Report finds 40% of ticket holders don’t show up to their music events
As the world continues to navigate through the Covid-19 pandemic and as countries impose different restrictions across the world, low attendance at musical events remains an issue promoters are trying to address. A recent report by The Guardian notes that an estimate 40% of people no longer attend the shows for which they have purchased tickets. However, the main reason might not be due to concerns about the pandemic.
The report of The Guardian explains that earlier this year, once the Covid restrictions for 2021 were revealed, the demand for shows instantly skyrocketed to the point where events sold out in a few hours, and shows that occurred just after the lockdown were “bananas”. according to a source in The Guardian report. But the problem has become that as the year continues these sold-out shows are not seeing the expected attendance.
Although you would expect this to be due to concerns about Covid-19, The Guardian mentions that many people who choose not to attend forget or make other plans instead.
âThe first events were bananas, but over time people weren’t as attached to the nights when they bought tickets months in advance. Notice no one posts photos of the crowd? If they did, it would be empty. – Graeme Stewart, artistic director, The Guardian
But make no mistake, Covid-19 issues are yet another reason some ticket holders don’t attend events. The Guardian indicates that the ticketing application Of almost said 30% of ticket holders choose to be reimbursed when an event is canceled or refunded.
âPeople are returning tickets much more frequently now than before the pandemic. The pattern we’ve seen is that every time a show is moved, the person who bought the ticket is much less committed to attending. “- Phil Hutcheon, Founder and CEO of Dice, The Guardian
However, it is becoming increasingly difficult to estimate the number of people who will request a refund. The uncertainty of this statistic puts smaller sites at risk as they don’t have much leeway in their budgets when it comes to staff and concessions.
âIt really hurts small rooms that depend on having everyone in the room. “- Will Rolfe, promoter, The Guardian
While this is more of an industry-wide problem than just a site problem, The Guardian states that some genres, including electronic music, are more successful than others during this period.
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