(Grand Rapids, MI) – History has repeated itself over and over again. Got tickets to an in-demand beer event and hope to sell them through an online-ticketing service? Chances are that service is going to crash…as it did today. This time it was Brown Paper Tickets and the in-demand event is next month’s Founders Brewing’s Kentucky Breakfast Stout (KBS) release.
Last year’s release was marred by issues stemming from too many people standing in line for the limited amount of beer available. Founders pledged to rectify the issues by going to an online ticketing system. The brewery aimed to brew 3x the amount this year so a lot of tickets had to have been made available.
But as Ticket Master, Live Nation and others have proven, they are no match for a surge of thirsty beer drinkers. Per Brown Paper Tickets:
Yikes! We messed up. Our servers went into maintenance as higher than normal ticket sales spiked on our site this morning. As a result, our support center is also backed up with calls to help customers through the problem. Our dev team is working feverishly to get things up and running. We apologize for the inconvenience this has caused you and thank you for your patience.
Founders Brewing had to do its own share of damage control.
We are aware of the issue that many of you are having/had with the KBS release tickets this morning. We have used Brown Paper Tickets for ticketing service in the past and were assured multiple times that their servers could handle whatever traffic we might bring their way. We are actively looking into this issue. Please accept our apologies while we investigate further. Stay tuned…
Complaints surfaced in the usual places and, as of 1:15pm EST, tickets had sold out.
Can businesses running high-demand beer events rely on any of these ticket providers for a smooth sale or is it time to get creative?