Maple Leaf Sports & Entertainment has launched a $2,500-a-year membership offering first access to tickets for eligible Scotiabank Arena shows in 2027, drawing mixed reactions from concertgoers and questions about access for other buyers.

According to CBC Toronto, the Scotiabank Arena Priority+ program allows members to buy tickets to more than 50 eligible shows before any other presale. The annual membership fee buys early access, rather than the tickets themselves. Members are limited to two tickets per show.

MLSE, which owns and operates the Toronto arena, says the program will not reduce the number of tickets available to the general public.

For resident Kelly King, the additional expense holds little appeal. She told CBC on Thursday that high ticket prices are already keeping her away from concerts.

“It doesn’t really seem worth it,” King said. “Tickets are already so expensive.” She described the cost of attending a concert as “$500 or $600.”

Concertgoer Cindy Rendon was more receptive, saying she would consider paying extra to get first access to favourite shows. But she wanted more information about the incentives, inclusions and terms before deciding.

Jay Goldberg, North American affairs manager at the Consumer Choice Center, based in Brantford, Ont., told CBC that MLSE evidently sees a market among fans willing to pay the annual fee.

“This is clearly geared toward those who have the disposable income, not only to buy the tickets, but also to pay for this annual membership,” he said.

Goldberg questioned whether the seats would come from the pool other customers would later try to access. He also welcomed the two-ticket limit, saying it provides protection against resellers or bots buying large quantities through a membership.

In an email to CBC on Thursday, MLSE corporate communications manager Victoria Malisani said members would move to the front of the line.

“The pool of beta users does not change or affect the number of tickets available to the general public for a given show, and diligent measures are in place to exclude ticket resellers,” she said.

Sources