All-In Pricing Legislation and Its Impact on U.S. Airshows & Outdoor Events
The U.S. live-event ticketing industry has undergone a major pricing-transparency shift. The FTC’s Rule on Unfair or Deceptive Fees took effect May 12, 2025; the TICKET Act is separate proposed legislation. This proposed legislation sought additional federal ticketing protections. Separately, the FTC’s Rule on Unfair or Deceptive Fees has required clear, prominent upfront disclosure of the total live-event ticket price, including mandatory fees, since May 12, 2025. Additionally, the act prohibits “speculative” ticketing—where resellers offer tickets they do not possess—and enforces refund requirements for canceled or delayed events. The federal FTC rule is already enforceable, regardless of the status of separate legislative proposals.
Implications for Airshow & Event Organizers
For airshow organizers, the FTC’s rule requires upfront display of the total ticket price, including mandatory fees, subject to limited exclusions. Mandatory service and processing fees generally must be included in the displayed upfront total, although qualifying taxes, shipping, and genuinely optional add-ons can be handled separately with appropriate disclosures. While this change enhances transparency and consumer trust, it also presents challenges in maintaining perceived affordability. However, evidence suggests that upfront pricing can actually increase conversions by eliminating surprise costs at checkout.
Strategies for Simplifying Pricing Under All-In Pricing Regulations
To support compliance with the FTC’s rule and applicable state laws while improving the attendee experience, airshow organizers should consider the following strategies:
- Upfront Disclosure & Itemized Breakdown – Display the full ticket price, including all fees, at the start of the purchase process, with a clear cost breakdown.
- Transparent Pricing Structures – Define ticket tiers (General Admission vs. VIP) by detailing included amenities such as seating, exclusive areas, or added perks.
- Bundled Offerings – Create package deals that include parking, merchandise, or food vouchers, simplifying purchases while enhancing perceived value.
- Clear Communication – Use marketing materials, FAQs, and email campaigns to educate attendees on pricing structures and inclusions.
- Avoid Speculative Ticketing – Ensure all tickets sold are guaranteed and in possession before being listed to maintain consumer trust.
- Defined Refund Policies – Establish transparent refund policies that comply with regulations, offering full refunds for canceled events or ticket exchanges for rescheduled shows.
Legislative Timeline and Key Dates
- June 2023: Introduction of the TICKET Act in the U.S. House of Representatives.
- May 15, 2024: The House passes the TICKET Act with broad bipartisan support.
Music Business Worldwide - July 27, 2024: The Senate’s Commerce, Science, and Transportation Committee advances the TICKET Act to a full Senate vote.
Senate Commerce Committee - December 17, 2024: The TICKET Act is included in the Continuing Resolution, positioning it for enactment.
Senate Commerce Committee
The Future of Ticket Pricing: How State Laws Are Leading the Charge Amid Federal Uncertainty
The TICKET Act discussed in this article was a legislative proposal, not the source of the FTC’s nationwide pricing requirement. The bill, initially included in a congressional spending bill, was later removed in December 2024, leaving its fate uncertain.
Despite this, several states—including New York, Tennessee, Connecticut, California, Maryland, Minnesota, North Carolina, Colorado, and Massachusetts—have enacted their own all-in pricing laws. In these states, ticket sellers must display the full price, including fees, at the outset of the purchase process. For example, North Carolina’s legislation mandates total price disclosure to eliminate hidden fees.
Event organizers must stay informed about both federal and state-specific regulations to ensure compliance with evolving ticket pricing laws.
What these Potential Challenges Mean for Event Organizers,
and the Silver Lining
While all-in pricing promotes transparency, some industry leaders worry about its impact on consumer perception and ticket sales. Historically, hidden fees kept ticket prices low in initial search results, driving higher conversions at checkout. With all-in pricing, tickets may appear more expensive at first glance, potentially discouraging buyers.
However, real-world data suggests the opposite. Live Nation and Ticketmaster voluntarily adopted all-in pricing in 2023, and despite initial skepticism, the change resulted in an 8% increase in completed sales within six months. CEO Michael Rapino noted that consumers responded positively, appreciating the upfront transparency.
Still, some event organizers remain concerned that mandatory all-in pricing could make their ticket prices seem less competitive compared to other entertainment options. The removal of a weakened version of the TICKET Act from a spending bill highlights ongoing debate about how far these regulations should go.
For airshows and large outdoor events, the key challenge is educating consumers on the benefits of transparency while maintaining strong conversion rates. To overcome pricing concerns, organizers should emphasize ticket value through premium experiences, bundling, and clear communication.
Conclusion
The implementation of all-in pricing represents a major shift in event ticketing, with increasing state regulations and potential federal legislation on the horizon. Airshow & event organizers must adapt now by embracing pricing transparency, ensuring compliance, and refining their sales strategies to maintain buyer confidence. By proactively implementing these changes, events can build trust, reduce cart abandonment, and foster long-term audience growth.
References
- Music Business Worldwide
- Music Business Worldwide
- Senate Commerce Committee
- Senate Commerce Committee
October 2026 Update: State Ticketing Rules
Federal all-in pricing requirements come from the FTC’s rule effective May 12, 2025, not from the proposed TICKET Act discussed in the original article. State laws can impose additional requirements. For example, North Carolina expanded its ticketing consumer-protection provisions effective October 1, 2026, for tickets sold or resold from that date. Air show and outdoor-event organizers should review the rules applicable to their event and ticketing model, including how required fees, seating details, and resale listings are presented. See North Carolina Session Law 2026-41, Section 5.8.
Last updated: October 14, 2026.