Railroad Revival Tour: Concert Return on Attendance

Last year we wrote about a concept called Concert Return on Attendance (CROA) -  the value that a concertgoer receives from attending a live music event days after the event itself. Now as the music industry progresses and bands experiment with new business models we are starting to see more and more examples of this coming to life. Take the Railroad Revival Tour for example…

This April, Mumford & Sons, Edward Sharpe & The Magnetic Zeros, and Old Crow Medicine Show will embark on a tour unlike any in recent memory. Traveling exclusively in vintage rail cars, the three bands will journey across the American Southwest over the course of a week. The aptly titled Railroad Revival Tour will feature the three bands playing concerts at six unique outdoor locations along the route, beginning April 21st in Oakland, California. – RailroadRevivalTour.com

I know what you’re thinking. Awesome. The concept is irresistible whether you like any of these bands or not. Old Crow Medicine Show happens to be one of our all-time favorites, so we’re drooling over new tour dates already anyway. Throw in some trains and it’s a deal of a lifetime. Big I digress. It gets better.

• Tickets are $55 and there are no service charges. Awesome.
• Children 5 and under who attend with a paying adult get in free. Awesome.
• Tickets include a commemorative ticket and MP3 download of official Railroad Revival Tour live recordings. Awesome.
• Commemorative tickets are $150 and include a limited edition Railroad Revival Tour poster by the brilliant Italian illustrator Luca Zamoc printed on canvas, all 6 commemorative tickets in a special package, and MP3 download of official Railroad Revival Tour live recordings PLUS special bonus tracks. What?!?! Awesome.

This tour has not been short on press; it’s been mentioned in dozens of high value publications and is gaining a tremendous amount of enthusiasm from live music fans across the country. I don’t know how the press is affecting ticket sales but what I do know is that this tour might have found a sweet spot in an industry that is desperate for innovation and enthusiasm. The Railroad Revival tour has elegantly combined a nostalgic experience with high concert return on attendance to stimulate ticket demand and elevate each band’s national awareness.

• Are you as excited about this tour as we are?
• Do the add-ons (CROA) play a role in your decision to buy tickets to an event like this?

Related posts:

1. Concert Return on Attendance
2. Concert Optimization for Bands