Understanding Concert Ticket Presale Websites and Their Challenges
Concert ticket presale websites are a critical component of the music industry, allowing fans to secure their desired tickets before the general public has the opportunity. However, these platforms often face significant challenges, particularly in terms of handling the massive demand during the presale period. Let's explore how presale websites work and some of the common issues they encounter.
How Concert Ticket Presales Work
Presale ticketing refers to the process where fans can purchase tickets before the official on-sale date. During this period, fans have the ability to buy tickets, with the understanding that they have committed to actually purchasing them. The presale stage is crucial because tickets for highly anticipated events and artists can sell out quickly. Fans who cannot participate in the presale may find the event sold out when it becomes available to the general public.
The Technical Challenge: Handling Massive Demand
One of the primary challenges for concert ticket presale websites is handling the massive surge in traffic during the presale window. This can pose significant technical challenges, especially for smaller companies that may not have the adequate hardware or bandwidth to accommodate such a load.
For instance, in 2010, Ticketmaster and Live Nation merged, but prior to this merger, they were competitors. Live Nation developed their own website and ticketing platform. When Live Nation hosted Phish's highly anticipated show, the system was overwhelmed, leading to a complete shutdown. This incident illustrates the critical importance of having robust technological infrastructure to handle such surges.
Another example occurred in 2013 when Beyoncé's fan base took down Ticketmaster. Fandango, another ticketing company, also faced similar issues during the presale for Star Wars, with traffic surging to seven times its typical peak levels. This surge led to record-breaking presales for the event.
Preparing for the Unexpected
Despite knowing that there will be high demand, ticketing companies often struggle to justify the cost of preparing for such a large scale. There is a fine balance between investing in infrastructure and maintaining cost-effectiveness. Justifying the cost is akin to preparing for a natural disaster—while it is critical, it is often challenging to allocate sufficient resources without clear evidence of the impending storm.
Conclusion
Concert ticket presale websites play a vital role in the music industry, offering fans the chance to secure their favorite performances. However, they must navigate significant technical challenges to ensure the service remains reliable during the presale stage. Adequate preparation and investment in infrastructure are essential to prevent system failures and ensure that fans can enjoy their favorite concerts without interruptions.
Understanding the technical aspects and challenges of presale ticketing can help consumers make informed decisions when choosing a ticketing platform. Whether you're a fan or a business owner, being aware of these issues can make the entire process smoother and more enjoyable for everyone involved.