The Live Nation events will have special Uber pick-up/drop-off zones in close proximity to the main entrance so concert goers can arrive like a VIP. The address of every sponsored Live Nation venue will be pre-loaded into a specialized Live Nation app for iOS and Android to help facilitate the process, and the app will also offer time and cost estimates for the ride. To sweeten the deal, Uber is currently offering a promotion that gives new users a $30 discount for their first ride.
The Live Nation partnership will include more features in the future, but it is already another step in Uber’s plans to integrate its brand through ancillary outlets. In November 2014, Uber partnered with Spotify to allow passengers to control the car radio with their Spotify account.
For Live Nation, Uber furthers the world’s leading entertainment provider’s plans to increase concert attendance. Days before the announcement of the Uber partnership, Live Nation partnered with hotel conglomorate Hilton Worldwide to make Hilton properties Live Nation’s official hotels. In addition, a Live Nation campaign called “Hilton at Play,” is geared towards providing Hilton HHonors members with exclusive access to Live Nation offerings. As part of “Hilton at Play”, the 42 million members of Hilton’s HHonors guest loyalty program will be able to redeem HHonors points to bid on exclusive Live Nation deals including “meet & greets” with artists. The campaign will also feature “play dates” involving live performances with the first being a performance by rock group Paramore at the Conrad New York on February 23. Since Hilton hotels are not technically Live Nation sponsored amphitheaters, the special Uber drop-off/pick-up service will not be offered.
After experiencing a 23 percent increase in concert attendance in 2013, companies such as Live Nation experienced a 1.5 percent drop in 2014. With Uber becoming the leader in the burgeoning ride sharing industry, the company may help drive ticket sales in more ways than one.
