In an effort to thwart scalpers and help those hurt by the economic downturn, Kid Rock announced that all the tickets for his upcoming tour, VIP or otherwise, would be $20.
The popular rocker said he's also slashing the price of draught beer to $4 while designated drivers get free coffee.
Announcing the "$20 Best Night Ever" US summer tour, with with Kool & The Gang, ZZ Top and Uncle Kracker, Kid Rock said in a statement:
"Everyone knows the economy is still hurting people across the country, but I didn't want that to be a reason why everyone couldn't get out and enjoy themselves on a summer night. So we're going to throw the biggest and best party ever, with prices across the board that are reasonable and transparent. No hidden fees, no gimmicks. We're not sparing any expense on this tour, we're going over the top as always, but that doesn't mean we're going to ask the fans to pay more. If this works, we're going to play to packed houses of fans who appreciate what we're doing. If it doesn't, might be a long summer. But someone has to go out there and fight these high prices and change things up, and I'm lucky enough that I can afford to take a pay cut. $20. Best night ever."
According to The Detroit Free Press, Rock is partnering with Walmart to make the across-the-board pricing system work, and he’s also working with each of the venues to keep t-shirt prices at $20 or less,
There will also be value food packages, cheaper parking (where possible) and free samples of Jimmy John's sandwiches at select venues.
And the 42-year-old added that he's be roping off the first two rows of his shows for randomly chosen fans.
Tickets for the Kid Rock concerts will be sold at Walmart and Live Nation.
Rolling Stone posted full tour dates.