Ticketmaster revolutionized the way people buy concert tickets when it was founded in 1976. For over 40 years, the company has been the dominant force in ticket sales not just for concerts but for sporting events, theater shows, and more. But what was the very first concert that fans could buy tickets for through Ticketmaster?
The Earliest Days of Ticketmaster
Before there was Ticketmaster, buying concert tickets was a very different experience. In the 1960s and early 70s, the only way to get tickets to most shows was to go directly to the venue’s box office and stand in line. For big shows, lines could stretch for blocks and many fans walked away empty handed when tickets sold out.
A pioneer called Computer Ticket started experimenting with computerized ticketing systems in the 1960s. This allowed box offices to print tickets on demand when purchased. While an improvement, it still required the customer to come to the box office in person.
In 1976, entrepreneurs Peter Gadwa and Gordon Gunn saw the need for a centralized ticketing service that could serve multiple venues using only phone sales. They launched Ticketmaster that year in Arizona as an alternative to standing in line. Customers could call and purchase tickets by phone from one company that had inventory for various local venues.
The First Major Concert on Ticketmaster
In 1977, Ticketmaster handled ticket sales for its first major concert event. This was a high profile one – Led Zeppelin at the Pontiac Silverdome in Michigan on April 30, 1977. It was a record setting event, with over 76,000 tickets sold. Fans were directed to call or go to one of 17 Ticketmaster locations in Michigan to purchase tickets.
This Rolling Stones concert marked a major shift for Ticketmaster. Before it, they had primarily sold tickets for smaller scale venues and events. After proving they could handle large scale concert ticketing, Ticketmaster began expanding nationally.
Led Zeppelin Breaks Records in 1977
The Pontiac Silverdome concert broke records for the largest attendance at a single indoor event. Led Zeppelin also set a new world record for the highest paid attendance at a single event, grossing over $792,000 (equivalent to over $3.5 million today).
Over 70,000 tickets sold within a few hours when they went on sale on April 1st. The concert sold out completely a few days later. Fans stood in long lines at Ticketmaster locations around Michigan to get the coveted tickets.
Led Zeppelin Pontiac Silverdome Concert 1977 Facts | |
---|---|
Date | April 30, 1977 |
Location | Pontiac Silverdome in Michigan |
Attendance | 76,229 |
Revenue | $792,361 (equivalent to $3.5 million today) |
Tickets sold | Over 70,000 within first few hours on sale |
Ticketing | Via Ticketmaster phone sales and locations |
A Monumental Concert
The massive concert was a watershed moment for both the band and Ticketmaster. Led Zeppelin cemented their reputation as one of the biggest bands in the world by breaking attendance records. Meanwhile, Ticketmaster proved it could handle ticket sales for enormous stadium concerts.
How Ticketmaster Changed Concert Ticketing
After the 1977 Led Zeppelin event, Ticketmaster began expanding quickly. More venues signed deals to have Ticketmaster handle their ticketing rather than doing it themselves. Concert goers now had a centralized place to purchase tickets by phone or at Ticketmaster locations.
Some of the key ways Ticketmaster changed live event ticketing include:
- Centralized ticketing center for multiple venues
- Ability to purchase by phone without coming to the box office
- Expanded geographic reach – customers could buy tickets further from the event location
- Computerized inventory tracking and instant ticket printing
- Ability for venues to list events and sell tickets through Ticketmaster
With Ticketmaster handling ticketing logistics, venues could focus more on event production. Fans benefited from having more options on how and where to purchase tickets.
Ticketmaster’s Growth Trajectory
After the 1977 Led Zeppelin concert, Ticketmaster’s growth exploded:
- 1978 – Expanded to first venue outside Arizona
- 1982 – Opened operations in Los Angeles
- 1986 – Handled ticketing for 31 million tickets with 1,400 employees
- 1991 – Went public with stocks and became a powerful force in the industry
- 1996 – Online ticket sales launched on ticketmaster.com
- 2010 – Merged with Live Nation to become Live Nation Entertainment
Today, Ticketmaster sells around 500 million tickets per year. It has a dominant market share of around 70% of U.S. ticketing services. The company has an estimated net worth of $10 billion.
Criticisms and Controversies
Ticketmaster’s rise to becoming a ticketing monopoly also brought plenty of criticisms and controversies over the years. Some of the common complaints include:
- High fees – Services fees, order processing fees, and facility charges frequently add more than 20% to an order.
- Lack of competition – Critics argue Ticketmaster’s exclusive deals freeze out competitors.
- Preventing ticket resales – Ticketmaster has attempted to crack down on ticket resales by broker sites.
- Technical issues – Large on-sales have been plagued by website crashes and technical glitches.
Ticketmaster has defended its fees as standard for the industry. They have also invested heavily in improving their technology to handle massive demand for hot shows. However, their dominant position in ticketing continues to draw scrutiny.
The Future of Ticketing
Ticketmaster transformed the live event ticketing landscape since that first concert in 1977. While it enjoys a dominant market share today, there are always new innovations on the horizon.
Some potential ticketing industry developments include:
- Increased competition from rival ticketing companies like AEG and Eventbrite
- Integration with social media for event promotion and ticket transfers
- Use of blockchain technology for event ticketing and resales
- Virtual reality and augmented reality experiences incorporated with live events
- More dynamic and customized ticket pricing models driven by demand
As technology continues advancing rapidly, concert goers can expect more innovation ahead for how tickets are purchased, transferred, and integrated into the live event experience.
Conclusion
Ticketmaster’s first major concert ticketing feat was the record-breaking Led Zeppelin event in 1977. Over 70,000 tickets were sold within hours using their phone sales and ticket outlet locations. This massive concert proved Ticketmaster could handle large scale ticketing. It paved the way for their rapid growth through the 1980s, 1990s, and dominance ever since.
While Ticketmaster has had controversies over the years, they transformed event ticketing with phone sales, online ticketing, and vast distribution capabilities. Concert goers can look forward to even more innovation ahead as technology continues evolving how live event tickets are bought, sold, and used.