Every ticket is an opportunity to create more value for fans, but getting started with upsells, add ons and event extras, doesn’t have to mean launching premium hospitality or exclusive VIP experiences.
Ticketmaster research found that fans are most interested in extras that make attending an event easier. From parking to priority entry access, simple offerings can improve the fan experience while creating new revenue opportunities for venues, teams and promoters.
Whether you’re introducing event extras for the first time or looking to expand your current offerings, here are five ways to build a strategy that delivers value for both fans and your business.
1. Start With Convenience
The best event extras solve everyday challenges for fans.
Ticketmaster’s research found that transportation-related products consistently generate the strongest interest and purchase intent. Parking and priority parking ranked as the most appealing offerings, while priority entry access also performed well among fans looking to save time on event day.
If you’re introducing event extras for the first time, start with offerings that are easy for fans to understand and simple for your organization to implement.
- Standard parking
- Premium or priority parking
- Priority entry
- Shuttle or park-and-ride options
- Food and beverage packages
These practical options remove friction from the event experience while creating new revenue opportunities beyond the ticket.
2. Help Fans Understand the Value
Fans are far more likely to purchase when they can clearly see what they’re getting.
For transportation-related offers, Ticketmaster research found that maps, location information and value comparisons are among the strongest drivers of purchase consideration. For premium experiences – photos and detailed descriptions help build confidence and excitement.
The research also found that fans place greater emphasis on perceived value than price alone, reinforcing the importance of showcasing the experience rather than simply listing the cost.
3. Think Beyond the Checkout Page
Many clients focus their strategy around checkout, but that’s not where fans are most engaged. Ticketmaster’s research found that fans are more receptive to learning about event extras while selecting seats and after completing their purchase than during the payment process.
Instead of relying on a single touchpoint, consider promoting the options throughout the buying journey, including:
- On the purchase confirmation page
- On a dedicated landing page
- In fan confirmation emails
- Through “Know Before You Go” fan communications and event reminders
Giving fans multiple opportunities to discover relevant offers helps increase awareness without disrupting the ticket purchase.
READ: MIAMI HEAT DELIVERS BETTER FAN EXPERIENCES WITH EVENT EXTRAS IN TM1
4. Invest in Great Content
How an event extras is presented can be just as important as the offer itself.
Ticketmaster recommends using concise copy, engaging imagery and clear formatting to help fans quickly understand an offer and build trust in their purchase.
Simple improvements can have a meaningful impact, including:
- Use short, descriptive titles.
- Write summaries that clearly explain the benefit.
- Include high-quality images that showcase the experience.
- Add maps or supporting visuals when relevant.
- Keep formatting clean and easy to scan.
The easier it is for fans to understand the value, the more likely they are to add it to their purchase.
5. Build Your Strategy Over Time
Launching an event extras program isn’t about offering everything at once.
The most successful strategies start with a handful of offers, while measuring fan adoption and expanding based on what resonates with your audience.
A venue might begin with parking before introducing premium parking, Fast Lane access or hospitality experiences. Others may find opportunities to add food and beverage packages, Meet & Greet opportunities, merchandise or exclusive experiences as their program grows.
Every Ticket Has More Potential
Event extras are about more than increasing revenue. They’re about giving fans more choice and creating a smoother event experience from the moment they purchase their tickets.
Starting with practical, fan-focused offerings can create a strong foundation for future growth, helping clients deliver more value to fans while maximizing revenue on every ticket sold.
