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The annual guide to the global live entertainment ticketing business
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Home to some of the biggest reggaeton stars in the world, the Caribbean island of Puerto Rico is well and truly on the music map.
Its key arena, the ASM Global-managed Coliseo de Puerto Rico (known locally as the ‘Choliseo’ or ‘Choli’) is an iconic venue that boasts sell-out shows from both local and international superstars such as Daddy Yankee and Journey. It ranks annually within Pollstar’s Top 20 World Ticketing Venues.
Primary ticketing
The leading ticketing company in Puerto Rico is Ticketera, with approximately 90% market share, according to reports. The firm is the exclusive ticketing partner for the three major venues on the Caribbean island: Coliseo de Puerto Rico, Puerto Rico Convention Center, and Coca-Cola Music Hall.
Other companies include Ticket Center (which launched in 1996), Ticket Plus PR, (which celebrated its tenth anniversary this year), and Buy a Tix.
In 2019, ASM Global engaged LA-based TixTrack to improve the functionality of Ticketera. The tech company integrated its B2B solution Nliven, a scalable cloud-based solution into Ticketera’s systems to streamline the online ticket-buying experience. The cloud also provides analytics and reports, to help maximise promoter revenue.
In-demand international artists from the Latin and Anglo music markets also headline here
Distribution of sales
95% of tickets are purchased online. However, there is still a box office to accommodate physical ticket sales.
International & domestic splits
ASM Global regional general manager Jorge Pérez says that there is a 60/40 split in support of regional musicians, many of whom have a global following. In-demand international artists from the Latin and Anglo music markets also headline the Choliseo. Christian Nodal and Travis Scott are among the artists performing this year.
Secondary ticketing
Reselling or scaling is illegal in Puerto Rico.
Tax & charges
VAT is 11.5%. After reopening post-Covid, the Choliseo introduced an additional $2 per ticket facility fee to contribute towards its significantly higher costs.