Lancashire County Cricket Club’s Chief Executive, Daniel Gidney, will be on hand with England & Wales Cricket Board’s Philip French to discuss the secondary ticketing market at TheStadiumBusinessSummit 2015 in Barcelona (10-11 June).
With legislation to improve transparency in the secondary ticketing market on its way, Lancashire County Cricket Club has proved itself to be ahead of the curve by rewriting terms and conditions for those selling tickets.
We caught up with Daniel ahead of his session in Barcelona to chat about the secondary ticketing market and how much of a risk it can be to the industry.
“A lot of people say it’s the commercial market expressing itself, but from my point of view it’s not like that at all,” said Daniel.
“There’s obviously legitimate reselling that takes place when someone can’t make it to an event but then there’s inappropriate reselling when people buy with a view to selling them on and have no intention of attending. For too long, the secondary ticketing market has enabled large scale touting.”
Daniel praised efforts by the ECB to take on those who resell. “Last year, the ECB successfully prosecuted a couple who had made over a quarter of a million pounds by reselling tickets. I’ve seen Ashes tickets on sale for between 300% and 400% of face value so it’s clear that the secondary ticketing market needs some legislation.
Even though the Government is in the process of passing legislation to ensure more transparency in secondary ticketing which would require sellers to publish original price, seat number and who is selling it, Daniel says Lancashire Cricket Ground has already made progress on this.
“This new legislation is fantastic and will help protect rights-holders and the public. We worked with our legal team to change our terms and conditions so that all original details have to be published as well and it’s been well-received by our customers.”
To hear first-hand exactly how he did it, join Daniel and other international venue leaders from around the world at TheStadiumBusiness Summit 2015 in Barcelona.
“There’s no other event like it. I’ve been attending for six years and for senior level networking it’s exceptional. It’s an unique opportunity to meet with my peers and if I don’t come away with five or six ideas that I can implement at our venue, I’m disappointed,” says Daniel.