Your ticket structure influences more than just pricing. It affects how easily supporters understand your event, how quickly they make booking decisions and how smoothly your event operates on the day.

A well-designed ticket structure helps supporters choose confidently while giving you the flexibility to manage attendance effectively.

When setting up your tickets, consider the following elements:

Ticket Name & Description

Each ticket should be easy to understand at a glance.

Use familiar, straightforward names wherever possible. The description should explain exactly what’s included and highlight any important differences between ticket types.

Supporters shouldn’t have to compare multiple ticket options just to understand what they’re buying.

Pricing 

Pricing works best when it’s clear and intentional.

Many organisers use pricing to encourage earlier bookings by offering incentives to act sooner.

For example, you might:

• Offer lower-priced early release tickets to build initial momentum
• Introduce standard pricing later in the campaign
• Include premium experiences for attendees looking for something extra

Whatever approach you choose, make sure the differences between ticket types feel logical and easy to understand.

Quantity Available 

Start with quantities you’re comfortable managing.

If demand exceeds expectations, you can always release additional quantities or introduce new ticket types later.

However, once tickets have been made available to supporters, quantities generally cannot be reduced. This helps preserve booking confidence and ensures supporters can rely on the availability information presented when making their decision.

Keep Things Simple

More options aren’t always better.

Too many ticket types can slow down decision-making and make supporters second-guess their choices.

Only introduce additional ticket types when there’s a clear reason to do so, such as:

• Different levels of access
• Meaningful pricing differences
• Distinct attendee experiences

Think About Event-Day Operations

Every ticket generates its own QR code.

As you design your ticket structure, think about how attendees will actually arrive and check in.

A ticket setup that’s easy for supporters to understand is often easier for organisers to manage on event day as well.