Dynamic pricing, empty seats, and the trust clubs can't afford to burn. Ticketing and growth expert Jim McCarthy (Impresario) joins Simon Evans to unpack ticketing, and what MLS, USL and other clubs should do differently. Jim founded Gold Star, one of the first live event marketplaces (12 million buyers, tickets for around two million events), and now helps clubs grow their audiences. In this conversation: • Why FIFA treated the World Cup as a revenue-maximizing event, and the cost to fan trust • The season ticket no-show problem: why 20%+ no-show rates are common, and why carrots work better than sticks • What clubs should do with the data when Messi comes to town • Why revenue per seat matters more than average ticket price • Whether cheaper tickets mean more spend inside the stadium • How a USL club should go about filling its stadium • How fan expectations of matchday have changed, from the Rose Bowl to the Buffalo Bills' new stadium • Why Gen Z's appetite for real-world events is a big opportunity for soccer