Is a successful tour on-sale all in the timing?

With touring calendars at every level filling up faster than ever, the timing of a major tour on-sale has become an increasingly important part of the touring equation.

While earlier on-sales improve cash flow, expand marketing opportunities, strengthen demand forecasting, and support premium sales, finding space in an increasingly crowded market raises an important question: how early is too early?

At the top end, stadium tours often go on sale 12-18 months in advance of the first show, with major…

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