Sitting within the wellness event space, World Yoga Festival had tried two ticketing companies in as many years before settling for the next 6 years (and counting!) with TICKETsrv.
Founded in 2016 with the core aim to promote traditional yoga to a western audience, the event has grown its customer base organically. This is owed in no small part to its strategic use of previous customer mailshots – a database easily accessible via the TICKETsrv client portal. They upload their data into Mailchimp and send at least 2 mailshots per month to their converted customer base.
A key concern for World Yoga Festival was getting all visitors into the event, mostly accessing the site in vehicles, as quickly as possible. The entrance is fairly close to a major road on a blind corner, so getting traffic in efficiently is essential. TICKETsrv’s fast, reliable scanning system meant this was never an issue and further improved with the introduction of its group scan feature in 2023 – meaning that all occupants of a vehicle can be scanned in at the press of a button.
World Yoga Festival utilise many other TICKETsrv features, including issuing e-vouchers for exchanging on site for car and campervan passes, and for sauna entry which is sold via timeslots.
They also offer customers the opportunity to split the cost of their entry ticket. This allows the customer the chance to pay in smaller increments in the months leading up to the event. At around £200 per ticket, this is something which helps mitigate rising prices and allows an early commitment with a small deposit. The balance is then payable by a prescribed date.
World Yoga Festival also offers a complex menu of upgrade options for visitors including pre-pitched tent bookings, glamping and hotel rooms. These are all offered alongside the entry tickets for an easy, single-basket booking experience. Optional extras such as equipment hire, parking and sauna sessions are promoted as an ‘upsell’ at the basket stage to maximise uptake.
A key marketing tool for World Yoga Festival is to put tickets on sale during the event for the following year – this captures happy, current visitors on-site and allows super-early commitment for next year. Customers enjoy the cheapest possible entry for next year, something appreciated by the customers due to the high ticket price which also acts as a reward for their attendance. This isn’t necessarily a good strategy for every event, but for those with a high ticket price and loyal following, it is a great way to capture future bookings.