The ticket-buying jungle (updated)

I first blogged about buying tickets for West End shows a year ago (see here). Recently ticket touts have been in the news for charging outrageous sums for sell-out shows so I thought it was time to take another look at what’s on offer.

As I said before as a theatre tour organiser I am usually booking group tickets, generally for students. This way I not only get special deals, depending on the show obviously, and availability, but I get to avoid booking fees. I also know who to deal with: I know that if you Google show tickets the chances are the first sites that come up will be sponsored ads, paid for by agencies who may charge a big mark-up fee. As a tour booker I deal exclusively with the theatre owners or with ticket agents such as See Tickets.

Last year I featured two long-running West End shows, Phantom of the Opera and The Woman in Black (both of which, as it happens, are still running). This time I’m going for two other hot shows, The Book of Mormon and the Donmar Warehouse production of Coriolanus.

The Book of Mormon

The Book of Mormon (atgtickets.com)

(atgtickets.com)

As it happens the first site (sponsored) that comes up on Google is the official show website: http://www.bookofmormonlondon.com/home.php. For Monday 3 February a premium seat in Row G of the Stalls will set me back £127.25, which includes a booking fee of £2.50 per ticket. In Row P it’s only £49.75 (including the booking fee). The booking agents are the theatre owners, delfontmackintosh.com.

Through www.ticketmaster.co.uk there is very limited availability for that date, but I could buy a ticket in Row G of the Stalls for £140, which is £125 plus a booking fee of £15. Box Office collection is another £2.85; so the total comes to £142.85, which is £15.60 more than I’d be paying through the official site.

The only other site I could find with availability on that same date was www.seatwave.com. Here it costs £159.29 for an unspecified seat somewhere in the Stalls, which is £134.30 plus £24.99 booking fee. (They do say the ‘face value printed on ticket excluding fees: £125’.) There may be further fees on top, I didn’t want to go as far as having to log in.

Conclusion: Stick to the official site at delfontmackintosh.co.uk – the owners of the theatre. It’s the cheapest option and they have the best availability. In fact this is such a no-brainer I am surprised some agents can find enough customers to keep them in business.

Coriolanus

Tom Hiddleston (tomhiddlestononline.net)

Tom Hiddleston as Coriolanus (tomhiddlestononline.net)

It was this show that was on the news recently because according to the BBC one agent was charging £2,015 for a couple of tickets whose face value was £35 per ticket.

For Coriolanus at the Donmar Warehouse the official booking site is www.atgtickets.com where you will see every performance is sold out. If you’d been quick enough you could have bought the most expensive seat in the house for £35 plus a £2.50 transaction fee, or the cheapest at £7.50, plus the transaction fee.

I couldn’t find any sites offering tickets for this show, not even for £2,015, which according to the BBC – http://www.bbc.co.uk/news/entertainment-arts-25849543 – is what one site was charging for two tickets whose face value was £35 each. I did find a couple of sites that both buy and sell tickets, which I won’t name because I wouldn’t want to give them publicity. They are completely legitimate, unfortunately, but bearing in mind the Donmar is subsidised by the tax payer, and the top price is £35, and virtually every production there is sold out within minutes of the booking period opening, it does seem iniquitous that anyone other than the theatre itself is profiting so much from its own success.

The moral of the tale overall is ALWAYS BUY YOUR TICKET FROM THE SHOW’S OFFICIAL WEBSITE.

Or if the show is sold out, GO TO THE THEATRE and ask about their returns policy, or whether they offer TICKETS ON THE DAY. The Book of Mormon for instance has a daily ballot so if you turn up at 10am you can put your name on a list and if you are lucky you will get a front row stalls seat for £20.

As I said before most ticket agencies are not breaking the law, even the ones with 1000% plus mark-ups. But except in exceptional circumstances there is no need to have anything to do with them.

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