The Ticketing Process | Most people don’t give ticketing much thought. They choose a vendor, a price for tickets bought in advance, and a slightly higher price for those bought at the door, and that’s the end of it.

But if you, like most people, do not have a thought-out ticketing process, how will you know if ticket sales are on track or not? If you say tickets are $15 in advance and $18 at the door, then 80% of people will wait until the last 24 hours to buy tickets in advance. The other 20% will buy them at the door. This will increase your stress as the event approaches and give you no information about how ticket sales will go.

People love discounts. Once you set a ticket price you can always offer discounts, but you cannot raise prices. So start high and discount as needed.

This next part will be controversial with some people—but I need to share it anyway. Trying to make your tickets affordable so more people can buy them will usually result in a financial loss.

Notice I said “usually.” Winter Jam proved that lowering ticket prices while still profiting financially is possible, and yes, there are sponsorship options that concert promoters can use to offset more expensive tickets.

However, in most cases, trying to make your tickets more affordable so more people can attend won’t have positive results

As a Christian concert promoter, you’ll often encounter the tension between ministry and business. Your ministry might be to share the gospel, lead people to Christ, or improve the spiritual lives of those who are already a part of the Kingdom. But if you offer free admission in hopes that more people will hear the gospel, you don’t have a sustainable business model, and you won’t be able to hold even one more event.

So how much should you charge for admission to your concert? Here are a few tips to make the decision easier for you:
Don’t worry about people who complain about a $25 concert. They are often the same people who think a $5 Christian concert should be free of charge.
Ask the artist’s booking agent or manager how much tickets should be, but take their answer as a suggestion only.
Add $10 to whatever price you were considering and then use discounts to encourage early sales and to track your advertising spend. You can create a coupon code and only offer it on Facebook; another code could be used for radio advertising.

CLICK “5” FOR CONCERT PROMOTION

Leave a Reply