Colorado Sports Savings Report

Introduction/Background

Every year, consumers save money on tickets when they compare and purchase tickets on the resale market. By shopping on the secondary market, fans all over the U.S. can compare deals and search for tickets within their price range. The secondary market is a platform where previously purchased tickets are offered for resale at whatever price the event organizer sets. Tickets to events or concerts often go on sale six months to a year in advance, making it difficult for consumers to plan. Life happens and sometimes fans cannot attend an event they have purchased a ticket for.

This is why transferability – which lets consumers sell or give away their tickets to freely, is critical for a fair and successful marketplace. From 2018 – 2023 sports fans in Colorado saved tremendously when shopping on the secondary market. Over the five-year span, consumers saved as much as $42 on single tickets to major league sporting events.

Automatiq, a leading data analytics and support services company in the live event ticketing industry, provided the data for this report.

2018
19.33% of tickets were sold below cost, with a sum of $15.53554212 saved per ticket.

2019
34.65% of tickets were sold below cost, with a sum of $19.70973769 saved per ticket.

2020
9.02% of tickets were sold below cost, with a sum of $7.59212068 saved per ticket.

2021
16.50% of tickets were sold below cost, with a sum of $8.0226508 saved per ticket.

2022
24.31% of tickets were sold below cost, with a sum of $17.85648843 saved per ticket.

Colorado Rockies - Baseball

2018
30.43% of tickets were sold below cost, with a sum of $2.910849856 saved per ticket.

2019
36.52% of tickets were sold below cost, with a sum of $2.851800952 saved per ticket.

2020
37.41% of tickets were sold below cost, with a sum of $0.998087666 saved per ticket.

2021
20.31% of tickets were sold below cost, with a sum of $2.993446437 saved per ticket.

2022
30.38% of tickets were sold below cost, with a sum of $2.351604236 saved per ticket.

2023
26.63% of tickets were sold below cost, with a sum of $2.84281484 saved per ticket. 

Colorado Avalanche – Hockey

2018
15.71% of tickets were sold below cost, with a sum of $1.726572362 saved per ticket.

2019
14.09% of tickets were sold below cost, with a sum of $1.610943502 saved per ticket.

2020
6.06% of tickets were sold below cost, with a sum of $42.99739847 saved per ticket.

2021
22.53% of tickets were sold below cost, with a sum of $6.420885944 saved per ticket.

2022
12.77% of tickets were sold below cost, with a sum of $4.049103744 saved per ticket. 

Denver Nuggets – Basketball

2018
17.39% of tickets were sold below cost, with a sum of $2.951237998 saved per ticket.

2019
32.55% of tickets were sold below cost, with a sum of $3.70169766 saved per ticket.

2020
17.64% of tickets were sold below cost, with a sum of $20.37465741 saved per ticket.

2021
47.94% of tickets were sold below cost, with a sum of $10.11106529 saved per ticket.

2022
32.51% of tickets were sold below cost, with a sum of $7.939754992 saved per ticket.

Bottom Line

Consumers appreciate the flexibility the secondary market provides. This data demonstrates how often fans can find cheaper tickets on the secondary in states like Colorado. Fans should be able to buy tickets to an event without fear of breaking the bank. Not every fan can wait in outrageous ticket queues or have credit cards that allow them access to premium ticket sales. The secondary market allows consumers to shop around for tickets and provides access to great deals within their price range.