True AF Newsletter — January 11th, 2021 — Click to view and please subscribe to stay updated.

View of the company logo and office entrance for online ticket exchange company StubHub at its location in Chicago, Illinois. (Photo by Interim Archives/Getty Images)

I’ve written so many stories about StubHub over the years. There is a common thread among them. StubHub is the OG of ticket resale. Their platform normalized buying tickets from the internet, built trust among consumers and laid the foundation for the complete upheaval of how tickets are distributed.

The founders, Jeff Fluhr and Eric Baker were right in their timing and concept, then split in how they thought the company should progress. Fluhr pushed out Baker and aligned the company with eBay…


It’s gut check time for the ticket markets. The big players have begun moving the pieces around the board. DTI management, the hedge fund backed ticket consolidator has reported gone into contract for the acquisition of TEVO, Broker Genius and Seat Scouts. TEVO is the ticket broker backed secondary market exchange. Broker Genius provides tools for real time automated pricing adjustment. Seat Scouts was entering that same auto pricing space when litigation from Broker Genius resulted in an injunction preventing sales of their product.

The particular genius of Curtis Cheng, CEO of DTI was again revealed as he recognized acquiring…


I’ve been polite and deferential. I’ve written pieces laced with song lyrics and humor. I’ve tried to rally teams and boost spirits. We’re just not getting it. New revenue will be zero this year. Refund requests will mount in urgency and government mandates are coming. Get real fast. Get small. Hope is not a strategy. The reckoning is here.

I used to be such a sweet, sweet thing
’Til they got a hold of me
I’d open doors for little old ladies
I helped the blind to see

I got no friends ’cause they read the papers
They can’t be…


In difficult times it’s easy to let optimism cloud your ability to perceive reality. There is a saying that nothing focuses a man’s attention like his imminent execution. But, in reality, you feel no pain even while your neck rests on the wooden base of the guillotine. By the time the blade cuts you’re already dead. It is imperative to act before the pain or you’ve lost the window to shape the end game.

This is not an empty metaphor. Early in this Covid-19 crisis I predicted Coachella would cancel and when it was rescheduled to October I was equally…


I took the last week off from working on Rescue Meet ( https://www.RescueMeet.com ), my project to help the live entertainment industry regroup and resume because it just didn’t seem all that important when compared to the issues of life and death which were playing out live on television.

While reflecting over what I was witnessing, it occurred to me that live entertainment has long provided a safe place, open to all without precondition, where we shared experiences and emotions freely. When people root for their team, they become a community. When we all sing along to our favorite…


Yesterday, Forbes magazine published an article describing the epic misfortune of Eric Baker and Viagogo purchasing StubHub just in time to see the entire live events industry decimated by Covid-19.

https://www.forbes.com/sites/noahkirsch/2020/05/27/worst-deal-ever/#7647a10788d1

This morning, Billboard published an article confirming StubHub’s president Sukhinder Singh Cassidy and 200 others are going or gone. When the top executives leave, it’s the closest thing you’ll get to the ringing of a bell.

https://www.billboard.com/articles/business/9391903/sukhinder-singh-cassidy-exits-stubhub-restructure-job-cuts

Both stories talk about my predication of why StubHub will likely file for bankruptcy. Neither explains my logic, so I will.

Live events basically shut down on March 15, 2020. With the…


Rescue Meet virtual conference confirmed: May 19, 2020 at 9 am PST

The entire live entertainment industry is teetering. When will fans be allowed back into venues? When will fans be willing to come back? Who will still be in business by then?

Rescue Meet is bringing together top leaders from the worlds of Sports, Concerts, Theater and the leaders in supporting areas such as venues and tour logistics. It’s our future. We own it. We have to do the work now to assure a future.

While everyone else is looking at the calendar, I’m looking at my watch. The…


The Plan to Save Live Entertainment

RESCUE MEET Virtual Conference May 19th, 2020

There are times in life where you have to make a hard choice. There are times in life when the hard choice is forced upon you. There are times in life where everything which defined your life evaporates in an instant. There are times when you hold the power to make changes but you have to reach deep into yourself beyond fear and complacency to revisit every assumption you ever made and redirect your efforts to the future as it is, not as it was.

Adversity does not define your character. Adversity reveals it.


Let’s dive in:

  1. Live is not a Disney movie.

When you wish upon a star

Makes no difference who you are

Anything your heart desires

Will come to you

When You Wish Upon A Star — Leigh Harline & Ned Washington

Disney movie lyrics are purpose built to move the story along to the inevitable happy ending. Life, not so much. …


What will ticketing look like after StubHub files for bankruptcy? It’s Time To Decide.

The world’s major event promoters and ticketing companies must work together now or the whole system will blow apart.

What happens when a worldwide industry which promotes and tickets every live event freezes because everything is cancelled for an indefinite time, starting tomorrow? What is the plan to refund the tickets sold, absorb the losses and maintain consumer confidence so the fans return when this public health crisis resolves?

I believe that StubHub, the company which was just acquired by Viagogo for $4 billion is on…

Eric Fuller

Consultant to the entertainment industry. Author: Forbes.com. Fan of travel, food, theater & music. Teller of Dad jokes. Eric@FullerFacts.com @ericsfuller

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