The Top 5 Reasons Why You Shouldn’t Just Sell Tickets at the Door

Are you a small, start-up theater company? Or a high-school performance group? How do you currently sell your event tickets? I hope that you didn’t just say “At the door.” If you did, we’re here to help!

CC Image by Todd
CC Image by Todd

To their detriment, some smaller performing arts organizations will occasionally only offer tickets at the door. Whether it was a one-time oversight or that they don’t believe there are affordable alternatives available, this choice is negatively impacting their bottom line. This choice affects both your company and your audience members so read on to better understand our top reasons for finding ticketing alternatives that will beat your “at-the-door” method.

You Will Not Have Confirmed Numbers for Your Event Until it is too Late

This is a biggie. Without offering a pre-sale ticket option you will have absolutely no idea how many tickets you will sell until it’s too late. Also, you don’t have any assured income until after the event is over. The “at-the-door” approach doesn’t leave you any room to test and tailor your selling strategies or employ a “Plan B” to fill the seats.

Limited Space = Limited Audience

CC Image by Duncan Verrall
CC Image by Duncan Verrall

This can be both a pro and con. If your event space is known for having limited space or seating, you should be using this to your advantage during ticket pre-sales. Audiences love to buy tickets in advance for these types of events because they are rare, and therefore valuable. There are few things that look (and sound) better than a Sold Out Show.

Likewise, your audience has no idea if they will get into your event until they are at the door attempting to purchase tickets. In general, audience members are far more likely to attend an event for which they have already purchased a ticket because they have made a financial commitment.

The Money

Modern audiences like the ease and convenience of paying with credit and debit cards. It’s easier and often faster. Selling tickets at the door ultimately means much more work for your box office, as well as the added headache of handling copious amounts of cash. Make it easier for you and your audience and sell tickets online – trust us, they will appreciate it!

CC Image by 401(K) 2012
CC Image by 401(K) 2012

You Need Extra Labor

This reason goes hand-in-hand with our previous point: more work at the box office requires extra labor to handle the demands of your audience. You will need to process each sale manually if you only sell tickets at the door.

Slow Pre-Event Process

Let’s stop and think about this for a second. If every single person in your audience has to purchase tickets at the door than they will all have to wait in line, purchase a ticket, make their way to the event space, choose a seat, and finally get settled and ready for the show. By pre-selling tickets you can reduce that process by two (or possibly even three) steps. This means that you will save a huge amount of time for your audience members AND your show has a better chance of starting on time.

By now we’ve hopefully convinced you to consider ticketing solutions that differ from selling at the door. By offering pre-sale tickets online you are ultimately streamlining your audience’s purchasing process and helping them to focus on actually enjoying your event. These both sound like huge wins to us!

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