Target Center adopts new ticketing agency, ousts Ticketmaster - My29 WFTC Minneapolis-St. Paul

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Target Center adopts new ticketing agency, ousts Ticketmaster

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On Monday, Target Center announced it will replace Ticketmaster with AXS Ticketing, effectively ousting its former ticketing agent in favor of the beta AXS program debuted more than a year ago.

The operator of the Minneapolis venue, AEG, is now using the AXS platform -- which it owns -- in nine markets, including overseas in London.

"Through innovations that benefit both ticket buyers and venues, we're looking to revolutionize the ticketing process to enhance the overall event experience," Bryan Perez, AEG's president of digital ticketing and media, said in a release.

For fans hoping to buy tickets to events at the Target Center, this means that all pre-sale and ticket sales after Nov. 6 will be done through the AXS platform, cutting Ticketmaster out as the seller and distributor of tickets at the arena.

The first shows that will feature the new tickets are:

  1. The World Wrestling Entertainment's Holiday Tour, starting Nov. 10
  2. Classical MPR's presentation of The Mormon Tabernacle Choir and Orchestra, on sale Nov. 23.

Those who want to purchase tickets can either do so online at targetcenter.com or AXS.com. Unlike with Ticketmaster, buyers will not face delivery fees for printing their tickets at home -- but that isn't to say that fees don't exist at all. The main difference is that those fees will stay in-house instead of going to Ticketmaster. 

So what does it mean for customers? Several who spoke with FOX 9 News expressed relief that Ticketmaster was getting the boot, and employees at Ticket King say they have used the new system. They say the industry competition should benefit customers.

Target Center officials say the new system should save ticket buyers time with the new virtual waiting room that will open before ticket sales begin for a given event. Developers say it's part of a larger effort toward greater transparency in the buying process, but it also creates a social component to ticket reservation.

Buyers will soon be able to reserve adjacent tickets for friends after a transaction if there are still a large number of tickets available. A one-step invitation will send an e-mail or Facebook message to a friend who could book those seats later, making it easer for multiple buyers to attend as a group.

Real-time ticket pricing and availability information will be displayed in the waiting room, and designers say it should also shorten transaction times by letting customers enter their payment details before the ticket sales begin.

Venues will also have access to the waiting room, and will be able to gauge demand for tickets both before and during the sales.

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