Pricing tickets is one of the most important decisions you make as a venue or promoter. Price too high and tickets do not sell. Price too low and you do not cover your costs. Here is how to find the right number.
Start with your costs
Before you set a ticket price, you need to know your break-even point. Add up every cost associated with the event:
- Artist/performer fees — The biggest variable. Can range from £100 for a local support act to £10,000+ for a headline touring artist.
- Venue hire — If you do not own the space, what is the room hire or the minimum bar spend?
- Sound and lighting — Engineer fees, equipment hire if not included with the venue.
- Marketing — Poster printing, social media ads if you run them.
- Staff — Door staff, bar staff, sound engineer.
- Insurance and licensing — Per-event costs if applicable.
Divide your total costs by your realistic attendance (not your maximum capacity — be honest about how many you expect to sell) to get your minimum ticket price.
Research your market
Check what similar events in your area charge. Look at:
- Other venues of similar size and reputation
- Events in the same genre (music, comedy, theatre)
- The specific artist or performer's ticket prices at other venues
Your price needs to feel fair within this context. If every other 200-cap venue in your city charges £12-18 for similar acts, pricing at £25 will feel out of step.
Tiered pricing
Tiered pricing is one of the most effective strategies for independent events. Instead of one flat price, offer multiple tiers:
Early bird — 20-30% cheaper than standard. Limited to 15-20% of capacity. Creates urgency and rewards your most engaged audience.
Standard — Your main price point. This is what most people will pay.
Late / Door — 10-20% more than standard. Covers any last-minute costs and incentivises advance purchase.
On tickts, you can set up these tiers as separate ticket types with different quantities. When early bird tickets sell out, only standard tickets are available. This happens automatically.
The booking fee factor
If your ticketing platform charges booking fees, your fans are actually paying more than the price on your poster. A £15 ticket with a £2.50 booking fee is really a £17.50 ticket. This is important because:
- Fans see the total cost, not just your price
- Higher checkout totals increase abandoned purchases
- It makes your event look more expensive than competitors on fee-free platforms
Using a fee-free platform means your advertised price is the real price. This builds trust and removes friction at checkout.
Free events with paid upgrades
For some events, offering free general admission with paid VIP or reserved options works well. This is common for community events, festivals, and venue showcases. You get a bigger crowd through the door (which helps bar revenue) and still generate ticket income from the premium tier.
When to change your prices
Do not be afraid to adjust pricing between events based on what you learn. If your last show sold out in 48 hours, your prices were probably too low. If you had 30% of tickets unsold, they were too high (or your promotion needed work).
Track your sell-through rate (percentage of tickets sold) and time-to-sellout for each event. Over time, you will develop a reliable sense of what your audience will pay for different types of events.
The bottom line
Good ticket pricing is a balance between covering your costs, matching your market, and creating value for your audience. Tiered pricing gives you flexibility, and removing booking fees makes your prices feel fairer.
Start with the numbers, check the market, and adjust as you learn. There is no magic formula, but there is data — and every event teaches you something.
Understanding Your Costs
Before setting ticket prices, calculate your total event costs. This includes venue hire, performer fees, equipment rental, marketing spend, staffing, insurance, and any catering or bar costs. Divide this total by your expected attendance to find your break-even price per ticket.
For example: if your total costs are £800 and you expect 100 attendees, your break-even is £8 per ticket. Price above this to generate profit for your club or organisation, or at this level if the goal is simply to cover costs and provide community entertainment.
Pricing Strategies
Cost-plus pricing: Calculate your costs, add a margin, and divide by expected attendance. Simple and ensures you cover expenses. Best for community events where maximising profit is not the primary goal.
Value-based pricing: Price based on what attendees are willing to pay, not just your costs. A comedy night with a well-known headliner can command higher prices than one with unknown acts, even if your costs are similar.
Competitive pricing: Research what similar events in your area charge and position accordingly. Being slightly cheaper can drive volume, while premium pricing signals quality.
Dynamic pricing: Start with a lower early-bird price and increase as the event approaches. This rewards early buyers and creates urgency for late purchasers.
Tiered Pricing
Offering multiple ticket tiers captures more of the market:
- Standard: Your main ticket at the target price point
- Concession: Reduced price for students, seniors, or low-income attendees — typically 25-40% off standard
- Premium/VIP: Higher price with added benefits (better seats, early entry, included drink) — typically 50-100% above standard
- Family: Bundled ticket for families at a discount compared to buying individually
Tiered pricing is particularly effective because it lets price-sensitive fans attend at a lower cost while capturing premium revenue from fans willing to pay more.
Common Pricing Mistakes
- Pricing too low: Underpricing devalues your event and can actually reduce attendance (people assume it is low quality). Price fairly for the experience you deliver.
- Ignoring fees: If you are on a platform with fees, factor them into your pricing. On Tickts with zero platform fees, your ticket price is what you receive minus Stripe processing.
- One-size-fits-all: Not offering concessions or family tickets alienates parts of your potential audience. Multiple tiers capture more demand.
- Never adjusting: Review your pricing after each event. If you consistently sell out quickly, you may be underpriced. If tickets are slow, you may be overpriced for your market.
Frequently Asked Questions
Should I price tickets to cover costs or to maximise revenue?
This depends on your goals. Community events and grassroots sports typically aim to cover costs and provide accessible entertainment. Commercial events aim to maximise revenue while maintaining audience satisfaction. Most grassroots organisers find a balance — covering costs with a modest surplus to reinvest.
How much should early-bird discounts be?
10-20% off the standard price is typical. Enough to incentivise early purchase without giving away too much revenue. Set a clear expiry date for the early-bird price to create urgency.
Should I charge the same for all events?
Not necessarily. A derby match or a headline comedy act can command a premium. Quieter fixtures or experimental events might benefit from lower pricing to encourage attendance. Adjust based on expected demand.
