For independent venues, ticket scalping and bots can feel like an unstoppable force. The excitement around a show can quickly turn to frustration when tickets are snatched up within minutes, only to reappear on resale sites at inflated prices. Not only does this hurt your venue’s reputation, but it also alienates the loyal fans who are eager to attend the show. So how do you combat the rise of bots and scalpers, ensuring tickets go to the real fans?

Jordan Anderson, Talent Booker at the Troubadour, shared some valuable insights on this issue (see her snippet from our webinar below, and the full webinar recording here.) Below are key strategies independent venues can use to protect their ticket sales and make sure the right people are in the crowd.

1. Implement Ticket Replacement Systems

A simple yet effective method to outsmart scalpers is to use a ticket replacement system. This involves issuing replacement tickets closer to the event date, which invalidates the original ticket once it's replaced. By reducing the window of time that resellers have to sell tickets on secondary markets, venues can significantly reduce the chances of bots flipping tickets for a quick profit. Fans who bought tickets through legitimate channels will still have their spots secured, but scalpers will be left out of the loop.

2. Explore Dynamic Pricing Models

Dynamic pricing is another powerful tool to prevent bots and scalpers from capitalizing on your shows. By adjusting ticket prices in real-time based on demand, independent venues can make it harder for resellers to gauge when prices will spike. As ticket prices fluctuate, bots and scalpers may be deterred from purchasing large quantities in advance because they can't reliably predict resale value. Dynamic pricing allows venues to capture more revenue upfront and disincentivizes third-party resale.

3. Support NIVA’s Fix the Tix Campaign

The National Independent Venue Association (NIVA) has been a leading advocate for reform in the ticketing industry with its Fix the Tix campaign. This initiative aims to crack down on unethical ticket resellers and protect both fans and venues from unfair practices. Fix the Tix promotes transparency, fair pricing, and legislative action to close loopholes that bots and scalpers exploit. Independent venues should get involved in supporting this movement by adopting NIVA’s best practices and pushing for changes that will help level the playing field.

4. Leverage Government Bills for Transparency

There’s growing support for government intervention to combat ticket bots and scalpers. Legislation is being introduced that would make it obvious to fans when they’re buying tickets from a third-party reseller, not the official venue. These bills aim to increase transparency, ensuring fans know the source of their tickets and avoid overpaying for scalped seats. By supporting these legislative efforts, venues can help create a fairer ticket-buying experience for fans and drive bots and scalpers out of the equation.

5. Eliminate Sponsored Links from Third-Party Sellers

One of the sneaky tactics resellers use is buying sponsored ads that show up above official venue links. Fans searching for tickets may not realize they’re clicking on a third-party reseller, leading them to purchase overpriced tickets or fraudulent passes. To combat this, independent venues can work with search engines and ticketing platforms to eliminate sponsored links from third-party sellers. This way, fans are more likely to land on the venue’s official ticket page rather than getting misled by resellers.

6. Use Delayed Ticket Delivery

Another effective tactic to deter scalpers is delayed ticket delivery. Instead of issuing tickets at the time of purchase, you can set a delivery delay, releasing the tickets only a few days before the event. This limits the ability of resellers to flip tickets quickly on secondary markets, as buyers won’t have access to the tickets until closer to the event. It’s a method that frustrates scalpers while ensuring fans still get the tickets they purchased.

7. Scrub Sold-Out Shows for Resale

When a show sells out quickly, bots and scalpers are often to blame. But there’s hope for fans. Venues can "scrub" shows that sell out within the first month, reviewing ticket purchases for signs of bot activity. This can include bulk purchases from the same account, unusual transaction patterns, or multiple tickets being bought under different names but with the same contact information. By identifying suspicious activity, venues can cancel those orders and reissue tickets to real fans, giving them a second chance to attend the show.

8. Utilize Technology to Monitor Buyers

Today’s technology allows venues to track and analyze who is buying tickets, providing insights into purchasing patterns that may indicate bot activity. By using ticketing platforms equipped with anti-bot technology, venues can flag suspicious behavior, like multiple tickets being bought from the same IP address or rapid purchases within seconds of tickets going on sale. Monitoring this data helps venues catch scalpers in the act and prevent them from gaming the system.

The Bottom Line

Fighting bots and scalpers may seem like a never-ending battle, but with the right strategies, independent venues can take control of their ticket sales and ensure that real fans are the ones filling the seats. As Jordan Anderson shared, tools like dynamic pricing, delayed ticket delivery, and supporting campaigns like NIVA’s Fix the Tix can help venues stay ahead of scalpers and protect their community of fans. By embracing these practices, your venue can create a fairer, more transparent ticket-buying process, keeping the excitement alive for everyone.