1. READ THE FINE PRINT
If a website looks like a phony-baloney resale site, it probably is. But some are slick enough to fool even the super-savvy. Most resale sites openly announce themselves as such, using terms like “independent licensed ticket agent.” Beware phrases like these.
2. BEWARE PAID SEARCH ENGINE OPTIMIZATION PLACEMENT
Though real-deal ticketing agents and producers often appear at the top or near the top of Google searches (for, say, “Book Of Mormon tickets Toronto”), resellers often buy the space above these sites, in that little canary-yellow box, as a way of getting a head start on the box office or other resellers.
3. CALL THE VENUE
If you see tickets on resale sites before they go on sale, chances are it’s a broker hawking tickets he intends, or expects, to procure. And chances are he’s charging a big-time premium. Call the venue to confirm that tickets are even on sale. If you want to be extra-vigilant, tell the venue about the reselling site that’s already advertising them.
4. USE WILL CALL OR E-TICKETS
Picking up your tickets at the venue or using transferable e-tickets (which Ticketmaster uses for a fraction of a percentage of concerts) may be less convenient, but it may also help cut down on the resale market by permitting fewer tickets to enter the grey market.
5. MISS OUT
Yes, we all like to talk and tweet about the cool stuff we saw that was so exclusive that no-o-o-obody else saw it. But come on. Do you really need to see the Stones? Or be at centre ice for a Leafs playoff game? Maybe you do. But it’s worth trying to cleave through the hype.
