Event Ticket sales are complicated, and no two events are the same. In many cases, no two Event Tickets are the same. If you offer reserved seating, for instance, it may matter very much to your customers which seat number they receive. The difference between the dead center of the arena and a spot behind a post can really add up. Your customers may be willing to pay more to get more.

Conversely, you may be losing sales if you are not offering tiered levels of entry. Students, artists, and other cash-strapped fans probably can’t afford full-price, but, if you offer them a scaled experience, they may happily pay a reduced fee to enter, even if that means reduced access.

Consider offering:

• 1, 2, or 3-day passes to a long event
• Different prices for floor, mezzanine, and balcony seats
• Extra privileges for VIP ticket holders
• Discount seats for students, military, children, or the elderly

Consider also creating special Event Tickets for special groups:

• Media passes that provide special access for reporters who can provide publicity
• Promotion passes for contest winners who will have backstage access and other privileges
• Color-coded passes for vendors, volunteers, staff, security, and others behind the scenes

While this latter group may not affect ticket sales (although it may, if you get good press from a blogger or someone who has won your contest), it will help you keep the event organised and secure. Issuing multiple levels of Event Tickets for multiple levels access allows you to determine at a glance who belongs where, or who does not belong at all.

So don’t cry over spilled event sales. Create a method to tier your ticket sales and open the event up to new levels of success.