I. What is Wraparound Booking?
Wraparound booking is a strategy used in the entertainment industry, particularly in the realm of live events and performances, where multiple related events are booked together as a package deal. This approach allows patrons to purchase tickets for a series of events or performances in one transaction, often at a discounted rate. The concept of wraparound booking is similar to bundling, where products or services are packaged together to create added value for the consumer.
II. How Does Wraparound Booking Work?
Wraparound booking typically involves partnering with multiple venues or event organizers to create a cohesive lineup of events that appeal to a similar target audience. For example, a music festival may offer wraparound booking options that include tickets to the main festival as well as pre-show events, after-parties, and exclusive meet-and-greet opportunities with the artists.
To facilitate wraparound booking, ticketing platforms and box offices must have the capability to bundle tickets for multiple events into a single transaction. This allows patrons to easily select and purchase tickets for all desired events at once, streamlining the booking process and providing a seamless experience for the consumer.
III. What Are the Benefits of Wraparound Booking?
There are several benefits to implementing wraparound booking for both event organizers and patrons. For event organizers, wraparound booking can help increase ticket sales by offering a more attractive and comprehensive package to potential attendees. By bundling multiple events together, organizers can create added value for patrons and incentivize them to purchase tickets for a series of events rather than just one.
For patrons, wraparound booking offers convenience and cost savings. Instead of having to purchase tickets for each event individually, patrons can easily select and purchase tickets for multiple events in one transaction. Additionally, wraparound booking often comes with a discounted rate, providing savings for patrons who choose to bundle their tickets together.
IV. What Are the Challenges of Wraparound Booking?
While wraparound booking can offer many benefits, there are also challenges that event organizers and box offices may face when implementing this strategy. One challenge is coordinating with multiple venues and event organizers to create a cohesive lineup of events that appeal to a similar target audience. This requires effective communication and collaboration to ensure that all parties are aligned on the details of the wraparound booking package.
Another challenge is the complexity of managing ticket inventory and availability for multiple events. Event organizers and box offices must carefully track ticket sales for each event included in the wraparound booking package to avoid overselling or underselling tickets. Additionally, managing refunds and exchanges for bundled tickets can be more complicated than for individual tickets.
V. How Can Box Offices Implement Wraparound Booking Successfully?
To successfully implement wraparound booking, box offices must have the necessary technology and processes in place to support this strategy. This includes having a ticketing platform that can handle bundled ticket sales, as well as the ability to track inventory and availability for multiple events. Box offices should also have clear communication channels with event organizers and venues to coordinate the details of the wraparound booking package.
In addition, box offices can promote wraparound booking through targeted marketing and promotional efforts. By highlighting the benefits of bundling tickets for multiple events, box offices can attract more patrons to take advantage of this option. Offering exclusive perks or discounts for wraparound booking packages can also help incentivize patrons to purchase bundled tickets.
VI. What Are Some Examples of Wraparound Booking in Action?
One example of wraparound booking in action is the South by Southwest (SXSW) music festival in Austin, Texas. SXSW offers wraparound booking options that include tickets to the main music festival as well as film screenings, interactive events, and networking opportunities. By bundling tickets for multiple events together, SXSW creates a comprehensive experience for attendees and encourages them to explore all that the festival has to offer.
Another example is the Broadway Across America series, which offers wraparound booking packages for theater enthusiasts. Patrons can purchase tickets for a series of Broadway shows at a discounted rate, allowing them to enjoy a season of performances without having to buy tickets individually for each show. This approach not only provides cost savings for patrons but also fosters a sense of community among theatergoers.
In conclusion, wraparound booking is a valuable strategy for event organizers and box offices looking to enhance the ticketing experience for patrons. By bundling tickets for multiple events together, wraparound booking offers convenience, cost savings, and added value for consumers. While there are challenges to implementing this strategy, with the right technology, processes, and marketing efforts, box offices can successfully leverage wraparound booking to increase ticket sales and create a more engaging and comprehensive event experience.