Attendance at events mentioning ‘VIP’ grew by 18% globally on the Eventbrite platform last year.
But why are tiered pricing models and VIP packages on the rise?
Because VIP benefits are more fun for attendees and allow event organizers to increase ticket prices.
But what makes a successful event VIP package? Whether you’re an event organizer pricing your tickets or an attendee buying VIP tickets to your next event, you want a VIP package worth your while (and your cash!)
At Eventbrite, we’ve helped organizers offer custom ticket tiers to create exclusivity in thousands of events worldwide. We know how to help organizers create an awesome VIP experience and attendees find valuable tickets.
What do VIP tickets include?
The perks of a VIP package depend on the type of event. For concerts and festivals, VIP ticket holders often receive premium seating in a roped-off area, plus behind-the-scenes access and meet-and-greets.
At a conference, VIP attendees may receive complimentary access to a VIP lounge with complimentary drinks, plus perks like delicious dining options and bag storage. Think about ways VIP perks can fit in with the event ideas you’re already considering.
Here are some common inclusions in VIP tickets:
- Early access
- Dedicated VIP entrance
- Premium refreshments
- Backstage pass
- Artist meet-and-greets
- VIP bathrooms
- Premium seating
On a practical level, VIP attendees also typically receive VIP laminate passes to get them access to exclusive areas. Premium packages might also include an exclusive VIP gift item, souvenir food items, or complimentary merchandise items.
As an event organizer, your job is to figure out what perks will be most attractive to your attendees — then bundle them in a must-have VIP package.
Event organizers: Here’s how to craft a compelling VIP package
The event tickets market in the United States will reach $36.26 billion by the end of 2024, with the majority of revenue coming from sports tickets. And your events business can get a bigger piece of the pie by optimizing VIP package options for attendees.
But what do VIP tickets include for your event? Here’s what to focus on when putting together your VIP package — and what to highlight in your event marketing efforts.
1. Remove sources of frustration
From finding parking to dealing with long check-in lines, there are several frustrating components for attendees.
For your VIPs, improve these potential problem areas with VIP perks, such as a close VIP parking lot or VIP shuttles from a central location to the event. Or partner with a rideshare company like Lyft to provide a ride coupon.
Once they’re at the event, perks like VIP restrooms or priority access to check-in lanes are standard, but you can go above and beyond. For example, if you host a family-friendly event, include a supervised area to keep children entertained while your VIPs enjoy the activities.
💡Pro tip: It’s not just early access — crowds can also create frustration at the end of an event. You can easily improve the VIP attendee experience by hosting a VIP-only afterparty.
2. Enhance the event experience
Attendees love VIP packages that give them access to an exclusive community. That could mean a VIP-only lounge for networking or backstage access to meet the performer.
Get creative with your event ideas for VIPs. For instance, you could arrange a surprise performance or after-party for VIPs only.
Finally, include complimentary perks to improve the perceived value of your VIP package. Complimentary drinks and premium event catering are a great place to start — particularly with an exclusive viewing area. You can also get creative with perks like free childcare or bag/coat storage.
Chef Mimi of the Black Food & Wine Experience said it best: “The importance of providing something extra at an event cannot be overstated. Extra touches could include surprise performances, exclusive access, or complimentary offerings. These elements contribute to a more positive emotional experience, making attendees feel valued and appreciated.”
💡Pro tip: If you get stuck, look at what other event creators on Eventbrite include in their VIP packages. Your event strategy should focus on crafting the most enjoyable experience for all your attendees, regardless of the type of ticket they purchase. For your VIPs, you simply have more flexibility in the premium perks you offer — and more of a budget to make it happen.
3. Provide early access to event areas
VIP priority access can help attendees avoid the crowds and have a more relaxing entrance. Plus, it can spread the work for your check-in staff and help reduce long wait times. It’s best to have a dedicated VIP check-in location and an on-site VIP host to coordinate everything.
Cynthia Daniels offers a VIP element at most of her events, typically including a lounge, access to special hors-d’oeuvres, a signature cocktail, and, in some instances, early entry. “If it’s VIP for a festival versus a social event. I allow them to come in two hours early so they can chat before the crowds get there, meet in the food truck line, check out the bands,” says Daniels. “Those types of things are important to VIPs that don’t necessarily want to be around crowded spaces.”
💡Pro tip: Your event logistics plan should include early event access well before you include it as a VIP perk. Will you have access to the venue early enough for setup before VIPs arrive?
Or can you provide limited early access — to a VIP lounge, for instance — while vendors and staff set up the rest of the event space? If time is limited, consider partnering with a local bar or restaurant to host an early VIP mixer off-site, then provide a shuttle service from the partner venue to your event venue.
4. Work with sponsors for better VIP experiences
The right event sponsors can help you craft better VIP experiences for your attendees and boost the benefits for your sponsor partners. Brainstorm creative event sponsorship ideas to pitch to potential sponsors. Then, create various sponsorship packages to include in your proposals.
Sponsors love VIP events, as they’re an opportunity to showcase their branding to high-value potential customers. A simple win-win solution is a company that sponsors aspects of the VIP experience, such as a lounge or after-party. This can boost your VIP package’s appeal, reduce costs, and give sponsors access to their target audience.
Duck Club will also host an exclusive VIP lounge area at its flagship event, the five-day Treefort Music Fest, for the first time in Treefort’s 12-year history. “We really want to have engaging experiences for fans, and we’re hoping to do it by having more activations with sponsors,” says Megan Stoll, Co-Founder and CMO of Duck Club.
💡Pro tip: You could work with multiple sponsors to improve the VIP experience. For example, your B2B conference could have a VIP lounge sponsored by a relevant provider and serve a variety of complimentary drink options provided by a food and drink partner.
5. Price your tickets appropriately
Ticket pricing is always a careful balance between driving more event revenue and attracting plenty of attendees.
Start by estimating your total costs for providing VIP-specific perks. Then, divide by the estimated number of VIP tickets you plan to sell/make available. This is the break-even cost per VIP ticket.
From there, estimate the value of VIP perks from an attendee’s perspective to set your actual price point, ensuring you cover the costs.
Enhance your ticket pricing strategy with Eventbrite
For example, let’s say your VIP expenses will be $3,000, and you plan to sell 100 tickets. Your cost per VIP is $30. Your GA (general admission) ticket price is $60.
At a minimum, your VIP tickets need to be $90 each ($60 each for GA + $30 per VIP) to cover your expenses. You estimate the VIP perks in your package to be worth $100 to the attendee — making the value of each VIP package $160 ($60 GA + $100 in VIP perks.) In this scenario, a VIP ticket price in the range of $120–$160 would be appropriate.
💡Pro tip: Consider selling access to VIP areas separately. For example, the Treefort Music Festival sells tickets to their Lookout Lounge VIP area as an add-on to GA tickets.
Event attendees, here’s how to secure VIP tickets worth your money
If you’re considering attending an event as a VIP, this section is for you! What do VIP tickets include — and are they worthwhile? Here, we explore ways to land the best deals with your VIP tickets.
1. Buy VIP tickets from reputable sources
To avoid potential ticket scams, buy tickets directly from the event organizer. Eventbrite is the perfect place to browse for events in your area and safely purchase GA and VIP tickets.
If you still choose to buy tickets elsewhere, check that they’re legitimate by visiting the event organizer’s website and following the links to purchase tickets. If the event is sold-out, be extra cautious — scammers often use sold-out events to sell fake tickets.
2. Evaluate the benefits and your own preference
It can be easy to get caught up in the excitement of an event and the VIP perks, but you should check that the benefits suit you.
Look at the listed benefits. Then, ask yourself, “Would I pay for these perks? And if so, how much?”
For example, a VIP ticket package may include VIP lounge access, two complimentary drinks, and early access. If you can take advantage of early access and enjoy drinking alcohol, that’s likely a compelling offer! But if your schedule won’t allow you to attend early or you don’t drink, the VIP package isn’t right for you.
Some perks can be challenging to quantify, but do your best to put an estimated dollar value on each perk. Then, decide if the cost is worth your money!
3. Keep your meet-and-greet expectations in check
If you’re attending a performance, concert, or music festival, VIP tickets might include meeting the artist backstage. While this can be very exciting, keeping your expectations in check is important.
VIP meet-and-greets often include a brief chat with the artist and a quick photo opportunity. If you expect much more than this, you might be disappointed.
This isn’t to say that a meet-and-greet doesn’t add value to your VIP package. It can still be a unique opportunity to meet your favorite artist or performer. Instead, this is just a reminder to be realistic about your expectations when deciding whether it’s worth splurging for VIPs.
4. Read the VIP package fine print
What does the event include in its VIP packages? The only way to know is to read the fine print and details the organizer provides. If any perks are vague, contact the organizer to confirm the details.
For touring events, perks might vary depending on each venue. For instance, the organizers may advertise VIP viewing areas — but the quality of that perk will vary depending on the venue’s seating arrangement. Even free drinks can vary by venue and local jurisdiction. For instance, Washington prohibits giving away alcoholic beverages in many cases, while many states allow it.
The perfect VIP package
For event organizers, crafting the ultimate VIP package offering is all about reducing frustration for attendees and creating an outstanding experience. Try to put yourself in the shoes of your event attendees when preparing your VIP package. What would make you feel special?
For attendees, the key to VIP tickets is carefully weighing the ticket package’s price with the value of the perks. What do you consider valuable, and how much would you pay?
Finally, use a ticket sales platform that provides secure ticketing options. With Eventbrite, you can sell and buy tickets safely and have the best possible VIP experience.
