What is a Ticket Presale?

A presale is a limited window to buy tickets before the general on-sale, usually for fan club members, mailing list subscribers, venue members or holders of certain bank cards. Presales reward loyal fans, build early demand and give promoters an early sense of how well a show will sell. For high-demand shows, a presale can be the best chance fans have of getting a ticket.

How a presale works

Most presales follow the same pattern:

  1. Announce: the show is announced along with presale and general sale dates.
  2. Sign up: fans register, join a mailing list or get a code from the artist, venue or partner.
  3. Open the presale: registered fans buy tickets in a set window, often a day or two before general sale.
  4. Close: the presale ends at a set time, and unsold presale tickets roll into the general sale.
  5. Review: presale numbers guide marketing and pricing for the rest of the campaign.

Presale and on-sale dates are fixed points in every show's marketing plan, which promoters schedule on a shared timeline in Crescat.

Presale vs general sale

A presale is only for eligible people and usually has a limited number of tickets, often with a lower limit per person. The general sale is open to everyone. Prices are often the same, though some presales offer early bird prices. Any presale tickets left over move into the general sale.

Common types of presale

  • Artist or fan club presale
  • Venue or promoter mailing list presale
  • Ticketing platform presale
  • Bank card or mobile network presale
  • Festival returning-customer presale
  • Sponsor presale
  • Local resident presale, for festivals and outdoor shows

Frequently asked questions

Does a presale guarantee a ticket?

No. A presale gives early access, but tickets can still sell out, especially for high-demand shows. Some presales use a ballot or queue, so being registered is no guarantee.

Where do presale tickets come from?

From the show's total capacity, not extra tickets on top, sometimes from specific holdbacks set aside for each presale partner.

Why do venues run presales?

To reward regular customers, grow their mailing list and sell tickets early, which helps cash flow and shows the artist that demand is strong. Strong presale numbers can also justify adding extra dates.

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