General Admission

What Is General Admission?

General Admission (GA) means there are no assigned seats. Everyone with a GA ticket can go anywhere in the general admission area. Seats or standing area are occupied on a first come, first served basis.

GA is common at concerts, especially those with standing room.

GA tickets usually cost less than reserved seating tickets. At some shows, GA is the only option.

Why Sell General Admission Tickets Instead of Assigned Seating?

Flexibility – GA allows for more flexibility in venue layout. The space can be reconfigured for different types of shows without altering seating configurations in ticketing software.

Higher capacity – Standing GA areas can often safely fit more people than assigned seating. This maximizes ticket sales for popular shows.

Lower costs – GA requires less staff. There are no ushers needed to guide people to seats. No seat mapping or ticketing software for assigned seats.

Energy and atmosphere – GA creates a more energetic, immersive experience. Fans can move freely. They can get close to the stage. This is especially important for rock, electronic, and high-energy genres.

Simpler operations – There is no need to manage seat assignments or will call.

Fan preference – Many concert-goers prefer GA. They want the freedom to move around. They want the chance to get close to the stage.

How to Set General Admission Ticket Pricing

Some venues choose to keep their GA price the same from show to show to stay consistent with their regulars. But if you want to maximize revenue, it can help to pay attention to multiple factors including:

Market research – Look at what similar venues charge for GA at comparable shows. Consider the artist draw and day of the week when making comparisons.

Artist draw – More popular acts command higher prices. Consider the artist’s streaming numbers and past ticket sales in the area.

Operating costs – Factor in venue costs, talent fees, production, staffing, and marketing for each individual show.

Door price – Many venues charge more at the door than online. This incentivizes advance sales.

VIP upgrade – GA pricing can be paired with VIP packages. Fans who want a better experience can pay more. This increases revenue per attendee.

Testing and adjustment – Track sales velocity. If tickets are selling fast, prices can increase. If sales are slow, consider promotions. The more you track your sales, the more you will learn about your market and the more you can apply that knowledge to future shows.