Elevated Outings

Your next night out just got an upgrade.

There’s no question about it—events and experiences are having a moment in the spotlight. From sports games and comedy shows to theater performances and big-name artists, people are springing on tickets in droves. Case in point: Live Nation, which also owns Ticketmaster, boasted its biggest year yet in 2023 for audience attendance and ticket sales—marking a whopping 20% increase compared to 2022. 

Locally, soaring fan demand continues to sell out shows in record numbers (see: David Sedaris and P!nk each adding dates to their respective appearances). With so much (literal) fanfare, one could argue venues have the luxury of sitting tight and watching the revenue roll in. Instead, a lineup of local spots have stepped up their game—and a trend is emerging that taps into that deep desire for experiences. Through add-on options, attendees have the op to elevate their event endeavors and keep the good vibes going beyond a typical ticket. 

For starters, take Martin Marietta Center’s just-launched add-on pre-show experience, The Lounge. Easily mistaken for the interior of Cinderella Castle, the lushly decorated hangout offers light bites and boujee (read: top-shelf) spirits accessed via an exclusive entrance—all at an inclusive price of $35 due to the center’s goal for all ticket purchasers to enjoy the lush atmosphere. 

“We are always trying to come up with ideas that will open a fresh new experience for guests when visiting Martin Marietta Center,” notes Marketing Manager Sarah McAlister. “We wanted to make space for any ticket holder, whether they are a season ticket holder of the ballet, symphony—or visiting us to enjoy a comedy or concert. We want to provide a warm, inviting space for our guests while they are spending time with us—and The Lounge will not disappoint.” 

For the big ballers, fans seeking better seats at PNC Arena can opt for a premium viewing experience feat. chef-prepared fare, VIP parking, leather seats and flat-screen TVs in suite seating. And music enthusiasts heading to The Ritz can spend a smidge more moolah for access to the lush and red-ily decorated Jupiter Lounge for priority access, raised platform views and pre-show imbibes. 

Not to be left out—and a pro at the upgrades—Dreamville is launching its latest level-up this year: the Hall of Fame Suites, which showcase high-rise views, free parking (say less), an open bar and dinner buffet. Clearly, the internationally renowned fest has a draw that can’t be denied (hey, Nicki Minaj and SZA!).

Yet, the dreamy fest is known for continually enhancing the attendee experience each year—from the “Fam” hangout area offering snacks and bevvies to JV, Varsity and MVP ticket ops to, now, the Hall of Fame oasis. 

And eventgoers have proven they’re willing to sacrifice more coin for an elevated experience. As with Taylor Swift’s concerts, which have shown a new upswing in traveling for the sole purpose of attending one of her shows. According to Skyscanner, a whopping 44% countrywide “are willing to fly short-haul to see their favorite artists,” with a solid 18% saying they would even hop on a longer flight for a concert. 

With so many fans investing time, effort and cash for what’s oft an hourslong occurrence, it tracks that they’d jump on an add-on elevated experience too. After all, don’t we all want to feel like VIPs?

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