SeatGeek Launches TourIQ for Event Pricing
SeatGeek’s TourIQ models show value before booking and recommends seat-level prices before tickets go on sale. Early results are company-reported.
The SeatGeekIQ product forecasts an event’s value and recommends seat-level ticket prices before the onsale.
SeatGeek has launched TourIQ, a predictive pricing product for promoters and venues evaluating live events. Announced Oct. 2, it estimates a show’s potential value before booking and creates a seat-by-seat price scale that can be used when tickets go on sale.
Users enter an event, venue, and date. TourIQ combines nearly two decades of SeatGeek primary and resale ticket transactions with current demand signals and comparable events to project the show’s value. Bookers can compare dates, markets and artists before committing to an event.
“TourIQ replaces the guesswork with a number, before anything goes on sale.” — Noah Sarkey, Quantitative Research Manager, SeatGeekIQ
The product’s scaling feature then recommends prices across the seating map based on the relative value of individual seats rather than only broad sections. SeatGeek says a promoter can apply one model across multiple venues while maintaining minimum and maximum ticket-price limits.
SeatGeek cited its work on an Ole Miss–Louisville matchup at Nissan Stadium. The company said predictive scaling produced 29% more tickets sold and 13% higher gross revenue than projected, while the average ticket price was 13% lower. Those comparisons are against SeatGeek projections.
For a 2026 stadium tour opener, SeatGeek said adjustments within existing price levels helped the event reach 93% sell-through, six percentage points above forecast, with 49% fewer pockets of unsold seats. A separate stadium analysis identified roughly $1 million in potential revenue compared with a conventional tier-based scale.
TourIQ is available to promoters and venues through SeatGeekIQ and is already being used on stadium tours by three major U.S. promoters. It follows the August launch of Ask SeatGeek, the company’s conversational event-search product for fans.
