheaply and selling it high" gains profits. According to Perfect Price, this business style isFlash transactionIt is said that it closely resembles.

For example, if you purchase a ticket for the performance "Dream of the Red Chamber" from the SF Opera website, you will get a price of $ 170 (about 17,700 yen) per sheet and a fee of $ 12 (about 1250 yen) as a commission It is done.


If you buy the tickets of the same seat with Box Office Tickets, you can see that the ticket cost is $ 265 (about 27,600 yen) per ticket and the fee is high price of 74.2 dollars (about 7730 yen). Most ticket resale companies have set a gross margin of 48.6%, but since the Duff shop wholesale tickets to Box Office Tickets etc. are buying tickets from the theater, in order for customers to obtain tickets I am forced to give out about twice the price of the list price.


◆ Price change setting (Dynamic pricing) Failure
Dynamic pricing is a method of adjusting demand by varying prices according to the demand situation, but in the SF Opera the price will not fluctuate greatly for each performance. Meanwhile, the price setting does not fluctuate despite the fact that the market is fluctuating, such as the concentration of popularity among popular celebrity performances, the balance between demand and supply is not balanced. As a result, a resale site like Box Office Tickets intervenes, so that you can set prices about twice as much as you need.

◆ How high price resale of tickets is done
Instead of buying a large amount of tickets from a theater or a sports team at the beginning, a dumpling house can purchase tickets below the list price. Most American theaters and sports teams sell tickets to a dough shop, but this also implies that customers avoid the risk of being targeted by robberies etc. by carrying expensive ticket fees in cash And that.

In addition, when tickets are sold at Box Office Tickets through a dough shop, customers have the advantage of being able to purchase tickets with loans etc. In addition, theaters, sports teams and artists sell tickets to a dough store and collect funds There is also a view that it can be acquired, so it is tolerated in the middle. On the other hand, resale sites like Box Office Tickets are not devouring profit, but by advertising to Google using the profits gained by expensive resale, we targeted advertisements to the right users, He said he is making efforts to predict and set the correct price.


Is resale of tickets illegal?
Websites such as Box Office Tickets sell tickets as a legitimate business, as laws vary from state to state in the States, but resale of tickets in California with at least SF Opera is not forbidden . According to Perfect Price, it is said that illegalization of ticket resale does not have a good influence on the theater and adverse effects can be thought to extend to consumers. Perfect Price does not crack down on ticket resale by law but states that these problems can be solved by correctly performing dynamic pricing at the theater side.