Unfair pricing. Hidden fees. Deceptive websites. Fake tickets. These are the minefields that live entertainment and performing arts fans must avoid today to see a show.
Predatory ticket sellers aren’t just going after fans of superstars like Beyoncé and Taylor Swift. They’re now targeting performances in small to mid-sized venues like the ones we operate in. They’re targeting everything from touring Broadway shows to holiday favorites like The Nutcracker to Texas bands and artists who don’t sell out arenas but are beloved in Dallas.
This infuriates fans, artists, and venue operators like us in Dallas, who have to inform fans that their seats aren’t where they expected, or that they paid too much, or even worse, that they purchased counterfeit tickets. This is extremely damaging for an industry that is still recovering from the economic fallout from the COVID-19 pandemic. Every time customers get scammed, it’s just another reason to stay home.
To be clear, legitimate secondary ticket marketplaces exist that provide access to tickets to sold-out events and allow fans whose plans have changed to sell their tickets at a fair price – many of which follow transparent and proper business standards – but as countless patrons know, without enforceable protections, the once-simple act of purchasing a ticket carries significant risk.
Last December, an audience member purchased tickets from a secondary ticket seller to see Sarah Brightman perform at the Winspear Opera House for $925 plus $300 in fees, thinking they were for tickets to the front of a sold-out performance, but when they arrived at the venue, they discovered that front-row tickets were available at the venue that night for just $69.
Longhorn Ballroom worked with country star Colter Wall on multiple shows last year, allowing his fans to get full-price tickets first. However, once the tickets went on sale, it quickly became apparent that bots were purchasing large quantities of tickets using multiple credit cards linked to the same out-of-state address. We identified these tickets early on and were able to cancel and refund them so they could be made available to real audience members. Other questionable sales continued to go live.
We’ve also seen a lot of blatant fraud occurring at shows targeting fans of A-list stars or sold-out Broadway tours. Some fans realize that their tickets purchased from secondary sellers are fake when their tickets are scanned upon entry. As venue operators, there’s not much we can do. If there are seats available, we can offer them to buy, but if there aren’t, unfortunately we have to turn you away.
We are currently seeing these issues at venues across North Texas and across the U.S. Predatory ticket sellers know no state lines, so we need federal action. As industry leaders on the front lines, we believe that effective ticketing legislation should include the following:
Prohibits speculative ticketing, where secondary operators sell customers tickets they do not actually have, meaning fans may get less valuable tickets, different seats, or no tickets at all; Prohibits the unauthorized use of venue, artist, song, or show names in website addresses (URLs), which misleads consumers into thinking they are purchasing from the original source; Ensures refunds for canceled events; Requires tickets to state specific seats/sections so fans know where; Requires all-in pricing with pre-item markings; Establishes enforcement through civil penalties by the Federal Trade Commission and state attorneys general; Requires a Government Accountability Office investigation to determine the scope of the problem.
Fortunately, Texas senators understand. Senators Ted Cruz and John Cornyn have each introduced bills. Senator Cornyn’s Fans First Act is the only bill that includes all of the key elements listed above. Senator Cruz’s Tickets Act is a good start, but it’s missing key elements, as is the House bill that has already been passed by Texas senators.
We urge Mr. Cruz and Mr. Cornyn to work together to include these seven points in the bill the Senate approves, and then add them to the House version during the reconciliation process.
At the end of the day, we all want an exciting live entertainment experience. Fans want a trustworthy and transparent way to purchase tickets. Artists and local venue operators want to sell tickets without scammers stealing inventory or creating counterfeit goods. Passing legislation that promotes fraud-free ticket purchasing is the right first step to get there.
Edwin Cabaniss is the owner of the Longhorn Ballroom and Kessler Theatre, and Warren Tranquada is president and CEO of the AT&T Performing Arts Center.
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