Whether you are organising your first event or have been running shows for years, the type of ticket you offer shapes the attendee experience and your revenue. Getting the right mix matters.
This guide breaks down every common ticket type, when to use each one, and how they work in practice.
General admission
General admission (GA) is the most straightforward ticket type. It grants entry to the event without a specific seat or area assignment. First come, first served. The attendee chooses where to stand or sit once they arrive.
GA tickets work best for standing events like gigs, club nights, and festivals, as well as smaller seated events where assigned seating adds unnecessary complexity. They are simple to set up, simple to sell, and simple to scan at the door.
One thing to watch: if your venue has a mix of standing and seated areas, make it clear on the ticket listing what "general admission" actually means. Attendees who expect a seat but find standing room only will not be happy.
Reserved seating
Reserved seating assigns each ticket holder a specific seat, identified by section, row, and seat number. This is standard for theatres, conference halls, and larger seated venues.
The upside is that attendees know exactly where they will sit before they arrive. This eliminates the scramble for good seats and makes the experience more relaxed, especially for families and older attendees.
The downside is complexity. You need a venue seating plan, your ticketing system needs to support seat selection, and you need to manage holds and releases when people change their minds. For smaller events under 200 capacity, the overhead rarely justifies the benefit.
VIP and premium tickets
VIP tickets offer something beyond standard entry. What that "something" is varies enormously depending on the event:
- Meet-and-greet access with performers or speakers
- Priority entry or a separate entrance to skip queues
- Dedicated viewing area with better sightlines
- Complimentary drinks or food
- Exclusive merchandise or event programmes
- Lounge or backstage access
The key to a successful VIP offering is delivering genuine value. If your VIP ticket just means a lanyard and a slightly better view, fans will feel short-changed and tell everyone about it. Price your VIP tier at two to three times the standard ticket, and make sure the experience justifies it.
Early bird tickets
Early bird tickets are sold at a discounted price for a limited time before the main sale begins. They serve two purposes: generating early revenue and creating a sense of urgency that drives initial sales momentum.
A typical early bird discount is ten to twenty per cent off the standard price. Limit them to fifteen to twenty-five per cent of your total capacity, and set a clear deadline. Once they are gone, the price goes up. This gives fans a genuine incentive to buy early rather than waiting.
Early bird pricing also acts as a marketing tool. "Early bird tickets selling fast" is a much more compelling social media post than "tickets available".
Group and family tickets
Group tickets offer a discount when multiple tickets are purchased together. The most common format is the family ticket, typically covering two adults and two children at a price lower than buying four individual tickets.
Group tickets are particularly effective for:
- Family events like pantomimes, funfairs, and community festivals
- Corporate bookings where a company buys a block of tickets for staff
- Sports events where friends attend together
When setting group pricing, aim for a discount of fifteen to twenty-five per cent compared to buying individually. This needs to feel meaningful enough to encourage group buying without giving away too much margin.
Season passes and multi-event tickets
Season passes grant entry to all events within a defined period, such as a sports season or a monthly comedy series. They are powerful for building loyalty and generating reliable upfront revenue.
For grassroots sports clubs, season tickets can transform cash flow. Instead of relying on unpredictable gate receipts each week, you bank a significant sum before the season starts. Supporters who have already paid are also more likely to attend regularly and spend at the bar.
Multi-event passes work similarly for venues running regular programmes. A ten-show pass at a comedy club, for example, gives fans flexibility while guaranteeing the venue a bulk sale.
Complimentary tickets
Comp tickets are free tickets issued to specific people: performers, press, sponsors, industry contacts, or competition winners. Every event has some, and managing them properly matters more than most organisers realise.
The best approach is to issue comp tickets through your ticketing system using a one hundred per cent discount promo code rather than maintaining a separate guest list. This way, every attendee comes through the same check-in process, gets a proper QR code, and appears in your attendance data. It keeps your headcount accurate and your door process consistent.
E-tickets versus print-at-home
Digital tickets displayed on a smartphone have become the default for most events. The attendee receives a QR code by email and can add it to their phone wallet. At the door, staff scan the code and the system validates it in real time.
Print-at-home tickets are PDFs that the attendee prints on paper. The QR code works identically to the digital version. This option is important for accessibility, as not everyone has a smartphone or is comfortable using digital wallets.
Platforms like Tickts support both formats automatically. When someone buys a ticket, they receive an email with their QR code and can choose whether to display it on their phone or print the PDF. There is no extra setup needed from the organiser.
Choosing the right mix
Most events benefit from offering two to four ticket types. A typical setup might include early bird, standard, and a VIP or group option. Going beyond four types adds complexity for both you and your buyers.
Think about your audience. A family pantomime needs family tickets. A grassroots football club needs season and match-day options. A gig in a 200-capacity venue probably just needs early bird and standard.
The simpler your ticket structure, the easier the buying decision. And the easier the buying decision, the more tickets you sell.
