Advanced or On-Site Ticketing Considerations for Agritourism Operations

As agritourism season is in full swing, many agritourism operations contemplate whether advanced or on-site ticketing is better suited for them. Both avenues have advantages and disadvantages. Check out the pros and cons below.  

Advanced Ticketing 

• Advanced ticketing allows an agritourism venue to sell entry fees before a customer sets foot on the property. Advanced ticketing that has time or entry windows could smooth arrivals, reduce parking chaos, and reduce wait times. This could be useful for high-volume attractions such as pumpkin patches, corn mazes, and hayrides, especially on weekends. This would also give an operation more information to plan staffing needs and capacity regulations. Advanced ticketing gives venues the option to add a liability waiver signature to the end of a ticket. Consider whether that extra option provides any extra security for your agritourism venue.    

• Advanced ticketing can capture a customer’s email address. This can be beneficial for email list generation and to send emails for follow-up promotions. It can also be used to send clear pre-arrival emails: directions, parking, what to bring or wear, safety rules, and FAQs. This can reduce day-of confusion. If advanced ticketing sounds appealing, remember to explicitly explain refund, transfer, or credit policies, as well as weather contingency plans.   

• The disadvantage of advanced ticketing is the management of a ticketing platform. Questions to ask yourself are: Do I have a way to accept payment and manage ticket sales online through my current platform? Do I need to consider a platform that can accept tickets offline? This may be an important consideration for many rural venues. Finally, do I have extra administrative time to dedicate to online ticket sales? 

On-Site Ticketing 

• On-site or day-of ticketing ensures that a venue is capturing impromptu foot traffic and those who don’t wish to buy tickets in advance or online. There is less technical management and easier staff training with on-site ticketing, as workers only need to handle cash or cards and provide wristbands or hand stamps. Staff will not need to troubleshoot digital tickets, which could be problematic in some rural areas. If inclement weather occurs, the venue can close without worrying about pre-sold tickets (no refund, transfer, or credit policies needed).  

• Many agritourism visitors are local families or drive-by visitors who decide to visit the same day. On-site ticketing supports this type of impulse visit, especially if the venue is near a road, town, or listed on a “places to visit” map. Greeting guests in person at the ticket booth creates a personal welcome and gives staff the chance to share farm safety rules and tell your story, upsell add-ons, and answer questions directly, which builds community trust and repeat visits. 

Final Thoughts 

Advanced ticketing can increase and predict cash flow and attendance, collect contact information for future marketing promotions, help plan staffing needs, and ensure clear communication. Day-of ticketing is simple, encourages drop-in traffic, is more flexible during weather events, and provides a more humanized experience. Day-of ticketing is a low-tech option that is convenient for locals and last-minute visitors, while advanced ticketing requires a higher level of technology, but is convenient for planners and guarantees entry (weather-permitting) for the worry warts of the world. Think about what has and has not worked regarding ticketing for your operation this year, and use the advantages and disadvantages above to strategize your ticketing plan for next year.  

Stay tuned with the CCD News for more seasonal considerations!

Photo credit: Gabby Orcutt, Unsplashed.