LOOKPORT / guide
How to sell tickets for a European tour
A planning guide for multi-city sales: local event detail, currencies, campaign naming and comparisons across the run.
Build a consistent tour record
List every city, venue, date, capacity and local partner before building the sales pages. Use a naming convention that the whole team understands. Keep time zones and the difference between doors and show time explicit.
Localise the practical details
Translate the event description and essential access information for the audience. Check payment country and currency availability separately from website language. Confirm the selling entity and settlement responsibilities with the people involved.
Plan city-level promotion
Give each stop a campaign plan and consistent tracking tags. An artist-wide announcement and a local venue campaign do different work; compare them in context rather than treating all traffic as equivalent.
Compare like with like
Review stops at similar lead times before their dates. A smaller room selling fewer tickets may be closer to its target than a larger venue. Use sales pacing and contribution calculations alongside the creative and logistical needs of the tour.