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Live Nation continues to demonstrate the significant impact of ancillary revenue on overall profitability, recently reporting that their ancillary revenue increased by 10% to over $40 per fan. How much ancillary revenue per fan are you driving? How are you growing it to stay competitive?
Watch the recording of “Beyond the Ticket: Maximizing Revenue with Add-Ons & Upgrades,” where we’ll explore creative ways to enhance the guest experience while driving more revenue. From VIP seating and exclusive merchandise to sponsorships and unique activations, discover how small add-ons can lead to big gains.
Hear from venue operators, event producers, and industry professionals who have mastered the art of boosting ancillary revenue outside of the deal. Learn how to package, price, and promote add-ons that elevate your shows and keep audiences coming back.
Panelists:
-Jenny Boyts, CEO at Forty5
-Justin Nordan, Head of Strategy & Ticketing at Goldfield Trading Post
-Tom Abbett, Director of Business Development at Ozarks Amphitheater
Taken by attendees during the webinar.
Strong Interest in Ancillary Revenue Growth, with Opportunities to Refine Strategy
56% of respondents want to develop a strategy for growing ancillary revenue but haven't yet.
Only 49% currently have a strategy in place, either new (25%) or continuing from last year (24%).
Strong Focus on VIP and Sponsorship Growth
67% are most interested in expanding sponsorships & brand partnerships.
Other high-priority revenue streams include rentals/private events (57%), membership clubs (52%), and other VIP experiences (52%).
Limited Resources Are the Biggest Barrier
64% cite limited staff/resources as their top challenge in growing ancillary revenue.
Other key obstacles include finding the right ideas (45%) and audience spending habits (32%).
Most Venues Are Still Developing Their Revenue Optimization Capabilities
61% say they are making progress in optimizing revenue, but only 13% feel fully dialed in.
22% admit they are “flying blind” when it comes to data and tools.
Premium Experiences Matter, but Demand Varies
57% say premium offerings are important but dependent on the event.
17% report growing demand, while 26% either haven’t explored it or see it as a low priority.
