The Top Live Events People Are Willing to Break the Bank For
In a recent survey conducted by The Harris Poll on behalf of TFL, a ticket company, shows that live events are becoming more important to people. The study involved 2,001 full-time employees aged 18 and above. It revealed that 64% of employed Americans express a desire to attend more in the coming year. The average number of live events attended by Americans last year was 14.
While many concertgoers aren’t happy about rising ticket prices, Catherine Yi, a talent strategy executive at UTA, shared with Variety that such increases don’t seem to deter fans from investing in tickets for shows they deeply care about. ” When people really care about a show, they’ll do whatever it takes to attend,” she noted.
There seems to be no limit to what Americans are willing to do to secure tickets for their preferred live events. The study found that 44% would use their tax refund, with 55% of Millennials inclined to do so. Additionally, 32% would consider obtaining a new credit card for presale access, 27% would contemplate taking on a part-time job, and 18% would resort to crowdfunding, including 27% of Millennials.
Financial adjustments are not the only sacrifices on the table. 45% of Americans would request early presents, 29% would endure a wait of 5 hours or more, 21% would camp overnight in front of ticket offices, and 13% would endure a line lasting 10 hours or more.
The research highlighted that sporting events are the most sought-after live experiences, with Americans averaging 6.53 sporting events, 3.93 live music events, and 3.5 live theater events attended in the last year.
Additionally, sports enthusiasts are opening their wallets wider, with Americans spending an average of $693 on sporting event tickets, $480 on live music event tickets, $334 on live theater event tickets, and $146 on other live event tickets in the past year.
Live events people are willing to splurge on.
Professional baseball, basketball, and football emerged as the top types of sporting events attended in the last year. When asked about events they’d be willing to splurge on, spending over $300 per ticket, the top five included a favorite artist in concert (76%), their favorite team in the Super Bowl (64%), the NBA Finals (47%), Taylor Swift (36%), and Coachella (35%). Approximately a third of respondents expressed a willingness to splurge on Beyoncé, Metallica, or Madonna.
Check out the full study here.