Early bird discounts and release-based pricing are a great way to encourage customers to book early by offering reduced ticket prices for a limited time. They can help boost initial ticket sales, generate excitement around your event and give you a clearer indication of attendance ahead of time.
Early bird pricing
You can set up early bird pricing to automatically switch to your standard ticket price once the promotional period ends, removing the need for manual updates.
To enable an early bird rate on your ticket:
From the Dashboard, under Manage Events Overview, click on your event name
From the left menu, click Ticketing, then Pricing group (Ticket prices)
Click on the name of your pricing group
Click on the ticket name
Click on the Early Bird tab, and click Add
In the Start and End Date fields, set the date period you want the new price to be active for. The dates selected will be inclusive of the new ticket price.
Note, if you're start date is the same as your booking start date, set it to today's date. This will allow you to confirm the new price is active.In the Ticket Price field, enter the discount rate
Click Save
Repeat for each round of pricing offered. Early Birds will expire at 11:59 pm on the end date you select; when setting up multiple rounds of Early Birds, have your next stage start the day after your previous one ends.
With your early bird rate added, the Tick Price tab will indicated that it's set:
Clearly highlighting Early Bird pricing on your event sales page helps customers recognise that they're receiving a discounted rate for booking early. It also creates a sense of urgency, encouraging customers to secure their tickets before the promotional price ends.
It also provides transparency around your pricing structure, helping customers understand why ticket prices may differ depending on when they book.
We recommend adding this to the Description field or Header:
Release-based pricing
Release-based pricing allows you to offer tickets at different price points across multiple sales stages, with each release having its own price and availability.
This approach encourages customers to book early to secure the best price, helping to drive initial ticket sales, build momentum and provide a clearer indication of demand ahead of your event.
Each release can be made available based on a set ticket quantity, a specified date range, or a combination of both.
Typically, all ticket releases are displayed on the booking page, even when they're not yet available or have sold out. This gives customers visibility of the different pricing tiers and encourages them to purchase before prices increase.
To set up release-based pricing:
From the Dashboard, under Manage Events Overview, click on your event name
From the left menu, click Ticketing, then Pricing group (Ticket prices)
Click on the name of your pricing group
Click on the ticket name
Re-name your ticket to include the release round, click Save and Close
If the availability is based on a set ticket quantity:
Click on your ticket name, and click on Capacity tab
Select Limit the number of ticket type available for sale
In the capacity field, enter the maximum number available for the release round
Click Save, then Back
Add Ticket Type, and add the details of your next round
If the availability is based on a set ticket quantity, action Step 6 on your new ticket
Repeat for all ticket rounds are added
If the release round is based on a specified date range, when you're ready to make a round no longer available, you will need to adjust the ticket capacity to match what has already sold.
To adjust the ticket capacity to match what has been sold:
From the Dashboard, under Manage Events Overview, click on your event name
From the left menu, click Ticketing, then Pricing group (Ticket prices)
Click on the name of your pricing group
Click on the ticket name that you want to make unavailable
Click on your ticket name, and click on Capacity tab
Select Limit the number of ticket type available for sale
Set the Capacity field to the same number as the Sold field
Click Save