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Empty seats at your venue don’t just mean unsold tickets—they represent a cascade of lost revenue from concessions, merchandise, and customer goodwill.
For venue owners and event organizers, the ticket resale market has become a double-edged sword, often working against your best interests. In this post, we’ll uncover how the resale market impacts your bottom line and why taking control of it is no longer optional.
With insights from Dusty Rich, Co-Founder of CashorTrade, we’ll explore actionable steps to turn challenges into opportunities and ensure your events are packed with engaged fans—not empty seats.
Venues Need to Control Their Resale Market, Here’s How with Dusty Rich from CashorTrade [Podcast]
Empty seats at your venue mean lost revenue—lower concession sales, reduced merchandise income, and an overall negative impact on the customer experience. For event organizers and venue owners, controlling the resale ticket market has become more critical than ever. In this blog post, we’ll explore why venues must address this challenge and how partnering with platforms like CashorTrade can help you regain control, improve fan experiences, and boost your bottom line.
The Problem with Unchecked Resale Markets
In today’s ticketing ecosystem, the resale market often works against the interests of venues, artists, and fans alike. Dusty Rich, Co-Founder of CashorTrade, highlights several pain points:
- Opaque Practices and Scalpers
Scalpers use bots to buy large quantities of tickets, reselling them at inflated prices. This creates an opaque and deceitful market that frustrates genuine fans and leaves venues with empty seats. - Empty Seats Mean More Than Lost Ticket Sales
When tickets are resold ineffectively or remain unsold, venues suffer. Empty seats lead to:- Lower concessions revenue: Fewer attendees mean fewer drinks, snacks, and meals sold.
- Reduced merchandise sales: Fans not attending a show won’t buy merchandise.
- Chargebacks: Disgruntled ticket holders may demand refunds or dispute charges, adding to your administrative burden.
- Customer Experience Issues
Fake tickets and last-minute no-shows often result in chaos at the box office. Fans arriving with invalid tickets may create bottlenecks or engage in disputes, tarnishing your reputation and wasting resources.
Why Venues Must Take Ownership of Resale Solutions
The traditional hands-off approach to resale markets is no longer viable. As Rich explains, “Not owning your resale market is no longer an option.” Here’s why:
- Legal and Consumer Pressure
Recent events—like Bruce Springsteen fans litigating against predatory resale practices and public outcry following the Taylor Swift ticket debacle—highlight the urgency of regulatory and private-sector solutions. Legislators are also pushing reforms, such as the Fans First Act and Ticket Act. - Direct Fan Engagement
Venues benefit from knowing their customers. A resale solution integrated with your primary ticketing platform allows you to collect valuable data, such as purchasing trends and demographic information. This enables more effective marketing and enhances the overall customer experience. - Increased Revenue Opportunities
Partnering with a resale platform can generate additional revenue through transaction fees and revenue sharing. Platforms like CashorTrade even offer marketing support, helping to sell out your events faster.
The Benefits of a Controlled Resale Market
By taking control of the resale market, you can ensure a fairer, more transparent process that benefits all stakeholders.
- Fair Pricing with Face-Value Resale
CashorTrade pioneered the face-value ticket movement, ensuring fans pay only what a ticket is worth. Unlike platforms that profit from inflated prices, CashorTrade charges no fees for sellers and only a small subscription fee for buyers. - Streamlined Processes
With an escrow service and trader protection, CashorTrade simplifies the resale process for fans. This increases consumer confidence, leading to more ticket purchases upfront. - Enhanced Fan Loyalty
Venues that prioritize fairness and transparency build stronger relationships with their customers. Happy fans are more likely to return, recommend your venue, and share their positive experiences online.
How to Regain Control of Your Resale Market
Controlling your resale market doesn’t have to be complicated. Here are actionable steps for venues and event organizers:
- Partner with a Resale Platform
Platforms like CashorTrade integrate seamlessly with primary ticketing systems, providing a secure and user-friendly experience for both buyers and sellers. Their partnership program includes marketing support, resale analytics, and even social media outreach. - Educate Your Customers
Make fans aware of your resale policies and the tools available to them. Encourage them to use secure, official channels rather than turning to risky social media transactions. - Leverage Data for Better Outcomes
By tracking trends in the resale market, you can make informed decisions about pricing, inventory management, and marketing strategies.
The Future of Resale Markets
As Dusty Rich notes, the ticketing industry is undergoing a paradigm shift. Consumers today demand transparency, trust, and community-focused solutions. Venues that embrace these principles will not only survive but thrive in this new era.
“We’re ready to move on,” says Rich. “It’s time to turn the page and leave behind opaque, predatory practices. Social ticketing, transparency, and face-value pricing are the way forward.”
Join the Face-Value Ticket Movement
The time to act is now. Empty seats are lost opportunities—not just in revenue, but in building lasting fan relationships. Partnering with CashorTrade empowers venues to regain control, enhance customer experiences, and create a sustainable ticketing ecosystem.
Ready to take control of your resale market? Visit CashorTrade.org to learn more about how you can join the face-value ticket movement.
Final Thoughts
Controlling the resale market is about more than just filling seats—it’s about creating a better experience for fans, artists, and venues alike. By adopting fair, transparent, and innovative solutions, you can protect your brand, boost your revenue, and ensure your events are unforgettable for all the right reasons.
Want to learn more about promoting events? Check out our comprehensive guide to 31 Social Media Post Examples To Promote An Event
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