How event organisers are using Passes to grow and engage their audiences
With Passes, we've built a new way to package access to multiple events into a single purchase. Customers buy a pass, then use it to book the events they want to attend.
From music venues and festivals to sports clubs and student unions, event organisers are already using Passes in different ways – to boost up-front revenue, reward loyalty, build community, and more.
Here are a few examples.
Building community at independent music venues
For grassroots venues, arguably the bigger goal than just selling tickets is building a scene – fostering a community that people feel part of and want to support.
Take The Cornish Bank in Falmouth: a vibrant music venue and community arts space that has used Passes to strengthen the community they’ve been growing since opening in 2020.
They offer:
- 3, 6 and 12-month memberships
- ‘Patron’ passes with unlimited access
- Even a lifetime pass for free gigs, forever
These passes give their audience a clear way to support the venue, stay engaged, and keep coming back
Similarly, Chesterfield's leading live music venue – and community hub – Real Time Live has been using passes to reward regulars and encourage repeat attendance at shows throughout the year, offering Bronze, Silver and Gold Passes that give discounted access to 3, 6 and 12 shows, respectively.
In both cases, Passes help recognise loyalty and turn casual attendees into committed supporters.
Bundling events for festivals and series
Passes work naturally for multi-event programmes – where fans can choose how many, and which, events they want to attend.
The Commons Fest in Muizenberg, Cape Town, used full and half passes to give access to 10 or 5 events at their latest edition — making it easier for attendees to secure their spot and commit to more of the programme upfront.
Likewise, the University of St Andrews Music Society is using Passes to bring together a 4-day, 150th anniversary festival – comprised of six headline events.
Using Passes to provide access to a broad programme helps audiences engage with more of what’s on offer – while incentivising earlier booking and boosting up-front revenue.
Encouraging regular attendance in sport and fitness
For fitness brands and sports clubs, it’s all about getting people to show up regularly.
Social fitness brand MOOVA uses Passes to encourage regular attendance across weekly clubs, events, and festivals – helping more people get active, build routines and stay involved.
Meanwhile, competitive clubs like Oxford University RFC are using passes in a season-ticket model, giving supporters and local residents a simple way to attend matches throughout the season and stay connected to the club.
In both cases, Passes help turn occasional attendance into something more consistent.
Transforming Freshers Weeks and student events
Passes were originally built to solve a specific challenge: how to better package and sell Freshers Week, in a way that worked better for students and SUs alike.
Nottingham Trent Students’ Union were the first to use passes, replacing physical wristbands with a digital alternative that gave them clear insights into demand and popularity.
The result:
- 4 x more events
- Thousands more tickets sold
- A clearer view of what students want as tastes evolve
They’ve since expanded their programme significantly, building a new-look Freshers Week shaped around real demand.
You can read the full case study here.
A flexible tool, shaped around your events
From memberships and festival passes to season tickets and Freshers bundles – or something else entirely – passes can be adapted to fit different types of events and audiences.
They give organisers a simple way to:
- Engage with audiences in new ways
- Encourage repeat attendance
- Incentivise earlier bookings
- Increase up-front revenue
- Give clearer insights into demand
- Package events in a way that feels cohesive
Learn more about Passes here, or get in touch to discuss how you could use them for your events.
Photo: MOOVA