Okay, so you know what your show is but now you need to decide how much to charge people to come see it? Little ol’ me?! How do I do this? What’s the right amount to charge?
If this sounds like you, do not fear, you’re in the right place!
When setting ticket prices for your event there are a handful of factors to consider that can influence your price point including event genre, budget and audience demographic. It is important you set your prices at an amount that is suitable for the variables specific to your show, sets you up to breakeven and values your worth as an artist.
First and foremost, it is important that you put together a full budget including all your expected expenses BEFORE setting a ticket price. Even if you aren’t sure of the exact costs of some elements of your show, include some rough but realistic estimations to ensure you don’t short change yourself. e.g. you know you need to buy a new pair of pants for your costume but you won’t actually be making the trip to Kmart for a few more weeks. Jump online and get an idea of how much these items may cost and factor it into the budget. When in doubt, round up, and don’t be afraid to request quotes from printers/hirers/collaborators to help inform your budget.
The general rule for setting ticket prices is to run a breakeven point on 30% of ticket sales across your whole season, meaning if you sold no more than 30% of all your tickets throughout the entire festival run, this amount in ticket sales (after Per Ticket Participation Fees - explained below) should be enough to recoup your costs.
Our budget template auto-calculates the per-ticket participation fees once you put your prices in the “Box Office” tab!
There are more considerations to be made when building a budget, use the handy resource in the link below for further details, explanations and templates:
The genre of your event can influence your ticket prices. For example, a show that falls under the Comedy genre may consist of a single performer with no set or props using only a microphone provided by their venue and a costume using clothes the performer already owns. For this reason the ticket price for this event can be on the lower side as there are less costs involved. Comparatively, a show that falls under the Theatre genre may require multiple performers, each with their own costume, set, props, musicians or music licenses and more. All of these factors come at a cost and will therefore require a higher ticket price.
Understanding the average price based on genre ensures your show is priced within the appropriate range for shows similar to yours.
In the table below you can find 2025 data outlining the average ticket price of Melbourne Fringe events based on genre.
These prices are to be used as a guide to help inform your ticket pricing, however, a reminder that it is not mandatory for you to adhere to these prices. It is encouraged that you consider the specific budgetary needs of your event and adjust your ticket prices to a breakeven amount.
| Event Genre | Average Ticket Price (high to low) |
|---|---|
| Circus | $34.05 |
| Cabaret | $30.15 |
| Theatre | $27.85 |
| Dance & Physical Theatre | $26.15 |
| Comedy | $25.10 |
| Music | $23.95 |
| Experimental | $21.50 |
| Kids | $19.65 |
| Words & Ideas | $18.35 |
| Parties & Social Events | $14.75 |
| Visual Arts & Film | $6.85 |
Your target demographic for your event can also inform your ticket prices. It is worth taking the time to think about who your show is for, and what they are likely to be able to afford. For example, if your show appeals to students you may want to ensure your tickets are within an affordable price range for them, or that you have a suitable concession prices available.
You can use this resource on Finding Your Target Audience to help narrow down your key demographic and explore strategies for targeting and marketing to your audience.