What makes fans choose VIP? New Ticketmaster research gives us a closer look at what VIP buyers and interested fans in the U.S. value, how they discover packages and what ultimately helps them make the decision to purchase.
The opportunity is clear: 73% of fans agree they would attend more events if they knew a VIP offering was available.
73%
Agree They Would Attend More Events If They Knew A VIP Offering Was Available
1. Start With the Artist, Then Make the Package Count
The artist is the biggest draw. 83% of fans say the performer is important, with 53% saying the performer matters more than the VIP offering itself. Once fans are interested, specific package benefits can help influence the purchase decision, with Meet & Greet ranking as the top benefit at 35%.
What That Means for You: Start with fans already interested in the artist, then give them a clear reason to go VIP. Build packages around benefits fans can easily understand and value, including opportunities for artist access and unique experiences.
83%
say the performer is important
53%
say the performer matters more than the vip offering itself
2. Make VIP Feel Like an Experience
VIP buyers are willing to make more of the event. 73% have traveled to a concert with a VIP offering that required an overnight stay. Fans are also likely to share the experience, with 60% attending concerts with friends and 56% with a partner. And nearly two-thirds, 63%, say they would buy VIP for an exclusive experience.
What That Means for You: Show fans what makes the full VIP experience special, not just what is included in the package. Highlight exclusivity, artist connection and shared experiences alongside tangible benefits that can make VIP worth the upgrade. You can even extend the experience beyond the event by including benefits like hotel accommodations as part of the package.
63%
Would Buy a vIP package for an exclusive experience
3. Get VIP in Front of Fans Early
VIP is a considered purchase. 42% of VIP buyers already knew they were going to purchase VIP, while another 52% were considering it based on price or features. Many also make that decision early, with 34% purchasing during presale and 40% purchasing on the first day of public onsale.
Where fans discover VIP is important too. Ticketing companies are the leading source of VIP discovery at 55%, followed by social media at 45% and web search at 42%.
What That Means for You: Make VIP part of the event marketing plan from the start. Introduce packages ahead of onsale and make them easy to discover across artist, event and ticketing touchpoints while fans are considering their options.
52%
consider vIP based on price or features
34%
purchase during the presale
42%
discover vIP offerings through web search
4. Make the Value Easy to See
Clear package information can help fans understand what they are getting before they make the decision to purchase. 83% of VIP buyers say it is easy to find information about VIP before purchasing, while 90% say it was extremely or very clear what was included in their VIP offering after purchasing.
What That Means for You: Make the value clear from the start. Clearly explain what each package includes, lead with the benefits that matter most and keep information consistent across touchpoints so fans can easily understand the experience they are choosing.
READ: VIP PACKAGES: ELEVATE THE FAN EXPERIENCE WITH PREMIUM OFFERINGS
5. Turn VIP Interest Into the Next Purchase
The research also points to opportunities to move fans from VIP interest to purchase. VIP interested fans in the US over-index on feeling that VIP helps them feel connected to the artist. They are also more likely to say they would buy a VIP upgrade (82%) rather than a VIP package (68%), with budget being their top barrier to purchasing.
What That Means for You: Consider different ways for interested fans to access VIP experiences. Offering an upgrade can give fans another path to VIP while helping separate the cost of the experience from the initial ticket purchase. Artist connection should also play an important role in how these opportunities are sold to fans.
Ready to Think VIP?
From what goes into a package to when and where fans discover it, the research shows there are several ways to make VIP work harder.
Start with what fans value, make the experience easy to understand and introduce VIP early. With 73% of fans saying they would attend more events if they knew a VIP offering was available, there is an opportunity to give fans more ways to experience the artists and events they already want to see.
