AEG Presents has launched a ‘fair’ lottery ticketing system in collaboration with a new venue in Denver, Colorado.
The new 3,950-capacity venue, Mission Ballroom, will give equal access to all fans via its Mission Fair Ticketing system.
AEG Presents Rocky Mountain announced the first round of concerts to play at the venue during its opening week, including the Lumineers (pictured).
The band, who are local to Denver, will play on August 7, along with Trey Anastasio Band performing two dates over the weekend. Ben Harper & the Innocent Criminals and Trombone Shorty & Orleans Avenue will finish the opening week concerts on Monday.
Mission Fair Ticketing offers gives every fan a fair chance to purchase tickets through AEG-owned ticketing company AXS. Tickets are available for pre-reservation and customers can request up to four passes each.
Those whose requests are successful will be charged for the tickets automatically and notified of their purchase.
“As a business, we’re phenomenal at putting on incredible events, but buying tickets is still the most difficult, inconvenient part of the live experience,” said AEG Presents Rocky Mountains co-president and senior talent buyer, Don Strasburg.
“Rather than operating on a first come, first served basis, the system works as a ticket lottery, levelling the playing field for fans with jobs or commitments that prevent them from buying tickets immediately upon release.”
Strasburg added that he hopes the system will allow AEG to “weed out the resellers in advance so that we don’t have to take tickets away after they’ve been sold.”