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Entertainment Venues - US - May 2011

For the purposes of this report, Mintel has used the following definitions.

Clubs are among the smallest of all venues, with capacities typically less than or around 1,000. These are general-admission venues, which create both intimacy and excitement for the artist and performer.

Theaters are year-round venues and offer promoters a capacity up to 5,000 seats.

Arenas are indoor, multipurpose venues that often house local or regional sports teams. Capacity can be up to 20,000 or more.

Amphitheaters are outdoor venues with capacity up to 30,000, and most include lawn areas sold to ticket buyers at discounted rates.

Stadiums/outdoor sites are the largest entertainment venue segment, with capacities up to 40,000.

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Table of contents

  1. Scope and Themes

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

                    • Entertainment venue revenue drops 8% in 2010
                      • Industry responding: average ticket price drops second year in a row
                        • However, ticket volume is not growing, decreasing nearly 12% in 2010
                          • Frequency down: one third report they are attending less events
                            • Consumers reporting cost is what is keeping them away
                              • Ticket volume grew only for theaters in 2010
                                • Live Nation controls half of the tickets sold in 2010
                                  • Sports arenas and stadiums dominate venue choice among respondents
                                    • Soft drinks/water most likely to be bought at live events
                                      • Operators should focus on messages that appeal to groups
                                        • Mailed tickets rated higher than mobile, paperless ticketing
                                        • Insights and Opportunities

                                          • Price freezing can reward loyalty, help ensure sales over time
                                            • Refund model helps operators win back frustrated fans
                                              • Host small alternate events at local venues to build hype for major events
                                                • Link to music purchase
                                                • Inspire Insights

                                                    • Trend: “Who Needs Humans”
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • 2010 revenues drop nearly 8%, the first decline after years of increases
                                                          • Ticket volume decreased nearly 12% in 2010
                                                              • Figure 1: Total U.S. concert industry ticket sale revenues, at current prices, 2005-15
                                                              • Figure 2: Total U.S. concert industry ticket sale revenues, at inflation-adjusted prices, 2005-15
                                                            • Fan chart forecast
                                                                • Figure 3: Total U.S. concert industry ticket sale revenues, 2005-15
                                                              • Top 100 tours account for 52% of total concert industry revenue in 2010
                                                                  • Figure 4: Total U.S. ticket grosses of the top 100 tours, at current prices, 2005-15
                                                                  • Figure 5: Total U.S. ticket grosses of the top 100 tours, at inflation-adjusted prices, 2005-15
                                                              • Market Drivers

                                                                • Promoters launching mobile ticketing apps to drive sales
                                                                  • Controversy over paperless ticketing growing
                                                                    • Entertainment tour sponsorships increase nearly 6% in 2010
                                                                      • Music venue, festival, tour sponsorships expected to grow 7.3% in 2011
                                                                          • Figure 6: Music sponsorship spending on entertainment venues and tours, 2006-10
                                                                        • Average ticket price drops second year in a row to nearly $62
                                                                            • Figure 7: Average ticket price for the top 100 tours, 1997-2010
                                                                          • Heritage artists dominate tour sales, not current hit-makers
                                                                              • Figure 8: Top-grossing world tours, 1997-2010
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Ticket volume declines nearly 12% in 2010
                                                                                • Figure 9: Total tickets sold for the top 100 tours, 2003-10
                                                                              • Theaters the only segment where ticket volume increased in 2010
                                                                                • Figure 10: U.S. tickets sold, by venue or site, 2009 and 2010*
                                                                            • Segment Performance—Arenas

                                                                              • Key points
                                                                                • Arenas offer more revenue potential than competing venues
                                                                                  • Madison Square Garden dominates arena ticket volume with 9.8% of sales
                                                                                    • Figure 11: Top 10 U.S. arenas per tickets sold, 2010
                                                                                • Segment Performance—Amphitheaters

                                                                                  • Key points
                                                                                    • Amphitheater ticket sales increase
                                                                                        • Figure 12: Top 10 U.S. amphitheaters per tickets sold, 2010
                                                                                    • Segment Performance—Theaters

                                                                                      • Key points
                                                                                        • Generous capacities, amenities make theaters safer bets for promoters
                                                                                          • Radio City Music Hall represents 14% of total ticket volume
                                                                                            • Figure 13: Top 10 U.S. theaters per tickets sold, 2010
                                                                                        • Segment Performance—Clubs

                                                                                          • Key points
                                                                                            • Top 10 clubs control about 35% of all tickets sold at U.S. clubs
                                                                                                • Figure 14: Top 10 U.S. clubs per tickets sold, 2010
                                                                                            • Segment Performance—Outdoor Stadium/Festival Sites

                                                                                              • Key points
                                                                                                • Of top 100 stadium/festival sites worldwide, only 15 are in the U.S.
                                                                                                  • Destination festivals help stadium/outdoor site segment
                                                                                                    • Figure 15: Top 10 U.S. outdoor stadium/festival sites per tickets sold, 2010
                                                                                                • Promoter Overview

                                                                                                  • Key points
                                                                                                    • Live Nation controls half of the tickets sold in 2010
                                                                                                        • Figure 16: Top 10 U.S. promoters, by tickets sold, 2009 and 2010
                                                                                                      • Festivals represent half the 10 highest-grossing concerts of 2010
                                                                                                        • Figure 17: Top 10 U.S. concert grosses, 2010
                                                                                                      • Promotion companies set prices, control costs of entertainment events
                                                                                                      • Promoter Profile—Live Nation Inc.

                                                                                                        • Key points
                                                                                                          • Live Nation dominates ticketing, live entertainment market
                                                                                                            • Live Nation revenues jump 21% due to Ticketmaster acquisition
                                                                                                              • Figure 18: Live Nation revenues, at current prices, 2005-10
                                                                                                              • Figure 19: Live Nation revenue streams, 2009-10 *
                                                                                                          • Promoter Profile—AEG Live

                                                                                                            • Key points
                                                                                                              • AEG Live concentrates on smaller venues, clubs to theaters
                                                                                                                • Company avoids amphitheater market in favor of arenas, theaters, clubs
                                                                                                                  • AEG Live set to launch its own ticketing system
                                                                                                                  • Promoter Profiles—Other

                                                                                                                    • Key points
                                                                                                                      • Regional operators control 25% of the market among top 10 promoters
                                                                                                                        • MSG Entertainment
                                                                                                                          • Feld Entertainment
                                                                                                                            • C3 Presents
                                                                                                                              • Broadway Across America
                                                                                                                              • The Secondary Ticket Market

                                                                                                                                • Key points
                                                                                                                                  • Secondary ticket market a threat to primary operators
                                                                                                                                    • Ticketmaster under fire for sending consumers to its secondary resale site
                                                                                                                                      • StubHub gross ticket sales increased 20% in 2010
                                                                                                                                        • Figure 20: Top 20 secondary ticket sellers, April 2011
                                                                                                                                    • Innovations and Innovators

                                                                                                                                      • Vendini creates software that processes tickets via mobile devices
                                                                                                                                        • Veritix creates system that allows users to transfer paperless tickets
                                                                                                                                          • Milwaukee club creates new revenue stream by streaming live concerts
                                                                                                                                            • TicketForce allows consumers to purchase tickets via Facebook
                                                                                                                                              • Ticketmaster announced dynamic pricing model to appeal to consumers
                                                                                                                                                • Mobile phone app allows concertgoers to order food, drink to seats
                                                                                                                                                • Marketing Strategies

                                                                                                                                                  • Social media can be used to not just inform, but to entertain consumers
                                                                                                                                                    • Live Nation partners with Groupon to raise awareness about events
                                                                                                                                                      • Clean air advocacy partnership also provides chance for promotion
                                                                                                                                                          • Figure 21: Live Nation ad, woman’s car breaks down, 2011
                                                                                                                                                        • Online operators should not sacrifice helpfulness for convenience
                                                                                                                                                            • Figure 22: Ticket City ad, being helped by a real human being, 2011
                                                                                                                                                        • Venue Types Visited For Live Entertainment

                                                                                                                                                          • Key points
                                                                                                                                                            • Sports arenas and stadiums dominate venue choice among respondents
                                                                                                                                                              • Figure 23: Types of venues visited for live entertainment, by gender, December 2010-January 2011
                                                                                                                                                            • Youngest respondents more inclined to attend events at most venues
                                                                                                                                                              • Figure 24: Types of venues visited for live entertainment, by age, December 2010-January 2011
                                                                                                                                                            • Higher-income groups most likely to attend events—period
                                                                                                                                                              • Figure 25: Types of venues visited for live entertainment, by household income, December 2010–January 2011
                                                                                                                                                          • Frequency of Attending a Live Event: Paid Vs. Free

                                                                                                                                                            • Key points
                                                                                                                                                              • Split between paid and free events relatively even among respondents
                                                                                                                                                                • Figure 26: Frequency of attending a live event, by gender, age and household income, December 2010–January 2011
                                                                                                                                                            • Live Entertainment Venue Types Visited Today Vs. Last Year

                                                                                                                                                              • Key points
                                                                                                                                                                • One third report they are attending fewer events
                                                                                                                                                                  • Figure 27: Types of venues visited for live entertainment today versus last year, by gender, December 2010-January 2011
                                                                                                                                                                • 18-24 year olds attending more often this year than their older peers
                                                                                                                                                                  • Figure 28: Types of venues visited for live entertainment today versus last year, by age, December 2010-January 2011
                                                                                                                                                                • Households earning $100K+ report attending about the same
                                                                                                                                                                  • Figure 29: Types of venues visited for live entertainment today versus last year, by household income, December 2010-January 2011
                                                                                                                                                              • Reasons For Not Attending Live Entertainment

                                                                                                                                                                • Key points
                                                                                                                                                                  • Cost related to top three reasons why respondents not attending
                                                                                                                                                                    • Figure 30: Reasons for not attending live entertainment, by gender, December 2010-January 2011
                                                                                                                                                                • Items Purchased at Live Entertainment Events

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Respondents most likely to purchase soft drinks/water, food at events
                                                                                                                                                                      • Figure 31: Items purchased at live entertainment events, by gender, December 2010-January 2011
                                                                                                                                                                    • Higher likelihood of buying items among 25-44 year olds
                                                                                                                                                                      • Figure 32: Items purchased at live entertainment events, by age, December 2010-January 2011
                                                                                                                                                                    • Soft drinks/water purchased the most by households earning $75K+
                                                                                                                                                                      • Figure 33: Items purchased at live entertainment events, by household income, December 2010-January 2011
                                                                                                                                                                  • How People Find Out About Live Entertainment Events

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Friends, family most dominant way event information spreads
                                                                                                                                                                        • Figure 34: How people find out about live entertainment events, by gender, December 2010-January 2011
                                                                                                                                                                      • Youngest respondents more engaged by social media, online sites
                                                                                                                                                                        • Figure 35: How people find out about live entertainment events, by age, December 2010-January 2011
                                                                                                                                                                      • Friends/family matters most to households earning the least
                                                                                                                                                                        • Figure 36: How people find out about live entertainment events, by household income, December 2010-January 2011
                                                                                                                                                                    • How Consumers Buy Tickets

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Ticketmaster remains the major channel for purchasing tickets
                                                                                                                                                                            • Figure 37: How consumers buy tickets, by gender, December 2010-January 2011
                                                                                                                                                                          • Households earning the least most likely to purchase from box office
                                                                                                                                                                              • Figure 38: How consumers buy tickets, by household income, December 2010-January 2011
                                                                                                                                                                          • How Consumers Receive Their Tickets

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Majority of respondents prefer hard tickets mailed to them at home
                                                                                                                                                                                  • Figure 39: How consumers receive tickets to live events, by gender, December 2010-January 2011
                                                                                                                                                                                • Mobile ticketing rated highest among by those aged 25-34
                                                                                                                                                                                    • Figure 40: How consumers receive tickets to live events, by age, December 2010-January 2011
                                                                                                                                                                                  • Mailed tickets rated highest by wealthiest households
                                                                                                                                                                                      • Figure 41: How consumers receive tickets to live events, by household income, December 2010-January 2011
                                                                                                                                                                                  • Impact of Race and Hispanic Origin

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Nearly half of black respondents have not attended a live event in the last year
                                                                                                                                                                                        • Figure 42: Types of venues visited for live entertainment, by race and Hispanic origin, December 2010-January 2011
                                                                                                                                                                                      • Asians most likely to be going to more events
                                                                                                                                                                                        • Figure 43: Types of venues visited for live entertainment today versus last year, by race and Hispanic origin, December 2010-January 2011
                                                                                                                                                                                      • Black respondents most likely to purchase soft drinks/water, food
                                                                                                                                                                                        • Figure 44: Items purchased at live entertainment events, by race and Hispanic origin, December 2010-January 2011
                                                                                                                                                                                      • Black respondents use variety of sources for information
                                                                                                                                                                                        • Figure 45: How people find out about live entertainment events, by race and Hispanic origin, December 2010-January 2011
                                                                                                                                                                                      • How consumers receive tickets to live events
                                                                                                                                                                                        • Figure 46: How consumers receive tickets to live events, by race and Hispanic origin, December 2010-January 2011
                                                                                                                                                                                    • Cluster Analysis

                                                                                                                                                                                        • Hi-Lifes
                                                                                                                                                                                          • Demographics
                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                • Frienders
                                                                                                                                                                                                  • Demographics
                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                                        • Old Schools
                                                                                                                                                                                                          • Demographics
                                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                                • Cluster characteristics
                                                                                                                                                                                                                  • Figure 47: Venues clusters, January 2011
                                                                                                                                                                                                                  • Figure 48: Items consumers purchase at live entertainment venues, by venues clusters, January 2011
                                                                                                                                                                                                                  • Figure 49: How consumers find out about live entertainment events, by venues clusters, January 2011
                                                                                                                                                                                                                  • Figure 50: How consumers purchase tickets, by venues clusters, January 2011
                                                                                                                                                                                                                  • Figure 51: Live event participation, by venues clusters, January 2011
                                                                                                                                                                                                                • Cluster demographics
                                                                                                                                                                                                                  • Figure 52: Venues clusters, by gender, January 2011
                                                                                                                                                                                                                  • Figure 53: Venues clusters, by age group, January 2011
                                                                                                                                                                                                                  • Figure 54: Venues clusters, by household income, January 2011
                                                                                                                                                                                                                  • Figure 55: Venues clusters, by race and Hispanic origin, January 2011
                                                                                                                                                                                                                • Cluster methodology
                                                                                                                                                                                                                • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                  • How consumers buy tickets and household income
                                                                                                                                                                                                                    • Figure 56: How consumers buy tickets, by age, December 2010–January 2011
                                                                                                                                                                                                                  • How consumers buy tickets, by race and Hispanic origin
                                                                                                                                                                                                                    • Figure 57: How consumers buy tickets, by race and Hispanic origin, December 2010-January 2011
                                                                                                                                                                                                                • Appendix: Trade Associations

                                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                                                                                  • Federal Trade Commission
                                                                                                                                                                                                                  • Live Nation
                                                                                                                                                                                                                  • Recording Industry Association of America [RIAA]
                                                                                                                                                                                                                  • U.S. Bureau of Labor Statistics

                                                                                                                                                                                                                  Entertainment Venues - US - May 2011

                                                                                                                                                                                                                  £2,684.63 (Excl.Tax)