Online ticketing dismisses tradition
Correction Appended
I’m not a morning person, but on a frigid Monday morning last winter, I did the unthinkable. I rolled out of bed at 6 a.m., suited up in my warmest winter clothes and trudged to Norris with three friends. Sure, Norris wouldn’t open until 8, and Flight of the Conchords tickets wouldn’t even go on sale until 10:30, but that didn’t matter. We needed those tickets. Apparently so did the 10 people already in front of us in line at this ungodly hour.
Even though it may sound miserable to camp out in the cold for hours, waiting in line was one my favorite memories of last year. So while many were glad to hear that the new online ticketing system would allow them to purchase Demetri Martin tickets naked from the comfort of a dorm room or in class, I was dismayed to hear that the thrill of my ticketing experience was going to be reduced to the clicking of a button.
But as it turned out, things weren’t even that simple. From the abrupt ticket limit changes to having to register on the Norris Web site to glitches and misunderstandings in the system, there was plenty wrong with the ticket sales this time around. “The sold-out message started going up around four or five minutes after the tickets were sold,” Weinberg sophomore Barry McCardel, A&O productions promotions and public relations co-chair told North by Northwestern last Monday. “Some students maybe refreshed their browser because they thought that it was lagging or something, so they had tickets in their shopping cart that got held for 20 minutes.” Perhaps the new online ticketing system could have used a test run before it was employed to sell tickets for one of the most popular shows of the year.
What was really wrong with the old system, anyway? Regardless of whether tickets are available at the box office or online, people will always have midterms, no Internet access or something else that prevents them from getting a ticket—the online system will never be able to change that.
And what’s more distressing is that with all the web confusion, many die-hard fans were left without tickets, while others with fast index fingers got tickets to a show they essentially knew nothing about. At least the old system insured that those who wanted the tickets the most could get them if they tried hard enough. I’ve heard tons of stories from crestfallen fans left without tickets (unless they want to pay a high price for a scalped one), and I know others who got tickets for the hell of it and are now only excited because “this Demetri Martin guy is apparently a hot commodity.” It doesn’t seem fair.
But glitches aside, what I’ll miss the most if the ticket system permanently switches to the web is the experience and the tradition of waiting in line. Why do you think Duke students camp out overnight year after year to get tickets to Duke vs. UNC basketball games or Cornell students pitch tents in a gymnasium for hockey season tickets? For them, it’s as much about getting the tickets as it is about the experience of camping out. While waiting for Flight tickets, we shivered together, guzzled coffee together and shared in the culture of fandom. It was exciting to be passionate enough about something to wait in line in the cold for it. Together, my friends and I gawked (we smirked greedily) at the line forming behind us—it went from Norris’ front door, down to the library and beyond.
And camping out was a big part of cultivating my excitement for the Flight show—it was nearly impossible not to be excited, with people all around me singing “Business Time” and quoting their favorite lines. And even though I know I’ll feel jittery with delight when I take my seat at Pick-Staiger on Thursday, I have yet to truly to feel the gravity of the fact that my favorite comedian is coming to Northwestern. This time, there was no collective shivering and excitement, no tradition of waiting in line, and much less of the hype and the buildup.
So even though I’m usually all for progress, this time I just wish the ticket system would maintain the status quo.
This story originally attributed the new online ticketing policy to A&O, but the system was not A&O’s idea.
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But we are really happy that Demetri's coming. Or you can return home.
I agree with everything in this article. Those who deserve to go to an event are the ones most willing to sacrifice in order to attend. If that means waking up at 6:30 AM to wait in line, so be it. And if people have midterms, they can have their friend buy tickets for them. That’s why people are allowed to buy more than one ticket. Buying tickets online should be used only for large-scale events. For smaller events, >1000 people, waiting in line is the only possibility that makes sense and is fair. And you’re right, waiting in line is the best part. Anticipation, hype, it all builds up to make an event even better than it already is. I understand that the online ticket sale was a trial-and-error thing but for the next trial, don’t make the same error. Go back to lining up at Norris.
anonymous
February 26, 2009 at 1:52 am
And when I said >1000, I meant <1000 (less than 1000).
anonymous
February 26, 2009 at 1:53 am
How is waiting in line fair? Midterms, work, papers — some of us have a life and can’t afford to waste time in line camping out for tickets.
Thanks A&O for choosing the ONLY “fair” system. One where EVERYONE on campus has the exact same shot at tickets. The only suggestion I’d make is to make online sales ONE ticket per NetID. No need to let people buy more than one when everyone has the same shot at tickets.
anonymous
February 26, 2009 at 2:11 am
Everyone has different priorities. Those who make attending an event their priority deserve to go. If you have work/a midterm/a paper, ask a friend who’s already camping out to buy you one.
anonymous
February 26, 2009 at 4:16 am
A&O decided to use this system to maximize convenience to students. Every student pays the SAF, every student deserves an equal shot at the tickets. The idea that A&O would choose a system that is less efficient, less convenient, and not as fair simply as a barrier for who and who isn’t worthy to go to the show is ridiculous.
The main issue is not having a large enough venue on campus to house an act of this magnitude. With the current financial situation that probably won’t happen in any of our lifetimes but I know for a fact that A&O tried hard to get Cahn but it was booked way before they were able to lock down Demetri.
I applaud A&O for being so responsive to student’s needs and working hard to put on a show for us.
anonymous
February 26, 2009 at 7:48 am
Also, I bought a ticket to “Chicago” using their online ticket option. The problem was, you couldn’t sit next to your friends! When you went to go pick your ticket up, they were distributed in alphabetical order. Finding a seat at the theater was really chaotic. People obviously wanted to sit with the people they came with and just picked seats and sat down. That left others unsure about where they should sit. And that left the ushers really, really annoyed with NU kids. Not a great situation.
Rachel
February 26, 2009 at 8:52 am
Any argument that hinges on one party “deserving” something more than another is suspect. It’s not A&O’s job to ensure that tickets get into the hands of those that most “deserve” them. Their job is to ensure that everyone (or at least as many students as possible) has the same opportunity to obtain tickets.
anon
February 26, 2009 at 9:24 am
Perhaps we can find a compromise?
Instead of using a system based on size of venue, maybe we can base the system on popularity.
For example, Demetri Martin was obviously going to be a hot commodity, and it does work for consumers and A&O to do physical sales, since it is assured that all tickets would sell out.
However, in the event that it’s not a guarantee, it makes sense to use the online system; what’s the point of making people get up at 6:30 when they can go during the day and tickets will still be there (read: Counting Crows)?
The Joshua Radin tickets would’ve worked well as an online sale, except that it was gratis and would’ve been a greater hassle.
Point is, if A&O can sell tickets regardless of system, it should go with the lines; their only job is to sell everything, but you might as well make it competitive for buyers if you have that guarantee.
Josh
February 26, 2009 at 3:55 pm
Disputing the above comment:A&O’s job is NOT just to sell out, they justify a very large budget by serving and satisfying the student body. Pre-meds with 8AM Orgo enjoy events every bit as much as someone who doesnt have class until 4
false
February 26, 2009 at 4:10 pm