Set ticket prices for a local event

A competitor's ticket price tells you what they charge, not whether your event can deliver at that figure. Start with the economics and experience of your own event, then check whether the result is understandable and credible to the intended audience.

Build the cost picture

• List fixed costs such as venue, licences, equipment, creative work and minimum staffing.
• Add per-attendee costs such as catering, materials, ticketing and payment fees.
• Include preparation, pack-down, customer support and contingency.
• Confirm how GST, displayed fees, refunds and complimentary places affect the model.

Tax, fee display and refund obligations depend on the event and business. Have the final model and customer terms reviewed by an appropriately qualified adviser.

Test realistic attendance

Calculate break-even at several attendance levels, not only full capacity. Check what happens if sales are slower, a supplier cost rises or weather reduces walk-up demand. Set a date for the go, change or cancel decision.

Compare price with customer value

Write down what the ticket includes, how long the experience lasts, who it suits and what uncertainty may stop a booking. Compare genuine alternatives, including free activities and staying home, without copying another organiser's structure.

Keep options simple

Add a tier only when it represents a real difference, such as session, access, inclusion or purchase timing. Show the total price and conditions before the customer commits. Test the booking path on a phone and confirm the receipt matches the listing.

Review after the event

Record sell-through pace, contribution after refunds, common price questions and unused capacity. Use that evidence for the next event rather than changing prices from memory.

If an early commitment offer fits the model, continue with the early-bird pricing checklist.