By Jane Cohen and Bob Grossweiner With the reality of a life without Live Nation in the near future for Ticketmaster, the ticketing giant...

By Jane Cohen and Bob Grossweiner

With the reality of a life without Live Nation in the near future for Ticketmaster, the ticketing giant has ventured on an aggressive path in shoring up its profile in the secondary ticketing market. On the heels of the company’s deal with soccer powerhouse Arsenal FC to resell its tickets, comes news that Ticketmaster has launched its TicketExchange resale service for events in Vancouver at the Pacific Coliseum at the PNE, General Motors Place and BC Place. The three Vancouver venues and the BC Lions football team are among 26 event providers in Canada that have deployed Ticketmaster’s secure venue-authorized resale service to enable their ticket holders to resell tickets to other fans.

“We initially launched TicketExchange for our Maroon 5 concert on Nov. 3 and we have since expanded the service for all events,” said Laura Balance, spokesperson, Pacific National Exhibition, in a statement. “TicketExchange is an important part of our ongoing commitment to provide the highest quality services to our guests. Fans that purchase tickets through TicketExchange can rest assured that they are purchasing a valid ticket to see the show.”

TicketExchange has successfully been in place for the most of Maroon 5’s current U.S. tour dates, according the band’s manager, Jordan Feldstein of Career Artist Management. “Maroon 5 wants to ensure that their fans have fair and convenient access to tickets and this includes providing them with an authorized site to buy and resell tickets and avoid potentially fraudulent resellers,” he said in a statement.

Tom Worrall, COO, Ticketmaster Canada, agrees that the exchange provides fans with a strong sense of security.

“Venues that enable TicketExchange are providing their event-goers with greater protection, choice, flexibility and value. Fans benefit from access to venue-authorized resale and event providers benefit from the ability to connect directly with their guests while protecting them from fraud and deception,” Worrall said in a statement.

Ticketmaster’s TicketExchange currently serves as the exclusive authorized ticket resale service for events held at Canadian venues including:

Pacific Coliseum (Vancouver)
PNE Agridome , (Vancouver)
PNE Forum, (Vancouver)
General Motors Place (Vancouver)
BC Place (Vancouver)
Air Canada Center (Calgary)
Southern Jubilee Auditorium (Calgary)
Air Canada Centre (Toronto)
General Motors Centre (Oshawa)
Ricoh Coliseum (Toronto)
BMO Field (Toronto)
Hershey Centre (Mississauga)
Hamilton Place Theatre (Hamilton)
Hamilton Convention Centre (Hamilton)
Pacific Coliseum (Hamilton)
Rexall Place (Edmonton)
Northlands Agricom (Edmonton)
Northlands Sportex (Edmonton)
Northlands Spectrum (Edmonton)
Northern Jubilee Auditorium (Edmonton)
MTS Centre (Winnipeg)
Brandon Keystone Centre (Brandon)
McEwan Hall (Calgary)
AMEC Entertainment (Merritt, BC)
Copps Coliseum (Hamilton)
Sony Centre for the Performing Arts (Toronto)