Common Ticket Types
- General admission — standard entry to the event
- VIP or premium — enhanced experience with perks
- Concession — reduced price for students, OAPs, or under-16s
- Group — discounted rate for bulk purchases
- Early bird — lower price for fans who book early
- Season pass — covers all fixtures or dates in a series
Pricing Strategy
Start by understanding your costs: venue hire, production, staffing. Then research what similar events in your area charge. Price competitively but do not undervalue your event — fans associate higher prices with higher quality.
Consider anchoring: place your premium ticket first so the standard price looks like a bargain by comparison. And always factor in that Tickts charges zero platform fees, so the price you set is the price you receive (minus Stripe processing).
Tips
Limit the number of ticket types to 3-4. Too many options create decision fatigue. Make the differences between tiers clear and compelling. And always include at least one accessible or companion ticket option.
Designing Your Ticket Structure
The right ticket structure makes your event accessible to different audiences while maximising your revenue. Too few options means you miss segments of your market. Too many creates confusion and decision fatigue. Most events work best with 3-5 ticket types.
Standard Structures by Event Type
Sports match:
- Adult (£8) — standard entry
- Concession (£5) — students, seniors, benefits recipients
- Under-16 (£2) — junior fans
- Under-5 (Free) — for attendance counting
- Season Pass (£80) — all home matches
Comedy night:
- Early Bird (£8) — first 30 tickets at reduced price
- Standard (£10) — regular price
- Concession (£7) — students and over-65s
Music gig:
- Advance (£12) — online purchase before the show
- On the Door (£15) — walk-up price on the night
- VIP (£25) — early entry, meet and greet, or reserved area
Pricing Psychology
- Anchoring: When you show a premium option alongside standard, the standard price feels more reasonable. A £25 VIP option makes a £10 standard ticket feel like great value.
- Round numbers: £10 feels cleaner than £9.99 for event tickets. Save the psychological pricing for retail — event-goers prefer straightforward pricing.
- Early-bird gap: The difference between early-bird and standard should be meaningful enough to incentivise early purchase — at least 15-20%. A £1 saving on a £10 ticket is not compelling.
Frequently Asked Questions
Should I create a free ticket type for children?
Yes. Even if entry is free for children, creating a £0 ticket type lets parents "book" their children. This gives you accurate attendance data and means children have their own QR code for scanning at the door.
Can I change ticket prices after sales have started?
Yes. Price changes apply to new purchases only — fans who already bought tickets are not affected. This is useful for switching from early-bird to standard pricing or adjusting prices based on demand.
How do I decide between 3 and 5 ticket types?
Start with 3 (standard, concession, premium or child). Add more only if there is genuine demand. If fans regularly ask for student tickets, family bundles, or group rates, add those types. If nobody asks, 3 types is enough.
Advanced Pricing Strategies
Once you have mastered basic ticket types, consider these advanced strategies to maximise both revenue and attendance:
Dynamic availability: Release tickets in batches. First 50 at £8, next 50 at £10, final 50 at £12. Each batch sells out faster than the last because fans learn to buy early. This naturally rewards early purchasers and increases average ticket value.
Add-on ticket types: Create premium add-ons that ticket holders can purchase separately — meet and greet passes, VIP upgrades, food and drink packages. These let standard ticket holders self-select into higher spending without requiring a premium ticket upfront.
Seasonal pricing: If your events are weather-dependent, consider lower pricing for less favourable months. A winter football match at £5 might attract more fans than one at £8, and the bar and food revenue from each additional attendee more than covers the ticket discount.
Loss leader events: Occasionally offer a low-priced or free event specifically to attract new audiences. A free community open day or a heavily discounted first-time offer brings new people through the door who become paying customers at future events.
