This post is authored by Bauer Entertainment Marketing: Guest Author for Opendate.

Struggling to sell tickets in 2025? You’re not alone.

Even the biggest tours and festivals are facing slower ticket sales, longer purchase windows, and a rise in last-minute buyers. Whether it’s inflation, the algorithm, or post-Eras Tour burnout, many event producers across the board are asking the same question: Why aren’t we selling more tickets?

While external pressures are very real, some of the biggest challenges are self-inflicted. Outdated marketing strategies, generic messaging, and resistance to pivoting when the market shifts are holding events back from hitting their goals.

We’ve already written about the top three issues that impact ticket sales (price sensitivity, lack of urgency, and poor value perception) in our 3 Reasons You're Not Selling More Tickets article. So here, we’re digging into the lesser-known mistakes that might be costing you sales.

Why ticket sales stall—and how to boost them

Why ticket sales stall, and how to boost them:

1. You’re Marketing Like It’s 2019

Still using the same rollout plan from pre-pandemic days? Fans don’t buy tickets the way they used to. The days of planning a full concert year in January are over. These days, they need to be romanced, reminded, and reassured by something that sparks interest and feels worth their time before they commit.

Fix: Rethink your rollout. Focus on shorter sales cycles, lead with FOMO, and prioritize native video content that feels more like a vibe and less like an ad.

2. You Don’t Own Your Audience

Meta ads and Instagram are powerful tools; we use them, love them, and recommend them. But if they’re your only tools, you’re at the mercy of changing algorithms and rising ad costs. Relying solely on “renting fans” from platforms makes it harder to build lasting relationships. And with the future of some platforms in question—looking at you, potential TikTok ban—it’s risky to build your entire strategy on borrowed ground.

Fix: Build and regularly use your email and SMS lists. These channels belong to you, not the platforms. They don’t disappear because of a trending dance or an algorithm update.

3. Your Lineup Isn’t Enough Anymore

Star power alone doesn’t guarantee ticket sales. Fans want an experience, not just a list of names. If your event doesn’t feel like something they’d miss out on, they’ll stay home.

Fix: Tell a story. Show behind the scenes, highlight fan moments, tease the vibe. People need to feel something before they spend something.

4. You’re Overlooking Community Power

Fans don’t just attend events; they hype them. If you’re not giving them the tools or reasons to share, you’re missing out on free promo from your most loyal advocates.

Fix: Lean into fan ambassadors, local influencers, and community groups. Word of mouth is still the most trusted marketing channel, and now it lives on TikTok and IG Stories.

5. You’re Spending Like Scrooge

Cutting budgets across the board? Understandable. But underspending on marketing—or spending without a strategy—is a quick way to stall sales. Advertising isn't just a line item; it's how people find your event in the first place.

Fix: Use our Event Advertising Budget Calculator to figure out where your ad dollars should actually go. Then spend smarter, not just smaller.

6. You’re Flying Blind on the Data

If your strategy is “throw content at the wall and see what sticks,” it’s time to check your dashboards. Your data is trying to tell you what’s working… and what’s not.

Fix: Monitor email open rates, social engagement, drop-off points, and sales by channel. Use it to refine your messaging, shift your timing, and boost your ROI. Marketing without data is like crowd-surfing without a crowd.

7. You Haven’t Adjusted to the “Wait-and-See” Buyer

Today’s fans are cautious. They’re waiting longer, expecting more value, and looking for flexibility before they commit.

Fix: Incentivize early buyers with payment plans, flexible refund policies, and exclusive perks. Build confidence and urgency without relying on last-minute desperation.

The Bottom Line:

The ticketing game has changed. The winners are the ones who’ve stopped pretending it’s still 2019 and started playing smart in 2025. That means adapting quickly, knowing your audience, and marketing the full experience, not just the headliners.

You don’t need a bigger budget. You need a better plan.

Ready to sell more tickets? Let’s talk.