If there was one thing made certain during the opening day (Nov. 14) of the annual Billboard Touring Conference, it was that "the secondary market is here, and it's not going anywhere," said Chuck Lavallee, head of business development at StubHub.

During the "Ticket to Ride" panel, Lavallee noted that StubHub's Web site receives about 10 million unique visitors each month, and that the sale of concert tickets accounts for about 30% of its business. Explaining that many people, including the press, were misinformed about the secondary market, Lavallee made clear that StubHub "isn't a broker, we're a marketplace."

Nevertheless, Ticketmaster executive VP David Goldberg said secondary ticketing companies disconnect artists from their fans. "There are lots of artists out there who want to control that pricing," Goldberg said. "And the presence of the secondary market doesn't allow that."

As a solution, Goldberg believes artists should hold more power in setting the prices for tickets sold in the secondary market. "Next year, you'll see artists wanting to control it their way," he said, noting that ticket holders could be asked for specific proof of purchase at venue doors. "It's about how thy want to treat their fans long-term."

Lavallee noted, however, that StubHub is currently developing more partnerships with artists, agents and managers who'll be able to "tap into" secondary sales income.

Additionally, while most tours aren't "home-run sellouts," StubHub brings a lot to the table in terms of promotion, according to Lavallee. "There are a lot of people who find out about tours through StubHub" and not traditional media, he said. "StubHub spends millions in advertising."

Either way, the simple fact is that "there are less and less tickets available to fans for hot shows," said Gene Felling, executive VP/GM of Colorado's Broomfield Event Center. Along with automated Internet bots and the secondary market, presales have "further eroded the amount of tickets available to the public," according to Felling.

Asked how to make the ticketing business more efficient, Goldberg suggested having a one-stop-shop. "If you want a truly efficient market, you have to have all the inventory in one place," he said.