Choose the Best Event Ticketing Platform for Your Venue

By Elena Gray

Choosing a ticketing platform isn’t just about processing sales—it’s about streamlining operations, improving customer experiences, and optimizing event management. If you’re exploring new software options and considering a ticketing platform, this article covers:

• Key features of a top ticketing platform
• How to evaluate your options
• Best practices to drive success

Choosing the right ticketing platform can transform your venue’s operations and drive significant revenue growth. In this guide, we’ll explore the key factors for selecting the best ticketing platform for US event venues, highlighting why solutions like Stride Events consistently outperform the competition with their comprehensive, user-friendly approach and tailored features.

Why the Right Ticketing Platform Matters

A robust ticketing platform does more than handle transactions—it simplifies your workflow and elevates the overall event experience. Here are a few reasons why investing in the best ticketing platform is essential:

• Improved Customer Experience — A user-friendly system makes ticket buying fast and simple.
• Operational Efficiency — Automation of inventory management, reporting, and communication frees up your team to focus on what matters most.
• Actionable Data — Insights and analytics help tailor your marketing efforts and enhance future events.
• Enhanced Security — Advanced security features protect both your venue and your customers.
• Sponsorship Sales and Management — Streamline sponsor engagement with integrated online sales and invoicing, automated renewal processes, dynamic promotion of sponsor offers to attendees, and effortless display of sponsor logos on your marketing pages and email footers.

Key takeaway: The best ticketing platform for US event venues—such as the solutions provided by Stride Events—integrates seamlessly with your operations, letting you focus on hosting memorable events.

What Essential Features to Look For

When evaluating a ticketing platform, consider these must-have features. Many platforms, including Stride Events, offer a combination of these functionalities:

User-Friendly Interface

• Simple Navigation — Ensure ease of use for both attendees and staff.
• Mobile Optimization — A responsive design is critical as more users purchase tickets via smartphones.
• Example — Stride Events is designed with an intuitive interface that simplifies navigation for all users.

Customizable and Flexible Options

• Brand Integration — Ability to customize the platform to reflect your venue’s unique branding.
• Diverse Ticket Types — Support for various pricing tiers, early-bird discounts, and VIP packages.
• Example — Stride Events offers flexible customization that adapts to your venue’s brand and unique event requirements.

Trackable Marketing Tools

• Email Campaigns & Automation — Tools that help you stay connected with your audience.
• Social Media Sharing — Track engagement metrics to understand how your social media efforts boost event visibility and drive ticket sales.
• Example — Stride Events provides robust analytics that allow you to track email and social media campaign performance, giving you clear insights into audience engagement.

Real-Time Reporting & Analytics

• Sales Tracking — Monitor real-time sales data to make informed decisions.
• Customer Insights — Understand your audience’s behavior for targeted marketing.
• Example — With Stride Events, real-time analytics help you track sales and customer trends, optimizing your strategy on the go.

Security and Compliance

• Chargeback Prevention — Advanced tools that help venues proactively prevent chargebacks through multiple strategies.
• Secure Payment Processing — Robust systems designed to minimize fraud and ensure transactions are handled safely.
• Data Protection — Adherence to industry standards for safeguarding customer information.
• Example — Stride Events emphasizes strong security measures, including sophisticated chargeback prevention, secure payment processing, and top-notch data protection to ensure compliance with industry standards.

How to Evaluate Your Options

Before settling on a ticketing platform, use these steps to compare the available options:

Define Your Priorities & Needs 

Before selecting a new ticketing platform, it’s essential to clearly define your priorities and pinpoint the specific needs that your current system isn’t addressing. Consider what your venue needs to operate more efficiently and enhance the overall event experience. Here are a few key areas to focus on:

• Event Volume & Scale — Assess how many events you host and the average attendance, ensuring the platform can scale with your growing needs.
• Budget Considerations — Determine a budget that aligns with your venue’s financial plans, weighing upfront costs against long-term benefits.
• User-Friendly Booking & Promotion Tools -- Evaluate whether the platform provides an intuitive booking system that prevents double bookings, and offers integrated marketing and promotion tools — such as built-in analytics, social media integration, and automated email campaigns — to address current challenges with manual processes and limited outreach.

By defining these requirements, you can better evaluate which ticketing platform will not only handle your event volume but also resolve existing issues and streamline operations for an improved customer experience.

Compare Key Features

Create a simple comparison chart to review multiple platforms at a glance. For example:

Test and Validate

• Take Advantage of Free Trials — Use demos or trial periods to experience the platform firsthand.
• Evaluate Customer Support — Ensure the support team is responsive and helpful. Platforms such as Stride Events, even offer dedicated customer support with direct access to your account manager via cell phone, ensuring you receive personalized assistance when needed.

How to Evaluate Cost Considerations and ROI

Investing in the best ticketing platform should be viewed as a strategic decision. Consider these points when assessing costs:

• Cost Structure — Most ticketing platforms are free for venues to use and instead charge a service fee per ticket—usually passed on to attendees. However, watch out for exceptions, like fees on comp tickets, which some platforms still charge.
• Scalability — Choose a platform that can grow with your venue’s needs.
• Return on Investment — Measure improvements in ticket sales, customer satisfaction, and operational efficiency.
• Example — Many venues have experienced a significant ROI with transparent pricing and scalable features. For instance, Stride Events doesn’t lock you into a long-term contract, and all of its features and services are free for venues. Instead, a service fee of 4.97% + $1.25 per ticket is applied to cover credit card fees, with most clients opting to pass this fee on to attendees.

Tips for Budget-Friendly Solutions

While most ticketing platforms are free for venues and make their money through per-ticket service fees, here are a few things to look out for when comparing options:

• Transparent Fee Structure — Make sure the platform clearly states its per-ticket service fee and whether comp tickets are truly free.
• No Contracts or Commitments — Look for platforms that don’t require long-term agreements, giving you more flexibility as your needs change.
• All-Inclusive Features — Choose a platform where marketing tools, analytics, and support are included — so you're not paying extra down the line.
• Pass-Through Fees — Most venues pass service fees on to attendees, so confirm this is an option to keep your costs low.

Best Practices for Optimizing Your Ticketing Process

Once you’ve chosen the best ticketing platform for your venue, consider these best practices to get the most out of it:

Enhance the Customer Journey

• Streamline Checkout — Reduce the number of steps needed to complete a purchase.
• Offer Multiple Payment Options — Cater to different customer preferences.
• Clear Event Information — Make sure event details are accessible and accurate.

Leverage Data for Growth

• Monitor Sales Data — Use analytics to understand ticket sales trends and which marketing efforts get the best results.
• Segment Your Audience — Tailor marketing messages based on customer behavior.
• Automate Follow-Up Communications — Send thank-you emails or special offers post-event.

Maintain Robust Security

• Regular Updates — Keep the platform’s security features current.
• Compliance Checks — Periodically ensure your platform meets industry standards.
• Backup Solutions — Establish strong backup and recovery procedures to protect critical data — like ticket sales, attendee information, and financial records — in case of system failures or unexpected data loss.

Frequently Asked Questions

Addressing common queries can help you and your team quickly resolve any concerns:

What exactly is a ticketing platform?

It’s a system that handles ticket sales, inventory, and customer data for events. Beyond these core functions, a ticketing platform streamlines the entire event management process by automating administrative tasks and providing real-time insights. It enables venues to efficiently manage bookings, monitor sales trends, and maintain up-to-date customer records. This comprehensive solution not only simplifies daily operations but also supports strategic decision-making, helping you optimize marketing efforts and improve the overall event experience.

How do I choose the right platform for my venue?

Look for a platform that’s easy to use, fits your budget, and supports your goals. Key things to consider include:

• Ease of Use — Is it simple for both staff and attendees?
• Customization — Can you brand your event pages and tickets?
• Marketing Tools — Does it help you promote events and track results?
• Pricing — Are the fees clear and fair?
• Support — Will you get help quickly when you need it?
• Security — Does it protect customer data and handle payments safely?

Choosing the right platform means finding one that makes your job easier and your events more successful.

Are there affordable options for smaller venues?

Yes, many ticketing platforms offer tiered pricing or charge no direct fees to venues at all—opting instead to apply a per-ticket service fee to attendees. This makes them appear budget-friendly for event organizers. However, it's important to look beyond the pricing structure and consider what you're actually getting.

Some platforms charge additional fees for premium features, restrict customization options, or require long-term contracts that limit flexibility. Others, like Stride Events, take a more transparent and venue-friendly approach—offering all features and services for free with no contract commitment. Their service fee (4.97% + $1.25 per ticket) covers credit card processing, and most clients pass this cost to attendees at checkout. 

For smaller venues, the best platform is one that’s not only cost-effective but also easy to use, reliable, and designed to help you grow—without hidden fees or unnecessary complexity.

What security measures should I look for?

Look for data protection standards, secure payment processing, chargeback prevention tools, and regular updates that include new features, bug fixes, and compliance improvements—often outlined in a company’s release notes.

Choosing the best ticketing platform is a strategic decision that can significantly impact your venue’s success. By focusing on user-friendly design, integrated marketing tools, and robust security, you can streamline operations and drive higher ticket sales. Platforms like Stride Events offer comprehensive solutions that align with these needs, making it easier for you to focus on what matters most—delivering outstanding events.