The primary ticket market refers to the first sale of tickets directly from the event organizer or venue to the public. This is the official and authorized way that event tickets are originally sold before reaching the hands of fans and concertgoers.
How does the primary ticket market work?
The primary ticket market typically works in the following way:
- The event organizer or venue contracts a ticketing service provider to handle ticket sales.
- The ticketing service sets up a ticketing website and registration process for the event.
- Tickets officially go on sale to the public on a specified date and time, which is announced beforehand.
- Fans can buy tickets directly from the ticketing website, box office, or by phone.
- Tickets are sold at face value prices set by the event organizer.
- Tickets are delivered to buyers electronically or shipped physically after purchase.
The key entities involved in the primary ticket market are:
- Event organizers and venues – They organize events and contract ticketing companies to handle sales.
- Ticketing service providers – Companies like Ticketmaster that are contracted to sell the tickets and process orders.
- Primary market retailers – Official outlets selling tickets like box offices, team/band websites, etc.
- Fans and concertgoers – The general public buying tickets during the initial onsale.
When do tickets go on sale in the primary market?
There is no set rule for when tickets go on sale in the primary market. It depends on the event, venue, artist, promoter, and other factors. However, here are some general guidelines on when primary market sales typically begin:
- Concerts: 1-3 months before the event, sometimes up to 6 months for very large tours.
- Sporting events: Days, weeks or months ahead depending on the league. Typically sooner for single games, later for season tickets.
- Theater shows: Weeks or months ahead of opening night, after production is announced.
- Smaller events: Weeks or a few months ahead. Limited productions may sell closer to show dates.
- Huge blockbuster events: Can be up to a year in advance to build hype and allow travel planning.
The onsale date is usually announced ahead of time so fans know when to prepare for and line up for ticketing. Presales for members, VIPs, and special groups often occur before the public onsale.
Where can you buy tickets in the primary market?
There are several official primary market channels where event tickets can be purchased when they first go on sale:
- Ticketing websites – Official sites like Ticketmaster are common.
- Venue box offices – On-site ticket sales locations at the event venue.
- Artist/team websites – Some acts sell directly through their official site.
- Phone orders – Many ticketing companies take orders over the phone.
- Retail outlets – Physical stores may also sell tickets.
- Group sales – Blocks allocated to tour groups and corporate buyers.
- Fan clubs and venues – Presales for members only.
Ticketing websites are the most common method of buying these days. Buying directly from the venue or artist site also ensures primary market purchase.
What are the benefits of buying tickets in the primary market?
There are several key benefits fans receive when buying tickets in the primary market:
- Guaranteed validity – Primary market tickets are 100% valid and legitimate.
- Best availability – Primary market has first access to all tickets before other sales.
- Face value pricing – Primary market tickets are sold at face value price, not marked up.
- Optimal selection – The best overall selection of seat locations available.
- Peace of mind – No risk of fraud, counterfeits or other issues.
- Ticket guarantees – Refunds, exchanges easier with primary seller.
Buying from the source through official channels is always the safest way to obtain event tickets.
What are some tips for buying primary market tickets?
Here are some handy tips for securing primary market tickets:
- Check presale options – Take advantage of presales for early access before general onsales.
- Join fan clubs – Become a fan club member for the artist/team for presale code access.
- Use early links – Follow event pages and sign up for early ticket links.
- Prepare your accounts – Ensure your accounts are ready on ticketing sites before onsale begins.
- Be ready at onsale time – Log in ahead of time and refresh right at the onsale moment.
- Act fast – Buy desired tickets quickly as the best seats go very fast.
- Have backup options – Be flexible on date options in case your first choices sells out.
- Try waiting in queues – Persist through waiting rooms and queues as tickets may be released.
Using presales, preparing accounts, and being ready right as the minute tickets go on sale are key strategies for primary market purchases. Acting quickly is also vital as popular events sell out fast!
What is ticket presales in the primary market?
Ticket presales are a type of primary market sale that happens before the general public onsale. Access is limited to certain groups who get first crack at tickets.
There are a few common types of primary market presales:
- Fan club presales – Only available to fan club members registered with the artist/team.
- Venue presales – For members who are signed up with the venue’s membership program.
- Sponsor presales – For customers of specific sponsor companies tied to the event.
- VIP presales – For holders of VIP packages and hospitality tickets to the event.
- Local presales – For residents of the area where the event is taking place.
Access to presales is typically via special codes or links provided to eligible members before the general onsale. This gives fans the advantage of getting tickets before the masses.
Why do primary market tickets sell out so quickly?
There are several key reasons primary market event tickets often sell out extremely quickly, sometimes within minutes or even seconds:
- High demand – Far more fans trying to buy tickets than available seats due to limited venue capacity.
- Bots and scalpers – Large-scale ticket resellers use bots to buy up tickets en masse.
- Immediate resale – Many primary tickets get instantly scooped up and resold in secondary markets.
- No ticket limits – Lack of ticket purchase limits allows some buyers to buy hundreds at once.
- Small batch releases – Intentionally small amounts of tickets released create artificial sellouts.
- Focus on most expensive tickets – Dynamic pricing pushes fans to buy costly tickets first.
The incredibly high demand coupled with bulk buyers, lack of sales restrictions, and high ticket costs result in rapid sellouts of the best and most affordable tickets on the primary market.
What happens to unsold primary market tickets?
For many major events, all primary market tickets are essentially sold out whether directly to fans or indirectly to other parties. However, any legitimately unsold primary market tickets typically have a few possible outcomes:
- They go on sale closer to the event date at the box office or ticketing site, often at discounted last-minute prices.
- They are given away as free promotions by sponsors and radio stations.
- The venue releases standing room only tickets to fill in unsold seats.
- The organizer or artist may lower prices or run sales to try to sell remaining tickets.
- Any remaining tickets are ultimately eaten as a loss by the event organizers.
True unsold primary tickets are rare for big events, but last-minute sales, giveaways, and standing room tickets are ways venues can fill seats if they do crop up. Lower demand events may see organizer losses.
How is primary market different from secondary market ticketing?
The authorized primary ticket market differs significantly from unauthorized secondary ticket marketplaces in the following ways:
Primary Market | Secondary Market |
---|---|
Official source of first sales from event/venue | Unauthorized resellers and exchanges |
Face value ticket prices | Prices above face value and fees |
Buying directly supports event | Reseller third-party profits |
Tickets guaranteed valid | Risk of invalid or fraudulent tickets |
Refunds, exchanges with issuer | Reseller policies apply |
Limited by one sellout | Continues trading tickets after sellout |
The secondary market emerges for event tickets after the initial primary market sellout, with ticket resale driving much higher prices.
Conclusion
The primary ticket market represents the official first sale of event tickets from the source organizer or venue at face value prices. This authorized channel lets fans buy tickets before resellers markup costs in secondary markets. Primary sales happen on ticketing sites, box offices, fan clubs, and venues, typically selling out extremely quickly for hot events. While the secondary market continues trading tickets, the primary market is limited to initial inventory. Buying directly from primary market sources remains the best way for fans to securely obtain event tickets.