How to design ticket packages


Designing ticket packages tends to be the most exciting part of planning a live event. I get it, I see why. It's the end of the planning phase. This is where you do the Math to see how much money you can make from your live event. Some organizers prefer a 1-tier pricing strategy and there's nothing wrong with that, but other organizers prefer the opportunity to create other several tiers, or ticket packages, to make even more money. This can look a bunch of different ways and this is what we'll dive in today. We'll learn how to design our ticket packages for profit. I've got three steps for you today so let's get into it.

  1. First, list what attendees will receive. So let's talk about what that includes. It includes the conference ticket, a swag bag, a mini headshot photoshoot, meals perhaps, hotel accommodation perhaps, a welcome dinner, a strategy session, group program entry and dinner with the speakers on the last day. You may be saying, whoa whoa, hold up now, who's getting all this stuff? This is the way for you to tell if you should have multiple ticket packages. Multiple ticket packages usually come into play when organizers have more that they'd want to offer to their attendees. But it usually comes at a higher price point. When this is the case, you should lay everything out that you want to offer. Not in an overwhelming kind of way, more so in a I have a couple of ideas kind of way. These ideas may look like a dinner with the speakers, a strategy session with the host or even a mini photoshoot. Now that you've laid it all out, you need to figure out how many ticket packages you want and what they’ll include. Let's say you decided to move forward with the example I laid out. Then the base ticket package would include the event ticket and a swag bag. The next level up could be the base ticket package and would include dinner with the speakers and a photoshoot. And the next level up could include everything in the second tier package and a strategy session with the host. Now I want to make note of a point here. Your packages don't have to be vertical in value, they can also be horizontal in you. What do you mean, Makeda? Well, instead of including what's in the packages below, you can offer the base package and two other packages that have the base package in common. So it would look like this. The base package would include the event ticket and swag bag, and the other two packages would offer a dinner with the speakers in one and a strategy session in the other. There's a third way you can do it as well. You can have your base ticket package as the only package and have the other features as a la carte options. This puts the building of the packages strictly in the hands of the attendee. If you choose this option, it would change how you do step 2. Okay, so I hoped that helped to break down the packages and how they can be designed.

  2. The second step is to add up all your expenses. The easiest way to do this is to add up all of the expenses for the base ticket package. This will give you the raw cost for however many attendees you'll cater for. Divide that number by the number of attendees and you will have a raw cost per attendee. Once you have this number, add a markup percentage to it and that will be the base ticket price. Whatever you've decided that every attendee will receive, that's the cost of the base ticket package. Now for your extra 1 or 2 packages, do the same thing but add in the extras. So what does it cost to have a strategy session with you? How many hours are you offering? Will it be at a discounted cost to the attendee? What about the photoshoot? What's the photographer's fee? Will their rate be discounted? This is only an introductory list of questions to ask yourself as you work on getting the price for your ticket packages.

  3. Third, determine how many people you can accept at each level. This is an important part of the equation: Figuring out how many attendees each ticket package can handle is essential. If you're catering for 12 attendees, how many can you take on for a strategy session on the day before or after the event? I recommended no higher than 30-40% of your attendee list. If your event is 12 attendees that means somewhere in the 3-5 attendee window. I know you may want to maximize your earnings during your event, but remember that you planned the event and you're the host of the event. You'll be more exhausted than everyone else. Being realistic about what is possible before or after the event is necessary.

I hope these three steps helped you think about what it can look like in your live event.

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Live Event Roadmap

Planning your first live event can be so nerve-wracking with SO much to consider. When you download my FREE “Plan Your Profitable Live Event Roadmap,” you’ll learn everything you need to know to feel completely confident in executing your event.