Ticketmaster’s handling of ticket sales for The Cure’s recent 40th anniversary concert tour has sparked significant controversy among fans. Many who purchased tickets claim Ticketmaster engaged in misleading pricing practices, advertising tickets at lower ‘platinum’ prices that were then subject to substantial ‘dynamic’ price increases closer to the event dates. This allegedly resulted in some fans paying several times the initial advertised ticket price.
In response to criticism, Ticketmaster has maintained their pricing practices were clearly disclosed during the purchasing process. However, they did eventually offer fans a partial refund equal to the base ‘platinum’ price of their ticket, rather than the higher final price. This article will examine whether Ticketmaster did indeed offer these partial refunds, the reasons for doing so, and fan reactions to the refund policy.
The Cure’s 40th Anniversary Tour
The Cure is an influential English rock band formed in 1976 and led by frontman Robert Smith. 2022 marks the 40th anniversary of the release of their debut album. To celebrate this milestone, they announced an extensive tour of North America from September to November 2022, their first proper North American tour since 2016.
Demand for tickets was extremely high, given The Cure’s status as icons of alternative and gothic rock. Many longtime fans were eager to see one of the band’s relatively rare North American tours. The Cure also has not indicated when or if they will tour again, adding to the urgency around these dates.
Ticketmaster’s Controversial Pricing and Fees
As the dominant primary ticket retailer in the US, Ticketmaster handled all public ticket sales for The Cure’s anniversary tour. They utilized their ‘Official Platinum’ ticketing scheme for all shows.
Under this system, tickets are initially sold at a ‘platinum’ base price set by Ticketmaster using an opaque algorithm meant to reflect market demand. As the event date approaches, Platinum ticket prices can fluctuate up or down based on demand. In most cases, prices trend upward, sometimes drastically so.
Ticketmaster defends this as similar to ‘surge pricing’ used by ridesharing services like Uber. However, many fans argue it essentially allows Ticketmaster to bait fans with low initial prices that few will actually end up paying.
On top of Platinum pricing, Ticketmaster adds substantial service and processing fees. For The Cure’s concerts, these fees reportedly added around 30% to 50% to the total ticket cost in many cases. Combined with the Platinum system, fans claim some tickets ended up 4-5 times higher than the initial price displayed during the original on-sale dates.
Fan Complaints of Bait-and-Switch Tactics
Outrage was swift as longtime Cure fans shared their experiences online. Many described being shown prices of $150-$200 for decent lower bowl or floor seats when they went to purchase tickets right as the public on-sales began.
But when they went to actually checkout, they found the total ticket prices, after ‘dynamic’ Platinum pricing and fees were applied, were actually $400, $600, or even over $1000 per ticket. Fans described having no choice but to ‘bite the bullet’ and pay the higher prices if they wanted to see the shows, given limited quantities available.
Many accused Ticketmaster of unethical ‘bait-and-switch’ tactics, luring fans in with reasonable initial prices that few if any would actually end up paying. They allege Ticketmaster fully intends for most fans to end up paying the higher prices from the outset.
Numerous fans also complained about lack of transparency in Ticketmaster’s checkout process. While the potential for Platinum price fluctuations was technically disclosed, some felt this disclaimer was buried in small print or confusing legalese.
Further, the final ticket price was often not shown until the very last page of checkout, after fans had already invested considerable time and effort into the Ticketmaster purchasing process. This made the price hike especially jarring and unexpected for some customers.
Ticketmaster’s Response
Facing mounting criticism, Ticketmaster responded with the following statement:
We offer Platinum tickets as a voluntary option for fans who want great tickets and are willing to pay market value. Platinum prices fluctuate, just like airline tickets and hotel rooms. We’re committed to full transparency in our pricing and work hard to ensure fans have all the information needed to make ticket buying decisions that are right for them.
Essentially, Ticketmaster deflected blame onto the workings of supply and demand and maintained they were upfront enough about their Platinum pricing practices. They indicated that unhappy customers should have done more research and known what they were getting into.
Ticketmaster also noted that Platinum tickets were a small portion of total ticket inventory for The Cure shows. Some more affordably priced tickets were available through Ticketmaster’s Verified Fan presales, though most fans reported these sold out instantly. Still, Ticketmaster implied fans had options other than Platinum if they did not agree with the pricing.
Partial Refunds Eventually Offered
Despite their defenses, it seems the overwhelmingly negative reactions struck a nerve with Ticketmaster. Just days before The Cure’s tour was set to begin, Ticketmaster announced the following policy:
To address fan concerns about the cost of tickets on the upcoming tour of The Cure, we are offering a refund of the difference between the cost of the ticket and the Platinum price listed at the time of purchase. Eligible fans will be contacted shortly with instructions on how to complete the refund process.
In essence, Ticketmaster agreed to refund fans the difference between the initial Platinum ticket price advertised and the much higher final cost after dynamic pricing and fees. This brings the total ticket cost back down to the original Platinum level.
The refunds appear to be Ticketmaster’s attempt to smooth things over with unhappy Cure fans and mitigate the public relations damage from the backlash. While not a full refund, it does return some money to fans who felt deceived.
Reactions to the Partial Refunds
Many Cure fans expressed gratitude for the partial refunds, which put at least some money back in their pockets. Especially for those struggling financially, every bit helps when facing the burdensome costs imposed by Ticketmaster. Some remained dissatisfied but conceded the refunds were better than nothing.
However, a number of fans felt the partial refunds were too little, too late. They argued the difference refunded still did not make up for the drastically inflated costs overall. Some calculated they were still paying double or more the initial Platinum prices, even after the refunds.
Others criticized the refunds on principle. They believe Ticketmaster is still ‘skirting accountability’ and normalizing exploitative practices. In their view, the only fair remedy would be voiding the high-priced transactions entirely and letting fans repurchase at original prices.
Some also worried accepting the partial refunds would remove their legal grounds to join class action lawsuits now forming against Ticketmaster over the pricing debacle. Multiple law firms are investigating Ticketmaster for alleged deceptive practices and consumer fraud around The Cure ticket sales.
Overall, reactions indicate the refunds took some heat off Ticketmaster but did not resolve all fan dissatisfaction. Significant rifts remain over the pricing practices employed.
Examining Ticketmaster’s Explanations
Ticketmaster maintains they were upfront enough about their Platinum pricing model and that informed fans should have understood the potential for price increases. But does this defense hold up under closer scrutiny? There are several counterpoints fans and critics have raised:
Lack of Transparency
While Platinum disclaimers were present, fans contend the ‘fine print’ explanations provided insufficient detail on just how high prices could climb. Few expected increases of 300-400% above initial prices.
Critics also argue significant extra fees were added on top without adequate transparency. Fans expected fees but were shocked at just how inflated the final costs became.
Checkout Process Issues
Fans allege the checkout flow seemed intentionally designed to obscure final prices till the last possible moment. This prevented consumers from understanding the full costs before spending significant time and effort going through the Ticketmaster checkout process. Some call this a ‘roach motel’ approach – easy to enter but difficult to back out of once started.
Limited Quantity of Lower-Priced Tickets
Ticketmaster noted some lower-cost ticket options were available. But fans retort these sold out instantly to bots or brokers, making Platinum the only option real fans could access. This essentially forced their hand into accepting the higher prices and fees.
Venue and Artist Benefits
Ticketmaster also emphasizes Platinum pricing helps venues maximize revenue. However, fans counter that bands like The Cure hardly benefit from these practices exploiting their loyal fanbase. The bulk of the profits supports Ticketmaster, not the artists.
Proposed Changes Moving Forward
While Ticketmaster shows no signs of completely abolishing their Platinum or fee-based pricing systems, experts propose several changes could improve transparency for consumers:
Detailed Pricing Disclosures Upfront
Prices posted at the start of sales should clearly state it is only an initial Platinum price that can later increase – and by how much. Example: “Platinum Price – Subject to increase up to 400% of initial price.”
Final Price Listed Earlier in Checkout
The final ticket price after all fees and adjustments need to be shown earlier in checkout so consumers can confirm the total cost before completing the purchase.
Percent Increase from Initial List Price
The percent difference between the list price and final price should be clearly highlighted. This further signals when prices have been marked up substantially from the baseline cost.
Capping Price Increases
Platinum pricing algorithms could be capped at a maximum percent increase from list price, perhaps 100-200%, to prevent truly massive spikes.
Lowering or Eliminating Fees
Greatly reduce or remove service and processing fees, which currently seem to primarily benefit Ticketmaster.
Conclusions
In summary, Ticketmaster did issue partial refunds to Cure fans equal to the gap between initial Platinum and final ticket prices. However, many fans remain dissatisfied and believe additional actions must be taken around Ticketmaster’s pricing practices. Calls continue for increased transparency, consumer protections, and reduction of arbitrary fees. While dynamic pricing has a place in live events, checks and balances need to be in place to prevent fans getting priced out of seeing their favorite artists. Going forward, Ticketmaster should take the concerns around their Platinum system seriously if they wish to maintain consumer trust and loyalty.
Date | Event |
---|---|
September 6, 2022 | The Cure tour begins in Toronto, Canada |
September 8, 2022 | First US show in Philadelphia, PA sparks pricing complaints |
September 12, 2022 | Ticketmaster defends Platinum pricing in statement |
September 15, 2022 | Partial refunds offered to unhappy Cure fans |
November 10, 2022 | Tour concludes in Dublin, Ireland |
Initial Platinum Price | Final Price | Percent Increase |
---|---|---|
$150 | $600 | 300% |
$175 | $725 | 314% |
$200 | $850 | 325% |
$225 | $975 | 333% |