As far as Kid Rock is concerned, everybody belongs in the cheap seats.
In a bold move that will raise eyebrows across the concert industry, Rock is announcing a $20 price tag for seats in every section on his upcoming summer tour, including shows Aug. 9-11 at DTE Energy Music Theatre.
The Detroit star has partnered with Walmart to sell tickets for $20 flat, although seats purchased through Ticketmaster will have standard additional fees — a $5 service charge and $3 parking fee in the case of the DTE shows.
“No hidden fees, no gimmicks,” Rock says of the 27-city tour, which will kick off June 28 in Bristow, Va. Tickets for the three DTE shows will go on sale at 10 a.m. Saturday.
ZZ Top will open shows on part of the tour, including DTE. Uncle Kracker is an opener on all dates except DTE, and will be joined in the tour's early stretch by Kool & the Gang.
With the hope that low prices will spur high sales volume, Rock and tour promoter Live Nation are also working with venues to configure value deals for concessions and merchandise, including $20 T-shirts.Rock is billing it all as a fan-first crusade that will aim to thwart scalping, including a paperless ticket system for some seats. The first two rows at each show will be reserved for concertgoers randomly chosen that night for upgrades.
Rock has publicly blasted ticket scalping at his shows, including premium seats resold by some of his own fan club members.
In this morning’s tour announcement, Rock says he’s stepping out on a limb.
“If this works we’re going to play to packed houses of fans who appreciate what we’re doing. If it doesn’t, might be a long summer,” his statement reads. “But someone has to go out there and fight these high prices out there and change things up.”
While every seating section will include $20 tickets, not every seat will be $20: Up to 1,000 tickets from each show will be sold through Live Nation’s online Platinum Ticket brand, which uses a “dynamic pricing” system modeled on the airline and hotel industries. The system was introduced in 2011 to compete with resellers such as StubHub amid an industry-wide sales decline.
Rock has long played up a commitment to reasonable prices for a fan base that includes a substantial blue-collar demographic. Tickets for his 2010 run at DTE were $33-$55, while his Comerica Park shows a year later were $30-$99.
But the $20 across-the-board ticket is still an eye-catching tactic in an industry that continues to reckon with a rocky economy and growing competition for leisure dollars.
Rock and Live Nation CEO Michael Rapino will appear Friday on CNN’s “Piers Morgan Live” to discuss the strategy.http://www.freep.com/article/20130408/ENT04/130408008/Kid-Rock-announces-Detroit-concert-dates-rolls-dice-with-new-pricing-scheme