Box Office
The physical or virtual location where tickets are sold for an event. The box office is typically located at the venue where an event is happening and handles direct ticket sales to customers. It can also refer to an online ticket sales platform associated with the venue or a specific performance.
Keep an eye out for box office sales for last-minute ticket releases or ticket “drops”, which can often include great seats at face value.
Face Value
The original price of a ticket as set by the event organizers.
Face value is the amount printed on the ticket and does not include additional fees or service charges. It’s the baseline price before any market-driven changes. With renewed pushes towards “all-in” pricing and price/fee transparency the meaning of “face value” may be changing in the minds of consumers.
Knowing the face value helps you gauge if you’re getting a good deal on secondary markets.
Selling tickets above face value is where brokers make their profit, especially for high-demand events where resale prices can be significantly higher.
Will-Call
A service where purchased tickets are held at the venue for pickup on the day of the event, usually at the main box office window or at a dedicated window or counter in the same area of the front of the house.
Picking up tickets at the Will-call window is convenient for last-minute buyers or those who prefer not to have their tickets mailed. Identification is usually required to pick up tickets.
Arrive early to avoid long lines at the will-call window, especially for popular events.
E-Ticket
An electronic version of a ticket that can be displayed on a smartphone or printed at home. These tickets can be found in the Ticketmaster app and sometimes the Wallet app on your phone.
E-tickets are becoming increasingly popular due to their convenience and reduced risk of loss. They often include a barcode or QR code for scanning at the venue. Ensure your phone is fully charged before the event to avoid issues with displaying your e-ticket.
Many E-tickets can be transferred quickly and easily online, allowing brokers to sell them even at the last minute, maximizing sales opportunities.
General Admission (GA) Tickets
A type of ticket that grants entry to an event but does not include assigned seating. GA tickets allow attendees to choose their spots on a first-come, first-served basis. They are common for concerts and festivals as well as events with standing room only near the front of the stage.
Arrive early to secure a good spot, especially for popular events with GA tickets. General Admission tickets can be easier to resell but may not carry as much profit potential.
VIP Tickets
VIP Tickets that offer premium seating and additional perks such as meet-and-greets, exclusive access, merchandise, backstage passes etc. VIP tickets are priced higher than standard tickets due to the extra benefits they provide. They are ideal for fans looking for a more luxurious experience.
Review the details of the VIP package to ensure it includes the perks you desire, as these can vary greatly. VIP tickets can fetch a significantly higher resale value, especially if the event features exclusive experiences that are in high demand, pay attention to how the extra benefits are obtained and be careful as not all of them can be resold.
Season Tickets
A package of tickets granting access to all home games or events for a specific team or venue over a season. Many theatres will offer membership packages for performances taking place during a season.
Season tickets are typically sold at a discount compared to buying individual tickets for each event. They often come with additional benefits like priority seating and sometimes exclusive events.
Consider splitting a season ticket package with friends or family to share the cost and enjoy multiple games or events. As a broker, you may sell individual games from a season ticket package at a higher price, especially for high-demand matchups, maximizing your return on investment.
Personal Seat License (PSL)
A paid license that grants the holder the right to buy season tickets for a specific seat in a stadium.
PSLs are often used by sports teams to help finance new stadiums. The license does not include the cost of the season tickets themselves, just the right to purchase them. PSLs can be sold or transferred, so they can be a good investment if your team’s games become more popular over time.
Owning a PSL allows brokers to secure premium seats year after year, which can be resold at a profit, particularly for sold-out games, major events and team rivalries.
Verified Resale Ticket
A verified resale ticket on ticketmaster.com is a ticket that has been purchased and then resold by another user through Ticketmaster’s platform. These tickets are authenticated by Ticketmaster to ensure they are legitimate and valid for entry.
Verified resale tickets are part of Ticketmaster’s efforts to provide a safe and secure resale marketplace that gives them the ability to profit from resale activity. When someone resells a ticket on Ticketmaster, the company verifies the ticket’s authenticity before listing it for resale. This means buyers can trust that the ticket they purchase is genuine and will be accepted at the event. Verified Resale Tickets are often marked clearly on the site, distinguishing them from tickets sold directly by the event organizer.
Dynamic Pricing
A pricing strategy where ticket prices fluctuate based on demand and other factors. Dynamic pricing allows event organizers to adjust prices in real-time based on various criteria such as ticket demand, time to the event, and remaining inventory. Theoretically this allows them to extract the maximum value from available ticket inventory.
Monitor price trends to buy tickets when prices dip, often right after initial release or as the event date approaches and demand stabilizes. Demand peaks during presales and initial ticket releases, be on the lookout for bargains as the event approaches and unsold inventory is still available.
Secondary Market
The marketplace where tickets are resold after their original purchase. Secondary markets include platforms like StubHub, SeatGeek, and Vivid Seats, where tickets can be bought and sold by individuals and brokers.
Resale
Selling a ticket that has already been purchased from the original seller. Resale can happen through various ways, including online platforms, ticket brokers, private transactions. It’s common for high-demand events where tickets sell out quickly.
Ensure that resale platforms offer guarantees to protect against fraud. Timing is crucial in resale.
Hard Ticket
A physical ticket, as opposed to an electronic ticket. Once the only type of ticket available, hard tickets are often seen as collectible items and are sometimes preferred by fans who value tangible memorabilia.
Store hard tickets safely to prevent damage, which can decrease their collectible value. Hard tickets can sometimes fetch a premium from collectors, especially for historic or significant events.
Mobile Ticketing
A method of ticket delivery where tickets are sent and accessed via mobile devices. Mobile tickets are convenient and secure, reducing the risk of lost or stolen tickets. They often include barcodes or QR codes that are scanned at the venue. See E-Ticket above.
Ensure your mobile device is charged and the ticket is easily accessible to avoid delays at entry. Often mobile tickets can be transferred quickly, making them ideal for last-minute sharing or resale.
Paperless Tickets
Tickets that are linked to the buyer’s credit card or mobile device, without a physical or printable copy. See E-Ticket for more. Paperless tickets aim to reduce fraud and improve convenience. Entry is gained by presenting the credit card used for purchase or scanning a mobile device.
Confirm the entry process with the venue to ensure a smooth experience. Paperless tickets can deter scalping/resale but also creates opportunities for brokers to offer services like accompanying buyers into events.
Standing Room Only (SRO)
Standing room only tickets allow entry to an event but do not provide a designated seat, instead requiring attendees to stand. SRO tickets are usually cheaper and are common at concerts and sporting events where the atmosphere benefits from a standing crowd, often in front of the stage.
Wear comfortable shoes and arrive early to claim a good standing spot. SRO tickets can be sold at a premium if the event sells out and demand remains high, offering a budget-friendly entry point for fans.
Ticket Broker
A professional or an amateur who buys and resells tickets for events, often at a profit. Ticket brokers operate in the secondary market, using their expertise to secure tickets and sell them for a profit. Some have access to exclusive or hard-to-find tickets, others may specialize in one area of the country or one or more professional sports teams or leagues.
There have been several groups who have offered ticket broker training in the past, several are active today, these groups and training programs offer different levels of quality in their training, methods and strategies, be wary of promises of easy money and quick riches.
Understanding market trends and event popularity can help brokers price tickets effectively to maximize earnings. Using a ticket onsale database like Box Office Fox can help. Reading Billboard once in awhile is also a good idea.
Pre-Sale
A period before general ticket sales when a select group can purchase tickets, often requiring a special code. See what is a presale really Presales are usually offered to fan club members, credit card holders, or through promotional partnerships. They provide early access to tickets, often at face value.
Ticketmaster
A leading *cough* primary ticket sales and distribution company – part of Livenation.
Ticketmaster handles ticket sales for a wide range of events, including concerts, sports, and theater. They also operate in the secondary market through their TicketExchange platform.
Service Charge
An additional fee added to the ticket price, covering the costs of processing and handling. Service charges are common in ticket sales, applied by both primary and secondary sellers. They can significantly increase the total cost of attending an event. See all-in pricing for tickets.
Handling Fee
A fee charged for the physical processing and delivery of tickets, or for the digital handling of tickets, is that really worth an extra fee? Not gonna comment on it.
Handling fees cover the costs of ticket printing, packaging, and shipping. They were often charged in addition to the ticket price and service charge.
Print-at-Home Tickets
Print at home tickets are tickets that buyers print themselves at home, at work or wherever – after purchasing them online.
Print-at-home tickets provide convenience and immediate access, often including a barcode for scanning at the event. Ensure your printer has sufficient ink and quality paper to avoid issues with ticket readability.
Comp Ticket / Comped Tickets aka Complimentary (FREE) Tickets.
A “comped” ticket is a complimentary ticket that is given free of charge by a promoter, or through the band or supporting acts. Comp tickets could be distributed through sponsors or other marketing channels such as radio stations. Comped tickets are often distributed for promotional purposes, to sponsors, or as part of a marketing strategy to fill seats. If you receive complimentary tickets, selling them can provide pure profit since they cost you nothing.
Concession Tickets
Discounted tickets offered to specific groups, such as students, seniors, or military personnel. Concession tickets are a way to make events more accessible to certain demographics. They typically require proof of eligibility. Always carry your ID or proof of eligibility to take advantage of concession tickets. Brokers can purchase concession tickets if eligible and resell them, ensuring compliance with any restrictions on resale.
Early Bird Tickets
Tickets sold at a discounted rate for early purchasers. This type of sale also occurs in the travel industry. Early bird tickets incentivize early sales and help event organizers gauge initial interest and revenue.
Buy early bird tickets as soon as they become available to secure the best price.
Rush Tickets
Last-minute tickets sold at a discounted rate, often available on the day of the event. Rush tickets aim to fill remaining seats and are typically sold at a significant discount to entice spontaneous buyers. Selling rush seats is also a way to help keep theater accessible to students and other members of the public who may not be able to afford higher prices. Not available for all events or shows.
Ticket Exchange
An online platform where tickets can be bought and sold, sometimes officially sanctioned by event organizers. Online marketplaces and social media platforms are not included, sites like eBay and Facebook Marketplace for example are not Ticket Exchanges while a site like StubHub would be a ticket Exchange.
Ticket exchanges provide a secure environment for resale, ensuring ticket authenticity and protecting both buyers and sellers.
All-In Pricing
A pricing model where the ticket price includes all fees and charges, providing a transparent total cost to the buyer early on in the ticket buying process.
All-in pricing eliminates hidden fees and helps buyers understand the full cost upfront, enhancing transparency and trust.
Backstage Pass
A pass that grants access behind the scenes of an event, such as a concert or theater performance, often worn as a lanyard or clipped to a belt. Backstage passes may include opportunities to meet performers, see production areas, and enjoy exclusive perks.
Treat backstage passes with care, as they often come with specific instructions and restrictions. Real backstage experiences are highly coveted and can be sold at a premium, making them a lucrative item for brokers to acquire and resell.
Front of House (FOH)
The areas of a venue that are accessible to the audience, including seating and lobby areas.
FOH includes everything from the entrance to the front row of seats. It’s managed by staff responsible for ticket checking, ushering, and concessions.
Back of House (BOH)
Back of house (BOH) refers to the areas of an event venue that are not accessible to the general public. This includes spaces where event staff, performers, and organizers work behind the scenes to ensure the event runs smoothly.
The back of house encompasses various functional areas such as dressing rooms, green rooms, production offices, storage spaces plus technical areas like lighting and sound control rooms.
This is where critical operations occur, including stage preparations, costume changes, equipment management, and administrative tasks. BOH is essential for the seamless execution of events, providing the infrastructure and support needed for front-of-house activities, which are the public-facing aspects of the event.
Ticket Scalper
An individual who resells tickets at a price higher than the original face value, often near the event venue.
Scalpers typically operate outside event venues, selling tickets to last-minute buyers, sometimes offering to allow others to trade up and improve their seating position within the venue by exchanging tickets. This practice can be illegal in some regions.
Be aware of local laws regarding ticket scalping to avoid legal issues.
As a broker, selling tickets through legitimate channels can build trust and avoid legal risks, while still capitalizing on high demand – some people don’t see any difference between a Scalper and a Broker.
Flex Pass
A pass that allows the holder to attend a certain number of events or performances, usually within a specific season or time frame.
Flex passes offer flexibility in choosing which events to attend, making them appealing for people with unpredictable schedules or people who like a deal!
Check the terms and restrictions of flex passes to maximize their use. Some Flex Passes can be split up and tickets to specific events resold, check the terms and conditions carefully.
Season Pass
A pass granting unlimited or significant access to a venue or event series for a season. Season passes are common for sports teams, amusement parks, and theaters, offering entry to all events or rides over a set period.
Consider the total number of events or visits to determine the value of a season pass.
Preferred Seating
Premium seating areas, often with with better views or amenities, frequently sold at a higher price.
Preferred seating offers benefits like closer proximity to the stage or field, additional legroom and/or exclusive services. Some Preferred presales also give access to better areas of the venue.
Ticket Lottery
A system where tickets are distributed randomly, often for high-demand events. Ticket lotteries give all applicants an equal chance to purchase tickets, usually at face value to popular events like Broadway shows or major sports events.
Winning tickets through a lottery can be highly profitable for resale, especially for sold-out events.
Over-The-Counter (OTC) Tickets
Tickets purchased directly from a venue’s box office rather than online or via a third party. Sometimes this is done on the phone, it can also usually be done in-person.
Group Sales
Discounted tickets sold in bulk to groups, typically for large parties, schools, or corporate events.
Group sales provide significant savings and sometimes include additional perks like reserved seating or pre-event access. Organize a group to take advantage of bulk discounts and access special deals. Brokers could buy group tickets at a discount and sell them individually at market rates, increasing profitability.
Ticket Package
A bundle of tickets sold together, often for multiple events or with additional perks. Ticket packages can include entry to several shows plus extra perks like merchandise, food vouchers, parking passes, early entry etc.
Festival Pass
A festival pass is a pass granting access to all or part of a multi-day festival. Festival passes are often cheaper than buying individual day tickets and may include perks like camping access, VIP areas, merchandise, blanket rentals or other add-ons. Festival passes tend to sell out early faster than single day passes.
ADA Seating
Seating designed to accommodate individuals with disabilities. ADA seating provides accessible options with features like wheelchair spaces, companion seats, and easy access to facilities.
QR Code Ticket
A ticket with a QR code that can be scanned for entry. That funny square barcode is actually encoded data – imagine that! QR code tickets are digital tickets that can be displayed on a mobile device or printed out. They are convenient and secure.
Ensure your mobile device can display QR codes clearly and that the screen is not cracked.
Paper Ticket
A traditional printed ticket used for entry to an event. These “paper” tickets are physical tickets that can be collected as memorabilia. They include essential information like the event date, time, and seat location and may include security features such as RFID chips, QR codes, barcodes, holographic elements, metal foil or any other number of novelty features. Keep paper tickets in a safe dry place to avoid damage or loss.
Ticket Stub
The part of a paper ticket that is retained by the ticket holder after entry. Ticket stubs are often kept as souvenirs by attendees. They contain event details and are proof of attendance.
Festival Wristband
A wristband used for entry to multi-day festivals, often including RFID technology for added features.
Festival wristbands grant access to various parts of the festival and may include perks like VIP areas or exclusive entries. They are worn for the duration of the event. Keep the wristband secure and undamaged, as a replacement might be difficult to obtain.
Early Entry
A privilege that allows some ticket holders to enter the venue before the general public. Early entry tickets provide access to the venue ahead of others, possibly leading to better spots for general admission events or first choice of seats. Arrive early to take full advantage of early entry benefits.
Presale Code
A code required to access presale tickets before they become available to the general public. Presale codes are often distributed to fan clubs, credit card holders, or as part of promotional offers that are sent out via the artists or venue, providing early access to tickets. See what is a presale.
Meet-and-Greet
An exciting opportunity for ticket holders to meet performers or celebrities before or after an event. Meet-and-greet tickets include access to a special session where fans can interact with artists, often including photo opportunities, autographs and merchandise.
Reissue Fee
A fee charged for reissuing a lost or stolen ticket. Venues or ticket sellers may offer reissue services for a fee if the original ticket is lost or stolen, providing a new ticket for the event. This is much less common today with electronic ticketing and e-tickets.
Last-Minute Tickets
Tickets purchased shortly before an event starts, sometimes at a discounted rate. Last-minute tickets are sold to fill remaining seats and can offer great deals for spontaneous attendees. Check multiple platforms for last-minute deals, as prices can vary significantly. Brokers can buy last-minute tickets at a discount and resell them at market value, especially if the event is nearing sell-out status, capitalizing on urgency and demand.