A primary ticket seller is the original source that issues and sells tickets for an event. The primary seller is authorized by the event organizer to distribute tickets. Primary sellers can include:
- The event venue’s box office
- The band or artist’s official website
- The sports team or league’s official ticket site
- The theater company or musical’s official site
- The festival or fair’s website
Buying tickets directly from primary sellers ensures the tickets are valid and guarantees the buyer entry into the event. It also means the tickets were purchased at face value price set by the organizer. Primary sellers have safeguards in place to prevent duplicates of the same ticket being sold to multiple buyers.
How Primary Sellers Distribute Tickets
Primary ticket sellers control the original ticket inventory for an event. They have agreements with event organizers to sell an allotted number of tickets. Primary sellers distribute tickets in several ways:
Direct sales
Many primary sellers operate their own website where people can purchase tickets online and get electronic tickets delivered instantly. Purchasing this way allows buyers to select exact seats if the venue has reserved seating. Primary sellers will often have phone numbers and physical box office locations where tickets can be bought directly too.
Partnerships
Primary sellers partner with major ticket retailers like Ticketmaster or AXS to extend their sales distribution. People can buy primary tickets from these large ticket companies even though they are not the original source. The primary seller allots some of their ticket inventory to the partner to sell on their behalf.
Fan clubs and promoters
For concerts, shows, and sporting events with big fan followings, primary tickets are often offered to fan club members first. Primary tickets may also be held for sponsors, promoters, and corporate partners to purchase or give away.
Lotteries and contests
Some primary sellers run ticket lotteries and contests to give fans a chance to buy tickets by registering with their email or entering a contest rather than competing to buy at the on-sale time. Winners are given a limited window to purchase primary tickets.
Why Buy from Primary Sellers
There are several benefits to purchasing tickets directly from primary sources:
Guaranteed valid tickets
Primary sellers provide the original tickets, so buyers are assured valid tickets that will allow entry. There is no risk of counterfeits or duplicates that could turn buyers away at the door. Primary tickets also come with service fees disclosed upfront.
Face value prices
Primary ticket prices reflect the face value set by event organizers and performers. There is no price markup, so you pay expected rates. Primary sellers must stick to price limits on tickets for some sporting events and concerts.
Access to best seats
Getting tickets directly from the box office, team, theater, or artist’s website gives buyers access to the prime seats before third parties can acquire and resell them. Sales open to the general public simultaneously.
Perks and presales
Fans who buy primary tickets get access to presales, contests for early buying opportunities, and other perks like merchandise bundles that secondary resellers don’t offer. Artists and teams try to reward their biggest fans.
Peace of mind
You can trust primary tickets are legitimate and come with buyer guarantees. If an event is postponed or canceled, refunds must be provided per the venue’s policy. There’s no risk of scam third-party sellers with primary purchases.
Where to Buy Primary Tickets
Legitimate primary tickets come from these official seller sources:
Venue box offices
A venue’s on-site box office typically sells tickets to all events hosted at that location. Box offices are the most direct physical primary ticket source with no added fees beyond the disclosed ticket price. Many box offices sell tickets on a first come, first served basis on the day tickets go on sale.
Official band, team, or event websites
Many headlining musicians, major sports teams, festivals, theatrical shows, and other event organizers sell tickets through their official websites. Fans can purchase available tickets online and get e-tickets delivered. Official primary sites are the safest online sources.
Artist and team fan clubs
Dedicated fan club members can often access special presales and exclusive ticket opportunities before the general public through their official fan communities online. Fan clubs help core supporters buy primary tickets.
Verified ticket partners
Large ticket retailers like Ticketmaster and AXS sell primary tickets on behalf of teams, theaters, concert halls, and more as authorized partners. StubHub also now sells some primary tickets from partners after changing its business model. Partners have inventory set aside from the primary source.
Promoters and sponsors
Those who financially back major concert tours and sporting events often get allocations of primary tickets at face value prices. Companies may purchase blocks of premium seats to entertain clients or offer contests.
Ticket lotteries
Many in-demand events like Broadway musicals or playoffs games offer digital ticket lotteries for a chance at buying primary tickets below market rates. Fans enter by submitting contact info and winners are selected at random.
How Secondary Sellers Get Tickets
In contrast to primary ticket sources, secondary ticket sellers are resellers that acquire tickets from primary sources to post listings for the same tickets at marked up prices. This includes online ticket marketplaces like StubHub, VividSeats, and more. Here are the ways secondary sellers obtain tickets:
Purchase tickets normally like any other fan
Anyone can buy from primary sellers then simply choose to relist those purchased tickets online at higher prices to turn a profit. No special access is required. They capitalize on hot ticket demand.
Use ticket buying software bots
Scalpers have historically used special software to automate buying up inventory from primary sellers to resell. Bots search for newly listed tickets and rapidly complete purchases. Some primary sellers now have bot defenses, but bots still operate.
Buy from season ticket holders
Many secondary sellers build relationships with season ticket holders who commit to sell some of their tickets rather than use them. This grants secondary resellers steady inventory sources.
Purchase extra value or VIP packages
Secondary resellers buy up group, VIP, or experience packages primary sellers offer then break apart the extras to sell the tickets separately at higher basic prices. The other inclusions get discarded or sold separately too.
Take advantage of presales
Secondary brokers try to infiltrate fan club presales and special offers from primary sellers to expand their inventory. They capitalize on early access before public on-sales.
Speculate on unreleased tickets
Tickets for major events often get listed on secondary sites before the primary tickets formally go on sale based on speculation. Sellers take the risk of trying to sell non-existent ticket inventory.
Pros of Secondary Sellers
Here are some potential benefits of using secondary ticket platforms instead of primary sources:
Get tickets to sold out events
Secondary marketplaces offer tickets to high demand events where primaries no longer have availability. You can still get tickets after box offices sell out.
Buy last minute tickets
The secondary market provides tickets close to showtimes for people who want to make last minute plans. Primary sellers won’t have availability left by then.
Name your price
Unlike primaries that charge fixed prices, secondary sites let buyers bid and make offers lower than asking prices. You may negotiate a discount off outrageous markup.
Resell unused tickets
Sellers can conveniently relist their primary tickets that go unused on secondary sites. Buyers can put unwanted tickets to use rather than letting them go to waste.
Anonymity in exchanges
Secondary exchanges don’t require personal interaction. Buyers and sellers remain anonymous and handle the transaction through the marketplace site.
Cons of Secondary Sellers
However, there are also several drawbacks of using secondary ticket sources instead of primary:
Higher prices
Secondary resellers mark up ticket prices, often dramatically for high demand events. Buyers pay big premiums over primary ticket face values. Extra fees also get tacked on.
Counterfeit risk
With less oversight than primaries, fakes slip through on secondary exchanges more frequently. Scammers take advantage of reseller anonymity. Always verify secondary tickets.
No seat selection
Secondary sellers don’t allow buyers to pick exact seat locations like primaries. You only get zone-level or general location descriptions.
No refunds or guarantees
Primaries commit to ticket refunds if events get postponed or canceled. Secondaries do not promise refunds in all cases. You may lose money.
Unethical practices
Resellers use banned bots, force scarcity by hoarding tickets, speculate on unverified inventory, and other shady tactics primary sellers avoid.
Inconvenient transfers
Meeting up locally to exchange paper tickets sold on secondary sites can be difficult compared to primaries’ electronic transfers. Hard tickets also bear counterfeiting risks.
Steer Clear of Scam Sellers
While there are plenty of legitimate primary and secondary ticket sources, many unreliable and fraudulent sellers also unfortunately operate out there. Avoid the following shady practices:
Listings with prices far below averages
Tickets sold at abnormally cheap prices frequently turn out invalid or counterfeit. Fraudsters bait with prices too good to be true.
Sellers demanding cash or crypto
Reputable sellers offer multiple protected purchase methods. Cash deals and pressure to pay with cryptocurrency are red flags of scams.
Requests to pay outside seller platform
Secure marketplaces facilitate payments. Communicating and paying externally sidesteps buyer and seller protections the platform provides.
No order confirmation or tracking
Scam sellers often cannot provide proof of purchase, confirmation numbers, or delivery tracking. Verifiable documentation should be standard.
Anonymous sellers
Sites with totally anonymous sellers are ripe for rip-offs. Transparent seller profiles and rating systems promote accountability.
Too-quick ticket transfers
If sellers instantly transfer tickets before payment processes, that indicates they don’t actually have verified inventory.
Best Practices for Buying Tickets
Here are some top tips for finding legitimate primary and secondary tickets:
- Buy earlier for best primary ticket selection and prices.
- Use official fan clubs or verified seller programs for presale codes.
- Check venue and artist social media for special ticket opportunities.
- Read up on any ticket limits, requirements or lottery rules in advance.
- Be wary of pre-sale listings without verifiable inventory.
- Vet secondary sellers via reviews and ratings for trustworthiness.
- Confirm secondary ticket locations with seating charts.
- Only use protected payment methods, never cash transfers.
- Ensure all documentation includes order numbers, barcodes, and policies.
Staying vigilant, acting quickly when tickets initially go on sale on primaries, and thoroughly vetting any secondary purchases are key to avoiding exorbitant prices and ticket scams. For hot shows, games, and events, buying primary right when sales start gives you the best shot at tickets before third party resellers can snatch them up at face value. With preparation and caution, fans can get great seats to top events through authorized primary and secondary ticket sellers.
Conclusion
Primary ticket sellers are the venue box office, official website, fan club or authorized partner that a team, artist, theater, or event formally contracts with to sell the original tickets to their events at face value prices set by the organizers. Primary sellers offer guaranteed valid tickets, fair prices, and buyer protections that unauthorized resellers lack. While the major secondary ticket marketplace sites provide more options for sold out events and last minute purchases, their ticket markups, counterfeiting risks, and shady practices continue to frustrate fans. Savvy buyers can still find fairly priced tickets through primaries and reputable secondaries by knowing where to look, acting fast when tickets initially go on sale, and being cautious of scams. A great live event experience starts with getting your hands on legitimate tickets from trusted sources.