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VIP Packages Increase Promoter's Grosses from the Same Number of Concert Tickets
Festival Producer Hal Davidson says "A tough economy has concert/ fest promoters offering add-on value to tickets to increase gross revenues."
This suffering economy has seen Live Nation's capital value shrink from $3 billion to $2 billion in the last year. Smaller fests have folded and many concerts have lowered prices. Promoters searching for more creative merchandising of the same number of tickets are offering added value by marketing VIP packages.
VIP tickets used to mean Very Important Person. Now they mean Very Important Profits with already existing tickets being combined with everything from first row seats to a photo op backstage. VIP tickets can cost as much as $500. for a concert and for a multi-day festival, up to $2,500. depending on what they include from simple to elaborate.
"Why not?" said Event Producer Hal Davidson. He added that "smart promoters need to get creative when it comes to protecting their bottom line on a show by show basis. It adds up."
VIP tickets can include any or all of the following:
Special Collector's VIP Ticket
Special laminated ID with lanyard
Free T shirt or stuff bag
Free CD of event
Backstage Party Pass or Party Tent Access
1/2 price drinks or drinks included or a number of drink tickets
Free food or food tickets
Meet and greet backstage
Priority camping or parking
Up front seats
"It all means more fun for the ticket buyer and more revenue from the same number of tickets for the promoter. How creative can promoters get?" Davidson asked.
For more merchandising tips and much more, Davidson suggests reading his book, How NOT TO PROMOTE CONCERTS & MUSIC FESTIVALS, available at www.concert-
About Hal Davidson: Wash., DC area based, Davidson has been promoting concerts, festivals, trade shows, Ice Shows, Circuses and the leisure industry for 35 years. He has helped hundreds of promoters through his web site rentappromoter.com.
Page Updated Last on: Sep 24, 2012