The short version
- Write down who the event is for and what success looks like before spending anything.
- Build the budget from your break-even ticket count, not from hope.
- Lock the venue and date first; everything else depends on them.
- Open ticket sales early, promote in waves, and plan the follow-up before the event happens.
Want a printable version? Our event planning checklist turns this guide into a week-by-week list.
1. Start with the goal and the guest
Every later decision is easier if you can answer three questions in a sentence each:
- Who is this for? "Local runners who want a social night" is more useful than "everyone".
- Why will they come? The lineup, the learning, the people, the cause, the food.
- What does success look like? A number of tickets, an amount raised, a profit target, a number of new followers.
If you can't answer these yet, talk to five people who fit your audience before you book anything.
2. Build a budget that tells you your break-even
List every cost, then work out how many tickets you need to sell to cover it. Typical categories:
- Venue: rental, deposit, cleaning, security, insurance requirements
- People: performers, speakers, staff, volunteers' food and thank-yous
- Production: sound, lighting, staging, decor, signage
- Food and drink: catering, bar service, any licence or permit costs
- Marketing: design, printing, paid ads
- Ticketing: platform and card processing fees (see how ticketing fees work in Canada)
- Contingency: about 10 to 15% of the total
Find your break-even
Break-even tickets = total costs ÷ (ticket price − fees per ticket). If costs are $4,000, tickets are $35 and fees are about $1.80 each, you need about 121 paid tickets. If that's more than the venue holds, change the price, the venue or the costs now, not after you've launched.
Then look for other income: sponsors, add-ons like merchandise or drink tickets, VIP tiers, or a pay-what-you-can option for community events.
3. Choose the venue and date
Venue and date constrain everything else, so lock them first. Check:
- Capacity for your realistic attendance, not your best case
- Location: transit, parking, and how far your audience will actually travel
- Accessibility: step-free entrance, accessible washrooms, seating options
- What's included: tables, chairs, AV, staff, cleaning, and what you must bring in
- Rules: noise curfews, alcohol policies, required insurance, approved caterers
- Competing events: long weekends, big local events, school holidays
Get the agreement in writing, including the deposit, cancellation terms and load-in and load-out times.
4. Set up ticketing
Once the date, venue and price are confirmed, open sales. A strong setup includes:
- Tiers: early bird, regular and door prices, or general and VIP. On Bloom you can schedule tiers to unlock automatically when the previous one sells out or ends.
- Capacity limits and a sensible maximum tickets per order
- Tax set for your province (see the event ticket tax guide)
- Checkout questions for anything you need: dietary needs, T-shirt sizes, how people heard about you
- Add-ons such as parking, merchandise or meal upgrades
- A fee decision: will buyers pay the fees or will you absorb them?
Our guide to selling tickets covers pricing and setup in more detail.
5. Promote in waves
Most ticket sales cluster around announcements and deadlines, so plan a few of each rather than posting the same flyer every day.
- Announcement: tell past guests and followers first, then go public.
- Content in between: lineup reveals, behind-the-scenes, speaker or vendor spotlights.
- Early-bird deadline: a real reason to buy this week.
- Final week: reminders, "few tickets left" if true, and practical details.
Use a different tracking link for each channel (Instagram, newsletter, partner, poster QR code) so you can see what's actually working. More ideas in 10 practical ways to sell more tickets and the social media playbook.
6. Plan the day
Write a run sheet: every task, who owns it and when. Include:
- Load-in, setup and sound check times
- Door staff, check-in devices and a walk-up sales plan (see selling tickets at the door)
- A contact list for the venue, suppliers, performers and staff
- First aid, emergency exits and who calls for help if needed
- A backup for the things most likely to fail: Wi-Fi, a speaker, the weather
Brief your team before doors open. Everyone should know where the exits are, who to ask, and what to do with a guest who has a problem.
7. Follow up, then plan the next one
The days after an event are when goodwill is highest. Within a day or two:
- Thank your guests by email, with photos or highlights and the next date if you have one.
- Thank your team, volunteers, sponsors and venue individually.
- Ask for feedback with two or three short questions.
- Review the numbers: tickets by tier and channel, revenue against budget, check-in rate, new followers.
Then write down what you'd change and put the next date on the calendar while it's fresh. If you plan to run it again, read how to build a following for recurring events and the email marketing guide.
Frequently asked questions
How far in advance should I start planning an event?
For a small community event, four to eight weeks is often enough. For anything with a popular venue, travel, sponsors or more than a few hundred guests, start three to six months out. Venue availability usually sets the real deadline.
How much contingency should I build into an event budget?
Set aside around 10 to 15% of your total budget for surprises: last-minute rentals, extra staff, price changes. If the event goes smoothly, it becomes profit.
When should tickets go on sale?
As soon as the date, venue and price are confirmed. Earlier sales give you cash flow, show you whether demand is there, and give you social proof for later promotion. Use an early-bird tier to reward people who commit early.
What's the most commonly forgotten part of event planning?
The follow-up. A thank-you email and an easy way to hear about the next event turn first-timers into regulars, and it takes far less effort than finding new buyers.
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