Concession pricing makes your event accessible to people who might otherwise be priced out. Students, pensioners, people on benefits, and others on limited incomes still want to attend events, and offering a reduced rate is both good practice and good business. A wider audience means more atmosphere, more word-of-mouth, and more long-term supporters.
What is concession pricing?
A concession (sometimes called a "concs" ticket) is a reduced-price ticket available to people in specific groups. The discount acknowledges that certain people have less disposable income and makes the event more inclusive without reducing the price for everyone.
Concession pricing is standard practice across UK venues, theatres, cinemas, and cultural events. Offering it signals that your event is welcoming and considerate of different financial circumstances.
Who typically qualifies for concession pricing
The most commonly accepted concession groups in the UK are:
- Students -- Full-time students with a valid NUS/TOTUM card or university ID. Part-time students are sometimes included.
- Over-65s (or over-60s) -- Retired people and pensioners. The age threshold varies by organiser.
- Under-18s -- If you do not already have a separate child ticket price.
- People receiving benefits -- Those on Universal Credit, Jobseeker's Allowance, Employment and Support Allowance, or other means-tested benefits.
- Disabled attendees -- People with a registered disability. Many events also offer a free companion ticket for a personal assistant or carer, which is considered best practice.
- NHS and emergency services staff -- Increasingly popular since 2020, recognising the contribution of healthcare and emergency workers.
- Armed forces -- Serving military personnel and veterans, sometimes under the Defence Discount Service.
How much to discount
Concession discounts in the UK typically fall between 15 and 35 per cent off the standard ticket price. The exact amount depends on your event type and pricing:
- Low-cost events (under £10) -- A £1 to £2 discount is typical. A £7 ticket with a £5 concession rate.
- Mid-range events (£10 to £30) -- A 20 to 25 per cent discount works well. A £20 ticket with a £15 concession rate.
- Higher-priced events (£30+) -- A fixed concession price rather than a percentage often works better. A £45 conference ticket with a £30 concession rate, for example.
The concession price should still cover your variable costs per attendee. If each person costs you £8 in catering, a concession ticket at £6 means you are subsidising their attendance. That might be acceptable for a charity or community event, but for a commercial event, ensure concession pricing remains above your per-person cost floor.
Setting up concession tickets
Separate ticket type
The simplest approach is to create a distinct "Concession" ticket type alongside your standard ticket. The buyer selects the concession option and provides proof of eligibility at the door. This is transparent and easy to manage.
Promo code
Alternatively, create a promo code that concession buyers can apply to the standard ticket to receive the discount. This keeps your ticket page cleaner (one ticket type rather than two) but requires you to distribute the code to eligible groups. You can share it on student union pages, Age UK local branches, or job centre noticeboards.
Verification at the door
Decide in advance how you will verify concession eligibility. Options range from strict (checking ID at the door) to relaxed (an honour system). Most UK events take a pragmatic middle ground: ask for a student card, bus pass, or other evidence, but do not turn people away for minor issues. The goal is to prevent wholesale abuse, not to interrogate every attendee.
Companion and carer tickets
For disabled attendees who need a personal assistant or carer to accompany them, offering a free companion ticket is standard practice at most UK venues and events. This is sometimes called a "PA ticket" or "carer ticket."
The reasoning is straightforward: the carer is not attending the event for their own entertainment but to support the disabled person. Charging them effectively doubles the disabled person's ticket cost. Offering the companion ticket free removes this barrier.
To manage this:
- Allow the disabled attendee to request a companion ticket during the booking process or by contacting you directly.
- Some events ask for proof of eligibility, such as a letter from a GP or a personal independence payment (PIP) award letter. Others accept self-declaration.
- The companion ticket should grant the same access as the main ticket so the carer can stay with the person they are supporting.
Concessions for different event types
Theatre and performing arts
Concession pricing is deeply established in UK theatre. Most theatres offer student and senior concessions as standard. Many also offer "pay what you can" performances or subsidised tickets through schemes like the National Theatre's Entry Pass (free for 16 to 25-year-olds).
Conferences and workshops
Business events often offer student or freelancer rates rather than traditional concession pricing. A student rate at 50 per cent off the standard price is common for professional conferences, recognising that students cannot expense tickets through an employer.
Music and nightlife
Student discounts are the most common concession in music and nightlife. "£5 with NUS, £8 without" is a standard format for club nights and small gigs. Senior concessions are less common in nightlife but are standard for daytime concerts and classical music events.
Community and cultural events
Community events often have the broadest concession policies, sometimes offering free or heavily discounted tickets to local residents, benefit recipients, or anyone who asks. The priority is maximum community participation over revenue.
Limiting concession tickets
If you are concerned about concession sales eating into your revenue, you can cap the number of concession tickets available. For example, allocate 15 to 20 per cent of your total capacity to concession tickets. Once they are gone, only standard tickets remain. This ensures you maintain an acceptable revenue average per ticket while still offering accessibility.
Communication and sensitivity
How you talk about concession pricing matters. Avoid language that feels patronising or that requires people to publicly declare their financial situation. "Concession tickets available" is neutral and widely understood. Listing the qualifying groups alongside the ticket option is clear and helpful.
On your event page, present the concession option alongside the standard ticket, not buried in a footnote. Making it easy to find signals that you genuinely welcome concession buyers rather than offering it grudgingly.
Concession pricing is a straightforward way to make your events more inclusive and reach a broader audience. It costs relatively little in terms of revenue but can make a meaningful difference to people on tight budgets. For more on designing your overall ticket pricing, see our guide on setting ticket prices for a new event.
