After a ten-year hiatus and the death of drummer/songwriter Neil Peart, Rush is about to go back on tour again with a replacement drummer, Anika Nilles.
That should be good news. But have you seen the ticket prices?
While the exact numbers vary by city, early reports indicate ticket prices in the mid-three-figure range, with four figures not unheard of, especially when resellers are involved.
This is part of a phenomenon that is much bigger than Rush and rock concerts.
For the last three years, the demand for various kinds of experiences has been insane. This has led to over-tourism in many parts of the world, and $24 bottled water in Las Vegas.
The city of Kyoto, Japan is about to increase the tourist tax by 900%. In Spain, a country with an economy disproportionately dependent on tourism, local residents are protesting the presence of so many foreign tourists, and even shooting them with water pistols.
Blame it on the pent-up demand from the pandemic. Blame it on all the government money that flooded the economy during that time. But demand levels for travel and in-person entertainment have not been “normal” in recent years. Remember the hubbub about Taylor Swift ticket prices last year?
Why does anyone think that tickets for a Rush reunion concert are going to somehow be exempt from the laws of supply and demand?
Moreover, there are three special factors to consider where Rush tickets are concerned.
First of all, there is the fact that we never expected to see another Rush tour. The surviving members of the band, Geddy Lee and Alex Lifeson, had previously stated that they were done touring, done making new music.
Secondly, Rush fans tend to skew older. That means that they have more disposable income, on average. And that means more money chasing the Rush tickets that are available. And we can be sure that ceteris paribus (all things being equal) the demand for Rush tickets exceeds their supply.
Thirdly, Alex Lifeson and Geddy Lee are both in their seventies, and presumably have all the money they’ll need for the rest of their lives. Performing rock music onstage is a grueling activity, even if it’s your passion. Will there ever be another Rush tour? Maybe not. That sense of last chance, fear-of-missing-out is yet another factor that drives up ticket prices.
Don’t want to pay $435 for a rock concert? There’s really only one option: don’t go.
I know that sounds harsh, and maybe it makes me seem like a bit of a curmudgeon.
But until we consumers start voting with our wallets, demand is going to remain at insane levels, and prices are going to remain sky-high.
“But it’s Rush!” you say. And yes—I get it. I’ve been a Rush fan since 1982. But not even Rush should have unlimited dibs on your money.
-ET