Festivals Are Missing a Major Revenue Opportunity in Pre-Sales with their ticketing platforms
Ticket conversion rates are dropping while production costs continue to rise. That makes pre-event revenue streams more important than ever for festivals and live events.
Based on what we’ve seen working with festivals across Europe, a few simple principles can make a big difference.
1. Sell add-ons when guests are ready to buy
Many festivals try to sell add-ons at the same time as the ticket purchase, sometimes months before the event. At that point most fans are only focused on securing their ticket.
The real buying window often happens closer to the event, when guests start planning their stay. Making offers available through your app, website, and social channels allows guests to easily purchase add-ons when they are actually ready.
2. Keep pre-sales open as long as possible
At several festivals we worked with last summer, up to 60% of all pre-sales happened in the final 48 hours before the event.
Despite this, many events close pre-sales weeks in advance because it’s difficult to transfer orders from the ticketing system to suppliers operating onsite. Keeping pre-sales open longer captures demand when it is at its highest.
3. Work with suppliers to create strong offers
Successful pre-sales are built around services that make the guest experience easier — things like equipment rentals, lockers, charging solutions, or other convenience services.
When the offers are relevant and easy to buy from a mobile phone, guests are much more likely to purchase before the event.
Ticket conversion rates are dropping while production costs continue to rise. That makes pre-event revenue streams more important than ever for festivals and live events.
Based on what we’ve seen working with festivals across Europe, a few simple principles can make a big difference.
1. Sell add-ons when guests are ready to buy
Many festivals try to sell add-ons at the same time as the ticket purchase, sometimes months before the event. At that point most fans are only focused on securing their ticket.
The real buying window often happens closer to the event, when guests start planning their stay. Making offers available through your app, website, and social channels allows guests to easily purchase add-ons when they are actually ready.
2. Keep pre-sales open as long as possible
At several festivals we worked with last summer, up to 60% of all pre-sales happened in the final 48 hours before the event.
Despite this, many events close pre-sales weeks in advance because it’s difficult to transfer orders from the ticketing system to suppliers operating onsite. Keeping pre-sales open longer captures demand when it is at its highest.
3. Work with suppliers to create strong offers
Successful pre-sales are built around services that make the guest experience easier — things like equipment rentals, lockers, charging solutions, or other convenience services.
When the offers are relevant and easy to buy from a mobile phone, guests are much more likely to purchase before the event.
