With Adele Las Vegas Residency back, who gets first crack at new tickets?

After months of preparation, superstar singer Adele and her team has nearly completed the Herculean effort required to reschedule her 24-show run in Las Vegas to begin in November. 14. Among the tricky parts: moving 100,000 existing ticket holders to 24 new shows at the Colosseum inside Caesars Palace, while getting 32,000 tickets to eight new Adele shows into the hands of fans who missed out the last time they went on sale .

To do this, Ticketmaster and its Verified Fan platform have implemented a new strategy to create a sales queue for the fans who unsuccessfully tried to buy tickets for Adele’s residency in December. By storing customer information and linking it to transaction data, they can offer the new tickets directly to these potential customers – better serving the fans while directly marketing the new shows at almost no additional cost.

It used to be that Ticketmaster could only see how many people were in line for a ticket sale, but it had a hard time communicating with them after the sale ended. Usually, once the tickets ran out and sales ended, the demand would disappear with the customers going “home” empty handed. By switching to an identity-based ticketing model in the mid-2010s and requiring fans to register in advance for high-demand onsales, Ticketmaster can more accurately gauge demand and see in real time how well it can match supply.

Next week, company officials will take that understanding a step further by using data from the Adele residency’s first sale in December 2021 to identify which fans were unable to acquire tickets, emailing them to say that more tickets are available and put them back in the digital queue to buy them when they go on sale.

Ticketmaster executives believe that the 32,800 tickets that go on sale on Aug. 10 and 11 will be completely bought up by fans from the waiting list in December 2021. It is a great opportunity for the concert industry to save money on advertising and marketing and at the same time create greater security when new events are put up for sale.

Tickets for the eight new shows go on sale on 10 August. Fans who were able to buy Adele tickets at the original sale, but then asked for a refund when the show was postponed, will get the first offer on the new tickets. While most fans simply held on to their tickets and were rolled into new dates between November and March, some fans refunded their tickets before having their tickets transferred to a new date. Others asked for refunds after learning the new dates for their tickets. Either way, those fans will be given priority to purchase tickets first when they go on sale again.

Next up will be fans on the waiting list from the December presale. On Aug. 3, those fans will receive an email from Ticketmaster asking them to sign up for a presale that will take place on Aug. 11. When the presale begins, fans will be ushered into the sales queue. While fans won’t technically be holding their same spot in line as they did when sales ended last year, the experience is meant to feel like fans are finally getting their turn to buy tickets to see Adele in concert.

If there are tickets left, they will be open to the public.

This is just the beginning, with long-term consequences for actions of all sizes. This kind of information can be used to ensure that fans who missed out on a previous tour get first chance at tickets the next time an artist comes to town. It creates more fan awareness of upcoming tours and more certainty for promoters as they try to gauge demand when considering whether to add new dates to an already announced tour. For artists, promoters and fans alike, it’s a win-win.

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