The Sunday Mail
Why do we (always) have to pay more?
Are we (always) gullible?
Same act, same artiste
Different venues, different costs
It is a case of two worlds — one rich, one poor.
Ironically, the rich guys pay less while the poor fellows pay more — that is the situation with John Legend’s upcoming ‘‘All of Me’’ tour.
The nine-time Grammy Award winner and multi-platinum-selling artiste is coming to Southern Africa for six shows — three in Cape Town, two in Johannesburg and one in Harare.
Legend will perform at the Grand Arena at the Grand West Casino in Cape Town on November 15, 16 and 17 for a fee of between R395 (US$37) and R905 (US$88).
The All of Me hit singer will then jet into Zimbabwe on November 19 for a concert at the Harare International Conference Centre where show-goers have to part with between US$30 and US$150.
Two more shows will be lined up for the artiste in Johannesburg where again tickets cost between R395 and R965. The difference for the most expensive tickets is more than 50 percent, something which makes one wonder.
Why do the Zimbabwean shows have to be more expensive? Is it because the promoters are greedy?
Did the artiste request more money to come to Zimbabwe? Or are we gullible show-goers? Or not enough international acts are coming our way, such that we grab “anything” that comes?
Organiser of the show Gabriel Ettlin said there was no way the pricing of the show could be the same with that of South Africa, as “the promoters will source a number of his requirements directly from SA as no local acceptable substitutions are available”.
Explained Ettlin: “The question of ticket pricing is not rocket science. The costs pertaining to promoting a John Legend show in Harare versus Johannesburg are higher for a number of reasons but in part due to the fact that certain production-related items need to be sourced in South Africa and when you add transport, import duties and crew requiring flights and hotel accommodation, this becomes substantial.
“The main variance, however, is the size comparison of venues.
“HICC has for this kind of fully seated show a maximum selleable capacity of just over 3 000 whilst the Coca-Cola Dome in Johannesburg has a selleable capacity of almost 8 000.
“One could abstractly compare this to either travelling by coach or taxi to the same destination, the coach being far cheaper as the operating costs are shared by 60 passengers versus four in a taxi.”
Ettlin also took time to quell fears among many Zimbabweans that John Legend would perform using backtracks.
“Whilst John Legend will be touring with a full band, ‘An Evening with John Legend: The All of Me Tour,’ features John in an intimate, acoustic setting, highlighted by guitar/vocal accompaniment as well as a string quartet.
“This is very much a distinguished evening and fans in Zimbabwe can expect to experience the same show as in South Africa.
“It is, indeed, my personal opinion that the show in Harare will be even better as the venue, being much smaller than those in South Africa, is far more conducive to an intimate performance.”
However, he bemoaned the lack of awareness by Zimbabweans on how online ticket reservations work.
“Fans from all around Zimbabwe and even regionally have embraced the online ticket reservation platform available for the John Legend show.
Online reservations and early box office accounted for almost all of the entry and mid-level tickets.
“A large number of these reservations, however, were not redeemed on the stipulated dates and it, therefore, appears that the follow-on purchase requirements have not been fully understood.
“Making a reservation does not guarantee you a ticket, unless you follow the instructions and go to the box office during the period stipulated on your printout and make payment for your reservation in exchange for physical tickets.
“All reservations expire after the given date and are no longer valid, and the physical tickets are returned to the box office for public sale.”
He, however, said that given that this reservation platform is a first for concerts in Zimbabwe, the promoters have decided to afford all holders of reservations an additional grace period to redeem their reservations.
“An email will be sent to each holder of a reservation reminding them of and explaining the procedure, whilst affording them the extended opportunity to collect and pay for their ticket.
“Any reservations not redeemed after this extended period will certainly expire.”
Currently all tickets in the $30, $50, $75 and $150 category are either sold or reserved, but tickets remain available in the $100 and $125 category, both at box office and for online reservations.
Ettlin said while John Legend’s travel itinerary has not yet been finalised, “it is the promoter’s hope that his exceptionally busy Southern Africa schedule will permit him to spend enough time in Zimbabwe so that he can view some of the country’s attractions.
An invitation has already been extended to him.”
