This is a great idea.
Michael Rapino says that the average Live Nation customer goes to a show fewer than two times a year. Live music is not a regular habit, but a special event. Hard to make your numbers on a once a year transaction. The key is to get people to come more. And spend more, on merch, peanuts, popcorn, beer…
I’m not talking about those special sales. Discount tickets close to show date, four packs… Those devalue the music. But how about a pass to the club, where the developing acts play, sold in advance, for $150. Or maybe $200. Suddenly, it truly is a club. It’s not about where the act you want to see plays, but a venue you’ve got an investment in, that you own. It’s YOUR PLACE!
That’s social networking in the physical world. You own a little piece of the rock. And you’ll go on a Tuesday night to hear an act you’ve only read about. Or the one with one single you like, but you wouldn’t pay full price to see.
People buy season tickets to the opera or the symphony, why not to a club? Someone in Austin should do this.
