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Entertainment Venues - US - December 2013

Live Nation and AEG have emerged as the dominant forces in live entertainment by controlling all aspects of the value chain. Yet, ticket prices have increased while ticket sales have remained relatively flat. There are opportunities for new business models to emerge to reduce ticket prices and increase attendance and ways for regional players to compete by offering high quality family entertainment at reasonable prices.”

– Fiona O’Donnell, Senior Lifestyles & Leisure Analyst

This report looks at the following areas:

  • Is too much focus placed on amenities for premium customers?
  • Can regional/local venues compete with Live Nation and AEG and their stable of stars?
  • Are today’s ticket prices sustainable?
  • Can the live experience be enhanced?

Out-of-home entertainment remains a popular activity among Americans. Two thirds of all adults have attended a live entertainment event within the last 12 months (excluding sporting events) – which equates to roughly 157 million participants. The most popular venues include outdoor street or city festivals, bars, sports arenas/stadiums, and small theaters. Among those who attended any live entertainment events, paid events are more popular than free ones, indicating that value is attached to paying for an event. However, attendance is dropping for leading performing arts categories including musicals, classical music concerts, and nonmusical plays, and attendance for the top 100 North American tours has been flat. Venues and promoters need to develop new ways to attract attendees to the performing arts through education, the unique qualities of live events, and more affordable ticket options.

This report examines consumers’ attitudes toward live events, both free and paid, and takes an in-depth look at the market for live music concerts and festivals.

For the purposes of this report, Mintel concentrates on live events, excluding sporting events, held at the following types of venues:

  • Sports arena or stadium
  • Destination festival (eg, Bonnaroo, Coachella, Lollapalooza)
  • Small theater (<1,000 capacity)
  • Large theater (1,000-3,000 capacity)
  • Small music club (300 or less capacity)
  • Mid-sized music club (301-999 capacity)
  • Large music club (1,000-1,500 capacity)
  • Opera house/symphony hall
  • Bar
  • Kiwanis hall/local community center/church/school
  • Outdoor street or city festival.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • Market overview
                        • Figure 1: Percentage of US adults who attended a performing arts activity, by type, 2008 versus 2012
                      • The market – Concerts
                        • Figure 2: North American concert ticket forecast and fan chart forecast, at current prices, 2008-18
                      • Market drivers
                        • Figure 3: Average ticket price for the top 100 grossing tours in North America, 2002-12
                      • Segmentation – Concerts US
                        • Figure 4: Share of US concert tickets sold among top venues, by venue type, 2012
                      • Arenas
                        • Amphitheaters
                          • Theaters
                            • Clubs
                              • Stadiums/Festivals
                                • Leading companies
                                  • The consumer
                                    • Younger adults are key audience for most live entertainment venues
                                      • Figure 5: Visited any live entertainment venue in the last 12 months, October 2013
                                    • Purchasing a ticket increases perceived value
                                      • Figure 6: Attendance at paid versus free events, October 2013
                                    • Live event junkies
                                      • Figure 7: Frequency of attending live entertainment events compared to one to two years ago, by five+ paid and free event goers, October 2013
                                    • Most live event goers buy tickets from Ticketmaster
                                      • Figure 8: Top methods used to purchase tickets to a live entertainment event, October 2013
                                    • What we think
                                    • Issues and Insights

                                        • Is too much focus placed on amenities for premium customers?
                                          • The issues:
                                            • The implications:
                                              • Can regional/local venues compete with Live Nation and AEG and their stable of stars?
                                                • The issues:
                                                  • The implications:
                                                    • Are today’s ticket prices sustainable?
                                                      • The issues:
                                                        • The implications:
                                                          • Can the live experience be enhanced?
                                                            • The issues:
                                                              • The implications:
                                                              • Trend Application

                                                                  • Inspire trend: Experience Is All
                                                                    • Inspire trend: Locavore
                                                                      • Mintel futures: Human
                                                                      • Market Size and Forecast: Concerts – North America

                                                                        • Key points
                                                                          • Big old names drive concert ticket revenues
                                                                            • Higher ticket prices lead to revenue growth
                                                                              • Figure 9: Total North American concert ticket revenues and forecast, at current prices, 2008-18
                                                                              • Figure 10: Total North American concert ticket revenues and forecast, at inflation-adjusted prices, 2008-18
                                                                            • Fan chart forecast
                                                                                • Figure 11: North American concert ticket forecast and fan chart forecast, at current prices, 2008-18
                                                                            • Market Drivers

                                                                              • Key points
                                                                                • Higher ticket prices
                                                                                  • Figure 12: Average ticket price for the top 100 grossing tours in North America, 2002-12
                                                                                • Major tour success or failure
                                                                                    • Figure 13: Ticket grosses for the top 100 North American tours, at current prices, 2007-12
                                                                                  • Sponsorships
                                                                                    • Figure 14: Brand sponsorship for festivals, tours and music venues, 2006-13
                                                                                  • Staying power
                                                                                    • Figure 15: North America’s top 15 grossing tours of all-time, year-end 2012
                                                                                  • Festivals
                                                                                    • Figure 16: Select music festivals in the US, 2013
                                                                                • Segment Overview

                                                                                  • Key points
                                                                                    • Local venues account for much performing arts attendance
                                                                                      • Figure 17: Percentage of US adults who attended an art exhibit, performing arts event (music, dance, theater), by venue, 2012
                                                                                    • Leading performing arts category performance suffers
                                                                                      • Figure 18: Percentage of US adults who attended a performing arts activity, by type, 2008 versus 2012
                                                                                  • Segment Overview: Concerts – US

                                                                                    • More than 40 million concert tickets sold by leading venues in 2012
                                                                                      • Figure 19: US concert tickets sold among top venues, by venue type, 2010 and 2012
                                                                                  • Concert Segment Performance: Arenas – US

                                                                                    • Key points
                                                                                      • Top 50 arenas in US sold more than 13.5 million concert tickets in 2012
                                                                                        • Arenas adding array of cutting-edge amenities
                                                                                            • Figure 20: Top 10 US arenas per tickets sold, 2012
                                                                                        • Concert Segment Performance: Amphitheaters – US

                                                                                          • Key points
                                                                                            • Beautiful locales produce beautiful music
                                                                                              • Concert ticket sales at amphitheaters in the US are down 2010-12
                                                                                                • Figure 21: Top 10 US amphitheaters per tickets sold, 2012
                                                                                            • Concert Segment Performance: Theaters – US

                                                                                              • Key points
                                                                                                • Radio City sparkles
                                                                                                  • Figure 22: Top 10 US theaters per tickets sold, 2012
                                                                                              • Concert Segment Performance: Clubs – US

                                                                                                • Key points
                                                                                                  • The top 50 clubs in the US sold over 5 million concert tickets in 2012
                                                                                                    • Figure 23: Top 10 US clubs per tickets sold, 2012
                                                                                                • Concert Segment Performance: Outdoor Venues – US

                                                                                                  • Key points
                                                                                                    • Stadiums: Big shows and equally big events
                                                                                                      • At festivals, the music is just part of the entire experience
                                                                                                          • Figure 24: Top 10 US outdoor stadium/festival sites per tickets sold, 2012
                                                                                                      • Leading Companies

                                                                                                        • Key points
                                                                                                          • Overview
                                                                                                              • Figure 25: Live Nation – worldwide number of venues, by type owned, leased, booking rights, or equity interest, Dec. 31, 2012
                                                                                                            • AEG Worldwide/AEG Live
                                                                                                              • SMG Worldwide Entertainment and Convention Center
                                                                                                                • C3 Presents
                                                                                                                • Innovations and Innovators

                                                                                                                  • Kid Rock: Foregoing performance fees for share of proceeds
                                                                                                                    • Met Opera – live in HD – making opera affordable for the masses
                                                                                                                      • Live music streaming: Greater exposure for live acts
                                                                                                                        • Enhancing in-venue experiences with a mobile app
                                                                                                                        • Marketing Strategies

                                                                                                                          • Key points
                                                                                                                            • Vertically integrated behemoths leverage in-house resources
                                                                                                                              • Traditional media and internet counterparts
                                                                                                                                • Sponsorships
                                                                                                                                  • Websites, mobile apps, streaming services, stores
                                                                                                                                    • Social media
                                                                                                                                      • Figure 26: Selected band/performer Facebook, Twitter, and YouTube likes, followers, subscribers, November 2013
                                                                                                                                  • Past 12-Month Entertainment Venue Attendance

                                                                                                                                    • Key points
                                                                                                                                      • Two thirds of adults attended a live entertainment event in the past year
                                                                                                                                        • Figure 27: Entertainment venues visited in the last 12 months, October 2013
                                                                                                                                      • Men more likely to visit music clubs, bars, and sports arenas
                                                                                                                                        • Figure 28: Entertainment venues visited in the last 12 months, by gender, October 2013
                                                                                                                                      • Younger adults are key audience for most live entertainment venues
                                                                                                                                        • Figure 29: Entertainment venues visited in the last 12 months, by age, October 2013
                                                                                                                                      • Event attendance correlates with income
                                                                                                                                        • Figure 30: Entertainment venues visited in the last 12 months, by household income, October 2013
                                                                                                                                    • Number of Live Entertainment Events Attended

                                                                                                                                      • Key points
                                                                                                                                        • More adults attended paid events than free events
                                                                                                                                          • Figure 31: Attendance at paid versus free events among those who attended in the last 12 months, October 2013
                                                                                                                                          • Figure 32: Attendance at paid versus free events among those who attended in the last 12 months, by venue, October 2013
                                                                                                                                        • Free event attendance does not correlate with income
                                                                                                                                          • Figure 33: average number of live entertainment events attended in last 12 months, by household income, October 2013
                                                                                                                                      • Frequency of Attending Live Entertainment Events

                                                                                                                                        • Key points
                                                                                                                                          • Attendance frequency unchanged for half of entertainment event goers
                                                                                                                                            • Figure 34: Frequency of attending live entertainment events compared to one to two years ago, by age, October 2013
                                                                                                                                          • Adults 18-34 attend more often now compared with two years ago
                                                                                                                                            • Figure 35: Frequency of attending live entertainment events compared to one to two years ago, by age, October 2013
                                                                                                                                          • Attendance at live events is trending downward for low-income adults
                                                                                                                                            • Figure 36: Frequency of attending live entertainment events compared to one to two years ago, by household income, October 2013
                                                                                                                                          • More than half of frequent attendees are live event junkies
                                                                                                                                            • Figure 37: Frequency of attending live entertainment events compared to one to two years ago, by paid and free event goers, October 2013
                                                                                                                                        • Types of Live Entertainment Events Attended/Planning to Attend

                                                                                                                                          • Key points
                                                                                                                                            • Most likely attended events are concerts
                                                                                                                                              • Figure 38: Types of live entertainment events attended and planning to attend, October 2013
                                                                                                                                            • Few notable differences in live event attendance based on gender
                                                                                                                                              • Figure 39: Types of live entertainment events attended in the last 12 months, by gender, October 2013
                                                                                                                                            • Income plays a part in theater and opera attendance
                                                                                                                                              • Figure 40: Types of live entertainment events attended in the last 12 months, by household income, October 2013
                                                                                                                                            • Frequent event goers have wide range of tastes
                                                                                                                                              • Figure 41: Types of live entertainment events attended in the last 12 months, by paid event goers, October 2013
                                                                                                                                          • Methods of Purchasing Tickets to Live Entertainment Events

                                                                                                                                            • Key points
                                                                                                                                              • Most purchase tickets through Ticketmaster or phone
                                                                                                                                                • Figure 42: Method most often used to purchase tickets to a live entertainment event, October 2013
                                                                                                                                              • All age groups turn to Ticketmaster
                                                                                                                                                • Figure 43: Method most often used to purchase tickets to a live entertainment event, by age, October 2013
                                                                                                                                              • Lower-income adults more likely to buy tickets at the door
                                                                                                                                                • Figure 44: Method most often used to purchase tickets to a live entertainment event, by household income, October 2013
                                                                                                                                            • Factors that Encourage Live Event Attendance

                                                                                                                                              • Key points
                                                                                                                                                • Variety is the spice of life
                                                                                                                                                    • Figure 45: Factors that encourage more frequent live event attendance, by age, October 2013
                                                                                                                                                  • Frequent live event attendees want greater selection
                                                                                                                                                    • Figure 46: Factors that encourage more frequent live event attendance, by frequency of attending live entertainment events, October 2013
                                                                                                                                                • Entertainment Venue Advertising and Purchase Decisions

                                                                                                                                                  • Key points
                                                                                                                                                    • Most adults notice an ad or promotion at a live entertainment venue
                                                                                                                                                      • Figure 47: Entertainment venue advertising seen and impact on purchasing, October 2013
                                                                                                                                                    • Men are more likely than women to notice venue advertising
                                                                                                                                                      • Figure 48: Entertainment venue advertising seen, by gender, October 2013
                                                                                                                                                    • Young adults much more likely than older adults to notice ad/promotions
                                                                                                                                                      • Figure 49: Entertainment venue advertising seen, by age, October 2013
                                                                                                                                                    • Adults who notice discounts for future performances take advantage
                                                                                                                                                      • Figure 50: Specific types of entertainment venue advertising that encouraged later purchase, by gender, October 2013
                                                                                                                                                    • Adults with children take advantage of products/service promotions
                                                                                                                                                      • Figure 51: Specific types of entertainment venue advertising that encouraged later purchase, by presence of children in the household, October 2013
                                                                                                                                                  • Race and Hispanic Origin

                                                                                                                                                    • Key points
                                                                                                                                                      • Past 12 month entertainment venue attendance
                                                                                                                                                        • Figure 52: Entertainment venues visited in the last 12 months, by race/Hispanic origin, October 2013
                                                                                                                                                      • Frequency of attending live entertainment events
                                                                                                                                                        • Figure 53: Frequency of attending live entertainment events compared to one to two years ago, by race/Hispanic origin, October 2013
                                                                                                                                                      • Type of live entertainment events attended
                                                                                                                                                        • Figure 54: Types of live entertainment events attended in the last 12 months, by race/Hispanic origin, October 2013
                                                                                                                                                      • Factors that encourage live event attendance
                                                                                                                                                        • Figure 55: Factors that encourage more frequent live event attendance, by race/Hispanic origin, October 2013
                                                                                                                                                      • Entertainment venue advertising and purchase decisions
                                                                                                                                                        • Figure 56: Entertainment venue advertising seen, by race/Hispanic origin, October 2013
                                                                                                                                                    • Teens

                                                                                                                                                      • Key points
                                                                                                                                                        • Most teens have attended a live performance event in the last 12 months
                                                                                                                                                          • Figure 57: Types of live performances teens attended in the last 12 months, by gender, May 2012-June 2013
                                                                                                                                                        • Teens 15-17 are more likely than younger teens to have gone to a concert
                                                                                                                                                          • Figure 58: Types of live performances teens attended in the last 12 months, by age, May 2012-June 2013
                                                                                                                                                        • Teen girls show greater interest than teen boys in live theater and dance
                                                                                                                                                          • Figure 59: Types of performances teen event-goers attended in the last 12 months, by gender, May 2012-June 2013
                                                                                                                                                        • Older teens drawn to rock concerts; to other live events, not so much
                                                                                                                                                          • Figure 60: Types of performances teen event-goers attended in the last 12 months, by age, May 2012-June 2013
                                                                                                                                                      • Appendix – Other Useful Consumer Tables

                                                                                                                                                        • Past 12-month entertainment venue attendance
                                                                                                                                                          • Figure 61: Types of entertainment venues visited among those who attended in the last 12 months, by age, October 2013
                                                                                                                                                          • Figure 62: Frequency of attending live entertainment events compared to one to two years ago, by gender, October 2013
                                                                                                                                                          • Figure 63: Frequency of attending live entertainment events compared to one to two years ago, by generation, October 2013
                                                                                                                                                          • Figure 64: Total number of live entertainment events attended in the last 12 months, October 2013
                                                                                                                                                          • Figure 65: Types of live entertainment events attended in the last 12 months, by age, October 2013
                                                                                                                                                          • Figure 66: Types of live entertainment events attended in the last 12 months, by free event goers, October 2013
                                                                                                                                                          • Figure 67: Types of live entertainment events attended in the last 12 months, by frequency of attending live entertainment events, October 2013
                                                                                                                                                        • Types of live entertainment attended/planning to attend
                                                                                                                                                          • Figure 68: Types of live entertainment events planning to attend in the next 12 months, October 2013
                                                                                                                                                          • Figure 69: Types of live entertainment events planning to attend in the next 12 months, by gender, October 2013
                                                                                                                                                          • Figure 70: Types of live entertainment events planning to attend in the next 12 months, by age, October 2013
                                                                                                                                                          • Figure 71: Types of live entertainment events planning to attend in the next 12 months, by household income, October 2013
                                                                                                                                                          • Figure 72: Types of live entertainment events planning to attend in the next 12 months, by race/Hispanic origin, October 2013
                                                                                                                                                          • Figure 73: Types of live entertainment events planning to attend in the next 12 months, by paid event goers, October 2013
                                                                                                                                                          • Figure 74: Types of live entertainment events planning to attend in the next 12 months, by free event goers, October 2013
                                                                                                                                                          • Figure 75: Types of live entertainment events planning to attend in the next 12 months, by frequency of attending live entertainment events, October 2013
                                                                                                                                                        • Method of purchase
                                                                                                                                                          • Figure 76: Method most often used to purchase tickets to a live entertainment event, by gender, October 2013
                                                                                                                                                          • Figure 77: Method most often used to purchase tickets to a live entertainment event, by paid event goers, October 2013
                                                                                                                                                          • Figure 78: Method most often used to purchase tickets to a live entertainment event, by free event goers, October 2013
                                                                                                                                                          • Figure 79: Method most often used to purchase tickets to a live entertainment event, by frequency of attending live entertainment events, October 2013
                                                                                                                                                          • Figure 80: Factors that encourage more frequent live event attendance, by gender, October 2013
                                                                                                                                                          • Figure 81: Factors that encourage more frequent live event attendance, by household income, October 2013
                                                                                                                                                          • Figure 82: Entertainment venue advertising seen and impact on purchasing, October 2013
                                                                                                                                                        • Advertising seen
                                                                                                                                                          • Figure 83: Entertainment venue advertising seen, by household income, October 2013
                                                                                                                                                          • Figure 84: Entertainment venue advertising seen, by paid event goers, October 2013
                                                                                                                                                          • Figure 85: Entertainment venue advertising seen, by free event goers, October 2013
                                                                                                                                                          • Figure 86: Entertainment venue advertising seen, by frequency of attending live entertainment events, October 2013
                                                                                                                                                        • Encouraged purchase – any seen
                                                                                                                                                          • Figure 87: Entertainment venue advertising that encouraged later purchase, by gender, October 2013
                                                                                                                                                          • Figure 88: Entertainment venue advertising that encouraged later purchase, by age, October 2013
                                                                                                                                                          • Figure 89: Entertainment venue advertising that encouraged later purchase, by household income, October 2013
                                                                                                                                                          • Figure 90: Entertainment venue advertising that encouraged later purchase, by race/Hispanic origin, October 2013
                                                                                                                                                      • Appendix – Trade Associations

                                                                                                                                                        Companies Covered

                                                                                                                                                        • Chesapeake Corporation
                                                                                                                                                        • Live Nation
                                                                                                                                                        • Ticketmaster

                                                                                                                                                        Entertainment Venues - US - December 2013

                                                                                                                                                        £3,174.67 (Excl.Tax)