Sold Out...So What!

This is a review of a book I have read by a writer going under the pseudonym Max Deale. He offers tips on how to get into sold out shows and games as well as ways one can upgrade seats once inside. You can visit his websites at maxdeale.com and soldoutsowhat.net.

And, no, it is not my book, and I do not (to my knowledge) know the author. I did receive the book for free to review it because he wanted to get the word out, but if anything that made me look that much harder for criticism.

Note that none of the techniques would work for the above-pictured Lambeau Field--when Packers fans say they are sold out they mean it, and they won't be dumping tickets either. I once paid for my entire season ticket package with one ticket to the first person I saw.

The book is an easy read, with solid information mixed with enough humour and personal experiences to keep one entertained. The ideas are mostly common sense, and not what I would call ground-breaking. The dos and don'ts at the end of the book are an example of this, but also the kinds of basics everyone should follow without fail.

For instance, he mentions that sold out shows often have new tickets released on the day of the performance. This is nothing new to me since I work for a theatre: there are House Seats kept for emergencies that eventually need to be sold.

He also has no problem squatting in areas he did not pay for, but still has certain ethical boundaries he makes clear. Right from the start, he says that if you enjoy an artist or team, they deserve to be paid for what they do.

I will not reveal more specifics in the interest of time and space, as well as in fairness to the author, who also deserves to be paid for his work. (Plus, a portion of the proceeds go to non-profits working to make sporting events more available to under-resourced youth, like the Boys and Girls Club.)

After reading it, I asked him a couple follow up questions via e-mail; his responses are shown in blue font, unedited:

1. How long have you been going under the pseudonym Max Deale? (Appropriate.) Or did you actually change your name?
2. I wanted the name to represent the idea behind the book, not so much a person.  I wanted to relay the feeling that anyone could be Max Deale. Max Deale lives within us all. Whenever someone scores on a ticket or gets the upgrade to sweeter seats, I want them to be able to have a name for themselves at that moment.  Max Deale it is.  It was just another fun way to adopt an attitude for the purpose of the book.  I have been talking with some folks who are interested in making Max Deale the figurehead for a whole line of books that would promote consumer awareness.  Max Deale is like the cool neighbor who knows what's up.  The guy you go to when you need something handled and don't know how to get it done.  A consumer advocate for regular guys/gals.  Max Deale on how to buy and maintain your car, house, travel, etc.
3. It appears from the tickets you pictured within that you have been going to shows for over 15 years--has that been about the duration of your exploits?
4. I started back in 1986 at age 13.  I didn't get around to keeping the tickets until later.  There are some gaping holes in that collection also.  I've never been great at organization, but those that I were able to find I put in the book as a cool way to separate the chapters.
5. How has the game changed in that time?
6. I think that with the advent of the Ticket Re-sellers and the internet, it is actually EASIER to score deals now, because the options are just a click away.  I can look up ten different ways to score a ticket in a matter of minutes. They give me price, sections, rows, everthing but the seat numbers themselves without me even asking.  I narrow my choices down to a few and pull the trigger very quickly.  Once you get the system down that I outline in Sold Out SO WHAT!, the hardest part is just trusting that it will work out just like it always does.  Before I would let the fear of loss get to me from time to time and end up buying impulsively.  I can also use the information to know where the vacant seats are in case I want to just get the cheapest ticket possible and then move up.  I'm lovin' the innovation!
7. I also noticed a lot of LA venues--how many venues and cities do you think you may have pulled this off in?
8. I just got back from Seattle last week where I was able to run the play that I call THE AUDIBLE to score club level premiere seats for the Seahawks vs Bears game.  I've run the plays in San Diego, San Francisco/Oakland, Santa Barbara, Anaheim, New York, Prague, Las Vegas, San Antonio and Dallas.  I'm confident that I could do this anywhere.  Put me up to the challenge!
9. How often have you gotten booted, and can you estimate you approximate success rate, either with getting in or upgrading the view?
10.  I've never been "booted" out of an event.  I've been kicked out of a section that I wasn't supposed to be in a few times, and told to go back to my seat.  That's about the worst that's happened.  Even if I was told to leave the section, about 75% of the time, I would move to a better location than the one I was being kicked out of.  I call that "failing up".  Without trying to sound arrogant (maybe that's not possible), I would say that my "success" rate is 95%.  It's just a way of life.
11.  Are you concerned with Ushers and Facilities Managers becoming more wary of your methods as this book circulates more?
12.  I think that the whole fans vs ushers/facilities managers is an ever changing organism.  If and when they crack down on our harmless tactics to enjoy better seats, new methods will be introduced.  Overall I don't think it's a big enough "problem" for them to get too wary of us.  I try to teach the art of playing it cool.  If you get caught, just smile and move out smart.  As long as we play it cool, we'll be in good shape.
13.  You once made reference to people at the top in Burkas, which are the strict Islamic attire of women. I assume that was in error--did you mean Parkas (the coat) or having Sherpas (the guides that help you climb Everest)?
14.  Oops.  I meant the super heavy coats that people wear when they are at the top of a mountain and exposed to the harshest of elements.  Whatever that one is called.  Oh well, there goes my pulitzer!