How to Price Event Tickets (Without Putting People Off)
Price too high and people stay home; too low and you leave money — and perceived value — on the table. Here’s a practical way to price event tickets that sells without putting people off.
Start with your costs and your goal
Add up your total costs (venue, staff, equipment, promotion) and divide by the number of tickets you realistically expect to sell — that’s your break-even price. Then decide your goal: cover costs, make a profit, or maximise attendance. Each pulls the price in a different direction.
Check the local market
Look at comparable events nearby — similar acts, venues and audiences. You don’t have to match them, but you should know where you sit so your price reads as fair.
Use tiers and early-bird pricing
Multiple price points capture more buyers:
- Early bird rewards (and creates) early commitment and builds social proof.
- Standard is your main price.
- On the door, priced a little higher, nudges people to buy in advance.
- Concessions (student, member) widen your audience without discounting everyone.
Don’t let fees inflate your price
On a fee-charging platform, the booking fee is usually added to the buyer’s total — so your £20 ticket might show as £21.40 at checkout, denting conversion. On a 0%-fee platform like Ticketable there’s no booking fee to add, so your advertised price is the price they pay. (More on this in what ticketing fees actually are.)
Round numbers or .99?
Round prices (£20) feel honest and premium; .99 pricing (£19.99) signals value and discount. Match it to your event’s tone rather than following a rule.
The takeaway
Price from your costs and goal, sanity-check the market, use tiers to capture more buyers, and choose a platform that doesn’t inflate your price with fees. Next, see how to sell out your event.
Frequently asked questions
How much should I charge for event tickets?
Start from your costs and goal: add up venue, staff and promotion, divide by the number of tickets you realistically expect, and that's your break-even. Then adjust up or down based on comparable local events and whether your aim is to profit or maximise attendance.
Should I offer early-bird pricing?
Usually yes. A cheaper early-bird tier rewards early commitment, builds momentum and social proof, and gives you an early read on demand. Follow it with a standard price and, optionally, a higher on-the-door price to push advance sales.
Do booking fees affect my ticket price?
They can. On fee-charging platforms the booking fee is added to the buyer's total at checkout, so your advertised price rises and conversion can drop. On a 0%-fee platform there's no booking fee, so the price you advertise is the price they pay.