DICE launches Extras for event creators to sell directly to fans

28 May 2024 - Press release

 

• Extras is part of DICE’s new marketplace which will enable event creators to offer enriched experiences and auxiliary products to fans, in addition to their concert tickets
• In the past six months, Extras has shown significant growth in Beta, with over 40 partners enrolled and average event revenue increasing by up to 30% for independent partners 
• Extras will be widely available this summer for event creators in the US and UK, with availability for artists coming soon
• Jack Driessen has been appointed as DICE’s VP of Commerce, responsible for leading the unified concert marketplace product development and strategy

 

DICE, the live music network and world’s largest independent ticketing company, is today announcing a new marketplace for event creators and fans. This forms part of DICE’s wider strategic shift to expand beyond ticketing, delivering even more incentives and experiences to get people out more and enjoying live events.

The first product feature within the new marketplace is DICE Extras, which will allow event creators to forge deeper connections at live events by enabling the sale of enriched experiences and auxiliary goods.

Launching in July in the US and UK, the Extras suite enables event creators to easily create, manage, report on, and market their add-ons to fans. This seamless experience, from listing to selling and purchasing, is integrated across DICE’s network, allowing partners to offer a myriad of products directly to their target audience on DICE. 

The launch follows a successful Beta phase which saw 44 partners across the UK and US benefit from increased revenues and enhanced fan experiences. So far, independent venue and promoter partners have seen up to 30% increase in average event revenue. 

Select DICE partners in the US have already witnessed the power of Extras for opening up new revenue streams. By utilising Extras, a Los Angeles promoter saw festival afterparty sales rise 2x year-on-year, a New York City promoter increased pre-sold tickets by 25%, and a Miami partner added over $100K in incremental revenue to a sold-out two-day event.

Extras includes:

• ‘Experiences’ such as area passes, meet & greets, after-parties, VIP upgrades, and skipping the line
• ‘Accommodation and Transport Options’ like parking, coach or bus services, and camping area passes
• ‘Food and Drink’ provisions including food and alcoholic and non-alcoholic drinks
• ‘Merch’ including festival, venue or promoter merchandise

To support the development of Extras, DICE has appointed Jack Driessen as the new VP of Commerce. Jack is responsible for creating, building, and overseeing the launch of DICE’s unified concert marketplace, which includes Extras and upcoming offerings for artists and brands. Over the past decade, he has led innovative teams, serving as GM of Apparel at Whatnot, COO of Saturdays NYC, Director of E-commerce Strategy at Tommy Hilfiger, and holding leadership roles at Amazon and Abercrombie & Fitch.

Jack Driessen, VP of Commerce at DICE said: “The Extras suite will allow fans to effortlessly discover and purchase everything music-related in one place from tickets to VIP upgrades and unique experiences. It also empowers our artist, venue and promoter partners to connect directly with audiences whilst streamlining their operations and boosting their bottom line.

DICE has already nailed the ticket-buying experience, and now we want to build on that, making it even easier for fans to get the most out of live events, all on one platform. It’s an exciting moment for DICE, and I’m looking forward to growing our product capabilities to help fans get out more and get closer to the artists they love.” 

Matthew Bridgeman, Events Manager at RnB Slow Jams, said: "Since partnering with DICE, our RnB Slow Jams events continually sell out, and we're always seeking new ways to engage with our growing community of fans. Our Valentine's Day shows at London's KOKO felt like the perfect fit to trial DICE's commerce offering and test the new Extras features. We were thrilled to see hundreds of fans snapping up the queue jump tickets on top of their regular admission tickets. The seamless integration has not only enhanced our fan experience but also boosted our revenue. We're looking forward to continuing our partnership with DICE and leveraging more of the app's commerce features in the future."