Tag: non-price methods of allocation

An annual event takes place every October that leads to a large number of frustrated consumers – the sale of tickets for the Glastonbury festival. This year the sale of standard tickets began at 9.00am on Sunday 5th October. Within 27 minutes all of the 120,000 tickets had been sold and it was reported that over a million people had tried to access the website. Social media was full of messages from disappointed fans that had been unable to get a ticket.

The Glastonbury festival has grown in popularity and the organisers adopted a unique way of selling the tickets a number of years ago. They introduced a system that made it impossible for people to purchase tickets unless they had previously registered. Although there is no charge to register, in order to complete the process successfully, people have to submit a clear passport style photograph in Jpeg format. Once registered, customers are allocated a unique registration number which they must submit in order to purchase a ticket when they go on sale. Each buyer can purchase up to a maximum of 6 tickets and must provide a valid registration number for each separate ticket they obtain. Successful applicants receive a personalised ticket, including their photo, which cannot be re-sold. The organisers have been very clear about the rationale for introducing this scheme. They have stated that it is part of their

“on-going efforts to cut out ticket touting”

However a number of people have criticised the ticket sale process. These criticisms tend to fall into two key areas: first, the method used in the initial sale process and second, the constraints placed on resale after a ticket has been purchased.

The tickets are sold by the company SeeTickets and their Head of Business Development stated in an interview in 2013 that:

There is something like 1,100,000 customers registered to go to Glastonbury, and they all want a ticket. It’s a shame but there is nothing you can do about it. The 900,000 people that don’t get to go often come up with the argument, why don’t you just have a ballot? Why don’t we just register and a computer generated ballot just picks the winners? I think they’ve (Glastonbury) always had a view that if you get a ticket to Glastonbury there’s an element of work that you have to do to achieve that and it does reward that commitment. I think there’s a sense that if you use a ballot then maybe you’d get some people who were not as committed.

However responding to these comments a customer commented that:

I’ve been lucky in the past and got tickets within minutes and like this year tried all morning and come away empty handed. Whether I have been successful has nothing to do with hard work but the vagaries of the internet and a bit of luck.

Another customer commented:

No ballot! It’s too random. People who really,really want to go should get the tickets, so the only fair way is regional ticket sales, where you could queue ( overnight if required) to get your ticket. This is the only fair way. Year after year genuine fans miss out. This way fans who are willing to make an effort get the chance, rather than a ballot or the random computer system which they have at present.

Others have criticised the limited ability consumers are given to resell their tickets. The full cost of a ticket for the 2015 festival is £220 plus a £5 booking fee. When the tickets are originally sold in October, the buyers have to pay a £50 deposit and at this point none of the bands playing at the festival have been announced. The remaining balance of £175 is due at the beginning of April by which point some of the bands/acts will have been confirmed. Anyone who decides not to pay the balance or cancel their order before this date is refunded their deposit, minus an administration fee. Those tickets are then put forward for re-sale. The re-sale process typically takes place at the end of April and once again is only open to people who have previously registered. Last year 10,000 tickets were re-sold in just 12 minutes! Once this period in April is over the re-sale of tickets is prohibited even though the complete line-up for the festival may not have been confirmed.

The secondary ticket company Viagogo reported the results from research they had carried out on the 2014 festival. This found that following the relatively late announcement of Metallica as one of the headline acts,78% of people who had bought a ticket said they would have resold it if they’d had the chance.

A spokesperson from Viagogo stated that:

We believe that once you’ve bought a ticket it’s yours and if you want to sell it or give it away, you should be allowed to do so. In this case, with an unpopular headline act announced late, ticket holders lose out because they can’t resell their tickets and Metallica fans lose out because they can’t buy them.

Those people who either did not get a ticket or are left with a ticket they would rather re-sell will no doubt continue to complain about the ticket selling process.

The economics of GlastonburyThe Economist (24/6/14)
Handbag Economics: How much Glastonbury will really cost you Handbag Economics (12/6/14)
Should Glastonbury Festival tickets go to the ballot? Virtual Festivals (8/10/13)
Glastonbury 2014: Four in five fans wanted to resell tickets after Metallica announcement The Independent (26/6/14)
Third of Glasto fans put-off by strict ‘no ticket resale policy’ – but 2015 is still a sell-out The Mirror (6/10/14)
“People wanted to sell Glastonbury tickets!” says ticketing website Bad PR (3/7/14)
The pain of Glastonbury tickets – in two charts The Mirror (6/10/14)

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