Paying the big bucks
Is a Taylor Swift VIP pass worth $825, asks Chris Schulz
Diamond Valenzuela recently received a large package from Taylor Swift in the mail.
Inside it was a giant box that included the following items: “A built-in screen with an exclusive video from Taylor, a commemorative ticket with holder, LED VIP tour laminate with lanyard, a Reputation CD and a hardback book with exclusive photos, portrait photos and poems from Taylor.”
It also included a front-row ticket to Swift’s Auckland show next Friday. The cost? $825. Despite not getting to meet the star, Valenzuela, 26, says the package, purchased in a pre-sale event, was worth every cent.
“This is my first Taylor Swift concert and I’m so excited to see her live,” she says.
The ticket price might be eye-watering to some, especially when Swift’s GA tickets are around the $150 mark.
But big-name pop stars are asking more of their fans than ever before, with some VIP tickets seemingly offering more value for money than others.
At Eminem’s sold-out Wellington show, fans could spend $230 on field tickets. Or they could spend more than $700 on the Rap God Party Experience, a ticket including a pre-show party with live
DJ, their own toilet, red carpet entrance and branded poncho and ear plugs.
Sam Smith fans can see the UK singer in Auckland tonight for $99.90. Or, they can spend $399.90 and get a premium seat, gift, programme, tote bag, accreditation, lanyard and a VIP check-in.
For $364.90, Post Malone is offering fans VIP entry, a skate deck, laminate and lanyard, a drink and a dedicated line at the merch stand for his two Spark Arena shows next year.
And veteran rocker Ozzy Osbourne is charging fans $320 for early entry, a drink, a VIP laminate and lanyard; and early access to the merch stand.
A spokesperson for Swift’s promoters wouldn’t comment on how many VIP packages were available, and how many were sold.
But Valenzuela, a healthcare assistant, isn’t fazed by the price. In fact, she’ll spend even more on Swift’s merchandise when she gets to the show.
“They’re all worth it,” she says. “Plus I get to be front of the stage during the concert.”
Some artists have taken a stand against VIP packages. Ed Sheeran, who recently set a touring record in New Zealand, refused to offer VIP passes to any of them.
“He doesn’t do any VIP packages whatsoever,” promoter Michael Gudinski told News Corp. “He hates the idea of charging people to meet him.”
Metal fan Troy Rawhiti-Forbes says early venue access is the most enticing part of a VIP ticket. He’s paid up to $150 extra to get in early and find a place up front for shows by Black Sabbath and Sevendust.
But lately, he’s been wondering if shelling out extra for a VIP pass has been worth it.
“There’s something democratic about the GA ticket,” he says. “You pay the same as anyone else, but if you find the right opportunity, through timing, position, the people you bump into, you can have an amazing time that’s organically more valuable than the mere cost of entry.”