Ticket sales are a key revenue stream for every event—but they don’t have to be the only one. A well-thought-out ticketing strategy can help maximize revenue beyond just the face value of your tickets. By leveraging dynamic pricing, bundling options, premium seating, and upselling opportunities, you can create a more profitable and engaging experience for your guests. Let’s talk about how to do it!
Dynamic pricing is a powerful strategy. It goes way beyond tiered pricing, which is typically set once and might include categories general admission, VIP, etc.. Dynamic pricing can actually trigger ticket prices to go up or down based on demand or other factors. And prices can vary for any one (or all) of your ticket categories.
Just like airlines and hotels, event organizers can optimize revenue by charging more for high-demand dates, shows, or games while offering discounts for less popular times. Implementing dynamic pricing ensures you’re capturing the full value of your tickets.
Did you know? It’s simple to set up dynamic pricing on Passage. Learn more about ticket triggers and dynamic pricing.
Bundling is an excellent way to increase per-customer spending while adding value for guests. Instead of selling standalone tickets, offer packages that combine tickets with food, merchandise, or additional experiences.
Family Packs: Offer discounts for purchasing multiple tickets along with a set of concessions (e.g., four tickets + four hot dogs + four drinks at a lower price than buying separately).
Merchandise Bundles: Include a hat or T-shirt with the ticket purchase to increase brand visibility and revenue.
Season Ticket Perks: Provide exclusive experiences, such as meet-and-greets with artists or athletes, for those who purchase a full or partial season ticket package.
Did you know? You can create as many custom bundles on Passage as you like! Check out our guide to ticket and product bundles.
Offering premium seating options can significantly boost your revenue by catering to guests looking for a more luxurious experience. Whether it’s VIP seating, lounge access, or backstage or on-field experiences, many folks are willing to pay more for exclusivity.
Field-Level or Courtside Seats: Give fans an up-close experience with premium amenities.
Lounge Access: Offer access to exclusive lounges with better food and beverage options.
Suite Rentals: Provide businesses and groups the opportunity to experience your events in a private setting with catered food and VIP treatment.
Backstage Passes: Give fans the ultimate behind-the-scenes experience with passes to enter backstage areas before, during, or after the show.
Need more VIP ideas? Check out our guide to making guests feel like VIPs.
The checkout process is an ideal moment to upsell additional experiences and products. By integrating smart upsell strategies, you can increase per-ticket revenue without significantly altering guest spending behavior.
Seat Upgrades: Offer guests the chance to upgrade their seats at a discounted rate during checkout.
Merchandise Add-Ons: Suggest adding a team scarf, hat, or jersey at a special price.
Food & Beverage Vouchers: Pre-sell meal packages to streamline event-day purchases and increase concession sales.
Post-Game Experiences: Provide exclusive post-game activities, such as photo ops with players or locker room tours.
Did you know? Passage offers upsells built right into the checkout process! They’re easy to add right in your event set up.
Strategic ticketing is about more than just setting a price—it’s about optimizing revenue opportunities at every stage of the ticket-buying journey. By implementing dynamic pricing, bundling, premium seating options, and upsell opportunities, event organizers like you can maximize earnings while enhancing the guest experience. The key is to create value that encourages guests to spend more, while making them feel like they’re getting a great deal in return.
By thinking beyond the ticket price, you can turn every ticket sale into a bigger win—both for you and your guests.
Need help with your pricing strategy? We'd love to help! Schedule a call with an event expert at Passage who can help you figure out the right ticket pricing strategy for your next event.