At Forty5, we own and operate a mix of venues ranging from 200-cap rooms to a 2,500-cap venue, including a number of outdoor festivals. We book everything from emerging artists to established names, and over the years we’ve learned that fans aren’t just paying for a ticket - they’re paying for an experience.

Like a lot of independent venues, we’ve had to find ways to increase revenue without simply raising ticket prices. Running a venue is expensive, and making sure we’re sustainable long-term means thinking beyond just what’s happening on stage. That’s where add-ons and membership-style perks have made a difference for us. 

Here’s what we’ve learned about turning casual fans into repeat customers, while making sure they feel good about spending more along the way with a top tier experience across our venue portfolio.

Giving Fans More Options, Not Just Higher Prices

Nobody wants to feel nickel-and-dimed. Our approach to add-ons has always been about giving fans choices, not forcing them into a binary choice – an average experience vs. a more expensive experience.

For our indoor venues, that means:

• Offering VIP tables and premium seating for fans who want a more comfortable night out.
• Selling early entry passes so fans who care about being up front don’t have to wait outside all day.

For our outdoor festivals, we’ve experimented with:

• "Quick exit" parking passes so fans can get out faster at the end of the night.
• Cabanas with shaded seating and a dedicated server—a great option for groups who want a different kind of show experience.
• Pre-sold chair rentals, since not everyone wants to haul their own across a festival site.

By testing out these options, we’ve learned that fans appreciate flexibility. Some people are happy with GA, while others are willing to pay for extra comfort, convenience, or access. The key is making the experience better, not just more expensive.

Operational Details Matter

Selling an upgrade is one thing, but making sure it works smoothly is another. The value of your upgrade is only as valuable as the accessibility to your upgrade. Fans need to know what they’re buying, where to go, and what to expect.

We’ve focused on a few key areas to make sure premium experiences actually feel premium:

• Clear communication in our ticketing flow, including maps that show seating options and VIP areas.
• Pre-show emails and reminders so fans know where to enter, what time early entry starts, and what’s included in their upgrade.
• On-site signage and staffing to make VIP areas, early entry lines, and premium seating visible, clear, and accessible.

The last thing you want is a fan paying extra for a perk, then feeling confused or frustrated on show night. If an upgrade makes their night easier and their experience more memorable, they’ll buy it again. If it’s a hassle, they won’t.

What We’ve Learned About Add-On Revenue for Indie Venues

If you’re thinking about adding new revenue streams at your venue, here’s my advice:

Start small and listen to your fans. We didn’t roll everything out at once. We tested different add-ons, listened to feedback, and made adjustments throughout the season.

Make upgrades feel seamless. The more intuitive an experience is, from buying the ticket to arriving at the venue, the more fans will embrace it.

Think about genre and audience. Certain perks work better for different types of shows. We adjust seating layouts and premium offerings based on what will best serve that specific audience.

The best add-ons solve a problem. If a fan is willing to pay for early entry, premium seating, or a quick-exit parking pass, it’s because it makes their night better. Focus on what fans need, and revenue will follow.

Fans Want to Invest in Their Experience

If you’re running an independent venue, I’d encourage you to look at your space and ask: What would make my fans’ experience better? At the end of the day, people don’t just want to go to a show—they want to have a great time. The more we focus on making their night easier, smoother, and more enjoyable, the more they’ll come back.