Wrong Pricing Can Kill Any Club’s Matchday

Incorrect pricing can kill any event.

Kudos to Alex Pall of the Chainsmokers for his post earlier on what they’re learning from their ticket selling challenges this summer. It’s a thoughtful post with a lot of humility and perspective. (Those are traits you don’t find all that often in rock stars or venture investors. Much less someone who’s both!)

But…

Most of the errors we’ve seen (JLo, these EPL exhibition games, most of the other cancelled concerts) are JUST pricing and configuration mistakes. And football clubs do this all the time. Unlike concerts, it’s not about

Think of it this way:

The wrong shoes can cause any runner to lose a race.

Pricing is like shoes. It won’t win you the race, but it could lose it for you. And if MANY of your opponents are showing up at the starting line in high heels, clown shoes, cowboy boots, or flip flops…

Well, then, maybe your shoes CAN win you the race.