Originally Posted by accelerator

I would develop it and if Diversity start touring, that's when the site might start generating some significant revenue. As long as you are selling official merchandise through reliable channels, e.g. Amazon, then you are helping them along. Also, some of the major ticket agencies have affiliate programmes, so keep a watch to see if they ever have Diversity tickets.

Development is the best option at this stage, it will only strengthen your position if you have a developed site if you want to think about selling the name (and any site).

Rgds