Managing Event Ticket Tiers and Pricing
Quick Answer
Add ticket pricing to your Event listing by creating different tiers with varying prices and benefits. In the Ticket Information section, click "Add Ticket Tier," specify the tier name, price, currency, and what's included. You can create multiple tiers like Early Bird, General Admission, VIP, Student, and Group rates. Free events should list as "Free Admission" with $0 price.
Overview
Ticket tiers help you maximize event revenue while offering options for different budgets and preferences. This guide covers creating pricing structures, setting up early bird discounts, managing capacity, and clearly communicating what each ticket level includes. Proper tier setup helps attendees quickly understand their options and make purchasing decisions.
Setting Up Ticket Tiers
Step 1: Access Ticket Information
Log into your dashboard
Edit your Event listing
Navigate to "Ticket Information" section
Click "Add Ticket Tier"
Step 2: Create Your First Tier
Enter tier details:
Field | Description | Example |
Tier Name | Clear, descriptive title | "Early Bird Special" |
Price | Numerical value only | "75" |
Currency | Select from dropdown | "USD" |
Description | What's included | "Full conference access, lunch included" |
Quantity Available | Limited seats (optional) | "50" |
Sale End Date | When tier expires | "February 28, 2025" |
Step 3: Add Multiple Tiers
Click "Add Another Tier" for each price level:
Example Conference Tiers:
Early Bird - $75 (Until Feb 28) - Full conference access - Lunch and refreshments - Conference materials - Limited to first 50 registrants General Admission - $125 - Full conference access - Lunch and refreshments - Conference materials VIP - $250 - Everything in General - Reserved front seating - VIP networking reception - One-on-one with speakers - Gift bag Student - $35 - Full conference access - Valid student ID required - Lunch included
Step 4: Configure Free Events
For No-Cost Events:
Create single tier
Name it "Free Admission" or "Free Registration"
Set price to "0"
Note any requirements
Example Free Event:
Free Community Workshop - $0 - Open to all community members - Materials provided - Light refreshments - Registration required (space limited)
Step 5: Save Ticket Configuration
Review all tiers for accuracy
Check prices and dates
Click "Save Tickets"
Information displays on listing
Common Pricing Strategies
Early Bird Pricing
Purpose: Incentivize early registration
Setup Strategy:
30-40% discount from regular price
Set expiration 2-4 weeks before event
Limited quantity creates urgency
Clear end date visible
Example Timeline:
3 months out: Early Bird opens - $75 6 weeks out: Early Bird closes Regular pricing begins - $125 1 week out: Late registration - $150 Day of event: Door price - $175
Tiered Access Levels
Different Experience Levels:
Tier | Price | Includes | Best For |
Basic | $50 | Main sessions only | Budget-conscious |
Standard | $100 | Sessions + lunch | Most attendees |
Premium | $200 | All access + extras | Full experience |
VIP | $500 | Exclusive benefits | Sponsors/executives |
Group Discounts
Encouraging Team Attendance:
Option 1: Tier-Based Groups
Individual - $100 Team (3-5 people) - $85 each Group (6-10 people) - $75 each Corporate (10+) - $65 each
Option 2: Discount Codes Note in description: "Contact us for group rates - 20% off for 5+ attendees"
Member vs. Non-Member
For Association Events:
Association Members - $75 - Member ID required - Full access Non-Members - $150 - Same access - Includes trial membership Become a Member - $200 - Event plus annual membership - Best value
Special Pricing Configurations
Sliding Scale Pricing
For Community Accessibility:
Supported Tier - $150 - Full price - Helps fund accessibility Standard Tier - $75 - Regular price - All access Community Tier - $25 - Reduced price - Income verification required Scholarship - $0 - Free admission - Application required
Dynamic Pricing
Price Increases Over Time:
Super Early Bird - $50 (3+ months out) Early Bird - $75 (2-3 months out) Advance - $100 (1-2 months out) Regular - $125 (2-4 weeks out) Late - $150 (1 week out) Door - $175 (day of)
Workshops with Materials
Including Supplies/Materials:
Workshop Only - $45 - Instruction only - Bring own supplies Workshop + Basic Materials - $75 - All basic supplies included - Take home project Workshop + Premium Kit - $125 - Premium supply kit - Extra materials - Continued access online
Package Deals and Add-Ons
Multi-Day Event Packages
Conference Example:
Day 1 Only - $125 - Friday sessions - Opening reception Day 2 Only - $125 - Saturday sessions - Lunch included Both Days - $200 (Save $50) - Full conference - All meals - Certificate VIP Full Package - $400 - Both days - VIP benefits - Hotel discount code
Optional Add-Ons
Listed in Description:
Base Registration - $100 Optional Add-Ons: - Pre-conference workshop: +$50 - Awards dinner: +$75 - Parking pass: +$20 - Continuing education credits: +$25 - Recording access: +$30
Bundle Pricing
Multiple Events:
Single Workshop - $50 Any 3 Workshops - $120 (Save $30) Full Series (6 workshops) - $200 (Save $100) Annual Pass (unlimited) - $500
Communicating Value
What to Include in Each Tier
Essential Information:
Exactly what's included
What's NOT included
Time access (full day vs. partial)
Materials or handouts
Food and beverages
Certificate or credits
Recording access
Good Tier Description:
Professional Ticket - $150 ✓ Full day conference access (9 AM - 5 PM) ✓ Keynote presentations ✓ Choice of 3 workshop sessions ✓ Continental breakfast & lunch ✓ Conference materials & tote bag ✓ CPE certificate (6 hours) ✓ 30-day recording access ✗ VIP reception (upgrade available) ✗ Parking (available for $15)
Highlighting Savings
Show Value Clearly:
Regular price: ~~$150~~
Early bird price: $95
You save: $55 (37%)
Offer ends: February 28
Creating Urgency
Limited Availability:
"Only 20 Early Bird tickets remaining"
"VIP section limited to 30 seats"
"Price increases in 5 days"
"Last chance for group rates"
Capacity Management
Setting Ticket Limits
Per Tier Limits:
Early Bird - 50 tickets General Admission - 200 tickets VIP - 20 tickets Student - 30 tickets Total Capacity: 300
Waitlist Options
When Sold Out:
Include in description: "If tickets sell out, email [email protected] to join the waitlist"
Virtual Event Capacity
Platform Limitations:
Zoom Webinar - 500 attendees - General admission: 450 tickets - Speaker/VIP access: 50 tickets Unlimited viewing: - Live stream on YouTube - Different tier for recording only
Special Pricing Situations
Fundraising Events
Donation-Based Tiers:
Supporter - $100 - Event admission - Tax-deductible: $50 Patron - $250 - Event admission - Reserved seating - Tax-deductible: $175 Benefactor - $500 - Table for 4 - Recognition in program - Tax-deductible: $400
Free Events with Optional Donation
Free Admission - $0 - All welcome - Registration required Suggested Donation - $10 - Helps cover costs - Optional but appreciated Sponsor Level - $50+ - Supports future events - Recognition on website
Corporate Sponsorship Tiers
Attendee - $150 - Individual registration Bronze Sponsor - $500 - 2 tickets included - Logo on materials Silver Sponsor - $1,000 - 4 tickets included - Exhibit table - Speaking opportunity Gold Sponsor - $2,500 - 8 tickets included - Premium placement - Full benefits package
Best Practices
Do's
✅ Make tier names clear and descriptive
✅ List everything included explicitly
✅ Set realistic early bird deadlines
✅ Show regular vs. discounted prices
✅ Include refund/transfer policy
✅ Update availability regularly
✅ Test different price points
Don'ts
❌ Don't hide additional fees
❌ Don't make tiers too complicated
❌ Don't forget student/senior discounts
❌ Don't change prices without notice
❌ Don't oversell capacity
Registration and Payment
External Registration
Linking to Your Platform:
Include registration URL
Specify where payment happens
Note accepted payment methods
Example: "Register and pay at: www.organization.com/conference We accept credit cards, PayPal, and checks"
Payment Terms
Clear Policies:
Payment & Refund Policy: - Full payment required at registration - Refunds until March 1 (minus $25 fee) - No refunds after March 1 - Transfers allowed until March 15 - Credit cards and checks accepted
FAQs
Can I change ticket prices after listing is published? Yes, but it triggers re-review (1-3 days). Update prices and resubmit.
How do I handle discount codes? Mention in description that discount codes are available and how to obtain them.
Should I show "sold out" tiers? Yes, leave them visible with "SOLD OUT" notation to show demand.
Can I sell tickets directly through Heritage Web? No, Heritage Web displays pricing but doesn't process payments. Link to your registration system.
How do I handle different currencies? Create separate tiers for each currency if serving international audiences.
What about tax and fees? Clearly state if prices include tax/fees or if they're additional.
Next Steps
Determine your pricing strategy
Calculate capacity for each tier
Set early bird deadlines
Write clear tier descriptions
Include what's included/excluded
Add refund and transfer policies
Link to registration platform