Last month we looked into the music industry trends of 2019 and received a lot of positive feedback. This month we want to share insights focused on the venue side of merchandise, centering a lot of the information around capacity breakdowns, most popular hours fans buy merchandise, and popular markets.

This is a quick read so no need to put in a high level summary, let’s begin!

Total Shows by Capacity Grouping

All values are shown in thousands (K)

% Transactions by Hour

% Transactions by Capacity per Hour

After seeing the most popular times people purchase merchandise, we were curious how it looked based on venue size. As you can see, the size of venue doesn’t show any large differences other than two main callouts: small venues show higher volume of purchases in a more condensed time frame vs larger venues like amphitheaters or stadiums where they sell merch outside of the gates prior to doors.

Click on the legend to filter for the capacities you are most interested in!

Avg. % of Shows That Hit Capacity

Below we break down the different capacity groupings and the percentage of shows that hit full show capacity. NOTE: atVenu tracks both venue capacity and show capacity, so this does take into account if a portion of the venue was closed for a particular show.

A Look at Some of the Top Markets by Capacity

Of the markets that yield the highest average $/head, we took the top 5 based on number of shows to come up with the below. You’ll see for each market the average $/Head based on venue capacity grouping.

Greater Los Angeles

Los Angeles shows the highest averages at both the smallest and largest venue capacities of <500 and stadium sized tours hitting 20,000+


Denver has one of the highest averages in the 10,000-15,000 range

Salt Lake City

Salt Lake City drives the highest $/head average in mid-cap venues and 5,000 – 10,000 capacity venues


Austin has the highest averages in the 10,000-15,000 capacity venues

New York

New York has the highest $/head for venues with a capacity of 10,000 or higher