SeatGeek, the technology company that has put data at the center of the live event experience from day one, today announced the launch of TourIQ, a predictive intelligence product built for the people who book and price live shows. TourIQ tells a promoter or venue what a concert or third party event is worth at any building, for any artist, on any date, before a single ticket is sold, then generates a price for every seat in the house so the show opens with the right scaling from day one.

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Booking a show is one of the most consequential financial decisions in live entertainment, and it has long been made without the strongest data to match. A promoter’s view of demand is limited to the shows they’ve run. A venue’s is limited to what has played in their building. No one has had a full picture of what a given artist is worth in a given market on a given night, so even the best-informed decisions carry more risk than they should. When the price is right, everyone wins: the artist plays to a full house, the building clears evenly, and the fan pays a price that matches the seat. TourIQ gives that decision a number.

“Every experienced booker can tell you roughly what a show should do. What they haven’t had is a way to prove it. The instinct is usually right, but it’s been sitting on top of a manual process: comps pulled by hand, a scale built in a spreadsheet and a lot of waiting for the onsale to tell you whether you were right. TourIQ replaces the guesswork with a number, before anything goes on sale,” said Noah Sarkey, Quantitative Research Manager for SeatGeekIQ.

TourIQ is the newest product from SeatGeekIQ, SeatGeek’s marketplace intelligence engine, which already powers pricing and demand decisions for many of the largest names in sports and entertainment. TourIQ applies that intelligence earlier in the process, to an event that doesn’t exist yet, drawing on nearly two decades of SeatGeek transaction data across primary and resale markets, live demand signals and comparable events. The launch follows the August debut of Ask SeatGeek, which brought the same intelligence layer directly to fans. TourIQ brings it to the other side of the box office.

“TourIQ is built on the largest blended dataset of primary and resale ticket transactions in live entertainment and it gets smarter with every onsale. We’re building the infrastructure that gets smarter with every fan interaction, before, during, and after the sale. It’s a great example of how we see SeatGeek as an intelligence partner, not just a ticketing vendor,” said ArinMichelle Casey, Head of Entertainment Partnerships at SeatGeek.

TourIQ is already in use on stadium tours from three of the largest promoters in the country.

Two capabilities, one workflow

Valuation. Enter the artist, the venue and the date and TourIQ returns a projected value for the show, built from historical marketplace performance, current demand signals and relevant comps. Bookers can generate their own number for an open date rather than waiting for someone else to tell them what it’s worth, and see which artists and genres overperform in their market relative to the rest of the country before they pick up the phone.

Scaling. TourIQ then prices every seat in the building to what the market will pay, generating price levels that span the house based on true seat-level value rather than the tier a seat happens to sit in. A corner seat in the lower bowl and a center seat one level up are often worth the same thing; TourIQ prices them that way from the start instead of leaving it to be fixed later with a discount. The scaling it produces is production-ready, so the same model used to evaluate a show can be used to put it on sale.

Early results

  • For Nissan Stadium’s Ole Miss vs. Louisville matchup, TourIQ’s predictive scaling sold 29% more tickets and generated 13% higher gross revenue than projected, with an average ticket price 13% lower. More fans in the building, a lower price on the average seat, and more predictable event revenue.

  • On a 2026 stadium tour opener, initial sales left gaps in the lower bowl and slow movement upstairs. Rather than cutting prices, TourIQ redistributed seats within the existing price levels to match relative value. The lagging sections converted, and the show reached 93% sell-through, six points above forecast, with 49% fewer pockets of unsold seats.

  • On a separate stadium show, scaling the building seat by seat rather than tier by tier surfaced roughly $1 million in revenue that a conventional scale would have left on the table.

What this means for promoters

  • Underwrite the whole tour. One scaling model applied venue to venue, within the minimum and maximum price guardrails the tour sets, rather than rebuilt from scratch in every city.

  • Route with more certainty. Know which markets and dates a tour is likely to clear before committing to them.

  • Move at the pace of a routing cycle. TourIQ handles the comps, the seat-level math and the price levels so the team can spend its time on the calls that need human judgment.

What this means for venues and bookers

  • Win more shows. Walk into a negotiation with a data-backed number and know your upside before you sign.

  • Chase the right shows. See which artists and genres outperform in your building relative to the national average, and how hard you can go on a bid and still hit your number.

  • Clear the house evenly. A building scaled to seat-level value sells across the whole map instead of in patches, which means fewer distressed sections and fewer late discounts.

Where this goes next

TourIQ is the first SeatGeekIQ product built specifically for live entertainment, and it reflects how SeatGeek sees its role with the promoters, venues and artists it works with: as an intelligence partner whose tools get more useful with every show. Every scaling TourIQ produces, and every onsale that follows, feeds the model that values the next one.

TourIQ is available now to promoters and venues through SeatGeekIQ. To learn more, visit https://seatgeek.com/blog/introducing-touriq.

ABOUT SEATGEEK

SeatGeek was founded in 2009 when three live event fans had the crazy idea that modern technology could improve the live event-going experience for everyone—fans, teams and artists. Today, SeatGeek offers a trusted marketplace for fans to easily buy and sell tickets to the events they love and provides primary box office technology for some of the most prominent names in sports and entertainment globally.

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