SeatGeek has launched TourIQ, a predictive pricing product designed for live entertainment promoters and venues. The new SeatGeek TourIQ solution helps teams assess show value before booking. It also generates seat-level pricing before tickets go on sale.
Scheduling a show is still an important financial commitment for the promoter and the venue. Yet, the team makes their judgment based on partial data. TourIQ incorporates market data along with demand signals and similar shows. Thus, the team can make more informed booking and ticketing decisions.
TourIQ is a spinoff of the SeatGeekIQ platform, which is the intelligence engine of SeatGeek. The platform relies on almost two decades of transactional history.
“Every experienced booker can tell you roughly what a show should do. What they haven’t had is a way to prove it. The instinct is usually right, but it’s been sitting on top of a manual process: comps pulled by hand, a scale built in a spreadsheet, and a lot of waiting for the onsale to tell you whether you were right. TourIQ replaces the guesswork with a number before anything goes on sale,” said Noah Sarkey, Quantitative Research Manager for SeatGeekIQ.
First, TourIQ provides a projected value for a show. Users enter the artist, venue, and date to generate the estimate. They can also compare market performance across artists and genres.
TourIQ Combines Show Valuation With Seat-Level Pricing
Afterward, the system determines seat-level pricing across the whole building. In determining pricing levels, it takes into account the relative value of each seat rather than conventional pricing categories. Consequently, teams can price tickets in line with the anticipated market demand.
TourIQ has already helped conduct stadium tours for the three largest event promoters. Their predictive scaling has yielded significant results during some events. Specifically, TourIQ sold 29% more tickets and generated 13% more gross revenue than expected at Nissan Stadium’s Ole Miss vs. Louisville game. However, the average ticket price was 13% lower.
“TourIQ is built on the largest blended dataset of primary and resale ticket transactions in live entertainment, and it gets smarter with every onsale. We’re building the infrastructure that gets smarter with every fan interaction, before, during, and after the sale. It’s a great example of how we see SeatGeek as an intelligence partner, not just a ticketing vendor,” said ArinMichelle Casey, Head of Entertainment Partnerships at SeatGeek.
During another 2026 stadium tour, TourIQ helped address uneven ticket sales across different seating categories. The performance resulted in a sell-out ratio of 93%, which was six percentage points above the expected ratio. Additionally, there were 49% fewer seats with no sold tickets in clusters. In one more stadium performance, seat-level pricing uncovered $1 million in lost revenue.
For the promoters, TourIQ can be utilized for tour planning, tour routing, and tour pricing. For the venues, it can be used to provide numbers during the booking process. Moreover, TourIQ can assist teams in identifying better performers, music genres, music markets, and dates. According to SeatGeek, every scaling done with TourIQ and the following on-sale will provide more data.
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News Source: Businesswire.com
