The ticket price is just the starting point. Smart event organisers increase their revenue per attendee by offering bundles and add-ons that enhance the experience. When done well, these extras feel like a genuine upgrade rather than a cash grab. Here is how to design bundles and add-ons that your audience will actually want.
Why bundles and add-ons matter
Increasing your average revenue per attendee is one of the most effective ways to improve your event's profitability. Selling 200 tickets at £25 generates £5,000. Selling 200 tickets at £25 with an average of £8 in add-ons per person generates £6,600. That is a 32 per cent revenue increase without selling a single extra ticket.
Add-ons also improve the attendee experience. A pre-ordered drink waiting at the bar, a guaranteed parking space, or a programme posted in advance all make the event smoother and more enjoyable. When add-ons are genuinely useful, everyone wins.
Popular add-on categories
Food and drink
Pre-sold food and drink is the most common and reliable add-on category. Options include:
- Drinks tokens -- Sell packs of tokens (e.g. 3 tokens for £12, each redeemable for a pint or glass of wine). Tokens pre-load your bar revenue, reduce queuing time, and simplify cash handling.
- Meal packages -- For events with catering, offer a pre-booked meal. "Add a two-course dinner for £18" works well for theatre, comedy, and conference events.
- Welcome drink -- A single glass of prosecco or a cocktail for £5 to £8. Simple, low-cost, and it makes people feel looked after from the moment they arrive.
Parking and transport
If your venue has limited parking, a guaranteed parking space is a high-value add-on that costs you nothing (assuming you control the car park). Charge £3 to £8 depending on location and demand. For events in areas with poor public transport, you could also offer shuttle bus tickets as an add-on.
Merchandise
Selling merchandise as a ticket add-on is more effective than relying on on-the-day sales alone. People who pre-order a t-shirt during the ticket purchase are committed buyers. You also get advance numbers for your merchandise order, reducing waste. Common options:
- Event t-shirt: £12 to £20
- Programme or booklet: £3 to £8
- Poster or print: £5 to £15
- Branded tote bag: £5 to £10
Experiences and access
- Backstage tour -- £10 to £20 per person, capacity limited. Feels exclusive and memorable.
- Meet-and-greet -- Varies by artist or speaker. Can range from £15 to £50 or more.
- Workshop or masterclass -- £10 to £30. Works well for festivals, conferences, and craft events.
- Seating upgrade -- Move from general admission to a reserved seat or from the stalls to the balcony for a fixed fee.
Practical extras
- Cloakroom -- £1 to £3, or sell a "cloakroom pass" as an add-on at checkout. Many venues already charge for cloakroom, so offering it upfront is convenient.
- Festival essentials -- For outdoor events: poncho (£3), seat cushion (£5), reusable cup (£2).
- Programme or guide -- A printed or digital guide to the event, lineup, or schedule.
Designing effective bundles
A bundle combines multiple items at a price that is lower than buying each one individually. The perceived saving motivates the purchase, and you benefit from a higher overall transaction value.
How to structure a bundle
Follow these principles:
- Include a high-value anchor item -- Start with something desirable, such as a VIP upgrade or a drinks package.
- Add complementary items -- Items that naturally go together. A meal plus a drink, or a t-shirt plus a programme.
- Price the bundle 15 to 25 per cent below the sum of individual items -- This saving needs to be visible and clearly communicated.
- Limit the number of bundles -- Two or three bundle options is enough. More than that creates decision paralysis.
Example bundles
For a live music event with standard tickets at £25:
- The Essentials Bundle -- Ticket + 2 drink tokens + cloakroom pass = £35 (saves £5 versus buying separately)
- The Full Experience -- Ticket + VIP upgrade + 3 drink tokens + event t-shirt = £55 (saves £12)
For a food festival with free entry:
- Taster Bundle -- 5 food tokens + 2 drink tokens = £25 (saves £4)
- Feast Bundle -- 10 food tokens + 4 drink tokens + reusable cup = £45 (saves £10)
When to present add-ons and bundles
Timing matters. There are three key moments to promote add-ons:
- During ticket purchase -- The most effective moment. The buyer is already in a purchasing mindset and adding extras is frictionless. Display add-ons clearly in the checkout flow.
- In the confirmation email -- After the ticket is purchased, the confirmation email is a natural place to offer upgrades and add-ons. "Enhance your experience" with clear links to purchase extras.
- In the lead-up to the event -- Send a reminder email one to two weeks before the event with available add-ons. "Your event is coming up -- have you thought about adding a parking pass or pre-ordering your drinks?"
Pricing psychology for add-ons
A few principles help maximise add-on sales:
- Keep the first add-on cheap -- Once someone adds one item, they are more likely to add another. A £2 cloakroom pass or £3 programme gets the ball rolling.
- Show the saving -- "Individually: £42. Bundle price: £35. You save £7." Make the maths obvious.
- Use images -- A photo of the merchandise, the VIP area, or the food offering significantly increases conversion compared to text descriptions alone.
- Default to the bundle -- If your platform supports it, pre-select the most popular bundle on the ticket page. People are more likely to keep a pre-selected option than to actively add one.
Operational considerations
Every add-on you sell creates an operational commitment. Before offering anything, make sure you can deliver it:
- Do you have enough stock for pre-sold merchandise?
- Can your bar handle the volume of drinks token redemptions?
- Is your cloakroom staffed and big enough?
- How will you identify who has purchased which add-ons at the event?
QR codes, wristband colours, and printed confirmation emails are all practical ways to manage add-on fulfilment on the day. Plan this before you start selling, not the week before the event.
Bundles and add-ons are one of the simplest ways to increase your event revenue without increasing your audience size. Focus on extras that genuinely improve the attendee experience, price them fairly, and present them at the right moment in the buying journey. For more on maximising your event income, see our guide on creating VIP packages that sell.
