It’s Presidents’ Day, pitchers and catchers are reporting to spring training sites in Arizona and Florida, and the heating bills this winter haven’t been bad.
This all spells good news for the upcoming concert season this summer, especially at outdoor “sheds” and amphitheaters. And where there are pavilions, there are usually lawns – a relatively inexpensive way for music lovers to enjoy a favorite artist on the cheap – at least compared to the great seats.
The big story in 2023 for concerts? It was a record year every way you looked at it. From the biggest artists on tour – Taylor Swift, Beyoncé, Springsteen, Pink, and Ed Sheeran – to sold out venues, consumers splurged on live performances.
Whether it was leveling up to buy better seats, going for the gold premium package, or getting on a plane to see a favorite act in another town, a lot of not-so-smart money was spent on purchasing memorable live experiences.
And then there’s merch. Forbes reported Taylor Swift made more
money on merch on her “Eras” tour than Drake made on ticket sales.
In a Yahoo! Finance story from last fall, Insuranks reported consumers spent an average of $113 for a single concert ticket last year, but were open to forking over as much as $214 for a better seat.
And how about this fun fact: 46% say they’d consider getting a second job to pay for their concert ticket indulgences. Now, we’re beginning to figure out how the “gig economy” works.
The Wall Street Journal gave 2023 the moniker, “The Year of the $1,000 Concert Ticket.” We all know people who paid that much to see a favorite artist perform live. Some of us just need to look in the mirror.
But of course, many in radio haven’t paid actual money to see a concert since the first Clinton Administration. In fact, many have no idea how much it costs to see a hot concert in their music format or genre.
Because of this resurgence in both interest and spending, for the first time ever, we’ve included an entire series devoted to concerts in our new Techsurvey 2024, just out of the field. We’ll be able to show concert attendance in the past year, merch sales, and other key metrics by format, the best way for radio brands to learn about their core listeners. We’re hoping it provides actionable info for stations planning warm weather contests and promotions.
But one question we may have missed was where concertgoers regularly sit. What seats do they prefer, which can they afford, and why it’s often all about the experience?
In fact, a story in odyssey by Chelsea Triola actually counts down why this cheaper option is more popular. In “10 Things I Love About Lawn Seating At Concerts,” she lays out her logic.
Much has to do with freedom – to move around, have more space, the ability to B.Y.O.C. (bring your own chair), and also in some cases, haul in your own cooler.
But the other part of the experience for “lawnies” is to hang out and commune with one another. Those who opt for lawn seats tend to find the evening more social, striking up conversations with those in the vicinity. In fact, spreading that blanket out on the lawn makes one feel more a part of a community than those who sit in the pavilion, complaining about long restroom lines.
And there’s more revenue tied into lawn seats than you might think. 
For the second consecutive year, Live Nation is offering the ultimate package to its budget-conscious concerts fans. For $239 (including all fees), the “Lawnie Pass” is an all-you-can-eat deal where “lawnies” can attend almost every single show at 28 designated venues.
While many spend more than the cost of a “Lawnie Pass” on a single ticket to a single show, the brain trust at Live Nation knows what they’re doing. Aside from concession sales and parking, the average concert fan spends roughly $9 in merch at the typical show.
Aside from the benefits of the lawn domain mentioned by Chelsea Triola, buyers of the “Lawnie Pass” get to attend shows across all genres – rock, hip-hop, country, pop, classic rock, and even comedy depending on the booking variety. It’s a great way to experience all types of music – and all sorts of fans.
Live Nation – who should know – defines the community of “lawnies” this way:
As a PD, I made every effort to “walk the lawn” at key concerts to take in the sights, the sounds, the smells (!), and the vibe. The “lawnies” were always a great sociology experiment for better understanding an artist’s appeal and their fan base.
@dylanspring4 5th concert of the summer season with some pro tips from a guy with his second year lawn pass #lawnpass #spac #livenationpacking #livenation #bigtimerush #concertready ♬ original sound – dylan spring
The “Lawnie Pass” is available at 28 outdoor venues around the U.S. Live Nation’s release provides the details. More information and purchasing can be done here.
For cash-strapped radio stations in the vicinity of these amphitheaters, buying “lawnie passes” for summer contest giveaways might not be a bad idea either.
It’s time to get that blanket cleaned, scrub down the cooler, and buy some sunscreen. The 2024 summer concert season will be here before you know it.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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I love this! I saw Lalapalooza twice at the same venue in the same year (1992 Lakewood Amphitheatre), once in seats and once on the lawn and I agree wholeheartedly, the lawn was by far the better experience. From the mosh pit during Ministry to the socializing, it was a fuller experience. Lawnies tend to connect.
Years later I worked for a jazz station that was involved in open air concerts on the lawn at the Clark County Government Center Amphitheater in Las Vegas. We had a table set up at the back of the lawn and our on-air personalities would often MC. It was great to have people just wander up to the table, grab a bumper sticker or other swag, and tell us how much they loved our station. (As a public station, we even managed some donations that way). It makes me think now, what are we doing to connect with the Lawnies? They are probably the audience that is most likely to be loyal and to support our station.