Maximizing Per Attendee Spending at Festivals: Boosting On-Site Revenue Streams

Understanding the Value of Per-Attendee Spending

Beyond Ticket Revenue: Why On-Site Spending Matters

Ticket sales might get attendees through the gate, but on-site spending is often the difference between a festival breaking even and turning a profit. Many festival producers plan for ticket revenue to cover only a portion of costs (sometimes around 70–80% of the budget), with the rest coming from food, beverage, merchandise, and upgrades sold during the event. In practice, this means every extra dollar each attendee spends on-site directly bolsters the event’s financial health. For example, if an attendee who paid $100 for a ticket spends another $50 on food, drinks, and merch, that’s a 50% increase in revenue from that person. As margins on on-site sales (especially beverages and merch) are often high, this ancillary spending can significantly boost profit margins.

Festivals worldwide have embraced this reality. At large music festivals like Coachella or Glastonbury, on-site revenue from concessions and merch runs into the tens of millions of dollars. Even smaller boutique festivals rely on attendees buying food from vendors, festival t-shirts, or VIP upgrades to come out financially ahead. In short, maximizing per capita spend isn’t about greed – it’s about ensuring the festival’s viability and enhancing the overall experience through reinvestment of that revenue.

Key Metrics: Per Capita Spend and Profit Margins

Festival producers should track per capita spending – the average on-site spend per attendee – as a core metric. This figure gives a clear picture of how effective your on-site offerings are. For instance, if 10,000 attendees spend an average of $60 each on-site, that’s $600,000 in revenue beyond ticket sales. Strategies that nudge this per-person average higher can dramatically improve the bottom line.

Benchmarking these numbers against industry norms is useful. A food festival might expect higher per-person spend on F&B, whereas a music festival might see more merch and alcohol sales. Profit margins also vary: beverages often have high margins (a cup of beer or soda has low cost compared to price), while merchandise margins depend on production cost and unsold stock. Understanding which categories drive your highest margins allows you to focus upselling efforts there. For example, if merch has a 40% profit margin and food has 20%, raising merch sales will boost profits more. However, volume matters too – if every attendee reliably buys food but only a fraction buy merch, both deserve attention.

One illuminating metric is the attachment rate of various sales: what percentage of attendees purchase a given item. If 80% of attendees buy something to eat, but only 30% buy merch, there’s room to grow that 30%. By analyzing these patterns, festival organizers can identify under-leveraged revenue streams. Maybe few people realize there’s an official festival T-shirt, or perhaps long lines at the bar are discouraging drink purchases (a sign to improve service speed). Data from point-of-sale systems or cashless payment reports can reveal these insights in real time. Successful festivals are increasingly data-driven – they monitor sales by hour and by item, adjusting operations (or sending promotional reminders) on the fly to capitalize on demand.

Typical On-Site Revenue Streams Breakdown

Every festival is unique, but it’s helpful to consider a typical breakdown of where attendee spending goes. This breakdown can guide budget planning and highlight why diversifying revenue streams matters:

Illustrative breakdown of festival revenue – on-site spending often composes 40% or more of total income, underlining its importance.

In this example, tickets account for around half of the revenue, with the rest coming from on-site purchases. A festival with strong per-attendee spending can afford to keep base ticket prices reasonable, which in turn makes the event more accessible and increases attendance – a virtuous cycle. By contrast, if you rely almost entirely on ticket revenue and ignore on-site opportunities, you might be leaving money on the table or pricing tickets higher than many fans can pay. The key is finding the right mix: use ticket sales to secure upfront income, then maximize ancillary sales to drive profit and fund improvements.

Pre-Event Upsells and Bundled Packages

Bundling Tickets with Extras

One of the best times to increase an attendee’s spending is before they even step foot on the festival grounds. When someone is excited to buy a ticket, you have a prime opportunity to offer bundled packages and add-ons. Bundling combines the ticket with other items or services at a value price. This could be a “ticket + merch bundle” (e.g., festival pass plus an official T-shirt or poster), a “ticket + meal vouchers” deal, or even multi-day passes packaged with camping and parking.

For example, the organizers of Japan’s Fuji Rock Festival have offered packages that include a festival ticket and a shuttle pass from Tokyo, simplifying transport for attendees while earning a bit more per head. In the US, major festivals like Coachella offer travel packages that bundle local hotel accommodations and shuttle transport with festival passes – attendees pay a premium for convenience, and the festival either earns a margin or receives a commission from hotels. This not only boosts revenue but also enhances the attendee experience by removing the headache of lodging and transport planning. According to a first-hand account in Business Insider, a Coachella attendee who bought a hotel + shuttle package found the convenience well worth it, avoiding traffic and hassle by being dropped at a shuttle-only entrance?30?. Many fans are willing to pay more for such seamless arrangements.

Another effective bundle is offering group packages – for instance, “buy 5 tickets, get 1 free” or a discounted rate for group purchases. This doesn’t increase per-person spend in the moment (it actually lowers the price per ticket), but it does often lead those groups to attend with more disposable budget (since they saved on entry) and can boost on-site spend collectively. Plus, a larger group size means potentially more collective spending on booths and activities. Some festivals also create family bundles (entry for two adults + two kids with some meal coupons included) to encourage higher overall purchase size.

From a budgeting perspective, bundles are a way to secure revenue early. Getting cash in hand months before the event (for example, selling a VIP bundle in advance) helps with cash flow. Just be sure to calculate the margins carefully – if you include too much merch or too many freebies in a bundle, you might erode your profit. The goal is a win-win: the attendee feels they got a deal or exclusive perk, and the festival realizes higher income per attendee.

Early Merchandise Pre-Orders and Limited Editions

Selling merchandise before the event is a powerful tactic to both increase per-attendee revenue and manage inventory risk. Merch pre-orders allow superfans to reserve limited-edition festival gear in advance. For example, some festivals set up an online merch store months before gates open, where ticket holders can pre-purchase items like event T-shirts, hats, or even exclusive posters for pickup on-site. This creates guaranteed sales – often at premium pricing – from the most enthusiastic attendees. It also helps forecast demand so you can stock the right quantities and sizes.

A practical case: The Glastonbury Festival in the UK (known for its huge attendance) has occasionally offered official merchandise online ahead of the festival. Attendees could buy a special Glastonbury souvenir jacket or programme in advance and then collect it at the info tent on-site. This not only locks in revenue (so even if bad weather dampens on-site merch sales, those pre-orders are secured), but it also reduces the time fans spend in merch queues. In the same vein, Coachella launched an online pre-sale for certain merchandise items in 2022, allowing people to get their swag delivered at home – turning merch into a year-round revenue stream rather than just event-weekend sales.

Exclusive limited-edition items drive pre-event engagement too. For instance, a festival might sell a limited 500-run poster by a popular artist only as a pre-order. Knowing it will likely sell out, hardcore fans jump at the chance, increasing their total spend. Festivals in New Zealand and Australia have done this with limited apparel collaborations that drop online weeks before the show. The key is to make these items special – different from what will be at the merch tent – so fans don’t feel like they can just grab it later. If done right, you not only make extra revenue but also build buzz on social media (“Got my hoodie ordered, can’t wait for September!”).

From the operational side, pre-orders require coordination. You’ll need a system to verify purchases on-site (QR codes or ID checks) and a well-organized pickup area to distribute the goods with minimal wait. It’s wise to dedicate a specific merch booth or tent for “online pre-order pickup” to separate these customers from general merch shoppers. Also, communicate clearly: send reminder emails to those who bought, with pickup instructions at the festival. There’s nothing worse than an unhappy fan who bought a $60 jacket online and can’t find where to collect it.

Upselling via Ticketing Platforms and Post-Purchase Offers

Modern ticketing platforms (like Ticket Fairy’s) make it easier than ever to present upsell offers to fans during and after they buy tickets. This is a crucial window of opportunity: the attendee has committed to coming, and their excitement is high. Right on the checkout page or confirmation email, you can pitch additional purchases that enhance their festival experience.

For example, immediately after a customer buys a general admission ticket online, you might present a pop-up or page saying “Level up your experience!” with offers such as a parking pass, a locker rental, or a discounted VIP upgrade available for a limited time. Creating a sense of urgency (“upgrade within 48 hours for 10% off VIP”) can entice a percentage of ticket-buyers to splurge further. One e-commerce report notes that these post-purchase upsells for events – like offering backstage passes or merch bundles – can significantly boost revenue while the attendee is already in buying mode?20?. The key is to highlight the exclusive benefits and convenience they’ll get, not just push for more money.

Email marketing plays a role here too. In the weeks following a ticket purchase, consider sending personalized offers: “Hi Alex, we noticed you didn’t purchase a camping pass. Secure your spot in the premium campground before it sells out!” or “Your festival is 1 month away – grab a meal package now and save 15% on food.” These reminders can capture attendees who skipped the add-ons initially but might reconsider later. Some festivals set up an “upgrade portal” where ticket holders can log back in and add extras as the event approaches.

The checkout flow should be smooth – any friction and the buyer may abandon the upsell. That’s where a good ticketing system shines: it can handle add-ons in the same transaction or allow easy one-click additions afterwards. As an example, Ticket Fairy’s platform supports integrated add-ons, so a promoter can offer merchandise or top-up credits during the ticket purchase process seamlessly. The easier it is, the more likely fans will say “yes” to that tempting VIP lounge pass or commemorative merch item.

Travel, Accommodation, and Experience Packages

Many attendees, especially those traveling from out of town or overseas, are willing to spend on convenience and comfort. Festivals can capitalize on this by creating or partnering on travel and accommodation packages. For instance, Belgium’s Tomorrowland caters to a global audience by offering Global Journey packages – these bundle festival tickets with hotel stays or even flights from major cities, plus local transport. It’s not uncommon for fans to pay a hefty premium for the ease of a one-stop purchase that handles all their logistics. Tomorrowland’s multi-tiered approach, ranging from basic flight + ticket deals up to luxury hotel + VIP passes, is a masterclass in segmentation: it captures everyone from backpackers to big spenders in one swoop. These packages not only add revenue per attendee, they also help ensure attendees actually make it to the festival (reducing no-shows because travel is secured).

Beyond travel, consider offering experience packages. Could you partner with a tour company to offer a pre-festival city tour for your international guests? Or perhaps a “Sunday brunch with the DJs” add-on for VIPs on the festival’s last day? At some festivals, organizers have added pre and post-event parties as optional extras – for example, a kickoff party the night before the festival starts, only for those who buy a separate ticket. If such events are appealing (special guest performers, unique venue), a good chunk of your audience might extend their trip and spend extra to attend. In beachside festivals in Mexico and the Caribbean, promoters have successfully sold daytime boat party tickets or adventure tours (like zip-lining or snorkeling excursions) scheduled around the festival dates. Each of these extras deepens the attendee’s overall spend but also deepens their experience, making the trip more memorable.

The selling point here is convenience and exclusivity. Bundle deals should be positioned as “making your life easier” or “adding an unforgettable extra to your festival weekend.” And as always, deliver on what you promise. If your VIP travel package includes an airport shuttle, that shuttle needs to be there on time with friendly staff. A positive experience with these packages can turn attendees into repeat customers who will always opt for the premium offering (and even brag about it to friends, giving you free word-of-mouth marketing).

VIP Tiers and Premium Upgrades

Creating Enticing VIP Packages

VIP upgrades have become a staple of modern festivals – from massive events to small boutique gatherings, offering a premium tier is a tried-and-true way to boost per-attendee revenue. But simply slapping a “VIP” label with a higher price isn’t enough; the package has to be genuinely enticing. A successful VIP program offers perks that meaningfully enhance the festival experience, so attendees feel the value. Common VIP benefits include:

• Exclusive viewing areas or platforms near the main stages (so VIP guests can see better and avoid the densest crowds).
• Comfort perks like air-conditioned lounges or tents, shaded relaxation areas, and premium restroom facilities (the infamous clean, air-conditioned “VIP bathroom” can be a big selling point in the hot, crowded festival environment).
• Fast-track entry and separate VIP entrances or parking, allowing quicker access in and out.
• Shorter lines for bars and food stalls in VIP areas, or even complimentary snacks and drinks in some cases.
• Unique experiences such as meet-and-greets with artists, backstage tours, or exclusive afterparties for VIPs.

When designing a VIP package, festival organizers should think from the attendee’s perspective: what inconveniences of the festival can we remove, and what special extras can we add? If a VIP ticket costs double the standard ticket, it should come with a combination of comfort, convenience, and exclusivity that a true fan or comfort-seeker would happily pay for.

Tiered Experiences for Different Budgets

Not all “VIPs” are the same – some people might just want a nicer restroom and a place to sit, while others want a full luxury experience with bottle service. Tiered premium offerings allow you to capture different levels of spending. Many festivals have moved beyond a single VIP option to a more layered approach:

• Tier 1: Regular VIP – Often 2x the GA (general admission) price. Includes basic VIP perks like entry to VIP lounge, better bathrooms, VIP viewing areas.
• Tier 2: VIP Plus or “Platinum” – Priced higher, includes extra perks such as dedicated concierge, unlimited drinks, golf-cart transport on-site, or access to an exclusive front-of-stage viewing pit.
• Tier 3: Ultra-Exclusive Packages – These might be limited in quantity (dozens at most) and have a sky-high price. Examples include private cabanas or suites, “all-access” passes, or even luxury accommodations. Some festivals have offered high rollers packages costing tens of thousands of dollars – Tomorrowland once even floated a one-of-a-kind “$1 million ultimate package”, which, while extreme, generated massive buzz?14?.

By tiering like this, you maximize revenue from those willing to spend while still offering an entry-level VIP that is attainable for a broader swath of attendees. For instance, Lollapalooza (Chicago) introduced a four-tier system: GA, GA+, VIP, and Platinum. GA+ was only a modest upgrade (for extra shade and nicer bathrooms at a few hundred dollars more), VIP was pricier with lounges and viewing areas, and Platinum was several thousand dollars with golf cart transport and front-row viewing at stages. This stratification meant that even those who couldn’t shell out for Platinum might opt for GA+ or VIP, increasing overall per-person spend at multiple price points.

A great real-world example is Tomorrowland in Belgium. It has fine-tuned price segmentation perhaps more than any other festival?14?. Tomorrowland offers the basic Full Madness Pass (GA) for roughly €300, but then layers on options: a Comfort (VIP) pass add-on, separate VIP zones at stages, catered dining experiences, and extravagant lodging like mansion packages. They also stagger their sale phases – selling the premium Global Journey (travel packages) before general tickets – to capture the high spenders early. The result is that many of Tomorrowland’s attendees opt into some kind of upsell. Despite the high costs of some packages, they tend to sell out early, demonstrating remarkably high demand for luxury experiences among festival-goers.

Success Stories: VIP that Sells Out and Satisfies

When done right, VIP programs can contribute significantly to revenue. It’s not uncommon for 10–20% of attendees to go VIP if the perks are compelling. For example, Coachella’s VIP passes (priced around $1,069 in recent years, roughly double the GA price) routinely sell out even before GA tickets?5?. Fans are clearly seeing value in perks like shaded VIP lounges, dedicated food vendors, and separate entry gates. In one media story, a first-time Coachella attendee noted they “quickly realized not upgrading to VIP was a mistake” after experiencing the crowds of GA?30?. This kind of feedback underscores that many attendees will pay for comfort if they trust the festival to deliver it.

Another success story comes from Splendour in the Grass in Australia. Splendour is a major music festival but still smaller than Coachella or Tomorrowland. They introduced a VIP Village upgrade (around A$599, roughly doubling the ticket price) and later an even more elite “Platinum” experience for several thousand dollars. There was initial skepticism in the Australian festival community about VIP being “too posh”, but Splendour executed it thoughtfully. They limited the VIP tickets, delivered exactly what was promised, and even allowed installment payment plans to make the high price more palatable?15?. The result? The VIP Village sold well and got positive reviews – VIP guests raved about shorter lines and a nice retreat from crowds, while GA attendees didn’t feel neglected because the VIP area was off to the side and core viewing areas remained open to everyone?15?. Splendour effectively grew its revenue with VIP sales and improved overall satisfaction (since some folks self-selected out of GA crowds, making GA slightly less congested). This case confirmed that even at a “laid-back” festival, there’s a market for upgrades when handled correctly.

On the other end, festivals like Summit Series (global boutique events blending festival and high-end retreat) have shown that ultra-luxury micro-festivals can charge high prices for all-in experiences. These events, sometimes under 1,000 attendees, might charge several thousand dollars per head for a weekend that includes luxury lodging, gourmet dining, and intimate talks with famous speakers. The lesson here is that if you curate a truly special experience, a subset of your audience will pay handsomely for it.

Avoiding a “Two-Class” Society at Your Festival

One pitfall with VIP tiers is the perception (or reality) of creating an elitist divide among attendees. The last thing you want is your core audience – the GA ticket buyers who are the majority – feeling second-class or alienated. The mantra successful festivals follow is “VIP should add value for those who opt in, without taking anything essential away from those who don’t.” In practice, this means:

• Don’t oversell VIP such that the VIP area overflows and spills into GA space.
• Keep plenty of prime viewing angles and space for GA. If VIP has a special viewing platform, position it intelligently (e.g., to the side rather than dead center front) so GA can still see the stage well.
• Ensure basic amenities like free water, medical services, and general sanitation are excellent for everyone, not just VIPs.
• Limit the number of VIP tickets relative to capacity. Exclusivity is part of VIP appeal, and a capped VIP allocation also prevents the festival from becoming too skewed towards VIP areas.
• Encourage VIP guests to enjoy their perks without behaving in a way that irritates GA attendees (this comes down partly to staff training and festival culture – e.g., having VIP security or hosts who politely manage the VIP section boundaries).

Tomorrowland is often cited as a festival that, despite heavy commercialization and many VIP tiers, manages to keep a positive community vibe. They invest heavily in spectacular production and amenities for all attendees – massive stages, great sound, tons of entertainment – so even if you’re GA, you still feel you’re getting a premium experience for your ticket. The VIP offerings are then clearly optional luxuries. As a result, few GA attendees begrudge the VIP folks because their own experience remains fantastic?14?. Similarly, Splendour in the Grass made sure the VIP area was a retreat that didn’t subtract from the main experience – GA folks still had all the fun, and if they didn’t care about cushy sofas or fancy cocktails, they didn’t feel like they were missing out on the music or core festival attractions?15?.

Transparency also helps: be clear in marketing what VIP includes and (implicitly) what GA gets. If GA know that “VIP has a lounge with AC and premium bar” but also see that “there are plenty of regular bars and shaded rest areas for GA”, they’re less likely to feel the festival cares only about VIPs. Fairness in pricing is another consideration – price your VIP at what the market will bear, but deliver enough so that even those who can’t afford it say “well, that looks cool for them, but I’m still happy with what I have.” If VIP ever were to impinge on GA experience (for instance, blocking off a very large prime stage area), expect backlash. There are cautionary tales of festivals that over-expanded VIP sections at the expense of general admission crowd space, resulting in complaints on social media. Balance is key.

Food and Beverage Spending Boosters

Meal Deals and Pre-Paid Vouchers

Everyone’s got to eat and drink – which makes food and beverage perhaps the most reliable on-site revenue stream at festivals. To encourage attendees to spend more (and to spend more easily), many events have introduced meal deals, voucher packages, or dining plans. The idea is to get attendees to commit money up front or to perceive added value, resulting in higher total spend.

One common approach is selling pre-paid food/drink vouchers or tokens. For example, a festival might offer a booklet of 10 food coupons for $45 (a slight discount versus buying individually), encouraging people to pre-pay for multiple meals. Attendees feel they’re saving a bit or at least saving hassle, and the festival locks in revenue (and perhaps even profits from unused vouchers). In Europe, many festivals use a token system for all F&B – attendees buy drink tokens, which they then exchange for beverages. Some events, like Belgium’s Rock Werchter, allow attendees to pre-order token packages online at a slight discount, then pick them up on-site. This not only speeds up transactions (since the currency on site is simplified) but also typically results in attendees purchasing more tokens than they end up using (known as “breakage”, which translates to extra revenue if leftover tokens aren’t refunded).

Beyond vouchers, consider meal deal promotions. For instance, offer a “festival meal combo” – say $12 for a sandwich + drink, which saves a couple bucks versus buying separately. If priced attractively, a good chunk of festival-goers will take the deal, increasing volume of sales. At Glastonbury 2025, organizers emphasized keeping food affordable by working with vendors to offer value meals?12?. With over 400 food stalls on site, Glastonbury even publicized “affordable meal deals” for attendees?12?. The result is two-fold: attendees don’t feel gouged (which boosts satisfaction) and they are more likely to buy multiple meals and snacks throughout the multi-day event. Indeed, volume can make up for a lower unit price – better to sell 3 meals at a fair price to one person over a weekend than 1 overpriced meal that leaves them disgruntled.

Another tactic is the “all-inclusive” upgrade. Some VIP tickets or camping packages include a certain number of meals or an open bar. While you must price these carefully (to not lose money if a VIP really takes advantage of that open bar), often the perceived value leads to a high package price and the actual consumption is lower than feared. For example, a VIP zone might include “complimentary beer and soft drinks”. The attendee perceives great value and might pay $200 extra for VIP largely for that benefit; in reality, they might consume $50 worth of beverages. The convenience and psychological comfort of “free food and drink” can justify steep upsell fees, and as long as the offering is delivered (no long lines, decent quality), attendees are happy.

From an operational standpoint, pre-paid plans and vouchers also help reduce transaction friction on-site. If someone already has a meal voucher or loaded card, they’ll use it – which means they’re more likely to grab that extra coffee or dessert, whereas if they had to pull out cash each time, they might skip it. Pre-spending also provides cash flow early (if vouchers are sold in advance) and can shorten lines (fewer people deciding on the spot how to pay). Just be sure to communicate clearly how any voucher system works, and ideally have a refund option for unused credit if using digital wristbands (to avoid ill will from people who feel “trapped” with unspent money – more on that in the cashless section).

Craft Beverages and Upscale Culinary Offerings

Today’s festival-goers often have more refined tastes than the stereotypical cheap beer and basic burger. By offering upscale F&B options, festivals can both enhance the attendee experience and command higher prices. Many music festivals now include craft beer gardens, specialist cocktail bars, wine tasting experiences, or gourmet food vendors. These premium options tend to carry premium pricing – and fans do pay for them. For instance, Outside Lands festival in San Francisco introduced “Wine Lands” and “Beer Lands” areas, featuring local craft breweries and wineries. Attendees could buy tasting flights or high-end wines by the glass. The result? A higher average spend on alcohol, as people opted for a $12 craft IPA or a $15 Napa cabernet instead of a $8 light beer. They also lingered in those areas, often buying multiple drinks to sample the variety.

Another example is events like Taste of Chicago or Austin City Limits, which partner with renowned local restaurants to serve diverse cuisines. A foodie attendee might end up spending far more at the festival than they anticipated simply because the offerings are so enticing – “Oh, there’s a famous BBQ truck here and a vegan taco stand and a gourmet donut stall – I have to try them all!” It becomes about the experience as much as sustenance. Curating a mix of affordable staples and specialty treats is a smart way to capture a broad range of spending. The average attendee will maybe buy the cheaper slice of pizza for lunch but splurge on the artisan gelato later.

Don’t underestimate the power of novelty. Limited-time or exclusive F&B items can drive sales. If you brew a special “Festival IPA” available only at your event, or create a themed cocktail (with a catchy name related to the festival or a headline artist), fans often buy it for the novelty and share it on social media – free marketing! Some festivals sell branded reusable beer cups or mugs – the first fill might be expensive, but refills are a bit cheaper. Many attendees buy the cup as a keepsake and you earn on the refills; plus it’s eco-friendly, which scores goodwill points.

Reducing Lines and Friction to Encourage Spending

One enemy of revenue is the long queue. If a fan is staring at a 30-minute line for a burger, they might decide to skip dinner or wait until after the show – a lost sale for you and an unhappy, hungry fan. Therefore, investing in streamlined F&B operations can directly boost spend per head. This includes having enough vendors (supply meets demand), optimizing booth locations, and employing technology such as mobile ordering.

Mobile ordering apps or features allow attendees to order and pay for a drink/meal from their phone and get a notification when it’s ready for pickup. This convenience was reported to increase average order size in early trials – fans add that extra item since they aren’t feeling rushed at a counter. In fact, an analysis of 2025 festival data showed that mobile orders led to higher average spend and more items per order compared to walk-up sales?3?. The reason is simple: when not pressed by a line of people behind them, customers take their time to browse options and often upsize or add on (“sure, I’ll add fries to that combo”).

Even without mobile ordering, cashless payments (which we’ll discuss in depth soon) make checkout faster, meaning more people can buy in a given time window. At peak mealtimes or between concert sets, you want transactions to be as swift as possible. More throughput = more revenue. Some festivals implement express lanes for those with pre-paid meal plans or for simple items (like a quick grab-n-go snack line) to increase the number of transactions during rush periods. The layout of food courts should also encourage exploration – if everything is centrally located but cramped, some may avoid it. Larger festivals spread food vendors across the site so people are never too far from food and drink. The easier it is to grab a bite or beverage, the more likely attendees will make those impulse purchases that add up.

One innovative idea seen at a few events is leveraging happy hours or promotional times to spur purchases. For instance, a festival might announce that from 4-5pm, certain beer stands have $1 off, or a vendor might do a flash sale on iced coffee on a particularly hot afternoon. These limited promotions, communicated via the festival app or stage announcements, can drive a surge in spending (and also help relieve strain if everyone tends to buy at one particular time by shifting some demand to an earlier slot). As long as you coordinate with vendors and ensure they can handle the uptick, it’s a win-win: attendees feel they got a deal; vendors make volume sales; you possibly prevent even worse lines later.

Merchandise and Memorable Souvenirs

Exclusive and Limited-Edition Merchandise

Merchandise is more than just a revenue stream – it’s a walking advertisement for your festival and a tangible piece of the experience that attendees take home. Maximizing merch sales per attendee comes down to offering products people truly want, in a convenient way. A great strategy is creating exclusive, limited-edition items that play on FOMO (fear of missing out) and fandom.

For example, many festivals release an official poster each year, often with stunning artwork and a limited print run. Collectors and hardcore fans will line up (and pay handsomely) for these posters. Coachella does this with limited silk-screened art posters that sell out almost every year. Likewise, Tomorrowland has sold limited vinyl records and even custom jewelry for its aficionados. If an attendee knows only 200 hoodies with a special design are available, they’re driven to snag one now, rather than “maybe later.” Limited merch can be priced higher due to its collectible nature – and still sell out. The secondary market for vintage festival merch shows how coveted these items can become.

Collaborations also spark interest. Festivals have partnered with fashion brands or artists for unique merch lines – consider when a festival teams up with, say, a popular streetwear label to create a co-branded capsule collection. This not only boosts perceived value (fans feel they’re getting a piece of fashion, not just a generic tee) but can attract attendees who might not otherwise buy merch. The exclusivity and style factor let you charge premium prices, increasing the per-person spend among fashion-conscious attendees.

However, exclusivity must be balanced with availability of the basics. Not everyone will snag a limited item, so be sure to stock a range of affordable, appealing merchandise – shirts, hats, pins, stickers – so the majority of attendees can find something within their budget. The goal is to convert as many attendees as possible into buyers. If 50% of your attendees buy at least one item, you’re doing great; if you can push that to 70% with some cheaper items, that’s extra revenue without needing to find new customers.

Pre-Event Merch Sales and Bundles

As noted earlier, pre-event merch sales are an excellent way to lock in spending. In addition to online pre-orders for pickup, consider selling merch as an add-on during ticket purchase. A check-box for “Add an official festival T-shirt to your order for $25” can capture impulse buys at the point of sale. Since the person is already spending perhaps $100+ on a ticket, the incremental $25 doesn’t feel as large in context (the principle of “ticket + T-shirt for $125” might feel like a logical package). Many loyal fans will happily add it, increasing their total transaction value in seconds. You can even offer a slight discount versus on-site price (e.g., “save $5 by pre-ordering now”) to sweeten the deal. This guarantees merchandise revenue and helps you forecast how many of each size to produce.

Another tactic is merch bundles. For example, a “Festival Survival Kit” bundle could include a branded water bottle, a poncho, and a souvenir lanyard – sold as a package ahead of time or at a single price on-site. If bought separately, those items might cost $45, but bundle them for $35 and promote it widely: some will opt for the convenience of one purchase to get all the goodies. Pre-packaged bundles on-site also speed up transactions (one barcode scan instead of three), moving more people through the merch line quickly (thus avoiding the scenario where someone leaves a merch line because it’s too slow).

We should also mention year-round online merch stores. While not exactly “per attendee spend at the festival,” having an online store that operates before and after the event extends the revenue window. The Ticket Fairy promoter blog noted that launching an online festival merch store can drive revenue even in the off-season. For instance, after a festival, you can sell leftover stock or release new items (like live photo books, or next year’s early-bird merch designs). Hardcore fans might buy multiple times – before, during, and after the event – each purchase adding to their total spend. It’s not uncommon for a superfan to drop hundreds of dollars on merchandise across various channels if you offer compelling stuff (clothing, accessories, even home goods like posters or flags). The convenience of e-commerce also means you aren’t limited by suitcase space – international attendees who couldn’t buy that bulky item on-site can order it online later, adding to the overall per capita revenue when viewed on an annual basis.

On-Site Merchandising Tactics for More Sales

How you sell is as important as what you sell. A frequent problem at big festivals is the merch line nightmare – huge queues that deter people from buying. We have a stark lesson from Coachella 2023: fans were reported waiting up to four hours in 95°F heat just to buy merchandise, with some even missing performances while stuck in line?36?. Many would-be customers likely gave up, meaning lost sales (and those who endured were not too happy either). The takeaway is clear: make merchandise easy to purchase.

Here are some proven tactics:
– Multiple merch outlets: Don’t rely on one merch tent. Use satellite merch booths at different areas – near each stage or in various zones of the festival. Spreading out demand prevents one massive choke point.
– Merch “superstore” at exit: Position a large merch store by the main exit gates. As attendees head out, many decide to grab a souvenir at the last minute (they didn’t want to carry it all day, or they’ve just remembered). This is a strategy employed by events like Glastonbury and Lollapalooza, where the exit merch shop is like a department store. It can capture impulse buyers on their way home. Attendees often say, “I’ll get a shirt on the way out,” so make sure they can.
– Efficient checkout: Use lots of point-of-sale terminals and well-trained staff to process sales quickly. Consider separate lines for card/cashless payments vs. cash to speed things up (though many fests are moving to cashless only). In busy periods, have inventory runners and extra baggers on hand to keep things moving. A single slow transaction can bottleneck a whole line.
– Visible pricing and sizing info: Put up boards or screens listing all merch designs, prices, and available sizes. This way customers can decide while in line and not spend extra minutes at the counter deciding. Some festivals even use a numbering system or an order sheet: you fill a form with what you want and hand it over – it’s picked and you pay. Streamlining the decision and payment process can drastically cut wait times and thereby increase throughput (more people served = more revenue).

Stock management is also critical. Nothing frustrates attendees like finally reaching the front of the line only to find their size is sold out. Analyze sales data in real time and restock popular items overnight if possible. If an item does sell out, have a backup plan: maybe offer a QR code to order it online with free shipping as a consolation (you still capture the sale, albeit later). At Stagecoach 2025 (a country music festival), a sudden cold snap caused hoodies to sell out by day 2 – a missed opportunity to sell more?10?. The lesson is to prepare for contingencies (carry some inventory for weather changes, or diversify your merch types).

Finally, consider interactive or eye-catching merch displays. People are drawn to the merch tent often because of a cool display item (giant banners of the designs, mannequins wearing the coolest jackets). A neat idea is a “merch showcase” event – some festivals have a small fashion show or display of merch on the first day, so fans see the range of items tangibly. This can spark interest and encourage them to buy that limited jacket before it’s gone. Combine that with announcements like “only 50 left in stock!” to create urgency. With thoughtful strategies, merchandise spend per attendee can climb significantly while also increasing attendee satisfaction (everyone loves going home with a great memento).

Cashless Payments and Technology

Embracing Cashless Systems: RFID and Mobile Payments

The live event industry has been steadily marching towards a cashless future, and festivals are at the forefront of this trend. By equipping attendees with RFID wristbands or encouraging mobile payment apps, festivals remove the need for physical cash and even physical cards on-site. This shift isn’t just about being high-tech – it directly correlates with higher spending per person and better control over transactions.

RFID wristbands (radio-frequency identification) are commonly used: attendees load funds onto their wristband (either online before the festival or at top-up stations on-site), and then simply tap their wristband to pay at vendors. Big festivals like Lollapalooza, Tomorrowland, and Electric Daisy Carnival adopted RFID cashless systems years ago and have reported smoother transactions. Some events alternatively use app-based payments or even contactless credit card taps directly at vendors (skipping the separate festival currency system). The key advantage is speed and convenience – no fumbling with wallets, no making change, and transactions are completed in seconds. Shorter lines mean one attendee can make more purchases over the course of a day. As one Ticket Fairy case study put it, reduced friction at the point of sale often leads to attendees spending more on food, drinks, and merch?42?. It’s just easier to say “yes” to that extra snack when payment is a quick tap, rather than digging out cash and seeing your bills disappear.

Cashless systems also open the door to incentives that boost spending. For example, festivals often encourage people to “top-up” their cashless account in advance by offering a bonus: “Load $100 and get $10 free credit.” Attendees who take that deal are effectively committing to spend $110 on-site. Many will end up spending even more once they’re having fun. And if they don’t spend all the credit? Depending on your refund policy, any leftover unrefunded amount is pure additional revenue. A 2024 study of European festivals with cashless payments found an average of 11% of loaded funds went unspent by the end?43? (when refunds weren’t automatic) – a notable boost to revenue if ethical and within stated terms. That said, you must handle this carefully: if you choose to keep unspent funds, make sure your terms are clear and ideally allow an easy refund process to avoid attendee resentment. Some festivals intentionally set low minimum top-ups (e.g., $5 or $10) to avoid forcing people to over-commit, which can build trust. Others partner with charities, giving attendees the option to donate leftover funds instead of reclaiming them.

Faster Transactions = Higher Sales

There’s a direct relationship between transaction speed and sales volume. An attendee only has so many minutes free between watching performances, and if paying is a slow process, that limits how much they can (or will) buy. By deploying efficient cashless tech, festivals have seen remarkable improvements. The fintech provider Easytransac reported that at several large festivals, moving to dematerialized payments increased the number of transactions by 119% in 2024 vs 2023?43?. The logic was that with quick contactless payments, fans made more small, frequent purchases (for example, buying a half-pint of beer more often rather than nursing one big pint for longer). In the aggregate, total sales grew about 22% after going largely cashless?43?. That’s huge – essentially one-fifth more revenue without increasing attendance, just by making spending easier and faster.

Beyond speed, cashless systems can handle higher volume without errors. There’s less chance of cash miscounts or employees pocketing cash. Every sale is digitally logged, which means better data collection as well – you can analyze what sells best and when, and even tie purchase data to individual users (if they register their wristband). This data can fuel personalized marketing (“John bought coffee all three mornings – maybe we email him a loyalty coupon for our coffee vendor next year”) and help with vendor settlement and inventory planning.

Attendees also tend to load more money than they might plan to use, “just in case.” If someone puts $60 on their wristband at the start of the day, they’ll likely be more liberal with spending it since it’s mentally “already spent” from their bank account. It’s the stored-value effect – they’re not consciously swiping a credit card each time and seeing each transaction, so the purchases feel a bit more abstract. This isn’t about tricking people, it’s about reducing the psychological barriers to making that extra purchase. Of course, festival organizers should use this power responsibly and ensure attendees feel they got value for the money they spent.

Incentives and Gamification of Spending

Cashless tech allows for creative promotions that drive spend. For example, some festivals implemented a digital loyalty system: buy 5 drinks with your RFID wristband, and the 6th is free. The wristband tracks it automatically. This kind of gamification (like a digital punch card) can encourage attendees to keep spending to reach that reward. Another idea is random rewards – e.g., every cashless purchase enters you into a draw for a backstage tour, or one random transaction every hour gets “confetti” at the point of sale (via the device) and the lucky customer wins a prize. These fun touches create positive feedback loops around spending rather than the feeling of losing money.

There’s also room to integrate sponsors with spending incentives: a payment app might give $5 credit sponsored by a brand if attendees perform a certain action (like visit the sponsor’s booth or watch a video ad in the app). This effectively increases attendee budgets (they’ll spend that extra $5 on-site) while the festival gets sponsor dollars.

Marketing integration is key: leading up to the festival, heavily promote the ease and benefits of your cashless system. Get people to load their accounts in advance by offering those bonus credits or maybe festival merch discounts if they use the wristband to pay. On site, have plenty of clear signage for how to use cashless and friendly staff or volunteers to help first-timers. A smooth rollout will minimize complaints.

One more benefit: safety and security. Attendees carrying wads of cash can be targets for theft, or they might simply lose their wallet dancing in a crowd. Cashless keeps their funds secure on a wristband or phone (often replaceable if lost, via their verified account). Knowing this, people may be comfortable bringing (or loading) more money than they would in cash, confident they won’t lose it. That means a higher potential wallet to tap into for spending.

Data and Personalization from Cashless Systems

A side advantage of cashless payment systems is the rich data they generate. Every transaction is tied to time, location, and often the attendee’s profile. Over the course of the festival, you can see which vendor stands are doing the most business and when peak times occur. This can inform on-the-fly decisions, like reallocating vendors or sending push notifications to redistribute crowd flow (“Short lines at East Beer Garden right now!” could be sent if that area’s sales are lagging).

Post-festival, analyzing this data helps you plan for next year’s revenue opportunities. Maybe you discover that attendees who bought merch on Day 1 spent 20% more on food & drink overall (perhaps reflective of a super fan segment) – you could target that segment with more offers. Or you find that the morning coffee cart had a huge line while an afternoon smoothie vendor underperformed – maybe next year you swap one smoothie stand for another coffee vendor to meet demand and increase morning spend. Knowing per attendee spending patterns (e.g., average spend was $100 for campers vs. $60 for non-campers) can guide both your marketing (upsell more to non-campers who might have left early each day) and your on-site improvements (campers might spend more because they’re on site longer, so perhaps provide more services for them to capture even more spend).

In essence, cashless payments not only boost spending in the moment, they give you the intel to customize and maximize revenue in the future. We’re even seeing some festivals link purchase data to loyalty accounts, so an attendee can get personalized perks (“you visited the taco stand 3 times – here’s $5 off a taco shirt from the merch booth”). This level of personalization can further encourage spending by making attendees feel recognized and rewarded.

Looking ahead, technology might bring even more frictionless spending: facial recognition payments, automatic charges for walking out of a merch store with items (Amazon Go style), etc. The guiding principle for festival producers is to embrace tech that makes spending easy and fun – but always with transparency and strong customer service so attendees feel it’s enhancing their time, not just vacuuming their wallets.

Enhancing Experience vs. Feeling Gouged

Prioritizing Value and Fair Pricing on Essentials

There’s a fine line between maximizing revenue and making attendees feel like they’re being milked for every penny. The long-term success of a festival hinges on attendee satisfaction – if people feel gouged, they won’t return (and will tell others). So, how do we encourage more spending while keeping goodwill? The answer lies in providing real value and being strategic about pricing.

Firstly, identify the basic needs and price those reasonably. Water, basic food, and safety items (like ponchos if it rains) should not break the bank. Some festivals actually cut prices on water and simple snacks to send a message: “we care about you.” For instance, certain events in Europe instituted a policy of selling bottled water at cost or providing free water refill stations to ensure no one goes thirsty. This goes a long way in building trust. When The Crave festival in the Netherlands charged €6 for a small bottle of water during a heatwave, attendees were outraged?23?. The backlash on social media wasn’t just bad PR – it can translate to lower future attendance or more people sneaking in their own drinks. Contrast that with festivals that prominently advertise free water points; attendees are then more willing to spend on beer or soda because they know the festival isn’t extorting them on H2O.

Another example: the new trend in some sports stadiums offering “fan-friendly pricing” (like $2 sodas and $3 pizzas in the arena) has actually led to increased total spend – fans consume more when prices are fair, and they arrive earlier. At Atlanta’s Mercedes-Benz Stadium, cutting concession prices in half resulted in fans spending 16% more overall and a 30% increase in transactions?44?. Festivals can learn from this. If a slice of pizza is $5 instead of $8, an attendee might buy two over the day instead of one, or they’ll also grab fries and a drink since it feels reasonable. The net revenue can be equal or better, and fans feel good about it.

The key is to perhaps sacrifice a bit of margin on the low-cost staples, and make up for it on unique premium offerings as discussed. It’s perfectly fine to charge $12 for a craft cocktail if you’re selling $1 water bottles or providing free tap water. In fact, attendees will appreciate the choice: they’ll gladly splurge on a fancy drink by choice, not by necessity.

Communicate your value approach. If you have a policy like “all water $2, forever” or you’ve kept food prices same as last year despite inflation, let attendees know. They’ll view their spending through a more positive lens (“this festival is fair, I don’t mind buying more here”). Some festivals put up signs like “We’ve capped our beer price at $8 to keep things affordable – enjoy!” to actively shape perceptions. Transparency in pricing (posting menus with prices clearly, no hidden fees) also builds trust. Surprises in cost – like suddenly finding out an activity inside costs extra when it wasn’t advertised – can trigger that gouged feeling. Always be upfront about what’s included vs. extra, so when attendees do spend, it’s with eyes open and a smile.

Building Attendee Trust and Loyalty Through Extras

One perhaps counterintuitive method to boost spending is to occasionally give something away for free. Little gestures of appreciation can yield big returns in loyalty and goodwill, which in turn lead to future spending and attendance. For example, some festivals give every attendee a small freebie on entry (like a badge, a bottle of water, or a sample of an energy drink from a sponsor). This starts the day off on a positive note. Now, when that attendee later sees the merch stand, they might think “that free pin I got was cool, maybe I’ll buy the full t-shirt as a memento.”

Another approach is offering free experiences alongside paid ones. Perhaps you have a free photo booth with fun props, or free workshops during the day at a cultural festival. Attendees participate without paying, have a great time, and then are more receptive when they encounter a paid activation (like a paid meet-and-greet with an artist or a charity donation booth). They’re already feeling satisfied, so the additional paid offering doesn’t come across as the festival trying to squeeze money out of them at every turn – it feels like an optional bonus. A balanced mix of included activities and paid upgrades creates a sense that the festival experience is rich without spending, but even richer with a bit more spend.

Loyalty programs can also reinforce positive spending habits. Some festivals have experimented with loyalty rewards for multi-year attendance or cumulative spending. For instance, if an attendee has come three years in a row, maybe they get a voucher for a free drink. Or if over the course of one festival they spent above a certain amount (tracked via the cashless system), they get a discount code for next year’s ticket. These rewards show that the festival appreciates their business, rather than just taking their money. A loyal fan who feels valued is likely to not only return (lifetime value) but also to spend more each time because of the relationship they feel they have with the festival.

Community engagement is another facet: festivals that engage with their fan community year-round (through social media, forums, fan events, etc.) build a tribe of supporters. When those supporters attend the event, they often want to invest back into it by buying merch or supporting festival initiatives. For example, a festival in California created an ambassador program where superfans helped promote the festival; in return they got small perks, but those superfans also ended up being some of the highest spenders on merch and VIP, out of sheer passion. The sense of community can transform spending from a mere transaction into a form of participation.

Lastly, consider charitable tie-ins. If attendees know a portion of profits or a specific item’s sale goes to a good cause, they are sometimes more inclined to open their wallets. Glastonbury, for instance, has long-standing relationships with charities like WaterAid and Oxfam. They offer charity T-shirts and donation points. People will spend £20 on a charity tee partly because they want to contribute. While that money isn’t profit, it still counts as per-attendee spending in the broader economic impact sense and boosts the festival’s image. Plus, the halo effect of doing good can make attendees more amenable to spending on other (for-profit) things without skepticism.

Case Study: When Overcharging Backfires (and Lessons Learned)

We’ve touched on a few nightmare scenarios – here’s a clear case of what not to do: Fyre Festival (2017). This infamous “luxury festival” in the Bahamas promised the world – lavish villas, gourmet catering, yacht parties – and charged insanely high prices (VIP packages ran into the tens of thousands of dollars). However, the organizers under-delivered spectacularly: guests arrived to disaster relief tents, cheese sandwiches as meals, and overall chaos?50?. Attendees who paid up to $12,000 for VIP tickets were left feeling not just gouged, but outright scammed?50?. The festival’s name is now synonymous with fraud and failure. The lesson for legitimate festivals is clear: never oversell an upgrade or experience that you can’t fully deliver. People will pay a premium, but if they feel cheated, the backlash is worse than if you never sold the upgrade at all. Reputation is everything in this industry – a debacle like Fyre makes attendees in general more skeptical of premium offerings, so every festival has to work that much harder to build trust.

Even less extreme, consider the SummerDaze Festival in Malta (2023). They tried to implement a cashless token system but executed it poorly: attendees were forced to load a minimum of €20 onto a card (no smaller option) just to get a drink, and free water stations ran dry on a hot day?25?. The result? People were fainting from dehydration, stuck in huge queues, and venting on social media about having to pay €20 just to buy water?25?. That event was subsidized (tickets cost only €11), but the goodwill from cheap entry was destroyed by the on-site experience. The takeaway: if you go cashless or use pre-paid cards, do it in a user-friendly way (reasonable minimum top-ups, ample water, etc.). Otherwise, a system meant to increase spending can backfire and become a PR crisis.

On the flip side, positive examples teach us what to do. Recall how Tomorrowland and Splendour handled VIP: they kept it fair and optional, and saw great results. Or how Coachella’s strategy of offering both GA and VIP manages to upsell a significant fraction without alienating the rest – part of that is investing in overall quality. When attendees see improvements year to year (better stages, nicer facilities, great lineups), they’re more accepting of the festival’s various revenue streams because they trust that money is being put back into the event. Many festivals explicitly mention that extra revenue from, say, merch or VIP, helps them book top artists or enhance the show for everyone. This messaging can justify higher spending in attendees’ minds: “Sure, I’ll buy merch – it supports the festival I love.”

Feedback Loops: Listening and Adapting

Finally, to ensure you’re boosting revenue in ways that enhance rather than detract from the experience, establish feedback loops with your attendees. Use post-event surveys, social media listening, and community forums to gauge sentiment about pricing and offerings. Ask questions like “What’s one thing you felt was overpriced?” and “Which upgrades/add-ons did you love?” This can uncover pain points you weren’t aware of. Maybe many attendees comment that the $10 parking fee was too high for what it was – that’s useful intel to consider for next time (perhaps bundle parking free with a certain ticket tier or improve the parking service). Or you might discover that a large number of people didn’t know about a particular add-on until it was too late – a sign you need to market it better, not that it was a bad idea.

Being responsive goes a long way. If complaints arise about something, address them publicly. For example, after hearing feedback that merch lines were too long, a festival could announce plans for more merch booths next year. Attendees then know they were heard, and they’ll be more likely to attempt buying merch again (thus more revenue later, instead of “I’m not even bothering to try, it was hopeless last time”). In essence, treat your attendees as partners in improving the festival. Engaged and happy fans are eager to spend money at your event because they feel a sense of ownership and pride in it.

Marketing and Communicating Your On-Site Offerings

Strategic Timing of Upsell Promotions

Having great upsells and on-site products is one thing, but you also need to market them effectively. Timing is crucial: you want to reach attendees when they’re most likely to take action (and have budget available). Here’s a look at a smart timeline for rolling out promotions before and during a festival:

Promotion timeline – start early to upsell big items like VIP, then keep momentum with other offers as the event nears. On-site, use real-time prompts to direct attendees toward revenue opportunities (while still adding fun to their day).

Staggering these communications prevents people from feeling overwhelmed by all the offers at once. Early on, focus on the big-ticket upsells (VIP, travel) – those require more planning and budget, and early adopters will jump in. As you get closer, shift to operational add-ons (meal plans, top-ups) that are on people’s mind as they plan their trip. By festival week, their spending plans might be set, but last-minute reminders can still tip the scale (for example, someone arriving and seeing a sign “Upgrade to VIP for $150 at the gate” might just do it when they feel the long entry line and hear the distant music).

One important note: coordinate with your marketing team so that upsell messaging is integrated but not annoying. Mix value-driven content (like festival news, lineup highlights) with promotional content in emails. And segment wherever possible. If 500 people already bought VIP, don’t send them VIP upgrade emails – instead, maybe send them a VIP concierge note about what to expect. Tailoring the message makes your marketing more effective and respectful.

Leveraging Digital Channels and Social Media

Meet your attendees where they spend time – which is mostly online. Use all your digital channels to spotlight the cool stuff they can buy or do at the festival, always framing it as enhancing their experience. Social media is huge for this: post photos of your new merch line on Instagram and Facebook (“Check out the 2024 Festival hoodie – pre-order now to guarantee yours!”). Use Instagram Stories for quick polls or teasers (“Would you rather have a taco or a burger? Why choose – get a meal plan and enjoy both!” with a swipe-up link to purchase meal vouchers). Highlight testimonials from past attendees (“Last year I did the VIP and it was totally worth it – shorter lines and comfy lounge! – @user”). Real peer voices help validate the upsell’s value.

If your festival has an official mobile app (which many do), that’s an excellent marketing tool. Push notifications can remind people during the event about special offerings: “Merch alert: the 2024 limited poster is 80% sold – get yours at the main merch tent before they’re gone!” or “Tonight at 8 PM: secret show in the VIP area – upgrade your pass at the info booth to join.” The app can also feature an interactive map with icons for food, bars, merch, etc., possibly even with live wait times. Attendees are more likely to spend if they can easily find vendors and know what’s available. Some apps allow pre-ordering merch or drinks as mentioned, and you can promote that feature (“Thirsty? Skip the line by ordering on the app for Beer Garden West!”).

Emails should not stop after the ticket is bought. A “Know Before You Go” email is an ideal place to summarize all the extras in one friendly reminder. Layout all the opportunities: “Don’t forget, we have a cashless system – top up now. Our vendors include X, Y, Z – you can buy food vouchers in advance here. Merch pre-orders close this Friday – last chance for a 10% discount. Parking passes are almost sold out – grab yours if you need one.” Make it easy with clear links. The tone should be helpful, not just salesy – you’re helping attendees have the best time by planning ahead.

Also, consider content marketing: write blog posts or articles in the lead-up that indirectly promote spending. For example, a blog post like “Top 5 Festival Food Hacks – How to Feast at [Festival Name]” where you mention the meal package as one of the hacks. Or “Behind the Scenes: Designing Our 2024 Merch” that builds a story around the merch (increasing interest to buy). This engages fans and markets products in a non-intrusive way.

On-Site Signage and Announcements

Once the festival is live, marketing shifts to the ground game. By now, attendees largely know what’s on offer, but strategic signage and announcements can influence their choices and remind them of options they might have missed. Use big, bright signs for crucial revenue areas: “Official Merch -> this way” with arrows placed all around, “VIP Lounge” signposted not just at its entrance but near stages with a note “(VIPs enjoy shade and premium bar here)”. The idea is not to rub it in GA faces, but to subtly let people know what exists. You’d be surprised how many attendees might not know there was a VIP upgrade available on-site if it wasn’t clearly advertised at the event itself.

Menus at food vendors should be highly visible, including combo deals. If you’re doing special promotions (like a certain time discount or a new item launched on Day 2), put out sandwich boards or digital screen notices. Visual appetite appeal works too – pictures of signature dishes or drinks can tempt someone to try an item even if they weren’t hungry at the moment. And don’t forget the power of the stage MC: many festivals have announcers or video screens between acts. This is a prime time to say things like, “Having a great time? Don’t forget to swing by the merch tent to grab souvenirs – limited stock left on some items!” or “Shout out to those in our VIP area – hope you’re loving those comfy seats. If you’re interested in upgrading, see the box office – a few VIP passes are still available for tomorrow.” These feel like informational announcements but serve a promotional purpose.

One compelling technique is to display real-time stats or milestones: for instance, a digital screen might flash “1,000 burgers sold today! Who’s hungry? Grill Master stand is near Stage 2.” It’s fun and drives traffic by suggestion. Another idea: if you have any upsell that can still be bought on site (like an afterparty ticket or a next-year presale registration), advertise it where people are captive – e.g., printed on the back of bathroom stall doors (“Keep the party going at the Aftershow – tickets on sale at the info booth!”). It sounds silly, but those are moments people actually read the info.

Crucially, keep the tone positive and avoid hard sells. You want to inform and invite, not pressure. Attendees should feel like they’re being given opportunities to enhance their time, not like walking wallets bombarded by ads. One way to achieve this is by highlighting the benefit every time: instead of “Buy more drinks at Bar X,” say “Cool down at Bar X with a frozen cocktail” (the subtext is buy a drink, but the focus is on the attendee cooling down and enjoying themselves). Always answer the attendee’s unspoken question, “What’s in it for me?”

Transparency and Communication During Issues

If something does go wrong – say a certain service is down or an item sold out – communicate that too (with a solution if possible). It might seem counterintuitive to announce a negative, but it’s better coming from you than letting attendees stew. For example, “Due to high demand, our specialty beer keg has run dry! It was a hit – but don’t worry, plenty of other craft options are still flowing at Beer Garden.” This transparency can defuse frustration. Or “VIP upgrade is now sold out – thanks to all who joined the VIP experience! GA ticket holders, we’ll see you in the front row – let’s all have a blast together.” That can prevent staff at info booths from getting hounded by people asking about upgrades and shows you care about everyone.

In summary, effective marketing and communication for on-site revenue is about educating and exciting your attendees about what’s available, well in advance and during the event. The more they know and anticipate, the more likely they’ll budget for it and follow through. Combined with delivering on those promises, this ensures the extra spending feels like a natural, enjoyable part of the festival journey rather than a series of transactions.

Key Takeaways

• Think Beyond Tickets: Ticket sales alone rarely cover all costs. Festivals thrive when attendees spend on food, drinks, merch, and upgrades – aim to maximize this per capita spending by offering things people genuinely want.
• Plan Upsells Early: Integrate VIP packages, bundled deals, and add-ons into the ticket purchase process. Early bundles (ticket + extras) secure revenue upfront and give fans a one-stop convenient purchase.
• Deliver Real Value in Premium Offerings: Ensure VIP tiers and upgrades are packed with meaningful perks (comfort, access, convenience). Satisfied premium customers will come back and spread positive word-of-mouth, boosting long-term revenue.
• Leverage Pre-Event Excitement: Use the window between ticket purchase and event day to upsell merchandise pre-orders, meal plans, and other add-ons. Attendees are most receptive when excitement is high – catch them then with targeted offers.
• Make Spending Easy (and Fun): Adopt cashless payments or mobile ordering to reduce lines and friction. Faster, seamless transactions mean attendees spend more time enjoying and are likely to make more purchases. Consider incentives like top-up bonuses or loyalty rewards to encourage higher spend.
• Don’t Price-Gouge – Be Fair: Price essentials like water and basic food reasonably (or offer them free) to build trust. Attendees who feel a festival is fair are happier to spend on non-essentials. Avoid nasty surprises like exorbitant fees or unannounced charges, which can erode goodwill.
• Learn from Feedback and Failures: Continuously gather attendee feedback on what they loved or hated. Study cautionary tales (e.g., Fyre Festival’s overpromising) and avoid those mistakes. If attendees complain about something (long lines, high prices, poor value), adjust your strategy – it will pay off in loyalty and return attendance.
• Promote, Don’t Pester: Market your on-site offerings with a focus on attendee benefit. Use social media, email, and on-site signage to highlight what’s available and why it’s worth it. Time your communications so they guide attendees through the journey of considering and purchasing add-ons without feeling spammy.
• Enhance the Experience: Ultimately, any revenue-boosting initiative should also enhance the attendee’s festival experience. When done right, upsells like VIP lounges, special food items, or merch become part of the enjoyment. Strive for the sweet spot where attendees are spending more and smiling more – that’s the recipe for a financially and reputationally successful festival.