Rethinking the Sales Curve: How Do You Forecast an Unpredictable Audience?

PARTICIPATING SPEAKERS

Annie Beckett

Irene Peraile

Patricia Homedes

Amaia Ispizua

Pablo Serra

Ticket sales are becoming harder to predict. Historical benchmarks are losing reliability, and rising costs leave less room for error. With 71% of organisers reporting lower sales predictability and 51% struggling with early commitment, promoters need new ways to read demand. This panel explores how forecasting is evolving — from flexible budgeting and pre-sale signals to pricing strategies and real-time demand data. And while 57% still rely on previous editions and 47% on social engagement, only 3% use secondary-market activity. This panel will explore how organisers are ditching historical sales curves for real-time demand signals — from flexible budgeting and pricing tactics to pre-sale and secondary-market data most teams still ignore. Hear first-hand how promoters are building forecasting models resilient enough for a market that commits later every year, and driving fan loyalty by increasing confidence early in the sales cycle.

PARTNERS COLLABORATORS