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Ticket sales are just one piece of the puzzle. To keep a venue thriving, operators have to think beyond the door price and find ways to make every night more profitable without driving up ticket costs. Other industries have already cracked the code.
Take airlines, for example. In 2024, airlines worldwide were estimated to generate $148.4 billion in ancillary revenue, making up 14.9% of their total income. Some airlines earn as little as 2% of their revenue from add-ons, while others pull in as much as 56% from baggage fees, seat upgrades, and in-flight purchases.
Hotels, sports venues, and restaurants follow a similar playbook. Broadly speaking, the global market for ancillary revenue was estimated at $1.6 billion in 2023 and is projected to reach $2.5 billion by 2030, growing at a 6.6% annual rate. These industries have turned add-ons into a major revenue driver, while enhancing the customer experience.
Independent venues should do the same. By borrowing smart strategies from these sectors, live music venues can create better fan experiences while generating new revenue streams.
As Tom Abbett, who runs the 7,500-cap Ozark Amphitheater, put it in our last Make More Money webinar on ancillary revenue:
“We all have our favorite points programs—whether it’s for airlines, hotels, or restaurants. So why not look at ways to bring that kind of value to live music?”
Here’s what music venues can take from these industries and try today.
Major sporting events have mastered the upsell. The fans in regular seats have a completely different experience than those in suites or VIP sections. Those who want a better time will pay for it.
-Introduce memberships with perks like private restrooms, dedicated bar service, or ticket discounts.
-Create VIP sections or lounges for fans who want a better experience without needing an all-access pass.
-Offer food and drink bundles. Sports venues do this all the time with bottomless popcorn, free soft drinks, or premium dining options.
-Sell premium entry and exit access. Fans will pay to get in and out faster.
Buying a plane ticket is just step one. Airlines increase per-customer spend with seat upgrades, early boarding, checked bag fees, and lounge access. They make passengers feel like they have control over their experience while quietly adding to the total price of the trip.
-Offer premium seating options like balcony views, side-stage access, or booth seating. If you have multiple rooms, create different GA tiers ("Courtyard GA" vs. "Main Stage GA").
-Sell early entry passes for fans who want the best spots without waiting in line.
-Sell convenience: coat checks, drink packages, or “skip-the-line” access to the bar.
Even while airline upsells sometimes feel like a grift, it’s important to remember that music fans desire these add-ons in order to improve their experience. Tom Abbett of Ozark Amphitheater shared, “We had people request, ‘Can I pay to park closer?’ It took us a couple of years, but finally, we said, ‘Yeah, sure, you can do that.’ Now we have a $20 preferred parking option, and people voluntarily buy a pass to park closer to an entry gate. The rest of the parking is still included in their ticket, but this lets fans choose their experience. And it’s generated a considerable amount of revenue.”
Restaurants don’t just sell meals. They build revenue through drink pairings, upsells, prix fixe menus, and chef’s specials. The best servers are trained to make recommendations that lead to a higher check total without making it feel like a sales pitch.
Jenny Boyts, who runs Indianapolis outdoor venue Rock the Ruins shared during our February webinar, “In our bigger outdoor spaces, we’ve introduced drink and dining add-ons, like pre-purchased drink tokens and rentable chairs. We also bundle VIP tickets with complimentary food and wine. It’s all about giving fans options to make their night more comfortable while driving revenue.”
-Offer drink pairings for certain shows (signature cocktails, themed specials).Bundle a dinner-and-show ticket with a local restaurant partner.
-Sell pre-show or intermission drink orders to reduce wait times at the bar.
-Introduce VIP tables with dedicated waitstaff.
Book a hotel, and the upsell starts immediately. Want a bigger room? Early check-in? Late checkout? Free breakfast? Hotels have found a way to monetize nearly every part of the guest experience.
-Offer “stay and play” packages with local hotels for out-of-town fans.
-Sell premium seating or access to a private lounge with table service.Introduce “backstage experiences” that include an exclusive tour or soundcheck access.
-Sell a limited number of “all-access” venue passes for the year.
Airlines, hotels, and coffee chains have been using points-based systems for years to keep customers locked in. They reward spending with more perks, which leads to more spending.
-Create a venue loyalty program where fans earn points for every ticket, drink, or merch item they buy. Check out Opendate customer Bottlerocket’s membership offering
-Offer exclusive rewards like early access to presales, free drink tokens, or meet-and-greet opportunities.
-Partner with local businesses for perks on non-show nights (show your venue membership at this bar for 10% off).
-Give members a private presale window before tickets go on sale to the general public.
Take Ozark Amphitheater’s Save Your Seat membership club, for example. “We have about 350 seats we sell/license on a yearly basis. Those folks have the right to buy those seats for any show before it goes on sale to the public or even before presale. They’re paying for that early access.”
The goal isn’t to nickel-and-dime people. It’s to create options that enhance the fan experience while making the venue more sustainable. Big companies have figured this out, and there’s no reason independent venues can’t take the same approach.
We encourage you to explore: What add-ons would you like to implement in 2025?
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