"New Year, New Me" isn't just for gym memberships and diet plans. It’s for event organizers, too! As we head into 2026, the events industry is moving faster than ever. Ticket purchasers are demanding more seamless experiences, technology is evolving at breakneck speed, and the old way of doing things just doesn't cut it anymore.
If your goal is to get Sold Out, Not Stressed Out this year, you need a plan. Here are six resolutions every event organizer should make for 2026 to stay ahead of the curve and grow your business.
1. I Will: Stop Being Afraid of AI (And Start Using It to My Advantage)
For the last few years, Artificial Intelligence has been a buzzword that scares some and confuses others. And we totally get it! This new technology is only as good as the prompts you give it, and it can feel like you’re learning a completely new language just to get answers.
In 2026, the resolution is simple: stop fearing the robot uprising and start using it to save yourself hours of work.
AI isn't here to replace you; it's here to be your ultimate assistant. Whether it’s generating ad copy or analyzing sales data, AI tools can handle the heavy lifting so you can focus on the creative side of your event.
How to do it with Passage: We’ve built AI directly into the Passage platform to make your life easier.
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Optimize Your Marketing: innovative tools like our Event Description Optimizer can take a few bullet points and turn them into compelling, sales-driving copy in seconds.
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Get a Digital Assistant: Check out our AI Event Assistant, designed to help you answer questions and streamline your workflow without the headache.
2. I Will: Finally "Kill the Queue"
There is an age-old myth in the events industry that a long line outside your venue is a good sign – it looks like you’re popular, right? Wrong. In 2026, a long line is a sign of operational trouble. It tells guests that you don’t value their time, and it creates a friction point before they’ve even walked through the door. Who wants their guests to feel frustrated and bored before they even enter your event? No one, right?
Your resolution this year should be to banish the line forever. When guests spend less time waiting, they spend more time enjoying the event (and spending money at concessions and merch stands!).
How to do it with Passage:
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Virtual Queues: If you run a haunt or an attraction, use a Virtual Queue to let guests wait from their phones while they grab a drink or hang out, rather than standing in the cold.
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Timed Ticketing: Space out your arrivals with timed entry slots to keep the flow of traffic manageable and safe.
3. I Will: Protect My Business and Lower My Risks
As an event organizer, you are used to taking risks on weather, attendance, and logistics. But you shouldn't be gambling with liability. As events get more immersive and interactive, ensuring you are legally protected is non-negotiable. This year, resolve to close the loopholes in your liability processes.
How to do it with Passage: We released a major feature this year specifically for this: Digital Waivers. You can now include liability waivers directly in the checkout process.
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Seamless Integration: Guests can sign waivers digitally before they arrive, meaning no clipboard bottlenecks at the door, no juggling multiple platforms.
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Automated Tracking & Storage: All signatures are stored securely within Passage, keeping you compliant and organized.
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Learn more about protecting your event in our Ultimate Guide to Event Waivers.
4. I Will: Prioritize Hyper-Personalization
The "one-size-fits-all" email blast is dying. One of the biggest trends we anticipate for 2026 is the shift toward hyper-personalization. Attendees want to feel like you know them. They want ticket recommendations based on their past visits and merchandise offers that match their interests.
How to do it: Use the data you already have. Look at your reporting to see who your VIPs are versus your general admission guests. Send a "We Miss You" discount to people who came in 2024 but missed 2025. Segment your audience and speak directly to their needs.
5. I Will: Stop Leaving Money on the Table
In 2026, if you are only selling tickets, you are missing out on revenue. Attendees are often willing to spend more for convenience or upgrades, but only if you ask them at the right time. Your resolution should be to maximize the cart value of every single customer.
How to do it with Passage: Don't wait until the guest arrives to sell them merch. Use our Product Upsells to offer merchandise, concessions, parking passes, or skip-the-line upgrades right in the checkout flow. You can even upsell tickets to your future events! Capturing that revenue before the event guarantees the sale and helps you manage inventory better.
6. I Will: Focus on "Sustain-ability" (In Both Operations and Energy)
Sustainability is going to be a massive focus in 2026, but we mean this in two ways. First, environmental sustainability: reducing paper waste by going 100% digital with mobile tickets (which Passage makes standard!).
Second, Operational Sustainability. Are you burning out your staff? Are you working 18-hour days? Resolve to build systems that sustain you. By using tools like automated social sharing, recurring event setups, and the AI assistants mentioned above, you can build an event business that lasts for the long haul without burning out.
Ready to Crush Your 2026 Goals?
Passage is here to help you keep every single one of these resolutions. From advanced AI tools to seamless virtual queues, we have the features you need to make this your best year yet.
Schedule a no-pressure call with an event expert today. How would it feel to go from stressed out to sold out?
