The U.S. live event industry is undergoing a significant transformation with the advancement of the Transparency in Charges for Key Events Ticketing (TICKET) Act. This bipartisan legislation mandates that ticket sellers display the total ticket price, including all mandatory fees, upfront in any advertisement or marketing material. Additionally, the act prohibits “speculative” ticketing—where resellers offer tickets they do not possess—and enforces refund requirements for canceled or delayed events. The Senate’s Commerce, Science, and Transportation Committee recently passed the bill, moving it to a full Senate vote.
Implications for Airshow & Event Organizers
For airshow organizers, the TICKET Act requires a fundamental shift in pricing strategies. The traditional model of adding service charges and processing fees at checkout must be replaced with an all-inclusive pricing approach. 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 comply with the TICKET Act and improve attendee experience, airshow organizers should implement 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
As of February 2025, the TICKET Act has not yet become federal law. 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.
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