Ticket pricing is a marketing decision as much as a financial one. Price too low and people assume the event is small; too high and you stall sales.
Start from the budget, not competitors
Work out your break-even attendance, then set a price that covers it at 70% of capacity.
Run early-bird in a short window
A two- to three-week early-bird offer, with a hard deadline, creates urgency and funds early production costs.
Offer group tickets
Teams of five or more bring colleagues who would not have booked alone. A 15% group discount usually pays for itself.