VIP Tour Packages In Demand, Despite Slumping Economy : Rolling Stone

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Not just any band can pull off a pricey package, Bongiovanni says. More often, it's established acts who cater to "the more well-heeled elements" of their fanbases, as well as the allegiant, who for some, these VIP packages are sometimes too good to pass up. But he admits, "Even acts that tour at the theatre-level have hardcore fans that will pay extra for something special." Aerosmith's former manager, Keith Garde, who is now president of Paid, Inc., a celebrity services firm, agrees.

"It was out of the stuff of super fandom that these [VIP packages] were conceived," he says. "Super fandom is bigger than how much money you have at any given moment. That love is something that all of these artists are blessed to have, when they have it. You get to be back where literally, no fan goes. With our programs, you get to stand on the stage."

Some people are willing to pay a premium to get that special treatment, to secure an earlier parking spot, to meet the stage crew, to have their picture taken with the band. And Garde agrees "it's only a matter of time" before VIP packages start offering fans the chance to play with the band.

VIP ticket packages are still selling despite the slumping economy because those willing to spend the money feel the offer is worth the price tag. Bongiovanni points to Alabama as one act that provided true value in its VIP package three years ago. The country stars offered a $1,000 ticket to fans on their farewell tour, and "for that money, you got to meet the band and you got an autographed guitar," he recalls. "So, if you're a real hardcore Alabama fan, it's worth it, and from the band's perspective, if there were only two people or five people a night who wanted to do that, they were okay with it because after a while, that money adds up."

The perception, Garde says, is that VIP ticket packages are "too expensive," but he says the "programs that really do the job of providing value, they cost a lot to service. We have people at every show, to make sure that they get to each part of what the VIP experience provides for. You feed people, have catered parties, you're providing drinks for them, additional security — it's expensive to do right, and what it really does is it enhances the live experience for the artist as well as for the people who are buying this things, because its an experience that lasts a lifetime."