Event ticket changes refer to any modifications made to tickets for an event after they have already been purchased by attendees. There are a variety of reasons why event organizers may need to make changes to event tickets, and several options they have for implementing those changes.
Why Do Event Tickets Need to Be Changed?
There are a few common reasons why event organizers may need to make changes to event tickets after they have already been sold:
- Date or time change – If the date, time, or schedule of an event changes, any tickets that have already been sold will need to be updated to reflect the new event details.
- Venue change – If an event venue becomes unavailable or the organizer decides to switch venues, tickets will need to show the new location.
- Cancelled event – If an event is cancelled altogether, all ticket holders will need to be offered refunds or exchanges.
- Change in ticket details – Sometimes ticket details like seat numbers, access times, or package inclusions may need to be changed. Existing tickets would need to be updated.
- Adding or removing ticket options – Event organizers may decide to add new ticket types like VIP options or remove ticket options that are not selling well. Any tickets already sold would need to be changed if the ticket type is eliminated.
- Ticket release in batches – For high demand events, tickets may be released in batches over time. Details would need to be updated as each new batch goes on sale.
Being able to make changes to event tickets, even those already sold, gives event organizers important flexibility in planning and executing their events. However, they also need to carefully consider how ticket changes will impact attendees.
Options for Making Ticket Changes
When event tickets need to be changed, organizers have several options for how to implement it:
- Issue new tickets – Completely new tickets can be issued that reflect the updated details. Old tickets would be invalidated.
- Add stickers or inserts – Stickers or inserts can be provided with the old tickets that show the new details.
- Mark changes by hand – For minor changes, the new details can simply be handwritten on the existing printed tickets.
- Email attendees – For online/electronic tickets, the updated information can be sent via email.
- Update the ticketing app – Mobile tickets can be updated by pushing changes through the app they were purchased from.
- Update online ticket sites – Websites like Ticketmaster that sell tickets can push updates to any tickets sold online.
- Notify at event entrance – Staff can notify attendees of changes and make updates when tickets are scanned for entry.
The best option depends on factors like the magnitude of the changes, whether tickets are print or electronic, and the lead time before the event. Larger changes may warrant issuing completely new tickets, while small changes like a new start time can simply be emailed.
Considerations When Making Ticket Changes
Whenever event tickets need to be changed, organizers must carefully consider how it will impact customers. Some key considerations include:
- Communication – Clearly communicate all ticket changes to buyers in advance via emails, updates on the event website, social media, etc.
- Timing – Make changes as far in advance as possible to give attendees proper notice.
- Refunds – Offer refunds to any attendees unhappy with major changes like venue changes or cancelled events.
- Honoring original tickets – If issuing completely new tickets, the originals should still be honored if attendees do not receive the new ones in time.
- Updated receipts – Provide attendees with updated receipts/confirmations that reflect any ticket changes.
- Unavoidable vs optional changes – Minimize changes that negatively impact attendees, making only essential modifications.
- Accessibility – Ensure updates do not remove needed accommodations for disabled attendees.
- Legal implications – Review any contracts and local regulations regarding ticket changes.
Putting attendee experience first when making any necessary ticket changes can go a long way towards smoothing the transition and building goodwill.
Examples of Event Ticket Changes
Here are some examples of common event ticket changes and how organizers might handle them:
Venue Change
- Reason – Original venue damages their roof and is now unavailable.
- Change implementation – Email all ticket buyers notifying them of the new venue and include updated online receipts. Provide a map showing the new location.
- Other considerations – Offer refunds for anyone unable to attend due to the location change. Provide clear signage directing people on the day of the event.
Date Change
- Reason – Headliner act cancels on original date but can perform on a new date 2 weeks later.
- Change implementation – Email ticket holders the new date and allow original tickets to be honored on the new date.
- Other considerations – Offer refunds to anyone who cannot attend the rescheduled date. Update the event website, social media, and any online ticketing sites with the new date.
Ticket Release in Batches
- Reason – Very high demand event so tickets are being released in batches to discourage scalpers.
- Change implementation – Clearly communicate the batch release process online, on tickets, and via email. Void any resold tickets.
- Other considerations – Avoid changing batch ticket details once released. Consider wristbands, IDs, or other verification measures to cut down on scalping.
New VIP Ticket Package
- Reason – Event organizers want to offer an exclusive package with backstage access and premium seats to increase revenue.
- Change implementation – Announce the new VIP ticket allotment on the event website and email list. Update the seating chart and issue the new tickets.
- Other considerations – Do not overcrowd or take away seats from existing ticket holders. Email buyers of the affected seating section if views are now partially obstructed.
Conclusion
Event ticket changes are sometimes necessary, but can also create headaches if not handled well. Clear communication, timely notifications, and flexibility for attendees can help minimize disruption. Organizers should carefully weigh if ticket changes are completely necessary or may negatively impact customers. When changes are unavoidable, organizers have various options like re-issuing updated tickets or simply emailing buyers. With thoughtful planning and execution, event ticket changes can be rolled out smoothly.