GIG MARKET RANKING
#1. LAS VEGAS
Beats The Odds topped the market charts
DECLARED MARKET GROSS | $197,182,030
REPORTED TICKET SALES | 1,022,793
AVERAGE TICKET PRICE | $192.79
Whatever the question, Vegas has the answer – including which US market was the most profitable for live entertainment in 2021.
Shows in the market grossed $197.2 million last year, according to Pollstar Boxoffice reports, buoyed by a high average ticket price ($192.79) that far eclipsed other markets in the ranking ( of the 10 most profitable markets, the one with the next highest average ticket price was Atlanta, with a figure of $100.79).
“As the primary driver of tourism in Las Vegas, entertainment is the cornerstone of our economic ecosystem here,” said Kurt Melien, president of Live Nation Las Vegas. “As a city, we sell an average of two million tickets to events on a two-mile strip every week. The live event business is also responsible for countless jobs and a large portion of the revenue coming in. in the city.”
While Sin City is more vital than ever, its success has been in the making for decades.
“Las Vegas has always been synonymous with live entertainment, dating back to the 1950s when visitors could catch rising stars like Liberace and Elvis in casino lounges for as little as $5,” says H. Fletch Brunelle, Las Vegas Convention and Visitors Authority Vice President of Marketing. “The ‘Entertainment Capital of the World’ has endured and evolved through a diversity of entertainment offerings reaching all demographics and price segments. From large-scale production shows to comedy clubs and DJs, there really is something for everyone.
This diversity is confirmed by the extensive lineup documented in Vegas box office data. The market’s highest-grossing event of 2021 wasn’t one of the countless stadium and arena shows it put on, but rather the Premier Boxing Champions fight of Canelo Álvarez and Caleb Plant on November 6 – featured like “Road to Undisputed” – which drew a sold-out crowd of 15,140 to the MGM Grand Garden Arena for a gross of $18.1 million as the two boxers faced off to determine the first undisputed champion of the super middleweight sports.
Opened in 1993 and the older of Las Vegas’ two main stadiums – T-Mobile Arena, just half a mile away, opened in 2016 – the MGM Grand Garden was a hub for all sorts of other entertainment in live, including comedian Dave Chappelle, which grossed $8 million over four July shows, and Grupo Firme, which moved 58,069 and grossed $5.7 million over three September shows. Phish’s four sold-out Halloween shows sold 62,851 tickets and grossed $5.4 million, and other notable plays included J. Cole ($1.4 million gross, Oct. 16) and Harry Styles. (1.7 million gross, September 4).
T-Mobile Arena also had a strong year, highlighted by a UFC event and two boxing bouts, all of which grossed $10 million. George Strait, who grossed $4.2 million from two shows at the arena in early 2020, returned for another pair of plays in August, hitting $4.6 million in revenue, while the festival iHeartRadio music in September grossed nearly $5 million over two nights with a bill featuring Billie Eilish, Coldplay, Journey, Sam Hunt and more.
Of course, the market had a huge newcomer: Allegiant Stadium, which began hosting concerts after its original 2020 lineup was postponed due to the coronavirus pandemic.
The stadium opened to music with performances by Illenium and Garth Brooks in July, and hosted Guns N’ Roses on August 27, with the iconic hard-rockers grossing $4.1 million from 36,096 tickets sold. Predictably, when The Rolling Stones’ ‘No Filter Tour’ tour hit town on Nov. 6, it blew that number up, grossing $14.8 million from 42,600 tickets sold — the biggest ever. overnight gross by a wide margin of the group. hiking 2021.
“Las Vegas is home to more than 100 showrooms and theaters, and with the addition of new venues like the 65,000-seat Allegiant Stadium, the destination continues to expand its capacity to host a wide range of artists and audiences. experiences,” Brunelle said. “World tours, festivals and new residencies have more options than ever when looking for a venue in Las Vegas.”
The other notable newcomer to the market was Resorts World Las Vegas, which opened its theater in 2021 and made its residency debut with Katy Perry and Carrie Underwood at the end of the year. The venue is entering a competitive market for residencies that also includes Dolby Live at Park MGM Las Vegas, which snagged the top-grossing report in Vegas at the theater level in 2021 thanks to two Bruno Mars shows that grossed 3.7 million dollars in July. March grossed $19.1 million from 12 theater shows that fell under Pollstarof the chart year (November 19, 2020 to November 17, 2021), and added another $6.8 million from four shows there in late December.
Lady Gaga’s residency at the venue grossed $13.1 million across nine shows in October, while Usher’s run at The Colosseum at Caesars Palace grossed $13 million across 14 shows in July and August. Gwen Stefani’s eight fall shows at Planet Hollywood’s Zappos Theater grossed $4.1 million.
While Adele has pushed back her Colosseum run for pandemic reasons — which was due to start in January, the revered singer has promised all dates will be rescheduled — this slice of the Vegas market still looks set for a big year, with high profile residencies plotted by Silk Sonic (Mars collaboration with Anderson .Paak), Luke Bryan, Michael Bublé, Sting and Keith Urban.
“Residence artists have now become the faces of Las Vegas,” says Amanda Moore, senior vice president of Las Vegas residencies at Live Nation. “Back then it was Sinatra, Elvis, Sammy Davis Jr., and now it’s Adele, Gaga and Bruno. We have 42 million tourists who visit our Strip each year, so we have a unique opportunity that d other cities don’t have that allows artists to make Las Vegas a second home for their fans to come to them in. Fans love the “only in Vegas” experience of seeing their favorite artists in beautiful, intimate theaters that host live extraordinary productions.Our in-residence sales move thousands of tickets not only across the United States, but also to international fans in over 50 countries, and all of these purchases are the precipice for booking an entire Vegas vacation. .
At the club level, no Vegas show did better than the August 20 Rise Against concert at Chelsea at the Cosmopolitan, which grossed $137,757 from 2,930 tickets sold, while other venues like the fore -stations at the Brooklyn Bowl and the city’s House of Blues have also enjoyed years of success.
Among the many Vegas highlights of 2021, Melien cites “Usher’s monster residency that reopened the Coliseum and Reba and Brooks & Dunn’s final shows there, having Guns & Roses as their first show at Allegiant Stadium, the Chappelle’s sold-out shows at MGM Grand Garden Arena, Gwen’s last show at the Zappos Theater, Santana at House of Blues, one of the most beautifully staged shows, Derek Hough at The Venetian, and watching the Foo Fighters overwrite the Dolby Live scene.
Summing up the Vegas offerings – and how they contributed to the top of the market Pollstar‘s ranking – Brunelle notes that based on the city’s pre-pandemic visitors of about 42.5 million per year, about 51% attend a show in town.
“That’s one of the reasons Vegas is such an attractive place to do business; you can do business during the day and any night, catch the biggest names in entertainment,” he says. “What sets Vegas apart from other markets is the sheer volume and caliber of our amenities and experiences. There are 150,000 rooms available throughout the destination, guaranteeing accommodation options at all price points and styles. Visitors can also catch a different headliner or production show each night, while enjoying the world-class dining, nightlife, and hospitality that only Vegas has to offer.
To verify Pollstarinaugural table of gig market rankings at the link below: