CUR8's versatile control over pricing lets you strategically set your ticket prices. This allows you to create a pricing model that aligns with your revenue goals and falls within a range acceptable to your attendees. Read on to learn more about ticket price considerations and what CUR8 offers.
Why does pricing strategy matter?
A ticket isn’t just an entry fee. It’s an experience. Static pricing models that previously worked may no longer apply in today’s dynamic environment. Audience expectations, economic conditions, and demand can shift quickly. We recommend that organizations review and adjust pricing regularly to align with their audience and financial goals.
Beyond access to an event, tickets often provide exclusive perks, emotional connection, and memorable moments. Highlighting these elements helps justify your prices and enhances the perceived value for attendees.
CUR8 empowers you to build the pricing model that works best for your project. You can fully customize:
- Ticket Names
- Prices
- Access rules (who can buy which ticket)
You’re not locked into a pricing template and can choose different strategies for each project. Just remember that publicly visible prices operate on the honor system. For example, a discounted “Student” ticket can be purchased by anyone, unless eligibility is verified manually.
Managing Ticket Prices in CUR8 Projects
You can create as many ticket prices as your project needs, from a simple one-price setup to complex setups with multiple tiers and mixed prices across dates with presales. For example, one project might offer one single $10 general admission price, while another project might have multiple pricing tiers with different levels.
Adding a New Ticket Price to an Existing Project
To create a new ticket price:
- Go to Edit Project on an existing Project.
- Scroll down to the Pricing section.
- Type into the next available text box to add a new price.
- Make sure to adjust the visibility of that price.
- Save and Publish.
Ticket Price Considerations
Name of the Price
- Displayed to attendees, on tickets, and in reports.
- If possible, keep it short (e.g., "Adult," "Student," "VIP," etc.).
- More context can go in the Project Description.
Pricing and Editability
- The dollar amount for the ticket.
- Once a ticket at a specific price has been sold, the price cannot be modified or deleted. To update a ticket price, you'll need to create a new ticket price and hide the previous one.
Allow Attendees to Choose a Price
Let attendees choose their price (Pay what you can) based on a range you've created. You can set a minimum, including $0.
Set Custom Ticket Price Access
You can determine visibility for each ticket price on a project. The levels are:
- Attendee - Listed publicly; all attendees can select and purchase a ticket price
- Box Office Only - Available only to admins, ticketing manager, and box office sales permissions. Often used to limit complimentary tickets or special pricing that needs to be processed internally.
- Attendee and Box Office - everyone has access to this price
- No One - The ticket price is not displayed for purchase by anyone, regardless of one's permissions.
Considerations for Setting Ticket Prices
When deciding how to price tickets for your project, here are a few key factors to keep in mind:
| Know Your Audience | Consider who will attend your project and what price points feel reasonable and accessible to them. Schools, community theatres, and fundraisers may have different expectations than professional or touring productions. |
| Balance Value and Affordability | Your prices should reflect the value of the experience you’re offering — while remaining accessible enough to encourage attendance. A wide range of prices (e.g., General, VIP, Student) can help meet different needs. |
| Consider Offering Tiers |
Tiers create options. For example:
|
|
Use Promotions Thoughtfully Strategic Discounts |
(Early Bird/Presale/Group Discounts, etc.) can drive early sales or reward loyal attendees without undervaluing your project. |
| Pay-What-You-Can | Consider "Pay What You Can" or donation-based pricing for special projects or fundraisers to broaden access. |
|
Communicate Clearly |
Clean ticket names help attendees understand what they are buying. Use the project description field to add extra details or considerations. |
Do I have to use a pre-existing ticket pricing model?
No.
CUR8 empowers your organization to have total control over pricing. Our ticket prices are entirely customizable, from the price itself and the name of the ticket price to who has access to purchase at that price point. You can have different pricing models for various projects as well.
Remember that any publicly accessible price is based on the honor system. If you have a discounted student price available as an option, anyone can purchase that ticket.
What types of pricing models does CUR8 support?
Ticket pricing models vary to accommodate different audiences, project and event types, and your organizational goals. Understanding the nuances of these ticket pricing models allows you to tailor your strategies to your audience and attendees.
These are just some examples - do what works for you!
Fixed or Flat-Rate Pricing
Description: Standard ticket pricing model where all tickets are sold at a fixed price.
Possible Use Case: Events with straightforward value and a predictable audience. They are often used in general admission, dinner theatre, or one-night-only events.
Tiered Pricing
Description: Tickets are segmented into different tiers, each offering varying levels of benefits or access. Higher tiers offer added benefits, such as premium seating or exclusive access.
Possible Use Case: Typically seen in reserved seating events. Effective for events with diverse audience segments, providing options for different preferences and budgets.
Variable Pricing
Description: Different ticket categories with varied pricing based on age, student status, or special access requirements. Categories such as "Student," "Military", and "Senior" are often used.
Designed to make events more accessible to particular segments of the population.
Pay What You Want (PWYW)
Description: Attendees choose the amount they will pay for a ticket.
Possible Use Case: It is often used by organizations trying to engage a broader audience or for events with a charitable aspect. It is sometimes used in charitable or community events, fostering inclusivity.
Early Bird Pricing (We call it Pre-Sale)
Description: This way rewards attendees who purchase tickets well in advance with discounted rates, or allows for a specific group of attendees.
Possible Use Case: Encourages early commitment and helps you plan for attendance numbers. You can advertise publicly available early bird pricing (and then hide the early bird price later) or use our Pre-Sale tool to protect the price with a custom password.
Advanced Ticketing Considerations
- Pricing by Date Assignment - You can apply the ticket price to all project dates (default) or to specific project dates (e.g., Opening Night).
- Limit Per Attendee - Limit how many of this price an attendee can purchase (e.g., max 2 VIP tickets). This is tracked by email address.
- Tiered Ticket - For reserved seating, unique prices can be assigned to different sections of the seating chart. To use the feature, please submit your Reserved Seating information via your Edit Project before your project start dates. How do I create a Location with Reserved Seating?
- PreSale - This price requires a passcode to unlock. Without the passcode, attendees won’t have access to Pre-Sale prices.
- Disable Attendee-Initiated Refunds
Need help?
Our customer service team is happy to help you out. Whether you’re working on a unique ticketing setup or just have a quick question about Locations, Ticket Prices, or best practices, reach out anytime via email (support@cur8.com) or live chat.