There is nothing worse than being ready for an event or show and then looking down at your phone and seeing that Environment Canada just issued a freezing rain and heavy snowfall warning. It’s a harsh reality every event organizer in Canada knows all too well, a sudden winter storm completely ruining a show. You’re left with an empty room, overstaffed bars, and an artist you still have to pay even if no one shows up. 

As a venue operator you shouldn’t have to let the forecast determine how much revenue you take home at the end of the night. By planning ahead and winter proofing your venue’s revenue, you can protect your bottom line so you never lose money on a snow day again.

Shifting your ticketing strategy

Relying on door sales during the months of November through March is a huge risk. A fan who was “definitely going to come” will easily change their mind if the weather is terrible on the day of the show. To survive the winter, you need to shift your ticketing strategy and capture sales before the storm rolls in. 

• The Sunk Cost Advantage: Drive early presales, if a fan buys a ticket a month in advance and a storm hits on the day of the event, you already lock in the ticket revenue even if the fan decides to stay home. To incentivize early buying, offer tiered early bird pricing that increases as the event date gets closer.  
• Sell Cold Weather VIP Bundles: If you sell a premium package that includes skip the line passes and complimentary coat check, fans will buy those tickets early to make sure they don’t have to wait in the cold and can be jacket free in the venue fast. Marketing these as “winter survival perks” creates high value for attendees.  
• Run SMS Flash Promos for Locals: When a blizzard hits fans driving from out of town won’t make the drive. But for locals who live in the neighborhood, many might be willing to trek out in the snow for a small perk. Send an SMS blast to your local fans offering a discount on drinks or free coat check that is only valid for tonight. This will give locals a fun reason to go out instead of staying home. 

Develop Weather Reschedule Policies 

Sometimes the weather is so bad that the entire city has to shut down and stay off the roads. Having outlined clear policies at checkout is crucial for your venue and for your fans. Your purchase policy must clearly state whether fans can get a full refund when there’s a cancellation or if tickets will be honored for a postponed future date. Additionally, make sure you are actively communicating with ticket holders, letting them know where they should check for real time updates if a storm is brewing. Transparency builds trust and saves your inbox from storm related questions.

AdmitONE is built to help Canadian venues secure their revenue before doors even open. AdmitONE’s integrated marketing and SMS broadcast tools help you send out targeted promo codes on snow days and instantly communicate with your audience if the weather gets really bad and you have to shut down. Plus, if you do need to postpone a show, there is a dedicated support team that handles all the logistics and ticket transfers for you, so you can focus on running your business.