Badge sales usually pay for most of a small convention, so pricing deserves real numbers rather than a guess. This guide walks through a simple way to set prices you can defend.
1. Add up your fixed costs
List every cost that doesn’t change with attendance: venue rental, insurance, equipment, guest fees, signage, marketing and software. These have to be covered no matter how many people come.
2. Add your per-attendee costs
Some costs grow with every badge sold: the badge itself, lanyards, swag bags, printed programs, and per-ticket fees from your ticketing and payment providers. Total these per person.
3. Estimate attendance conservatively
Base your estimate on past years, similar events in your area, or pre-registration interest. Plan for a lower number than you hope for, so a slow year doesn’t leave you short.
4. Find your break-even price
Break-even badge price = (fixed costs ÷ expected attendees) + per-attendee costs. Then add a margin for unexpected expenses and next year’s deposits.
5. Choose your badge types
Full weekend — your main badge.
Single day — priced so that buying every day individually costs more than the weekend badge.
Child or family — optional, depending on your audience.
Staff, volunteer and vendor badges — usually free or discounted, but still tracked so you know who is in the building.
6. Use deadlines to encourage early sales
Early-bird pricing rewards people who commit early and gives you cash and attendance data sooner. Announce each price increase date in advance and keep to it.
7. Don’t forget fees
Card processing and ticketing platforms charge fees on each sale. Decide whether you’ll absorb them or pass them on, and be upfront with attendees either way.
Quick checklist
Fixed costs totaled
Per-attendee costs totaled
Conservative attendance estimate
Break-even price plus margin
Badge types and day-pass pricing
Early-bird deadlines
Fee policy decided
About Gathering Pilot: Gathering Pilot is event planning software in development for conventions, weddings and craft fairs — guest lists, ticketing and badges, vendor and booth management, schedules, budgets, seating, and mobile apps for organizers and attendees. Join the waitlist to hear when it’s ready.