What to Review
- Attendance vs tickets sold — how many no-shows?
- Revenue breakdown — tickets, bar, merchandise, sponsorship
- Sales timeline — when did most tickets sell?
- Marketing effectiveness — which channels drove sales?
- Feedback — what did attendees say?
Gathering Feedback
Send a short survey to all ticket holders within 48 hours of the event. Keep it to 5 questions maximum. Ask about the overall experience, the venue, the value for money, and whether they would attend again. Use Tickts attendee data to email everyone.
Making Improvements
Create an action list of specific improvements for next time. Share it with your team. The best events are not perfect first time — they get better through systematic review and improvement.
What to Review
A thorough post-event review covers five areas: financial performance, attendance and engagement, operational delivery, marketing effectiveness, and audience feedback. Reviewing all five gives you a complete picture of what worked, what did not, and what to change next time.
Financial Review
Pull your financial data from the Tickts dashboard and Stripe:
- Total revenue: Gross ticket sales, bar/merchandise revenue, sponsorship income
- Total costs: Venue, performers, equipment, marketing, staffing, supplies
- Net profit/loss: Revenue minus costs. Did you make money, break even, or lose money?
- Cost per attendee: Total costs divided by attendance. This benchmarks your efficiency.
- Revenue per ticket: Average revenue across all ticket types. Helps with future pricing decisions.
Attendance Analysis
- Tickets sold vs capacity: What percentage of available tickets were sold? Above 80% is strong, below 60% suggests pricing or marketing issues.
- Show rate: What percentage of ticket holders actually attended? Use the Tickts scanning data to measure this. A high no-show rate (above 15%) might indicate pricing too low or insufficient event value.
- Ticket type breakdown: Which types sold best? Which were slow? This informs future pricing and tier structure.
- Sales timeline: When did most tickets sell? Early-bird phase, main sale, or last-minute rush? This shapes future marketing timing.
Gathering Feedback
Ask attendees what they thought. A simple post-event email with 3-5 questions gives you actionable insights:
- How would you rate your overall experience? (1-5)
- What was the best part of the event?
- What could we improve?
- Would you attend again?
- Would you recommend this event to a friend?
Keep it short. Response rates drop sharply after 5 questions. Send within 24 hours while the experience is fresh.
Frequently Asked Questions
How soon after the event should I do the review?
Within one week. Financial data is available immediately in your Tickts dashboard. Team debriefs are most valuable when memories are fresh. Audience surveys should go out within 24 hours.
Should I share the results with my team?
Yes. Transparency about what went well and what needs improvement builds trust and helps everyone contribute to better events. Share the key numbers and top feedback themes.
Building a Review Template
Create a standard review template that you complete after every event. Consistency makes it easy to compare performance across events and identify trends over time:
- Numbers: Tickets sold, attendance, revenue, costs, net profit/loss
- Sales analysis: When did tickets sell (early bird, main window, last minute)? Which ticket types sold best? Were any ticket types unused?
- Operational review: What went well operationally? What caused problems? Were there any safety incidents?
- Marketing review: Which promotional channels drove the most ticket sales? Which promo codes were used? What was the cost per acquisition?
- Feedback summary: Top 3 positive themes and top 3 improvement themes from attendee feedback
- Action items: Specific changes to make for the next event, with owners and deadlines
Store your reviews in a shared document that your team can access. Over time, this becomes an invaluable knowledge base that makes each event better than the last. Patterns emerge that are invisible in any single review but obvious across 10 or 20 events.
