I've never really understood why the club is doing this.
All indications are that money is pouring in: the club is booked most nights, shows are selling out, ticket prices are rising and people are drinking. I get that there's an element of free "grassroots" advertising with all the branded merch, but this seems like a huge pain in the ass to administer with some small and dubious payback.
Does this program bring new concert-goers to the club? Is there a glut of cupcakes and beanies that have to go? Is this a way to collect more data on who exactly comes to the club? I'm all about the club - its one of my favorite places to see a band - but I wonder how many people would rather pay $1 less for their ticket than get a free cupcake once a year. That said, I'll be first in line on my birthday....
So, when's that members only presale again?