Pricing is one of the hardest calls an organiser makes. Too high and people hesitate; too low and you can sell out and still lose money. There's no magic number, but there is a sensible way to work it out. Here's a practical method you can use for gigs, comedy nights, quizzes, club nights and pretty much anything else.
Start with your costs
Before you think about what people will pay, work out what the night will cost you. List everything:
- Venue hire, or any minimum bar spend agreed with the venue.
- Performer, DJ or host fees, plus travel and accommodation if needed.
- Sound, lighting and any equipment hire.
- Door staff or security, if the venue or licence needs them.
- Printing, decorations, prizes and props.
- Any paid advertising.
Add it up. That total is the amount your ticket sales need to cover before you make anything.
Work out your break-even point
Next, be realistic about how many tickets you expect to sell. Not the capacity of the room, but the number you're fairly confident about based on past events, your following and the time of year.
Divide your total costs by that number. That's your break-even ticket price. For example, if the night costs £600 and you're confident of selling 60 tickets, you need £10 a ticket just to cover costs. Anything above that is your margin, and a buffer in case sales are slower than you hoped.
If the break-even price looks too high for your crowd, you have three options: cut costs, find a sponsor or partner, or plan for a bigger audience with more promotion.
Look at what similar events charge
Have a look at events like yours in your area: same kind of night, similar size, similar venue. Browsing events is a quick way to get a feel for the going rate. You don't have to match it, but if you're charging a lot more, your page needs to make clear why it's worth it.
Think about what's included
People judge value on the whole night, not just the number on the ticket. Things that can justify a higher price:
- A well-known act or a bigger line-up.
- A welcome drink, food or a goodie bag.
- A longer night or a special occasion, like New Year's Eve.
- A reserved seat or table.
Spell out what's included clearly on the event page. "£15 including a drink on arrival" feels very different from "£15".
Use price tiers carefully
Tiers can help you sell earlier and reward your most loyal fans. A few common ones:
- Early bird: a lower price for a limited time or a limited number. It gives people a reason to buy now, and gives you early cash and a sense of how sales are going.
- Standard: the main price most people pay.
- Group or table: a slight saving for groups of four, six or eight, which is great for quizzes and party nights.
- Concessions or child tickets: useful for family and community events.
Keep it to two or three options. Too many choices slows people down and can put them off.
Be upfront about fees
Nobody likes a surprise at checkout. Decide how fees work before you set your price, and be clear on your page.
On TickTap, it's free to list and organisers keep 100% of the ticket price. Buyers pay a small booking fee on top, which is shown before they pay. It gets cheaper the more tickets someone buys: 10% for one, dropping to 8%, 6% and 5% for bigger orders. Free events pay no fee at all. So if you price a ticket at £10, you receive the full £10 for each one sold. You can read more on the organisers page.
Round numbers and psychology
Simple, round prices like £5, £10 or £15 are easy to remember and easy to say when someone asks "how much is it?". If you're sitting just above a round number, think about whether dropping to it would help sales more than the extra pound helps your margin.
Should you make it free?
Free events can be brilliant for building an audience, but free tickets tend to have more no-shows, because people haven't committed anything. If you want a free event but need reliable numbers, you can still issue free tickets so you know who's coming; on TickTap there's no booking fee on free tickets. Some organisers charge a small amount and donate it to charity, or make it redeemable against a drink, to cut no-shows.
Don't panic-discount
If sales are slow, slashing the price a week before can annoy the people who've already paid full price. Try these first:
- More promotion: new posts, a fresh announcement, asking performers and the venue to share.
- A group deal, so existing buyers bring friends.
- Adding value instead of cutting the price: a free drink before 9pm, a raffle, a special guest.
Our guide on getting more people to your gig has more ideas that work for most events.
Review after every event
After the night, look back: how fast did tickets sell? Did the early-bird tier go quickly? Did anyone say it was too expensive, or did you sell out weeks early? Selling out very early can be a sign you could charge a little more next time. Keep notes, and your pricing will get better every event.
Pricing checklist
- All costs listed and added up
- Realistic sales estimate, not just the room capacity
- Break-even price worked out
- Compared with similar local events
- What's included is clear on the page
- No more than two or three ticket types
- Fees explained upfront
Frequently asked questions
How do I work out a ticket price?
Add up all your costs, estimate how many tickets you can realistically sell, and divide the costs by that number to get your break-even price. Then compare with similar local events and set a price at or above break-even.
Should I offer early-bird tickets?
Early-bird tickets can give people a reason to buy sooner and give you an early idea of demand. Keep them limited by date or number, and make sure the deadline is real.
Who pays the booking fee on TickTap?
Buyers pay a small booking fee on top of the ticket price, shown before they pay. It's 10% for one ticket, dropping to 8%, 6% and 5% for bigger orders. Organisers keep 100% of the ticket price, and free events pay no fee.
Should I lower my price if tickets aren't selling?
Try more promotion, group deals or adding value before cutting the price, as late discounts can annoy people who already paid full price.
