I've got a story in today's print and online editions about Hannah Montana mania in South Florida.
If you read it, you may find yourself asking, how do brokers get their concert tickets before you do? Thank Hannah Montana for making the question so much fun to ask.
Hannah, to recap, is the eponymous hero of a Disney channel TV show that has five million viewers each week. When tickets went on sale in September for a string of Hannah Montana concerts, they seemed to vanish. The 54-date tour sold out, including Tuesday’s show at BankAtlantic Center in Sunrise, and at some tour stops every seat in the building was gone literally within minutes.
Parents and kids were bewildered and upset. Where did the tickets go? One answer came in the form of a media storyline that emerged in October, not long before the tour hit the road. The headline on an article posted last month to CNN’s Web site may have phrased it best: “Brokers snatch joy from Hannah Montana fans.”
The article explained, “Ticket brokers swooped up thousands of tickets within minutes of them becoming available online and shut out legitimate Hannah followers. Desperate fans found they would have to pay brokers $350 to $2,000 for the $63 concert tickets.”
Price-gouging brokers. Disappointed kids. What a great story.
I’m not saying it’s just a story. Brokers, those “evil scalper monkeys,” as my colleague Sherri Winston dubbed them, clearly did get their prehensile paws on tickets. Probably thousands of tickets, all told, using various methods, some old-fashioned, some ingenious, some diabolical but possibly quite legal (pending the outcome of certain court proceedings). And in their earnest desire to resell those tickets to you, their suggested markups have been dramatic, to say the least.
At the Web site for a brokerage called Front Row King, the “King,” thangyaverymuch, was asking $2,999 for a front row seat and $13,500 for a 20-person luxury suite on Tuesday at BankAtlantic.
The tickets retailed for about $25-$60.
It’s tough, of course, to put a price tag on love. As any broker might ask, what’s it worth to you to keep your child happy? But I’m not here to discuss Hannah Montana tickets as a measure of parental caring. (I don’t have kids.) Rather, I want to tell you what I know about how brokers have come by blocks of tickets while you’re still trying to get a Ticketmaster operator on the phone. And in another blog post or two over the next few days, I’ll look at a question that’s more complicated than CNN and other news outlets might have led you to believe: How much responsibility do brokers, and other parties, bear for a scarcity of Hannah Montana tickets priced at face value?
I’m hoping to give people some idea of the odds they face when they’re trying to get into a concert, any concert, that can be legitimately described as a “hot ticket.” Don’t ask to define the term; you know a hot ticket when you covet one.
So if this interests you, read on.
How do brokers get tickets? Let us count the ways.
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