The date and time tickets first become publicly available for purchase. Typically a Friday at 10am local time, announced 4–12 weeks before the show. On-sales are scheduled events with marketing buildup: social posts, email campaigns, fan-club presales the day before. The first 24 hours of an on-sale determine whether the show is hot or cold; a slow opening day means immediate discussion about marketing adjustments, holding back inventory, or worst case adjusting capacity. Cannot happen until the show is confirmed AND the contract executed.