Define the experience before designing the ticket
Write down who the event is for, what people will do and what they’ll leave with. A hands-on workshop, a supper club and a live music night need different information, even though each uses tickets.
Decide how many people you can host comfortably and safely. Numbers affect the room, materials, helpers and how much attention each guest gets. Include setting up and clearing away when you plan the day.
Start with one clear experience. A specific first event is easier to explain and run than a programme of untested formats.
Work out your costs and a ticket price
List the venue, materials, equipment, travel, helpers and promotion. Separate fixed costs (the same however many come) from per-guest costs (more with each person). Then work out how many tickets you need to sell before you start making money.
If the number you need is close to your maximum, the price is probably too low or the costs too high. Change one before you put tickets on sale.
Check the permissions, insurance, safety and accessibility arrangements for your event and venue. If you serve food or alcohol, or run an activity with risks, check the rules that apply where you are.
Choose ticket types that sell
A few simple options help people choose, as long as each one means something:
- Early bird: a lower price for a set time, which gets early sales in and tells you if the idea is working. Only say it ends when it really does.
- Standard: the full price.
- Bring a friend or group: two or more tickets together, if your event suits groups.
On Shovva, you can add ticket types such as early bird and standard, each with its own price, limit and sale dates, and a waitlist for when it sells out. Complete payment setup before selling paid tickets. See events and tickets and Shovva for event organisers.
Write an event page that answers the practical questions
Use a photo that shows what the experience is like and say what the ticket includes. If the photo isn’t from one of your own past events, treat it as illustrative.
- Date, start and finish times, and time zone if people join online.
- Venue or online link, how to get there and access information.
- Who it suits, and any age or experience requirements.
- What’s included: materials, food, drinks or equipment.
- What to bring and how to contact you.
- What happens if plans change: refunds, transfers and cancellations.
Don’t hide key details inside a poster image. Write them as text so people can read them on a phone and search engines can find them.
Customer view
Make the experience easy to picture.
Afterglow Sessions shows the date, the venue, when each act is on and the ticket price, with one Get tickets button. Add your own date, venue, numbers and practical details so guests know what to expect. See the Afterglow Sessions example and Glaze & Gather for workshops.
Actual Shovva screen. Fictional example business.
Sell the first tickets
Start with people who already know you: past customers, your mailing list, friends and the communities where your guests spend time. Share the event link with a clear reason to come and the date it happens.
- Announce it four to six weeks ahead for most local events, and remind people a week before.
- Post photos or short videos of the setup, the materials or a past session to show what it’s like.
- Partner with the venue or a local business to share it with their audience.
Check the whole buying journey on your phone before you share it. Make sure each ticket name makes sense on its own and matches something you can deliver.
Plan the guest list and the day itself
Before the event, check the guest list and any questions still open. Decide who will welcome people, how you’ll check them in and what you’ll do if someone can’t find their ticket.
On the night, scan tickets with your phone’s camera or tick names off the guest list in your Shovva dashboard. Keep customer details to the people who need them.
Afterwards, note what worked, what it actually cost and what guests asked. Ask for feedback, and ask permission before using anyone’s words or photos in future promotion. A good time to announce the next date is while people are still talking about this one.
Owner dashboard
Be ready to welcome your guests.
The guest list for Northline Barbers’ late-night event shows how many guests there are, how many have arrived and a Check in button beside each name. This example uses demonstration guest records.
Actual Shovva screen. Fictional example business.
Questions people ask
How much should I charge for a workshop?
Add up your fixed costs and per-guest costs, decide how many guests you can realistically expect, and set a price that covers everything with something left for your time. Then compare it with similar workshops near you and adjust what’s included rather than just cutting the price.
How far in advance should I sell tickets?
For most small local events, four to six weeks gives people time to plan without forgetting. Bigger or travel-dependent events need longer. Use an early bird price to get the first sales in.
What should I do if I don’t sell enough tickets?
Decide your minimum number before you start selling. If you’re short a week or two before, contact past customers directly, ask the venue to share it, or move the date and offer refunds or transfers, as your event terms say.
Do I need a ticketing website, or can I sell tickets on my own website?
You can sell on your own website. Guests buy from you, payments go to your own account, and people can see your other offers too. Listing sites can help if most of your buyers find events by browsing them.