Choosing the right ticketing platform can make or break your festival’s success. This decision impacts your attendees’ first impression and your event’s revenue stream from the very start. Before a single note is played or a dish served, most attendees will interact with your ticketing system – and any hiccup in that process can leave them frustrated or drive them away. Reliable ticketing is truly the front line of attendee experience and revenue capture.
To select the ideal system, festival organizers should look at everything from technical capacity to on-site support. Below is a breakdown of the major options – from industry giants to white-label solutions – and the key features and services to evaluate.
Major Ticketing Companies vs. White-Label Solutions
There are two main approaches to selling festival tickets: partnering with a major ticketing company or using a white-label ticketing solution. Each has pros and cons:
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Major Ticketing Companies (e.g., Ticketmaster, Eventbrite, See Tickets): These well-known platforms come with proven infrastructure and built-in customer bases. They often handle huge on-sales for concerts and festivals, so they’re built to scale. Using a big name can lend credibility to your event, and they may offer turnkey services like marketing to their user lists. However, large ticketing companies also tend to impose higher service fees, and your event branding can be overshadowed by the ticketing company’s branding. You might have less flexibility or ownership over customer data when using these platforms. Support levels can vary: big clients get dedicated reps, but smaller events might only get a help desk.
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White-Label Ticketing Solutions: A white-label system allows you to sell tickets under your own brand, usually via a specialized provider’s technology. This means the ticket purchase process can live on your website with your branding, and attendees may not realize a third party is powering it. The advantages here are greater control over the customer experience, data ownership, and often a more flexible fee structure. White-label platforms let you maintain a consistent brand identity from promotion through checkout (which can increase ticket buyer trust and conversion rates). On the flip side, not every white-label provider can handle massive demand as reliably as the major players – so it’s crucial to vet their capacity and track record. For example, Ticket Fairy’s platform combines a white-label approach with enterprise-grade capabilities, having processed millions of tickets with 99.9% uptime. Choosing a reputable partner like that gives you the personalization of white-label without sacrificing reliability.
Scalability and High-Traffic On-Sales
For popular festivals, the initial ticket on-sale can bring a flood of traffic. Your ticketing platform must handle high demand without crashing. There have been high-profile instances where a major tour’s ticket sale overwhelmed a ticketing system – you want to avoid that scenario. When evaluating options, ask about their peak load capacity and whether they use virtual waiting rooms or queue technology during big on-sales. The system should be able to process thousands of transactions per minute without slowdowns. Also consider uptime and reliability: look for platforms with a proven record of stability during critical sales moments. A platform that’s successfully managed high-profile events (or explicitly stress-tests their system) will be safer for your large on-sale. It’s wise to talk to references – other festivals or concerts that have used the platform – to confirm it performs well under pressure.
Fee Structure and Transparency
Ticketing fees directly affect your bottom line and your attendees’ satisfaction. Different ticketing platforms have different fee structures:
– Some charge a percentage of each ticket plus a flat fee (e.g., a certain percent + $X per ticket).
– Others offer tiered pricing or monthly subscription models for the event organizer.
– There are platforms that let you pass fees on to the customer or absorb them into your ticket price.
Be sure to compare not just the headline fee percentage, but also payment processing fees, any “hidden” costs (like fees for using certain features or for payouts), and whether there are costs for things like on-site equipment. A platform might advertise low fees but then add credit card processing on top, so get a full breakdown. Transparency is key: you want to know exactly what you and the ticket buyer will be charged. Remember that overly high service fees can deter potential attendees, especially for high-priced festival tickets. Strike a balance between a platform that provides the features you need and one that doesn’t gouge buyers with fees. Many independent festivals favor ticketing partners that offer fair, capped fees or opportunities to share revenue, rather than the one-size-fits-all fees of some major providers.
Ticket Tiers, Discount Codes, and Flexibility
Festivals often have complex ticketing needs – early-bird tiers, VIP passes, group discounts, add-ons for camping or parking, etc. It’s important your ticketing system allows flexible ticket configuration. Key things to check:
– Multiple Ticket Tiers: Can you create several ticket types (General Admission, VIP, Super VIP, etc.) and limit quantities for each? The platform should let you set different price levels and allocate inventory accordingly.
– Timed Releases & Price Increases: Can you schedule price changes or automatically switch from Early Bird pricing to Regular pricing when a date passes or an allocation sells out?
– Discount and Promo Codes: Make sure you can generate promo codes easily. This is vital for marketing campaigns, influencer or sponsor deals, and group sales. You’ll want the ability to set code rules (percentage off, dollar amount off, only valid for certain ticket types, expiration dates, usage limits per code, etc.).
– Add-ons and Bundles: Can the system handle add-on purchases (like merchandise, parking, or drink tokens) in the checkout flow? Bundling options can increase your per-attendee revenue.
– Transfer and Refund Options: Festival goers might need to transfer a ticket to a friend or request a refund if something comes up. Your platform should allow you to enable or disable transfers or resale, and to handle refunds or credit if you choose to offer them.
Not all systems handle these scenarios gracefully. Look for an intuitive backend that makes it easy to configure tiered tickets and promotions without headaches. As an example, some festival organizers have found that offering small discount codes for early newsletter sign-ups boosted their initial sales – but that’s only feasible if creating and tracking those codes is simple in the platform.
Integration with Mobile Ticketing and Scanning
At the gate of your festival, speedy and secure entry is crucial. Modern ticketing platforms typically provide a mobile app or scanning solution to validate tickets on-site. When comparing providers, consider their integration with mobile scanning:
– Do they offer a dedicated scanner app for smartphones or tablets to scan QR codes or barcodes on tickets? (Most major platforms like Eventbrite, See Tickets, and Ticketmaster have apps for this. Specialist platforms like Ticket Fairy also offer robust mobile scanning tools for entry management.)
– Can the scanning app work offline or in low-connectivity environments? Festivals can be in remote fields or crowded areas where Wi-Fi is spotty. An app that can sync tickets beforehand and still scan without internet will save headaches.
– What’s the scanning speed and capacity? If you have thousands of attendees arriving at once, the app and equipment need to scan quickly (a good system can handle many scans per minute without errors).
– Integration with Mobile Wallets: Tech-savvy crowds may appreciate support for Apple Wallet or Google Pay tickets, where tickets can be saved on their phones for easy access. This can speed up entry and reduce issues with finding emails or printing.
– Physical Ticket Support: Conversely, ensure the platform can also handle printed ticket barcodes for any attendees who prefer a paper ticket. The scanning system should be able to read both mobile screens and paper printouts reliably.
On the organizational side, test the software before event day. Train your door staff with the scanning app and run a simulation if possible. A reliable ticketing partner will often provide guidelines – or even staff support – to make sure entry goes smoothly. For instance, if you partner with a company like Ticket Fairy, you might get access to their seasoned on-site support crew or at least detailed training, making entry management far easier.
On-Site Considerations: Will-Call and Equipment
Even in the digital age, many festivals still need will-call support – a place for attendees to pick up tickets or resolve ticket issues on-site. Check if the ticketing platform provides features for will-call management, such as:
– A real-time list of ticket buyers that can be searched quickly by name or order number, so your staff can verify purchases and hand out physical tickets or wristbands.
– Ability to leave notes on orders (e.g., if someone else is authorized to pick up the tickets).
– Easy conversion of an e-ticket to a physical ticket at the window if needed.
Also find out if the provider offers any on-site hardware or services. Will they supply scanners or handheld devices if you need them, or do they expect you to use your own smartphones/tablets? For very large festivals, some ticketing companies can rent out professional scanning equipment or even deploy staff to help manage entry lines. While smaller events may not require that level of service, it’s good to know what’s available. If your team is lean, having a ticketing partner that can send a few experienced staffers to assist on the day (or at least be on-call by phone) is a huge plus.
Customer Support and Partnership
When problems arise – whether it’s a technical glitch during the on-sale or a question about a specific ticket – you’ll want responsive support from your ticketing provider. Evaluate the customer support offered, not only to you as the organizer but also to ticket buyers:
– Organizer Support: Do you get a dedicated account manager or 24/7 support line? Especially important during your on-sale and on event day. Quick assistance can save a sale or solve an entry issue on the spot.
– Attendee Support: Will the ticketing company handle customer service for buyers (like answering questions about lost tickets, refund requests, etc.), or is that largely on your team? Some platforms offer robust FAQ portals and email/chat support for purchasers, which can take pressure off your festival staff.
– Training and Resources: Look for platforms that provide onboarding for your team, training materials, and perhaps an online knowledge base. A good partner wants you to fully utilize their system’s features.
– Reputation for Reliability: Beyond just uptime, what do other event organizers say about this provider when things went wrong? A company with great support will have clients who testify that issues were resolved quickly. You might not find this in marketing materials, so consider reaching out to colleagues or industry forums for honest feedback on each platform’s support track record.
Remember that in a very real sense, your ticketing provider is a partner in your event’s success. Companies like Ticket Fairy, for instance, emphasize a partnership approach – aligning their success with yours – which can be reassuring. Whichever provider you choose, ensure they’re as invested in a smooth attendee experience as you are.
Audience Demographics: Mobile vs. Physical Tickets
Consider your audience demographics and preferences when choosing ticket delivery methods. Many modern festival-goers (especially younger, tech-savvy attendees) prefer the convenience of mobile tickets. Mobile tickets reduce fraud (since they are harder to duplicate and can be dynamically refreshed or have rotating QR codes) and eliminate the need to print anything. If your crowd is comfortable with technology, a mobile-first ticketing approach is likely fine – just make sure to communicate how to download or access the mobile tickets easily.
However, some events and audiences still appreciate or even require physical tickets. For example, an upscale wine tasting festival might attract an older demographic that isn’t as smartphone-focused, and they might feel more secure with a paper ticket or PDF they can print out. In other cases, festivals create commemorative hard-copy tickets or RFID wristbands as part of the experience. If physical tickets or wristbands are needed, confirm that your ticketing partner can accommodate printing and shipping (and know the costs and logistics involved). You may also need a plan for on-site distribution (will-call) for those physical credentials.
The key is to meet your ticket buyers where they are. If you have a broad audience, it doesn’t hurt to offer multiple options: e-tickets for those who want them, and a mail-out or will-call option for those who prefer a tangible ticket. Just be sure your platform supports whatever mix you choose, and clearly communicate the options during the sale process.
Conclusion: The Front Line of Attendee Experience
In the end, your ticketing platform is not just a technical choice – it’s a cornerstone of your festival’s relationship with its fans. From the moment tickets go on sale to the moment your attendee’s ticket is scanned at the gate, the system plays a pivotal role. A reliable, feature-rich ticketing partner ensures that buying a ticket is as exciting and smooth as the event itself, whereas a poor choice can lead to lost revenue and damaged reputation.
Seasoned festival producers will attest that investing time in finding the right ticketing solution pays off immensely. It means peace of mind when thousands of eager fans hit that “Buy” button, and faster entry with fewer headaches on event day. Whether you go with a big-name platform or a white-label partner, choose one that aligns with your event’s scale, needs, and values. The goal is to build a seamless experience where the ticketing process enhances your festival’s brand. After all, ticketing is the front door to your festival – make sure it’s welcoming, sturdy, and open for all who want to come in.
Key Takeaways
- Choosing a ticketing platform is one of the most critical decisions for a festival, directly impacting attendee experience and revenue.
- Major platforms vs. White-label: Big ticketing companies offer scale and familiarity but often with high fees and less control; white-label solutions offer branding and flexibility – just ensure they have a proven infrastructure.
- Scalability is crucial: Your system must withstand high traffic during on-sale moments. Look for a provider with a strong track record under peak loads (99%+ uptime and stress-tested capacity).
- Fee structure matters: Understand all fees (service fees, processing, equipment) and how they affect pricing. Transparent, fair fees keep both your budget and attendees happy.
- Ticketing flexibility: Ensure the platform supports multiple ticket tiers, promo codes, add-ons, transfers, and any special options your event needs, so you can maximize sales and marketing opportunities.
- On-site and support: Plan for will-call and entry logistics. A good partner will provide reliable scanning tools (and possibly hardware or staff) and be there to support you and your attendees if issues arise.
- Know your audience: Tailor ticket delivery to your attendees’ preferences – mobile tickets for tech-savvy crowds, physical options if needed – so everyone feels comfortable with the process.
- Above all, prioritize reliability and a great user experience in ticketing. This sets the tone for your event and ensures that excited fans can become happy attendees with ease.
25th August 2025