🎟️ The 11 Best Upsells to Boost Your Event Revenue at Checkout

You've done the hard part: getting the customer to click "checkout." But the sale isn't over yet!

The few moments between a guest adding a ticket to their cart and finalizing the payment are a gold mine for increasing your average revenue per customer. At Passage, we try to make this as easy as possible - both for you and your guests. When setting up your tickets, you can create add-ons tailored to your event that ticket purchasers see in a pop-up before they complete their purchase. 

This moment is about more than just adding extra items to their cart—it's about enhancing the overall guest experience. By offering the right convenience, comfort, or exclusivity, you turn a single ticket sale into a higher-value, more memorable transaction.

But what upsells can you offer? What will make your guests spend more? Here are the 11 best upsells to implement right now to boost your event revenue.

⚡️ Convenience & Access Upsells 

Time is money, both for you and your guests. These upsells solve a pain point or offer a significant time-saving perk, making them an easy yes for many ticket purchasers.

1. Fast Pass / Express Entry Upgrade

• The Offer: Allow guests to skip the main queue for a premium. This is a top-performing upsell for virtually any event, from family entertainment centers and festivals to concerts and sporting events.

• Why it Works: It monetizes the most valuable resource: time. Scarcity is key—limit the number of Fast Passes to create urgency and value.

2. Pre-Paid Parking Pass 

• The Offer: Sell a parking spot or even a VIP valet service in advance.

• Why it Works: It eliminates event-day friction. Guests love knowing exactly where they're going and having the payment handled, especially when arriving under a time crunch. This can also help you manage traffic flow on site.

3. Guaranteed Seating / Early Bird Access

• The Offer: An upgrade from General Admission to reserved seating, or a 15–30 minute early entry window before the crowds arrive.

• Why it Works: It appeals to guests who want the best experience. They secure a prime spot or a quieter, less-crowded entry, turning a general ticket into a premium experience.

🛍️ Merchandise & Souvenir Upsells 

Capture high-margin retail sales before your guests even set foot inside your venue. Pre-ordering ensures you collect revenue regardless of on-site foot traffic.

4. Limited-Edition Event T-Shirts or Collectibles

• The Offer: Exclusive pre-order merchandise, often featuring the event date or a "Pre-Order Only" designation.

• Why it Works: FOMO (Fear of Missing Out) and exclusivity. Guests love unique souvenirs and appreciate the convenience of picking up their item without waiting in another line on-site.

5. "Ticket + Swag Bag" Bundles

• The Offer: A bundle that includes the ticket plus a curated selection of small merchandise (e.g., a branded lanyard, koozie, or magnet) at a slight discount compared to buying them separately.

• Why it Works: It adds a high perceived value for a small jump in price, making the "deal" feel irresistible.

🍔 Food & Beverage Upsells 

These are classic impulse purchases that benefit both the ticket purchaser (faster service) and you (guaranteed revenue).

6. Concession Vouchers or Credit

• The Offer: Pre-purchase a $20 food/drink credit for $18, or a voucher for a specific meal/drink package.

• Why it Works: The small discount is an immediate incentive, and pre-payment makes it feel like "free money" to spend on-site, encouraging use and faster transactions at your concession stand.

7. Specialty Drink Upgrade

• The Offer: A voucher for a signature, themed, or premium cocktail/craft beer, sometimes including a souvenir cup.

• Why it Works: It adds a fun, themed element to the experience and pre-sells your highest-margin products.

🌟 Experience & Future Upsells 

Guests love to feel like VIPs. These are tailored offers that deepen the guest’s commitment to your brand and future events.

8. Companion/Add-On Experiences

• The Offer: A short, complementary experience to the main ticket (e.g., adding a 15-minute escape room to a haunted house ticket, or a backstage tour to a theatre show). 

• Why it Works: It capitalizes on the excitement of the main event and extends the visit. It's a natural, highly relevant cross-sell that makes the day more memorable.

9. Tickets to Your Next Event

• The Offer: A discounted ticket or early-access pass to a future event (e.g., "Get $5 off your ticket to our Holiday Market when you purchase now"). To set up an event upsell you'll just need to have the second add-on event created with at least one ticket type and upcoming timeslot, so that it's ticket sales are active.

• Why it Works: It secures future revenue today and creates a loyal repeat customer base.

10. Coat Check or Locker Rental

• The Offer: The ability to pre-pay for a secure place to store coats, bags, or merchandise purchases.

• Why it Works: It's a comfort and security upsell. Customers want to enjoy your event unburdened, and this small pre-purchase ensures a hassle-free arrival.

11. Professional Photo/Video Package Pre-Sale

• The Offer: Pre-purchase a digital download code for all professional photos taken of them during the event, or access to a high-quality event highlight video package. This is especially powerful for events like races, themed attractions, concerts, or graduation ceremonies where guests are likely to want professional memories.

• Why it Works: It monetizes the desire to capture memories effortlessly. Many guests rely on their phones, but a professional, high-quality digital package is a major value-add. By purchasing it upfront, they secure the best documentation of their experience without worrying about payment later.

🔑 Making Your Pop-Up Convert

At Passage, we’ve seen thousands of events use upsells in their checkout process, and that means we’ve seen firsthand which ones work and which ones fall flat. The key to a high-converting upsell pop-up is relevance, clarity, and ease.

1. Keep it Relevant: If they bought a VIP ticket, show them Parking or a Merchandise Bundle, not just another GA ticket.

2. Use Great Visuals: Don't just show text! Use a high-quality, enticing image of the Fast Pass line, the event t-shirt, or the specialty drink.

3. One-Click Add: Passage's built-in checkout upsells make it easy for the customer to add the item with a single click, keeping the purchase flow smooth and fast.

Stop leaving money on the table! By strategically implementing even just two or three of these upsells, you can see an immediate and significant jump in your event's total revenue.

Need help creating an upsell for your next event? We got you! Schedule a call with one of our event experts; we’ll do all the heavy lifting for you.