No More Surprises: A Guide to Fee Transparency for Event Organizers

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We’ve all been there. You find a ticket to a concert or festival at what seems like a great price. You get excited, enter your information, and proceed to the final checkout screen, only to see the price jump by 20-30%. That mountain of mysterious “service,” “facility,” and “processing” fees is frustrating, and for ticket buyers, it can feel like a classic bait-and-switch. (Thankfully, with Passage, our fees have always been clearly labeled at checkout and are some of the lowest in the industry, but that’s not the case for every ticketing company.)

This common frustration has eroded trust between fans and events for years. But now, the ticketing world is entering a new era of trust and transparency. Spurred by new federal regulations and various state laws, "all-in" pricing is no longer just a best practice—it's the new standard.

But what does this mean for you, the event organizer?

Don't worry, I’ve got you covered. This guide will demystify the new fee transparency rules, explain what they mean for your events, and show you how Passage makes compliance completely painless.

What is "All-In" Pricing? (And Why It's a Good Thing)

At its core, "all-in" pricing (or fee transparency) is simple: the first price a customer sees is the full price they will pay. It means the days of "drip pricing," where fees are slowly dripped into the total throughout the checkout process, are over.

While it might seem like a big change, it’s overwhelmingly positive for both you and your guests. Here’s why:

Builds Consumer Trust: Honesty is the best policy. When fans know the true cost from the start, it builds confidence in your event and your brand. Happy, trusting customers are far more likely to complete their purchase and come back for your future events.
Reduces Cart Abandonment: How many sales have been lost to sticker shock? When a customer is surprised by a high final price at checkout, they often walk away. Showing the full cost upfront leads to more confident buyers and more completed sales.
Levels the Playing Field: All-in pricing allows for fair competition based on the true value of an event, not a deceptively low initial price designed to lure people in.

Breaking Down the Federal Rules: What's Required?

The most significant change comes from the Federal Trade Commission (FTC). Their "Rule on Unfair or Deceptive Fees," which officially took effect on May 12, 2025, sets clear guidelines for ticket sellers.

That's a good thing! We've always strived to be transparent about our fees anyways, but the US is now requiring the "all-in" price (including all fees) to be shown as soon as possible to consumers.

Here are the key requirements every event organizer needs to know:

Display the "Total Price" Upfront: The all-in price must be the most prominent price displayed in any advertisement, marketing material, or on the ticket selection page.
What's in the "Total Price"? The total price must include the base ticket cost PLUS all mandatory fees. This includes any service fees, processing fees, or facility fees that the customer cannot avoid paying.
What Can Be Excluded from the Initial Price? You are not required to include the following in the upfront total, as long as they are clearly disclosed before the final payment:
- Government-imposed taxes.
- Bona fide shipping fees (for physical tickets or merchandise).
- Truly optional ancillary products that a customer actively chooses to add, like a t-shirt, a VIP upgrade, or ticket insurance.
Who Does This Apply To? The rules apply to everyone selling tickets for live events. This includes primary sellers (like venues and events organizers using Passage), promoters, secondary resellers, non-profits, and festivals of all sizes.

How Passage Makes Compliance Effortless

If you're reading this and feeling a little stressed, take a deep breath. If you use Passage to sell tickets, you are already compliant.

We've had the option to display all-in prices and fees up-front for over two years, but it's only been automatic for the states requiring it, and optional for other event organizers. Now that the FTC rule on "Unfair or Deceptive Fees" is in effect, we've rolled Fee Transparency out across ALL events on the Passage platform. This will keep your events clear of any violations, and prevent the FTC from issuing you any fines!

fee-transparency

With Passage, you still have two simple, fully compliant choices for handling fees:

Inclusive Pricing (Pass Fees On): The total price shown to the customer automatically includes all necessary ticketing fees. You set your ticket price, and we handle the rest. No math is needed on your end.
Absorb Fees: You can choose to cover the fees yourself. The price you set is the exact price the customer sees and pays, creating the simplest possible experience for your fans.

Can I Opt-Out of Fee Transparency?

The short answer is no. Fee transparency and all-in pricing are now required by federal law (the FTC's "Rule on Unfair or Deceptive Fees"). This isn't a Passage policy, but a legal requirement for all ticket sellers to protect consumers from surprise fees. While it's a change, remember that it's a positive one! Being upfront with your customers builds trust and can lead to more completed sales and happier fans who are eager to return for another season of scares.

Your Fee Transparency Checklist (Beyond Your Passage Page)

While your Passage event page is automatically compliant, it's crucial to ensure the rest of your marketing is, too.

Your Website: If you list ticket prices on your own website, they must reflect the "all-in" price.
- Pro-Tip: The easiest way to stay compliant is to avoid listing a price on your site altogether. Simply use a "Buy Tickets Now" button that links directly to your compliant Passage event page.
Social Media & Email Marketing: Any time you mention a price in a social media post, ad, or email, it must be the total price. For example, instead of saying "Tickets starting at $25," you should say, "Tickets are just $29.50 all-in!"
Educate Your Team: Make sure your box office staff and anyone answering customer questions understands the new pricing structure. They should be able to clearly explain that the price they see is the price they pay, building even more trust with your attendees.

Final Thoughts: Transparency Sells

Fee transparency isn't just a new set of rules to follow; it's a fundamental shift toward a more honest and fan-friendly industry. It's a win-win, creating a better, more trustworthy experience for your attendees, which ultimately leads to more sales and loyalty for you.

At Passage, we're more than just a ticketing platform; we're your partner. We're committed to helping you navigate the evolving landscape of the events industry so you can focus on what you do best: creating amazing experiences.

Have questions about fee transparency or your event setup? Our support team is here to help. Drop us an email at help@gopassage.com or schedule a call below!