Key points
- Start with your break-even, not with what feels right.
- Plan to break even at 60% of capacity or less, so a slow week doesn't sink you.
- Use tiers (early bird, general, door) to reward early buyers and raise your average price.
- Check fees and tax before you publish, so the price you advertise is the price you keep.
Step 1: Find your break-even price
List every cost that doesn't change with attendance. For a 150-person night:
| Cost | Amount |
|---|---|
| Venue | $1,200 |
| DJs or performers | $800 |
| Promotion (ads, posters) | $200 |
| Staff, equipment, insurance | $300 |
| Total fixed costs | $2,500 |
Now work out what you keep from each ticket after fees. On Bloom, a $25 ticket costs $0.75 in platform fees plus about $1.03 in Stripe processing if you absorb both, so you keep about $23.22. Divide your costs by that:
- At $25: $2,500 ÷ $23.22 = 108 tickets to break even, or 72% of capacity.
- At $30: $2,500 ÷ $28.08 = 90 tickets, or 60% of capacity.
A $5 difference moves break-even from "need a great night" to "need an average night." That's why pricing starts with the math. For the fee side, see ticketing fees in Canada, explained.
Tip: Percentage-based fees grow with your price, so they eat more of every increase. On a flat fee like Bloom's $0.75, every extra dollar you charge is a dollar you keep, minus card processing.
Step 2: Check what your audience will pay
Look up three to five similar events in your city: same genre, similar venue size, similar day of the week. Note their early-bird, general and door prices. You don't have to match them, but if you're well above, your event needs a clear reason: a bigger name, a better venue, something included.
If your break-even price is above what the market pays, change the event before you change the price: a smaller room, a cheaper night, or a co-host who shares costs.
Step 3: Build tiers
A single price leaves money on the table. Tiers reward people who commit early, and let latecomers pay more for the convenience. A simple structure for the same 150-person night:
| Tier | Price | Quantity | Revenue |
|---|---|---|---|
| Early bird | $22 | 40 | $880 |
| General | $28 | 80 | $2,240 |
| Door | $35 | 30 | $1,050 |
| Total | 150 | $4,170 |
That's an average of $27.80 a ticket, and the early birds give you sales to point to when you start promoting. Cap early birds by quantity rather than just a date, so "only 12 left" is true.
Step 4: Add pricing that grows the order
- Group pricing: a 4-pack at a small discount turns one buyer into four attendees. On Bloom, volume discounts apply automatically.
- Add-ons: drink tickets, merch, parking or a VIP upgrade at checkout raise revenue without raising the ticket price.
- Series passes: for multi-day events, a pass for every day sells more than single days alone.
- Pay-what-you-can: for community and arts events, a minimum price plus the option to pay more keeps events accessible and often raises the average.
- Promo codes: give partners and performers their own code so you can see who sells, instead of discounting for everyone.
Step 5: Decide on fees and tax
Decide whether buyers pay the platform fee or you absorb it, and whether you need to charge GST/HST. Both change the number buyers see at checkout. If you're registered, read event ticket tax in Canada before you publish.
Avoid: cutting prices in the final week because sales are slow. It teaches your audience to wait next time. Push your marketing harder instead, or add value (a guest, a drink ticket) to the existing price. See how to sell more tickets.
Quick pricing checklist
- Total your fixed costs.
- Calculate break-even at 60% of capacity.
- Compare with three to five similar local events.
- Set early bird, general and door tiers.
- Add group pricing, add-ons or a series pass where they fit.
- Choose who pays fees and confirm your tax setup.
Frequently asked questions
How do I calculate the price of an event ticket?
Add up your fixed costs (venue, talent, promotion, staff), divide by the number of tickets you realistically expect to sell, then add your per-ticket costs and fees. That gives your break-even price. Then compare it with what similar events in your city charge and set your price at or above break-even.
Should I pass ticket fees on to buyers?
Either works. Passing fees on protects your margin; absorbing them gives buyers a cleaner price. With a small flat fee like Bloom's $0.75, many organizers simply absorb it. With percentage fees on expensive tickets, passing them on is more common.
How much should early-bird tickets be discounted?
Most organizers discount early birds by 15 to 30% off the general price, with a fixed quantity or a deadline. The point is to create urgency and early sales momentum, not to sell most of your tickets cheaply.
Should my ticket prices include tax?
If you're registered for GST/HST, you must charge it. You can show prices with tax included or add it at checkout, as long as the total is clear before purchase. See our guide to event ticket tax in Canada.
What is pay-what-you-can pricing?
Pay-what-you-can lets buyers choose their price, usually above a minimum. It works well for community, arts and fundraising events where access matters. Bloom supports it as a ticket type.
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