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With Adele Las Vegas Residency Back On, Who Gets First Crack at New Tickets?

Ticketmaster and its Verified fan platform are prioritizing fans who missed out the last time around.

After months of preparation, superstar singer Adele and her team have almost completed the Herculean effort required to re-schedule her 24 show-residency in Las Vegas to begin Nov. 14. Among the tricky parts: shifting 100,000 existing ticket holders into 24 new shows at the Colosseum inside Caesars Palace while getting 32,000 tickets to eight new Adele shows into the hands of fans who missed out the last time they went on sale.

To do this, Ticketmaster and its Verified Fan platform have implemented a new strategy to create a sales queue for those fans who unsuccessfully tried in December to buy tickets to Adele’s residency. By holding customers’ information and connecting it to transactional data, they can directly offer the new tickets to those potential customers — better serving the fans, while directly marketing the new shows with almost no additional cost.


It used to be that Ticketmaster could only see how many people lined up for a ticket sale, but it struggled to communicate with them after the sale ended. Normally, once tickets ran out and the sale ended, that demand would disappear with the customers who went “home” empty-handed. By switching to an identity-based ticketing model during the mid 2010s and requiring fans to register in advance for high-demand onsales, Ticketmaster can more accurately measure demand and see in real time how well it can match supply.

Next week, company officials will take that understanding a step further, using data from the Adele residency’s initial December 2021 sale to identify which fans were unable to acquire tickets, email them to let know more tickets are available, and put them back in the digital queue to purchase them when they go on sale.

Ticketmaster executives believe that the 32,800 tickets that go on sale on Aug. 10 and 11 will be entirely bought up by fans from the December 2021 waiting list. That’s a major opportunity for the concert business to save money on advertising and marketing while creating greater certainty when putting new events on sale.

Tickets for the eight new shows go on sale Aug 10. Fans who were able to buy Adele tickets at the original onsale but then asked for a refund when the show was postponed will get first crack at the new tickets. While most fans simply held onto their tickets and were rolled into new dates between November and March, some fans refunded their tickets prior to having their tickets transferred to a new date. Others asked for a refund after learning the new dates for their tickets. Either way, these fans will be given preference to buy tickets first when they go on sale again.

Next up will be fans on the waiting list from the December presale. On Aug. 3, these fans will receive an email from Ticketmaster asking them to sign up for a presale that will take place on Aug. 11. Once the presale begins, fans will be ushered into the sales queue. While fans won’t technically hold their same place in line as they did when the sale ended last year, the experience is meant to feel like the fan is finally getting their turn to buy tickets to see Adele in concert.

If any tickets are left, they will then be open to the general public.

This is just the start, with long term implications for acts of all sizes. This kind of information can be used to make sure fans who missed a previous tour get first shot at tickets the next time an artist comes to town. It creates more fan awareness surrounding upcoming tours and more certainty for promoters as they try to gauge demand when considering whether or not to add new dates to an already announced tour. For artists, promoters and fans alike, that’s a win for everyone.