For music venues selling $250k-$5M:
6 secrets to increase your venue's annual profit by $238,000 in 12 months

Let me explain how you can profit further...

Not every ticketing company has a ticketing service fee associated with the ticket sale, but many event music promoters don’t know this.

The more a ticketing company is willing to give you upfront, the higher their fees are going to have to be to cover the cost of capital. They have to provide their investors with a return, and they also need to add a margin for themselves on top of that return. They have to build in something for their investor’s risk, their own risk, plus they need to charge you for their ticketing service.

All of this adds up to a ridiculous amount in fees.

Anytime you keep less of what the attendee is willing to pay to go to your event, you are losing money… that’s right... even when you are passing those fees onto the customer.

This is what's called the "Max Price Fallacy."

The higher the fees are, the lower your profit is at the end of the year. Period.

When you calculate it out, the equivalent interest rate the ticketing company charges you over the course of the contract, on the money they give you upfront, is upwards of 150-160% per year!

How artist booking with listener data works

You can see exactly what artists your attendees are listening to on Spotify using software that gets their permission to allow you to gather that data.

You can keep that data fresh, literally updating every day, so you always have the latest artists that are trending with your database.

By booking the most popular artists amongst your database, and marketing to them in the future when you announce your show, you can guarantee that you will sell more tickets to your events. You’re giving your attendees exactly what they want.

By seeing exactly how many people in your contact database are listening to a specific artist, you can accurately judge the future sales and ensure you don’t overpay for that artist.

You can also apply this technique by polling your database, but you won’t get nearly as accurate or up-to-date data, and you can’t gather results every day. Collecting 100% of your entire database’s listening data, which is automatically updated daily, is the best way to ensure you have what you need to make the best booking decisions.

You will also spend less money on booking artists, because you'll be able to steer clear of expensive acts that aren't popular with your database. In some cases, you will save hundreds of thousands by essentially eliminating artists that you would have previously booked, that you can now clearly see, aren’t actually that popular with your database. The key is to narrow down the ratio to as little spent on artists as possible, for the highest attendance and most tickets sold as possible.

Don't forget these key points

Your Ambassador team must be built big, and managed accurately. This is a numbers game.

You need to automate the tracking of tasks you assign to your team so you can scale.

Tapping into a network of thousands of successful ambassadors will make recruiting easy, and allow you to hire people who know what they’re doing.

You’ll build bigger teams, and have everyone selling tickets for you so you’ll sell more tickets overall.

You’ll know exactly where promotions are happening on the ground since you’ll be able to see everything on a GPS map. You’ll be able to easily identify areas that need more promotion, and ensure you blanket as much area as possible with promo.

Why you should build your own mobile app

You can build your own mobile app without any developers using a graphical user interface which allows you to input your upcoming show calendar, special offers, and blog or news articles, customizing the experience under your specified logo and brand colors.

You can use this app to send push notifications to attendees, potential attendees, and the like to announce shows and sell tickets. Include exclusive offers to drive even more ticket sales, push new show announcements, artist schedules, news, connect with attendees on social media, take table or bottle reservations, and more.

The application can automatically be submitted to both Google and Apple for you, and the approval process is managed for you until your app goes, all without any experience or app store developer accounts opened by you or your company.

You can save by not sending out expensive text SMS messaging, since push notifications from your own app are much less expensive. You can save by not spending money on expensive, and ineffective, email marketing that always ends up in SPAM.

You will save thousands compared to traditional methods of developing mobile apps, since you don’t have to hire expensive developers.

You can save, much more than you will spend doing so.

Streaming can expand your venue's earnings

You can remove your capacity limits set by COVID-19 regulations or local health codes to get revenue going again.

Creating unique, one time viewable, session based URLs that are generated with each and every ticket, is the only way to secure an event with ticketing. This can only be done when a ticketing platform has streaming capabilities built in. If your ticketing company sends a “link” to a stream, that link could be shared with thousands of others making your event unsecured and your ability to monetize every view impossible.

When running hybrid events that host both in-person tickets and virtual tickets, event organizers can add extra income by selling virtual tickets for the work they are already doing to host the in-person event.

How a viral contest registration page works

You’ll decide on your top reward. The better you make this reward, the higher your chances for more registrations and a viral event. Think big, you don’t have to give away more than one. Make it a backstage pass for the show, an hour on the tour bus with the headliner, a signed guitar by the headliner - maybe a combination of the above… something big that people interested in your event are really going to want.

Then, set a second place prize, or maybe a few of them, say for the next 9 runners up. This could be a VIP upgrade, free beer for the night at the venue, or some other secondary prize which you are willing to give away to more than just 2nd place. The key here is that you want people registering to know they have several chances to win something.

Next, you’ll need to seed the initial registrations on the page by asking your current database to register for their chance to win the prize. They’ll have just a limited time of 7-10 days before the prizes are awarded, so they’ll need to get to work quickly.

You’ll give them some tasks to earn points towards the competition since the person with the most points wins the prize(s). You’ll have them register giving you their Spotify data so you can see what artists will make them buy tickets, their email and phone number so you can contact them, follow you on social media sites so you can run ads to them if you choose, etc. Most importantly, though, you’ll give them the most points for inviting their friends to register.

When their friends register, they’ll do the same thing, ultimately inviting their friends, and your database of potential ticket buyers will grow exponentially.

When tickets do finally go on sale, everyone will get an automatic notification and email letting them know who won the prizes, along with a link to buy tickets. Since everyone involved is looking to see if they’re the winner, and have been engaged with your business for an entire week inviting their friends to register, you’ll get massive hype the day of your on-sale.