Goldstar fills empty seats with paying audiences

Based in Pasadena, Goldstar connects its 3 million members with often-discounted tickets to concerts, plays, circuses, sports matches and other live events that otherwise would go unsold.

On the wall in the Pasadena headquarters of the Goldstar ticket service is a concert poster from a decade ago, framed with the will call list showing the names of every Goldstar customer who bought tickets to the show.

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