It started with
one night in Toronto.

In November 2024, I had tickets to night six of the Eras Tour in Toronto. I’d lived in Toronto, but I didn’t know the area around the Rogers Centre, and I spent the weeks before the show bouncing between Google, Apple Maps and OpenTable, trying to figure out where to eat, where to stay and what to do around one specific night.

I kept thinking: there should be one app for this. Not for the city in general, but for the exact show you’re going to. So on October 25, 2024, I opened Canva and started designing it. The name Concerto and the line From the Concert to the City came right after.

I started with 112 venues, every NFL, NBA and MLB stadium in the country. I entered each venue’s policies and official links into a spreadsheet by hand, then went venue by venue finding the restaurants and hotels nearby. In March 2025 Concerto became a company, and in April the first version launched on the App Store and Google Play.

By that summer the guide had grown to 346 venues. I’d love to say it got easier. It didn’t. I spent hours, days and weeks researching venues, entering data, sketching new features, redesigning screens and making social content, even while paying for a developer and a PR agency. When neither was moving the needle, I made the hardest call so far: I cut both, took Concerto back, and rebuilt it from the ground up myself.

Today Concerto covers more than 600 venues worldwide, from college arenas to stadiums and clubs across North America, the U.K. and Europe. Every guide is researched from the venue’s own official sources and dated, because the night deserves accuracy. It’s still built by one person.

Where this goes next is bigger than one app. I want Concerto to know your night from the moment you buy the ticket to the moment you get home, and to share it with the people you’re going with. That means working with the people who make those nights happen: venues that want their guests to arrive knowing the rules, restaurants, hotels and brands that want to be part of the night, and creators who live for live music. If that’s you, I’d love to talk, and if you’d like to help build what comes next, start here.

If you’ve ever stood outside a venue wondering what you’re allowed to bring in, or how you’re getting home, Concerto is for you. Thank you for being here.

Jayce

Jayce Wells, Founder, Concerto