Ticket Strategy

Institution Affiliation:

Ticket strategy


While deciding on the price of the ticket, the organizing committeetook into consideration a number of things. First was the mode andtime of payment of the ticket. It was decided that those who would bepaying at the gate would not be charged the same as those who boughtthe tickets online or through the agents. Given that the organizershad to pay for the tickets which were being distributed by the thirdparties, the customers had to settle the excess fee. As such,customers who buy the tickets from third parties have to pay one morepound than those who buy them at the gate. As such, buying the ticketat the gate would be 4 pounds, and 5 pounds from a third party.


The organizers had to ensure that the tickets were well distributedthroughout the country to have as many customers as possible. Assuch, the committee sub-contracted distributors from major towns, andhad an agreement with them to distribute the tickets on behalf of theevent organizers for a specific period. Additionally, the ticketswill be sold in major supermarkets and shopping malls. For the peoplewithout the time to go to the shopping centers, the organizers haveput up a website for online distribution. All a client needs to do isto create a wire transaction payment, for instance, through pay pal,and receive a code on their emails to use to download and print thetickets. A customer can print as many tickets as they wish throughthis method.


The online tickets will be printed with a barcode on them. This forsecurity and verification purposes. On the other hand, all othertickets will be printed by one company, which the organizers willagree on. The organizers will ensure that the tickets printed by theprinting company will be of consistent quality, with no errors atall. This is because the security will be prompted to be very strictwith the quality of the stamps. Additionally, the tickets will beprinted with a watermark, which is visible when the ticket is held upagainst the light. This is a strategy that has been identified bymany organizers as a tactic of keeping away frauds and copy-cats.


Stamping is mandatory for event tickets (O’Reilly et al, 2013). Theaim of stamping tickets is confirming that the tickets are approvedby the organizers and the security, and that the holder is allowed toenter and leave the venue at their own pleasure. The stamp will bedesigned to have the organizer’s logo, date of the event and asignature from the authorizing personnel. The committee will use twodifferent colors for the stamp. Green color will be for tickets,which were sourced from third parties and online, while the bluecolor will be for tickets that will be bought at the entrance.Additionally, both tickets’ inks will be luminescent. The stampswill also be verified by a scanner at the last entry point. Suchstrict protocol is to eliminate all possible cases of fraud.


All the tickets will be collected by a security man at the door.After all verification has been done and entry approved, a securitypersonnel will take the ticket, cut it in half, retain one half, andgive back the other one. This is for purposes of ensuring that oneticket is not used for multiple entries, and that the organizers willhave an idea about the number of people who attended the event.


O’Reilly, D, Rentscheler, R, and Kirchner, T, A, (2013) TheRoutledge Companion to Arts Marketing, New York, NY: Routledge.