Taylor Swift’s “Era’s Tour” is bringing unprecedented ticket pricing and demand not just across the country but also in Minnesota, according to the Twin Cities-based Ticket King.
As of Tuesday, a ticket to get inside U.S. Bank Stadium for Friday and Saturday night ranged from $1,200 to $1,50, according to Ticket King owner Brian Oberg. Lower-level tickets were priced north of $2,000.
“In my 35 years in the ticket business, I have never seen anything close to this,” Oberg said.
Tickets for other big shows coming through the Twin Cities typically stay priced in the hundreds-of-dollars region, but something about Swift’s tour is pushing prices higher.
“For Taylor Swift, we’re talking prices in the thousands of dollars, so it’s more like the Super Bowl than it is a concert,” he said.
When it comes to what’s driving those prices, Oberg believes it’s a combination of Taylor Swift’s star power, hits, and the overall spectacle of her Era’s Tour. The pandemic is likely playing a factor, too.
“I think the pandemic may have had something to do with it or a lot to do with it. After people made it through that, they’re just to the point where they want to see Taylor Swift, and if it costs whatever, they’re going to go,” Oberg says.
Much has been made about the TicketMaster meltdown last year as Swifties battled long wait times and high prices, including what many see as excessive service fees, only to be turned away by the site without a ticket to show for it.
Oberg says there isn’t much proof to show the debacle led people to secure tickets through other methods like Ticket King.
"I'm not sure that all that publicity has helped us," Oberg said, adding that they have seen some increase in new customers, but mainly they helped their regular customers.
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