Michael Rapino
Analyst · Evercore ISI. Please proceed.
Yes. No, we've been talking the pricing for a few years and just going from where we were as an industry, we were very, very static. We had probably three price tiers for a tour for the same cities for the same 40 dates. So Milwaukee, New York, it was $199, $126, and $69. Obviously, that doesn't make sense. New York on a Friday night is a different market than Pittsburgh on a Tuesday. So we've made -- when I say increasing pricing, it's to do both things. It's always our fundamental first goal is to sell every seat. Not to maximize gross and increase ticket prices, it's to sell every seat. Our business, as you know, is run by that. The more people in that building, parking and having a beer is better for us. So we're always looking to figure out how do you make sure you're adding lower tier prices to sell-through. Also, generally, you never ever sell back to front. You sell front to back. So as an industry, when we say 98% of our shows don't sellout, the show -- the tickets that don't sell are always the back to middle, never the front. So our job isn't to figure out how to sell the front better. That's already been done. It's probably price it more because there's higher demand for the better seats. Our real job is to figure out how do we sell the rest of the house. So when you're dealing with an artist and you're looking at the total gross for them, you want to be able to say, listen, we can go $39 tickets in the back because the middle now is going to have two more tiers at $79. So we'll make up the same gross for you, but we'll make it more affordable for the back end of the house. And that's maybe different on a Saturday versus a Wednesday and different in Pittsburgh versus Milan. So we're always just looking at all those variables now and saying, how do we best price the house to sell out completely and then maximize the gross. And similar, I've seen a lot of news around the buy now, pay later, Coachella 60%. That's a similar story on payment, right? We've been looking at that for years. A payment plan is nothing new. It's got way more noise or news than it should. Festivals have had pay programs forever. I think EDC created it probably 10 years ago. So most festival goers have that similar 40%, 50%, 60%. If you give a young consumer an option of spend $600 today or spread it over four months, of course, they're going to spread it over four months. It's probably a better program for them. So we're looking at all ways on how do you pay for it, how do you price it, and how do we continually sell out the house as the main goal.