Ticketmaster is a ticketing company that sells tickets to various live entertainment events like concerts, sports games, theater shows, and more. Sometimes, Ticketmaster offers tickets to highly in-demand events in a way they call “low availability limited availability.” This refers to tickets that are very scarce for a particular event.
What does low availability limited availability mean?
Low availability limited availability simply means there are very few tickets available for the event in question. Ticketmaster only releases a small portion of tickets for an event in this format. It creates scarcity and drives up demand.
For very popular events where demand drastically outweighs supply, Ticketmaster sometimes holds back tickets and only offers them in limited quantities. This allows them to create a level of exclusivity and hype around these scarce tickets.
So “low availability limited availability” refers to Ticketmaster only making a tiny number of tickets available for purchase, even if the venue has a much larger capacity. By severely limiting supply, yet having huge consumer demand, these tickets tend to sell out extremely quickly.
Why does Ticketmaster use low availability limited availability?
There are a few key reasons why Ticketmaster utilizes low availability limited availability:
- To create scarcity and increase demand – Releasing fewer tickets than supply creates a competitive, urgent atmosphere around purchasing
- To drive up resale ticket prices – Limited supply lets the secondary resale market charge much higher prices
- To boost hype and excitement around an event – The “get them before they sell out” mentality creates buzz
- To maximize profits – Low supply and high demand lets Ticketmaster, venues, and resellers maximize profits
Essentially, low availability limited availability allows Ticketmaster to leverage supply and demand economics to create a frenzy around hot event tickets. This benefits them and their partners.
What are some examples of low availability limited availability events?
Some of the most common events that Ticketmaster offers low availability limited availability ticketing for include:
- Major concerts by artists like Taylor Swift, Beyonce, Bruce Springsteen, etc.
- Big music festivals like Coachella, Lollapalooza, Bonnaroo
- Major sporting events like the Super Bowl, World Series games, big college football games
- Broadway musicals like Hamilton, Wicked, The Lion King
- Comedy shows by comedians like Kevin Hart, Jerry Seinfeld, etc.
- Music award shows like the Grammys
These are all events where demand drastically exceeds the supply in many cities. By only releasing a portion of tickets for these events under low availability limited availability, Ticketmaster creates instant sell outs and buzz.
How does Ticketmaster release low availability limited availability tickets?
There are a few methods Ticketmaster uses to sell low availability limited availability tickets:
- Limited presales – Tickets go on sale earlier than the general public on-sale, but only for specific groups like fan club members or credit card holders
- Instant sell outs – All tickets sell out immediately when the general public on-sale begins
- Slow trickle release – Small batches of tickets are periodically released over days or weeks leading up to the event, selling out quickly each time
- Auctions – Fans bid against each other for tickets, tend to result in high prices
These different formats all focus on extremely limited quantities and short purchase windows to create urgency around buying. This gets fans to pounce on tickets quickly before they disappear.
What are the pros and cons of low availability limited availability ticketing?
Pros:
- Creates excitement and buzz around events
- Rewards loyal fans with early access
- Drives up revenue for Ticketmaster and partners
- Gives biggest fans best chance at good tickets
Cons:
- Causes tickets to sell out instantly
- Drives up prices in secondary resale market
- Gives unfair advantage to scalpers and bots
- Makes it hard for casual fans to get tickets
- Creates frustrating ticket buying experiences
There are reasonable arguments on both sides. Low availability limited availability works well for maximizing hype, demand, and profits. But it comes at the expense of fair access for consumers.
Tips for buying low availability limited availability tickets
Trying to purchase tickets that are only available in very limited quantities takes some preparation and diligence. Here are some tips:
- Sign up for presales and fan clubs to get early ticket access
- Be ready right when the tickets go on sale – on your computer and phone simultaneously
- Use auto-fill features to complete purchase as fast as possible
- Consider joining Ticketmaster Verified Fan programs when available
- Only buy from official sources – be careful of scammers
- Be flexible about dates, seat locations, etc. if possible
- Check back often as more tickets may be released over time
Persistence and speed are the keys. Understand that you still may not get tickets due to low supply. But following these tips will maximize your chances with low availability limited availability events.
The future of low availability limited availability ticketing
Low availability limited availability has been a successful model for Ticketmaster to maximize revenue. But consumer frustration remains high. Some possibilities for the future include:
- Release more tickets during general on-sales to improve access
- Use technology like Verified Fan to restrict scalpers and bots
- Find better ways to balance supply and demand
- More transparency around number of tickets actually sold
- Consumer backlash forcing reduced usage of the model
- Secondary market regulation enforcement to cap pricing
There will likely always be a tier of hyper-premium pricing for huge events. But ideally there can be an improved balance benefiting consumers, artists, and ticketing companies alike. More fair yet profitable ticketing represents progress for an industry with many historical criticisms.
Conclusion
Low availability limited availability Ticketmaster listings are a controversial yet effective tool for creating hype and maximizing money around major live events. Artists, promoters, ticketing platforms, and resellers all benefit from the exaggerated scarcity and demand. But fans are often left frustrated and shut out. Better uses of technology and data could potentially improve access while maintaining exclusivity and profits. Regardless, limited ticket releases are likely here to stay in some form as the live event industry continues thriving into the future.