Written by Richard Kastelein    Wednesday, 10 March 2010 05:48   
John Mayer and Live Nation Entertainment Pilot Paperless Ticketing in Canada
Miley Cyrus, AC/DC, Metallica, and Tom Waits have piloted paperless ticketing... and now John Mayer is testing the technology when performs on April 4 at Rexall Place, in Edmonton, Alberta, Canada. At least for part of the inventory, but not all. Some gig attendees will have to use their credit cards to buy tickets from Live Nation Entertainment and they will only be able to get in with matching ID.
Is this the beginning of the inevitable and the answer to curbing secondary trading in tickets? Or another plane crash in the making - as was claimed about previous unsuccessful attempts with paperless ticketing, particularly around Miley Cyrus and her young fan base not having credit cards...

"The credit card that is used to make the purchase is presented, along with their government-issued ID, when they arrive at the venue," Christine Hall, director of sales and marketing for Ticketmaster Canada told the Canadian Press. "We have new scanners that we're providing to venues and those scanners swipe the credit card and out pops the seat-locator slip and then the individual makes their way to the seat."

In John Mayer's case, only a portion of the most expensive tickets are paperless. . "Artists identify the seats that they think are most likely to be resold and they choose to have those seats paperless," stated Hall at Canada.com. "But in other markets, where there might not be restrictive resale laws, he's allowing up to 20 per cent above face value. So the idea is that tickets can be resold but people aren't necessarily making a living off the resale of his tickets."
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