Why Red Rocks tickets might look more expensive now

DENVER (KDVR) — Guests attending an event at Red Rocks Park and Amphitheatre will no longer get a sticker shock when they buy tickets, thanks to the venue’s new “all-inclusive pricing.”

Those buying tickets will now see what appears to be a higher ticket price, but the number will show the total price of the ticket including fees and taxes. Previously, tickets could be sold with the taxes and fees being added last minute at checkout.

So, no more spotting a ticket for $100 and then going to checkout to see that it actually costs $150.

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The all-inclusive pricing comes after House Bill 24-1378, “Consumer Protection in Event Ticket Sales,” was signed by Gov. Jared Polis in June. The bill establishes that selling a ticket without disclosing the total cost of the ticket prominently is a deceptive trade.

“This is a win for event and concertgoers in Colorado,” said Brian Kitts, Denver Arts and Venues spokesman. “The all-in pricing prevents surprises during the check-out process and the legislation also starts to tackle behavior by unscrupulous re-sellers.”

The bill also prohibits “speculative sales” which is the practice of advertising tickets that haven’t been bought by a reseller but are still listed on a secondary site. This will also help venues fight copycat websites, according to Denver Arts and Venues.

“Red Rocks is one of the most famous venues in the world and bad players have long duped fans by setting up lookalike sites,” Kitts said. “That activity is now against Colorado law, and venues now have a legal mechanism to clean that up.”

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Red Rocks won’t be the only venue implementing all-inclusive pricing. All venues under the supervision of Denver Arts and Venues will have the same rule, including the Colorado Convention Center, Bellco Theater, Denver Coliseum, Denver Performing Arts Complex and the McNichols Civic Center Building.

The all-inclusive pricing will go into effect starting this week.

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