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Lifestyle

September 9, 2013

Ticketmaster puts resale, unsold tickets in one spot

LOS ANGELES — Fans of popular artists or sports teams are painfully aware how difficult it is to find good seats to live events at affordable prices. With a new ticket resale system, Ticketmaster is trying to show you what seats are available in one place — both unsold ones and those up for resale — so you can price-shop more easily.

The nation’s largest ticket-seller quietly began rolling out its system, called Ticketmaster Plus, for certain shows including a Black Sabbath concert in Massachusetts in August. More than two dozen professional sports teams have signed up, including many in the NFL. With the pro football season started in earnest yesterday, millions of football fans could start using the system soon. So far, about 300 events have used Ticketmaster Plus, which the company says is still in test mode.

Using a computer, ticket buyers can see where each available seat is in a stadium, how much it’s selling for and whether it’s a marked-up resale seat or one that hasn’t been sold yet.

Before, you had to check for resales and unsold tickets separately. By seeing them together, you can tell before paying the resale price whether you can get an unsold ticket much cheaper just a row or a few seats away. For an upcoming Miami Dolphins’ home game against the Atlanta Falcons, for instance, you can see that a single resale seat in Section 122 priced at $146.05 is right beside an unsold seat selling for $85.

For some happy customer, that extra $61.05 will buy a lot of hot dogs, beer and merchandise.

“This now allows fans to have one-stop shopping,” said Jim Rushton, the Dolphins’ chief revenue officer.

Ticket holders who are looking to sell because they can’t make an event can do so from a mobile phone or computer. All transfers are electronic so there’s no need to send physical tickets in the mail.

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