Why Theatres Need Control Over Ticketing Fees – And How the Right Provider Makes It Possible

In the post-pandemic era, theatres are working harder than ever to maintain financial stability while continuing to deliver high-quality programming. From rising operational costs to changing audience behavior, every dollar matters. Yet, one area where many theatres still lack control is in how ticketing fees are structured and charged.

If your ticketing provider dictates the service fees—and where that money goes—it could be eating into your margins or alienating your patrons. But it doesn’t have to be that way.

The Problem with “One-Size-Fits-All” Ticketing Fees

Many ticketing platforms impose non-negotiable service fees on patrons. These fees often go directly to the provider, not the venue. While this may seem convenient, it limits your ability to use ticketing as a strategic tool for cost recovery.

For example:

You may want to subsidize student pricing but make up the difference with a flexible fee structure.
You might want to absorb credit card processing costs but can’t do that unless you control the fee strategy.
You might want to charge lower or no fees for season subscribers as a benefit—but can’t without customizability.

Why Fee Flexibility Matters

Theatres should be able to choose:

Who pays the service fee (patron or organization)
How much the fee is and what it covers
When the fee is applied (only to single tickets, waived for VIPs, etc.)
How the fee is displayed (transparent vs. bundled)

This control allows you to build pricing strategies that align with your mission—whether that’s accessibility, profitability, or both.

Benefits of Choosing a Provider That Offers Fee Control

Improved Cost Recovery
Flexible fee structures let you recoup expenses like ticketing platform costs, credit card fees, and staff time, without inflating base ticket prices.
Better Patron Relationships
Nobody likes surprise fees. When you control how and when fees are applied, you can communicate more transparently with your audience—building trust and reducing complaints. Read: A Guide to Service Fee Pricing.
Increased Operational Agility
Want to test new price tiers or donor perks? A provider that lets you configure fees gives you the agility to experiment and adjust quickly.
Revenue Optimization
By adjusting fees strategically, you can subtly increase per-ticket revenue without impacting sticker shock.

What to Look for in a Ticketing Provider

When evaluating ticketing platforms, ask these questions:

Can I set my own service fee amounts?
Can I decide who pays the fees (patron or venue)?
Can I create different fee structures for different events, or ticket types?
Is the fee revenue returned to my organization or kept by the provider?
Can I easily update fee policies without contacting support?

If the answer to most of these is “no,” it may be time to consider a switch.

Conclusion

Ticketing isn’t just about selling seats—it’s a critical part of your theatre’s financial strategy. When you have the ability to set and control your own service fees, you can recover operational costs more effectively, price tickets with intention, and deliver a more transparent experience to your patrons.

That’s why it’s worth partnering with a provider that puts you in the driver’s seat.

TicketPeak gives theatres complete control over their service fees—how much to charge, who pays them, and where the revenue goes. Whether you’re trying to streamline your operations or increase flexibility for your patrons, TicketPeak empowers you to make ticketing work for your business model.

Learn more about how TicketPeak can support your theatre’s success at ticketpeak.com