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These days, when we go to a gig, it’s rarely just a gig. New research commissioned by viagogo in partnership with the Centre for Economics and Business Research (Cebr) has found that only 16 per cent of concert spending goes towards tickets bought via secondary ticketing. A much larger proportion of spending – 84 per cent – is spent on travel, food and drink, accommodation, and the obligatory visit to the merch stall. This contributes a whopping £733m to support businesses around the UK – so it’s not only you that’s having a good time.
In a way, these findings reflect the growing popularity of ‘gig-tripping’, where fans of a particular artist plan a whole holiday – or maybe just a night away – around their latest gig. Watching live music is a galvanising and life-affirming experience, so fans are seeking to extend the natural high with social events before and after the show.
Interestingly, though, there are some noticeable regional variations in how we like to spend our concert-going dollar. With this in mind, here are some insights into how people from all over the UK make the most of attending a live music event.
Scottish fans really like to make a night of it
According to the research, a massive 97 per cent of gig-goers in Scotland go for food and drinks near the venue either before or after the concert. Fans in London and the West Midlands are nearly as sociable: 95 per cent of gig-goers in these regions grab a bite or beverage nearby either before or afterwards. And who can blame them? When your favourite band has just dug out a deep cut from a decade ago, you’re going to need debrief over some well-earned refreshment.
People in the South East are some of the most spontaneous
Nearly two thirds (63 per cent) of fans in this region bought their tickets within six months of the gig. We know this isn’t exactly cutting it fine, but given that some major artists announce tours well over a year in advance, neither is it the height of forward-planning.
Welsh gig-goers are the most sentimental
Fans in Wales are the most likely to buy a ticket to what could be the artist’s final performance. Which is sensible as well sentimental, really, because FOMO cuts so much deeper when you know you’re missing out on a once in a lifetime experience.
Welsh fans are also the most likely to attend concerts by bands they feel an emotional connection to. In fact, 63 per cent of Welsh fans say their main reason for buying a gig ticket is their love for the band or artist in question. They’re so, so pure, and that’s only going to make the atmosphere at the gig even more electric.
West Midlanders love an overnight stay
A hefty 87 per cent of fans from this region paid for accommodation when they went to their last gig. In fairness, there’s nothing worse than having to dash out before the encore to make sure you definitely catch the last train. Sometimes you just want to saunter back to a hotel across the road with dozens of other fans singing the band’s biggest hit.
Londoners just can’t resist a hot ticket
We all have that one friend who seems to go to all the biggest gigs – The Eras Tour, Springsteen at Wembley – and chances are they’re a Londoner. One in five music fans in the capital said they’re willing to buy a ticket just for bragging rights (and the top-notch content that comes with it, obvs).
At the other end of the spectrum, gig-goers from the Yorkshire/Humber region are least likely to buy a ticket just to boast about it. So if you want to call them Humble Humbersiders, go right ahead.
People in the East of England are some of the biggest merch fiends
Some three-quarters of fans in this region picked up a piece of merch at their last gig. Clearly, they believe in the age-old music fans’ maxim: “One can never own too many band T-shirts, tote bags and reusable water bottles.”
And if, like them, you’re someone you can never walk past the merch stand without getting your wallet out, don’t feel bad about it. Investing in merch is a great way to support smaller and even medium-sized bands who are battling the ever-increasing cost of touring. You’ll look good in their tour hoodie, and get to feel good about it too.
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