Setting ticket price and threshold

The ticket price and threshold are two of the most important decisions when creating a campaign.

Ticket price

The ticket price is the face value of each ticket — the amount you receive per ticket sold. When setting your price, consider:

• Your production costs (venue, equipment, staffing).
• What your audience is willing to pay.
• Comparable events in your area.

Patrons pay the ticket price plus a 10% platform fee. For example, a $20 ticket costs the patron $22.00.

Threshold

The threshold is the minimum number of tickets that must be promised before you can convert the campaign and charge all cards.

When setting your threshold, think about:

• Break-even point — the minimum ticket sales needed to cover your costs.
• Venue minimum — some venues require a minimum attendance.
• Viability — the number of attendees needed for the event to feel worthwhile.

Set the threshold at the point where the event makes financial sense to produce.

Tips

• Don't set the threshold too high. A threshold that's too ambitious may cause the campaign to expire, disappointing patrons who did promise.
• Don't set it too low. A threshold below your break-even means you could confirm an event that loses money.
• Consider capacity. Your threshold should be at or below your venue's capacity.