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Event ticketing for venues

You'll Discover:

  • The pros and cons of of ticketing your event.
  • Different ticketing providers for venues.

Many venues put on a mixture of free and ticketed events throughout the year. Both have their benefits of course. Below we’ll go through reasons why you might consider making an event ticketed and the different platforms you can use to do this.


The cons of selling tickets

Image of a hand holding two tickets to an event.

The obvious risk of ticketing an event - rather than making it free entry - is that the ticket cost may disincentive audiences, and reduce attendance.

It’s crucial that promoters, venues and performers are realistic about:

  • Demand for the event: Is it really something people will pay for?
  • Ability to sell tickets: Promotion is key to selling tickets, and promotion is an art form in itself. Do you have the skills, time and resources to identify, target, and market to an audience of potential ticket buyers?
  • Ticket sales versus bar take on the night: Ticketing events can reduce some audiences ‘spending power’ on food and drink at the venue. Ticketing an event can also reduce attendance, where free-entry may have resulted in more patrons in the room who put money over the bar.
  • Ticket price: Even if you think people will pay, is your pricing at a level that the audience type can afford, or will choose to pay for?
  • Managing expectations, refunds, enquiries, complaints: Buying a ticket upfront increases audience expectations and potential inquiries. Event organisers are collectively responsible for ensuring this work is factored in.
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The pros of selling tickets

There are many benefits to ticketing beyond simply making money, particularly if you have an act or number of acts that have a pre-established following and capacity to attract ticket sales.

Here are some benefits:

  • Knowing attendance numbers: This can help you plan accordingly around marketing, staff rostering, security staff, stock orders and other details.

  • “Lock patrons in”: Which can give them incentive to attend regardless of weather.
  • Help estimate food and beverage sales on the night: although you must consider that not all audiences are the same. Music genres and scenes attract different demographics. Some like to eat and drink, others don’t (or can’t afford to).
  • Ability to gather information: An Email address or other contact information allow you to communicate with your patrons (e.g. sending set times, venue information, potential health warnings like flashing lights or smoke machines usage).
  • Assist in promoting future events: With their permission, you could add attendees to your mailing list for future events.
  • Control attendance: prevent exceeding venue capacity.
  • Ability to pitch: Bring on potential sponsors for the event or for future events by providing accurate data on attendance and demonstrate your reputation as a live music venue.
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Ticketing providers vs DIY

It’s extremely risky to try to manage ticketing without assistance. Digital and mobile technology has increased audiences expectations regarding ticketing provision and support. Rather than doing it yourself, it’s best to research ticketing providers to get your head around the services they provide, things you may not have considered, and the cost of implementing ticketing versus the rewards.

Some examples are below listed in alphabetical order:


Eventbrite host a global platform for you to list your event on. They have three different price packages to choose from, work with many different types of businesses and have 24/7 help and support if you have any questions regarding their services.

Website: www.eventbrite.com.au

Local Tickets

Local Tickets are an Australian company that provides a number of marketing options to suit any budget type. They work with big and small events, free and paid, and have a range of price points that can accomodate your event.

Website: www.localtickets.com.au


Oztix are Australia’s largest independent ticket company. You list your event for free and Oztix charge a small booking fee to your customers. They also have partnerships with publication The Music and digital agency Made In The Pile, adding further reach to your event.

Website: www.oztix.com.au

Sticky Tickets

Australian owned and operated, Sticky Tickets have a number of options available depending on the type of venue. They offer no charges for free events, special rebates for registered charities or a small booking fee for paid events.

Website: www.stickytickets.com.au


Ticketbooth are also an Australian company that not only provide ticketing, but also a host of extras to help monitor your event. Like most platforms, they have ticket scanning, analytics and a dedicated ticketed team to help you along the way.

Website: www.ticketbooth.com.au


Ticketek is one of Australia’s widely used platforms. They have their online platform and  physical stores. They also have a re-sell option for those who are no longer able to attend a specific event. You can get in contact with them about your event here or check out their website.

Website: www.ticketek.com.au


Ticketmaster have a range of digital add-ons to accentuate your event if you have the budget. Two examples include wide marketing opportunities through their partners and ‘Ticketmaster Experience’ which allows a venue to sell food and drink through their platform.

Website: www.ticketmaster.com.au

Try Booking

Try Booking offer no fees for events that are free, and have a simple pricing tier on their website. Try Booking can also be quite flexible, with local support available from their Melbourne-based team and the ability for you to create a page for just about any type of event.

Website: www.trybooking.com

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