7 event ticket types and the pricing stages organisers use

In the age of in-person, hybrid, and virtual events, some event organisers find navigating different event ticket types and pricing strategies hard. As ticket prices profoundly affect the event’s success and revenue, finding the right balance between pricing and content increases your chances of having an event packed with keen participants. Offering multiple event ticket types and different pricing stages should enable event organisers to target various groups of attendees to self-segment and purchase a ticket that fits their needs and budget.

Event Ticket Types

Different event ticket types help potential attendees psychologically connect with the event, as they tend to describe and summarise personal preferences regarding the event, conference, or music festival experience.

1) General Admission Ticket

These tickets allow attendees to enter the event and give them access to regular activities such as visiting multiple tracks, lounge areas, and limited catering options.

2) Luxury Tickets (VIP)

VIP tickets provide an All-Access-Areas pass (AAA) that includes everything your event offers (i.e., workshops, speakers’ dinners, and special networking opportunities). Event organisers offer VIP tickets to provide a privileged experience and a sense of exclusivity.

3) Group Package Tickets

Group packages are beneficial to event organisers and attendees. They are used by companies for their employees’ career development and are priced at affordable rates. The bigger the group, the higher the discount, varying between 20-25%.

4) Reserved Tickets

Reserved tickets are usually used when organising fundraisers or seated concerts, but they can also be an exciting incentive if you have popular speakers at your conference.

5) Hidden Tickets

In most cases, organisers exclusively publish hidden tickets for certain groups, such as sponsors, media, and exhibitors, which are unavailable to the general public.

6) Virtual/Hybrid Passes

Virtual and hybrid passes emerged during the COVID-19 pandemic and are here to stay. They ensure safety for attendees who want to participate from home or offer accessibility for those unavailable to visit in person.

7) Single or Multi-Day Tickets

This ticket type usually exists to provide multiple affordable options but is also aimed at attendees who aren’t willing to spend any longer than needed at your event (e.g., usually common for business-type events or conferences).

Pricing Strategies for Event Ticket Types

Once you decide on the mix of event ticket types, the most critical step is to define the pricing options.

Defining multiple pricing stages allows attendees to engage based on their personal or annual budgets, depending on the importance of personal or psychological value.

The following ticket stages are recommended when aligning with the purchasing intentions of your attendees:

• Super Early Bird
• Early Bird
• Regular
• Late
• Final
• Last Chance

You can offer discounts based on a decreasing curve at each pricing stage to incentivise purchases according to different factors (e.g., use the Early Bird stage to offer the biggest discounts to loyal customers). Organisers can maintain automated price increases using specialised platforms like run.events and offer some additional options for comprehensive ticket management:

• Ticket type management
• Advanced ticket rules and options
• Ticket add-ons
• Ticket options targeted at other groups

Early Bird or General Admission?

Early Bird and general admission are not alternatives. General admission is a ticket type: it says what the ticket gives access to. Early Bird is a pricing stage: it says when the ticket is bought and at what price. A general admission ticket can be sold at the Early Bird price until a set date and at the Regular price after that, and the same goes for a VIP ticket.

In run.events Audience Management, each ticket type can have several pricing stages, each with its own name, price, and start and end dates. The price changes automatically on the dates you set. For each stage you decide whether vouchers can be used with it, and you can add quantity discounts for larger orders.

Early Bird prices also suit companies that send teams. A buyer can order several tickets in the Early Bird stage before knowing who will attend, and assign them to the attendees later or hand the management of the group to a colleague.

What Does Final Release Mean?

Final release tickets are the tickets sold in an event’s Final pricing stage, near the end of ticket sales and usually at a higher price than all earlier stages. In the stages listed above, only Last Chance comes after it.

Pricing Strategy for Hybrid Events

As some attendees still feel the effects of restrictive policies implemented during the COVID-19 pandemic, hybrid events are a good way of embracing inclusivity and offering your concept and values to a wider audience. Remind yourself to create a specific pricing strategy for those attending your event online.

With the right event management platform, virtual attendees can engage with speakers and panelists via real-time chat, surveys, and Q&A sessions, providing an almost immersive experience as being there in person. We suggest having general admission and privileged ticket categories with considerably lower pricing strategies.

One Last Tip About Event Ticket Types

Event ticket types have a major effect on event industry outcomes, as every ticket type that attributes that allows organisers flexibility to achieve revenue goals and attract a diverse audience. Making careful decisions on event ticket types brings your event closer to success while building a satisfied and growing audience base.