Whenever attendees buy tickets to an event, the prospect of having a memorable experience dictates their decision on the package to purchase.

According to Eventbrite's 2024 TRNDS Report, global attendance at events mentioning "VIP" increased by 18% between January and September 2023 compared to the same period in 2022.

One might ask why tiered pricing models and VIP packages are on the rise and what makes a successful event VIP package.

VIP benefits are more fun for attendees and allow event organizers to increase ticket prices. And, whether you’re an event organizer pricing your tickets or an attendee buying VIP tickets to your next event, you want a VIP package worth your cash.

What do VIP tickets include?

The benefits of a VIP package vary based on the event type. For concerts and festivals, VIP ticket holders typically enjoy exclusive perks such as premium seating in designated areas, backstage access, and opportunities to meet performers.

At conferences, VIP attendees might have access to a private lounge offering complimentary beverages, along with added conveniences like gourmet dining options and bag storage. Consider how VIP perks can align with the event concepts you’re planning to create an enhanced experience.

Here are some common inclusions in VIP tickets:

• Early access

• Dedicated VIP entrance

• Premium refreshments

• Backstage pass

• Artist meet-and-greets

• VIP bathrooms

• Premium seating

Here’s how to craft a compelling VIP package

Projections for 2024 estimated the event ticket market to reach approximately US$41.90 million, with the sports events segment accounting for about US$29.83 million. Looking ahead, the market is expected to grow at a compound annual growth rate (CAGR) of 3.45% from 2024 to 2028, reaching an estimated US$47.99 million by 2028.

And your events business can get a bigger piece of the pie by optimizing VIP package options for attendees. Here’s what to focus on when putting together your VIP package.

1. Remove sources of frustration

Attending events can come with challenges, like finding parking or dealing with long check-in lines. Enhance the experience for your VIPs by addressing these pain points with exclusive perks. Offer nearby VIP parking or shuttle services from a central location to the venue. Alternatively, collaborate with rideshare companies like Bolt to provide ride discounts.

At the event, standard perks such as VIP restrooms and expedited check-in lanes can make a big difference. However, you can elevate the experience further—for instance, by adding a supervised play area at family-friendly events to keep children entertained while VIPs enjoy the festivities.

2. Enhance the event experience

Attendees appreciate VIP packages that foster a sense of exclusivity and community. This could include access to a private VIP lounge for networking or backstage opportunities to meet performers.

Think outside the box when designing VIP experiences. For example, you could organize a surprise performance or an exclusive after-party just for VIP guests.

To enhance the perceived value of your VIP package, consider including complimentary perks. Free drinks and high-quality catering in a dedicated viewing area are excellent options. You can also offer unique benefits like complimentary childcare or secure bag and coat storage.

3. Provide early access to event areas

VIP priority access can help attendees avoid the crowds and have a more relaxing entrance. Plus, it can spread the work for your check-in staff and help reduce long wait times. It’s best to have a dedicated VIP check-in location and an on-site VIP host to coordinate everything.

4. Work with sponsors for better VIP experiences

Partnering with the right sponsors can elevate your VIP experiences while providing added value to your sponsors. Start by brainstorming innovative sponsorship ideas to present to potential partners, and develop a range of sponsorship packages to include in your proposals.

VIP events are particularly appealing to sponsors because they offer a chance to showcase their brand to a select group of high-value attendees. A mutually beneficial approach could involve a sponsor funding specific VIP feature, such as a lounge or an exclusive after-party. This not only enhances the appeal of your VIP package and helps manage costs but also connects sponsors with their ideal audience.

5. Price your tickets appropriately

Setting ticket prices requires balancing the goal of maximizing event revenue with ensuring strong attendance. Begin by calculating the total cost of offering VIP-specific perks and divide this amount by the number of VIP tickets you expect to sell or make available. This calculation gives you the break-even price per VIP ticket.

For event organizers, crafting the ultimate VIP package offering is all about reducing frustration for attendees and creating an outstanding experience. Try to put yourself in the shoes of your event attendees when preparing your VIP package. What would make you feel special?

The best ticketing hack is to use a ticket sales platform that provides secure ticketing options. With TikoHUB, you can sell and buy tickets safely and have the best possible VIP experience.

Next, evaluate the perceived value of the VIP perks from the attendee's perspective to determine your final price. This ensures the price covers your costs while delivering an attractive and worthwhile experience for your guests.