Platinum Tickets: Yet Another Way Ticketmaster Can Screw You Over

This week, the opportunity to purchase tickets for upcoming Dave Matthews Band concerts via the Citi Card members presale happened. I’ve known this was coming for a while as my senses have been in hyperdrive from the moment the band announced that they would be touring this summer and releasing a new album. Happy days indeed!

So, on the morning of the Citi Presale I was sitting in front of my computer at 10:00 AM, with my presale code in hand, ready to go. At 9:58 AM I got to the site and navigated my way to the page I needed (Hartford presale) and at precisely 10:00 AM I jumped in. I entered my presale code and waited to see which seats would come up for me.

And then magically --- nothing! There were no seats available. The only “seats” I could purchase through the presale were lawn seats. What the hell? Lawn shouldn’t even be considered in the presale as far as I’m concerned, but that’s a post for a different day. What I really wanted to know was what had happened to all the presale tickets. Where were the great seats that I should have been able to get because I was a card-carrying member of Citi?

I refreshed and tried again and still got nothing. I refreshed and tried again and still only lawn would come up for purchase. What was going on? This terrible method of lather, rinse, repeat went on for about seven more minutes before I finally stopped myself. It looked like I was not going to get any presale tickets so I marked my calendar for the general on sale date/time and hoped for the best.

Yet something was gnawing at me and wouldn’t let go. Thus, I decided to give it one more shot. I logged back into the Ticketmaster site and searched for presale tickets again and something extremely odd happened. Tickets appeared! But they weren’t priced at the $85 - $115 dollars I had expected. They were priced at $220. What? And they weren’t even good seats for $220, they were in one of the last rows of the venue. How on Earth did my $115 tickets become $220. Welcome to Ticketmaster’s latest scam --- Platinum Tickets.  

When did section 600 become one of the best seats in the house?

If you aren’t familiar with what platinum tickets are I say, first and foremost, good for you. You haven’t had to deal with the pain and aggravation of learning how a huge corporation is looking to stick it to the people that it does business with once again. Regardless of whether you are familiar with this process, or you’re curious and want to learn more, please read on.

What The Heck Are Platinum Seats?

Yes, this was my introduction to platinum seats, and although they’ve been around for over a year, I’ve never had an encounter with them until now. According to Ticketmaster’s site (https://www.ticketmaster.com/h/platinum/buyerfaq.html): Official Platinum seats are premium tickets to concerts and other events, made available by artists and event providers through Ticketmaster. They give fans fair and safe access to some of the best seats in the house.  

Look at how misleading that statement is! Fair and safe access to some of the best seats in the house? What constitutes fair and safe access? Because the tickets are being sold through Ticketmaster and not Stub Hub or some other online third-party reseller? I’ve never had any safety issues with any ticket site that I’ve purchased tickets from. Frustration maybe (and that’s mostly from Ticketmaster themselves) but never safety issues. Is my computer going to shut down in the middle of a purchase and my credit card information will be stolen from a non-Ticketmaster site?

The statement also proclaims that fans will have access to some of the best seats in the house. This statement is partially true yet very misguided. First, it’s not only the best seats in the house. As I mentioned, for the Dave Matthews Band concert in Hartford, there were only seats available in the last row for a hefty fee (more than twice the announced price of the ticket). My curiosity led me to check other shows for that tour and there were seats available in the first sections of the venue. Not in the first few rows, but still what I would call exceptional seats. The price tag on those? Between $550 - $1,500 dollars. So, while fans may get access to some of the best seats in the house, they will pay a week’s salary for those seats. No different than if they purchased them through an online scalper site.

Why Do Platinum Seats Exist?

Platinum seats are just another combative measure by Ticketmaster against the online scalpers. For years fans have been going to sites like Stub Hub and paying a premium price for some of the best tickets. None of that money went back to Ticketmaster or the artists, so Ticketmaster is coming up with different ways to combat scalpers and pocket the profit. And rather than work hard with a think tank team of how to beat the scalpers (sorry, but verified fan is just a bust) this corporation figured the best way to beat the scalpers is to become scalpers themselves.

Platinum seats do not come with any extra rewards. There are no meet and greets involved. There are no invites to soundcheck with these seats. They are just regular seats at an extremely ridiculous price. Essentially what happens is Ticketmaster picks random seats throughout the venue, holds them back from general on sale and offers them to fans at a substantial increase. I am not even sure how this practice is legal, but that’s a question for another day and another post.

Ticketmaster saw an opportunity to make more money and ran with it. You can’t totally blame them for this (that is capitalism after all) but with their history of being a putrid company, this latest move is not sitting well with fans. People just want a fair opportunity to purchase tickets at the price the artist lists them for and not see those tickets be sold for three, four, or even five times more than the price originally quoted. Scalpers take away that opportunity and now Ticketmaster has become their own scalper.

What Does This Mean For The Future Of Concert Tickets?

There was a lot of discussion about this tactic in the forums of a popular Dave Matthews Band fan site (AntsMarching.org). And there was mixed reception to the practice. Some fans thought this was a good thing as a portion of the extra money was going to the band. Others thought it was terrible and that Ticketmaster had just found a new way to rip off fans. I tend to lean toward the latter. I think a corporation holding back a product that only it has access to, creating a fake demand, and then selling it for an astronomical price is just disgusting. Again, if they would focus on a better way to not let scalpers manipulate their infrastructure, this problem would become more manageable.

As it is, once someone (or some corporation) gets a taste of what fans will pay (higher prices) the practice will only expand and not go away. I think that for larger acts (Pearl Jam, Taylor Swift, Elton John, etc.) this practice is going to become the norm. And that means that as a fan, there will be even less opportunity to purchase a ticket at the stated price set by the artist. And at some point, it may lead to a backlash or a drop in ticket sales.

This week, in addition to DMB, U2 presale tickets went on sale for Madison Square Garden. And while they weren’t “platinum” seats, U2 wanted between $175 - $250 for tickets (some in bad locations). I love me some U2, but I am NOT paying that much to see them. And thus, I have decided that U2 and I are done. Sure, I will miss their concerts, but I can’t justify the cost of seeing them live – especially when you add on the cost of getting to the event. And my point is that if platinum seats continue to happen I will be priced out of more and more shows. And it’s not just me. I know that I am not the only concert fan on a budget. If there are people out there who want to forego their groceries for the week to attend a concert they really want to see, I say God Bless Them. And I mean it. But I like to eat. And I have alternative plans.

As ticket costs continue to rise with ideas like platinum seats, the bigger band concerts that I attend are just going to be less and less. I didn’t do Springsteen on Broadway. I didn’t do Bon Jovi. I’m not doing U2. And given the way this Dave Matthews Band ticketing is going, this may be the last time I see them as well. This is great news for clubs like The Starland Ballroom, The Bergen PAC, and The Wellmont Theatre. Because I will start attending more shows there, seeing affordable acts. That is, until they decide they want to sell platinum seats too. Then I guess it’s video only for me!