By Jim McCarthy Apr 13, 2011 3 comments

Our Story, and We’re Sticking To It

Here are the things that are at the core of what we do at Goldstar.  They’re things we believe, and we try to make everything we do support these beliefs:

We believe that live entertainment is meaningful and special to people.  It’s not just a couple hours of fun.  Watching TV can be fun.  Playing “Angry Birds” is fun, but we believe live entertainment, actually getting out into the world and being part of something that’s really and truly happening, is more than just fun.  It’s important and rewarding and rich.  It’s also more fun.

We believe that if you ask 100 people if they’d like to go to more live music, sports, comedy, theatre, rodeo, sushi making classes, wine tastings, street festivals, operas, and French-Canadian circuses, 90 of them will say “yes.”

We believe that there are barriers preventing those people from doing what it is that they would like to be doing, and our job, every day, is to help them overcome those barriers.

We believe that price is just one of those barriers, and that price isn’t a barrier because people can’t afford to buy tickets.  In fact, we believe that if someone cares enough about something, they’ll pay just about any price to see it.

Instead, we believe that awareness of a show, excitement about a show, and the practical concerns about getting to and having a smooth experience at a show are equally powerful reasons people don’t go to shows as much as they would like to.  Our job is to overcome those barriers for people.

But we also believe that price can have a powerful impact on changing behavior, not because people don’t value the live experience, but because they’re taking a risk of time, money, reputation, and energy.  We want to reduce that risk for them, and part of that is a compelling price.

We believe also that a low price should be used to reach people who in all likelihood would not have gone to a given show and getting these people to those shows is like trial marketing, where their experience before, during and after the performance or game will determine their future interest in being an ongoing customer.

We know from experience that discipline and sound fundamentals applied to using price as a strategic marketing tool creates short and long term value for ticket sellers, and it achieves the goal of getting more of those people who would like to be there.

We believe that in the long-term, the health and success of the live entertainment business depends on delighting a bigger and bigger audience.  To do that, we believe it takes a humble attitude that leads us to want to earn the loyalty and interest of ticket buyers every day and take nothing for granted.  We believe in working hard to be of value to our venue partners and to our customers today and for a long time to come.

Finally, we believe in ourselves.  We’re neither afraid of anybody nor are we arrogant toward anybody.  We are confident in the positive value of what we’re doing, the impact of our hard work, our commitment to our members and venue partners, and in each other. We may not be the biggest company in the world or even in ticketing, but we’ve come a lot farther than most ever will, and we’re growing faster than ever.  We respect competition and we respect the marketplace, but this is our story.  It’s a story about the need that people have to get together in real life and see something great in the presence of other people and our long-standing commitment to make that possible more and more often.   It’s an important story that millions of people are interested in.

It’s our story, and we’re sticking to it.

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    3 Comments

    • Patty Price

      Dear Jim,

      I’ve partnered with Goldstar since 2008 and it’s always a pleasure doing business with your representatives, who are smart, efficient and personable. I guess when people really care about their work it reflects the attitude at the top.

      Jim, what you say about barriers is so true and really hits home. Familiarity is most comforting to we humans who, for the most part, fear the unknown and loathe the discomfort and stress it puts on us.

      Times are tough. Let’s continue to offer a gift too good to pass up!

      Sincerely,

      Patty
      Price

    • Troy Taylor

      Good values.

      People are truly alive when they spend time exploring beyond their typical activities. As such, I had a great experience at the LB Grand Prix this weekend.

      Thanks for showing me where to find the need in the haystack.

      Keep it coming…

    • Jim McCarthy

      Troy and Patty, those are both delightful comments for me to hear. So nice of you to say so!