Below is a video explaining why San Diego locals are hesitant about going to shows.
Live events are still a popular activity to attend in San Diego, but for young adults, going to concerts has become less of a fun outing and more of a luxury. Larger tours and bigger-name artists continue to sell out, while smaller venues depend on a selective audience. College students say that ticket prices, hidden service fees and the increase in other basic necessities are changing how often they go out.
Larger tours and bigger-name artists continue to sell out, while smaller venues depend on a selective audience. What was once considered a casual night out has increasingly become an experience where planning is essential. For many young people paying for groceries, rent and other crucial expenses, going to a live show is no longer a decision that can be made on a whim.
Instead, it has turned into something that must be considered with other needs. The price of a ticket that may originally seem affordable can rapidly escalate once service fees, transportation and drinks are factored in. Parking, rideshare and merchandise all add to the overall outlay of attending a concert, changing what might feel like a small buy into a much bigger financial burden.
Tower Bar, a smaller San Diego venue, demonstrates the kind of spaces that depend on regular attendance to keep live music going.
"The type of music that a younger audience seeks out isn't geared to a small live music venue. In the world of social media and the way we discover music today, there's an algorithm. When I was younger, some albums and groups were so dynamically different that they changed everything around them and changed what musical tastes were on their way, which isn't a thing anymore in today's age." — Dave Casteneda, Soda Bar bartender and musician
Casteneda’s point of view implies not only an economic shift but a cultural one. As the music industry evolves, some notice changes in how a younger audience finds and interacts with music. The way music and media are consumed has gradually advanced with technology, and social media apps have become a driving force in how fans connect with their favorite artists. Rather than discovering songs through smaller local performances, Gen Z listeners now find singers through curated timelines on social media and viral videos. That reality becomes evident when people see high ticket prices for themselves.
At the same time, larger economic pressures have an effect on how music lovers spend their finances. Once rent becomes a bigger portion of income, live shows turn into optional experiences. When asked whether rising housing prices and urban expansion in San Diego are a cause of venues fighting to stay open, broker Nate Benedetto mentioned a financial shift disrupting the industry.
The price of tickets is high today, but compared to a couple of years ago, they’ve risen way faster than average wages and the general living cost.
"As far as music venues, folks are drinking alcohol less, which is a main source of revenue. Bars and venues don’t make as much on ticket prices, which then leads to higher ticket prices being necessary for them to be able to pay rent. Concert ticket prices (and dining out) on a percentage basis have likely risen faster than the cost of housing. Consumers are feeling the squeeze from many angles, not just housing." — Nate Benedetto, a San Diego broker
Grammy-nominated artist Charlie Puth, with many chart-topping songs, is a star in mainstream pop music. In February, he sang the national anthem at the Super Bowl, one of the largest broadcast events in America. Although reaching that level of visibility and fame, the opening night of his tour at Viejas Arena showed empty rows in the audience. The number of attendees reflects how even recognizable artists are starting to see the consequences of rising costs in crowd turnout.
While corporate stadiums continue to draw crowds, midsize venues do not have the same attendance numbers. Even when people do show up, they prioritize where they are spending their money. Factors include increased ticket prices and service fees, a higher cost of living, and social media. Apps like Instagram and TikTok let users see livestreams of concerts and watch ticket prices as they go on sale, lowering the pressure to attend in person.
"I’d rather spend money on groceries than pay $50 for an Uber to a show. Everything that goes into a concert besides the show itself feels like a luxury, since it’s more expensive than most things you’d do on the weekend in the city. It’s a big commitment, financially and time-wise." — Talia Yarmand, San Diego State graduate
Yarmand’s perspective illustrates a wider sentiment among postgraduate students and entry-level professionals. The choice to attend an event is not about how interested someone is in an artist; it’s about whether the outing justifies the cost. Ticket prices from a little over a decade ago serve as a baseline, demonstrating how much the expenses of attending concerts have increased.
Industry professionals see that the effects of increasing prices are visible in how well shows are doing. Compared to years ago, events are not selling out as quickly and ticket sales are much slower. Production manager Laura Zingle said this is shown when looking at ticket sales data and comparing it to empty sections of rows in venues. "Two years ago, we had a lot of sold-out shows at both of our venues, but now it seems like not many are selling out. A lot of shows that sold out the last time they came through have lower attendance, even though it’s the same show with the same audience in the same places. The difference is that ticket prices have gone up and inflation has made it so people either aren’t choosing to spend money or don’t have the money to spend on those types of events anymore. We offer rush tickets because shows aren’t selling out right away." — Laura Zingle, production manager at Balboa Theatre and San Diego Civic Theatre
A short video produced for this story shows how rising costs affect crowd attendance
Local artists rely on a steady turnout while touring. Venue managers depend on ticket and drink sales. Smaller venues depend on consistent audiences. This leads to managers raising prices at their venues, cutting costs or shifts for their employees, and booking even smaller acts, which brings in less revenue. If rising prices continue to redefine attendance patterns, San Diego venues may struggle to keep their doors open in an already expensive city.