How to organize your event's ticket sales

Organizing ticket sales seems simple until the first problem shows up — a batch that sold out too fast, a discount-ticket question nobody knew how to answer, a check-in line that wouldn't move. Most of these problems have their origin in decisions made (or not made) weeks before the event, not on the day itself.

Defining the batch structure

Selling every ticket at the same price, from first to last, leaves money on the table — early buyers generally accept paying less in exchange for guaranteeing their spot, and that can work in favor of promoting the event.

A common structure: a promotional batch (lowest price, limited quantity, drives early sales and helps validate interest in the event), intermediate batches (price rising gradually as the event approaches), and a final batch (full price, for last-minute deciders).

The most common mistake here is defining too few, too-large batches — that makes the price jump in sharp leaps, which generates complaints, instead of rising in small, predictable steps.

Discount tickets (meia-entrada): a rule, not an option

If the event is subject to discount-ticket law (most public cultural and entertainment events in Brazil are, under Federal Law No. 12,933/2013), this needs to be defined and visible from the very first sale — it's not something to decide later. It's worth understanding exactly who's entitled and what the organizer's obligations are before opening sales.

Sales channels

Deciding where the ticket will be sold — online only, at the door only, or both — changes the entire event logistics. 100% online sales with QR-code check-in eliminates the need to print and control physical tickets, but requires the entrance to have connectivity (or an app that works offline) to validate them.

Communicating changes

A rescheduled event, a changed time, a different venue — sooner or later, it happens. Having an already-established channel to notify buyers (the email registered at purchase, usually) prevents the news from reaching people only through social media, which tends to generate more complaints than the change itself.

The most common mistakes first-time organizers make

• Not defining a refund policy before selling the first ticket. Deciding this after a refund request has already come in is the worst possible time — the rule needs to be clear on the event page from the start.
• Underestimating check-in time. If entry depends on checking a document (for discount tickets) and validating a ticket, each person takes longer than it seems — multiplied by the expected audience, this decides whether the line moves or stalls.
• Selling tickets with no way to track who's already entered. Without check-in control, the same ticket (or a screenshot of it) can be used by more than one person — a problem that an app-based check-in system solves at the source.
• Leaving pricing decisions to the last week. Late pricing usually means reactive pricing — decided under pressure, with no time to test how the audience responds.

The common thread

Most of the participant's experience on event day is the result of decisions made well before — batch structure, clear discount-ticket rules, an established communication channel, a planned check-in process. Organizing ticket sales well isn't about reacting quickly on the day — it's about not leaving the most predictable questions to solve at the last minute.