Event Ticket Business Guide: 3 Tips for Earning Money from Event Tickets

The event ticket market in Vietnam is growing very rapidly. Concerts, entertainment shows, and major sporting events alone attract millions of searches each year related to "buy tickets," "hunt for tickets," and "good value tickets." Many people ask: is event ticket business legal, how much capital is needed, and how to start without risk?

This article will help you understand how to do event ticket business in a professional, legal, and practical way. From preparing capital and applying for licenses to leveraging high ticket demand to create a stable income – whether you just want to earn extra money or seriously develop it into a long-term career.

Experience 1: How to apply for an event ticket business license

Step 1: How to define your event ticket business from the start

Clearly define business goals

• Before you begin, you need to have a clear idea of what kind of tickets you will be selling: local concert tickets, entertainment event tickets, or professional sports tickets.

• Define your scope of operations: will you only sell in your local area or expand to multiple provinces and cities?

• These choices directly affect:

  • The type of event ticket business license you need to apply for

  • The amount of initial capital to prepare

  • How to build an efficient and sustainable ticket selling model

Find practical reasons why you can succeed

• Observe the surrounding market to find specific opportunities:

  • Are local music venues not promoting well, and tickets selling slowly?

  • Are there sports teams or events that regularly sell out, with consistently high demand?

• Choose a niche:

  • Where you have a clear competitive advantage

  • Where event ticket demand is stable and people are willing to pay

• This is a crucial step to avoid impulsive business decisions and increase profitability from the initial stage.

Step 2: What licenses are needed for a legal event ticket business

Check legal regulations before starting

• After determining the type of event tickets you want to sell, the next mandatory step is to thoroughly research the legal regulations in your operating area.

• Each country and locality has different regulations regarding the management of event ticket businesses, especially ticket resale.

• Preparing early helps you:

  • Avoid legal risks when starting to sell tickets

  • Be proactive in capital planning and business model

  • Easily expand operations later on

Determine the necessary licenses

• Some localities require businesses to have an event ticket resale license before conducting transactions.

• Licenses often depend on:

  • The location of concerts, entertainment shows, or sporting events

  • The scale and frequency of ticket sales

• If the event venue is in a strictly regulated area, you may be required to register for an event ticket business license or an intermediary ticket seller license.

Plan legally to sell tickets smoothly

• Once you understand the regulations and have obtained the necessary licenses, you can:

  • Focus on buying and selling tickets at the right time

  • Build long-term trust with customers

  • Develop a sustainable and secure event ticket business model

Step 3: Prepare capital to do event ticket business

Determine initial capital needs

• Most newcomers to event ticket business need to prepare capital, unless they already have idle money available.

• Costs typically incurred from the start include:

  • Fees for applying for a ticket business license, which can amount to tens of millions of VND depending on the region

  • Capital to purchase tickets in advance, as you have to pay for tickets before reselling them

• Although the capital turnover is quite fast, you still need a stable cash flow to avoid interruptions when a "hot" event occurs.

Find suitable loan sources to start a business

• Banks and credit funds are common choices when seeking small business loans.

• Before borrowing, you should:

  • Check your personal credit score

  • Improve your credit history to increase your chances of loan approval and favorable interest rates

• This method is suitable if you want to conduct event ticket business in a professional and long-term manner.

Raise capital from local investors

• Besides bank loans, you can seek small local investors:

  • Bar owners, coffee shop owners, entertainment venues

  • Businesses wanting to benefit from a relationship with event ticket sellers

• For a small model, you can:

  • Negotiate flexibly, with less complex paperwork

  • Avoid hiring lawyers or accountants from the start

• This is a practical approach if you want to start quickly and maintain control over your business operations.

Step 4: Procedures for applying for an event ticket resale license

Prepare information before submitting the application

• At this step, you need to clearly define:

  • The registered business address for event tickets

  • The locations, stages, or venues where you plan to sell tickets

• This information serves as the basis for the regulatory agency to review your resale license application.

Submit the application for an intermediary ticket selling license

• Regulations regarding event ticket business licenses vary by region.

• The simplest way is to:

  • Seek official information from the local regulatory authority

  • Fill out and submit the application online or in person according to instructions

• You will need to have funds ready for:

  • Application fees

  • Deposits or guarantees as required by regulations

Estimate costs and security deposit

• License application fees can be quite high, depending on the location.

• For example, in some major markets:

  • Registration fees can be up to thousands of USD

  • A deposit or financial guarantee may be required to ensure you fulfill your obligations to customers

• This amount is intended to:

  • Protect the rights of ticket buyers

  • Increase transparency in event ticket business activities

Prepare additional documents if requested

• In addition to basic information, regulatory agencies may request:

  • Personal financial status

  • Existing legal obligations

• Providing complete and honest information helps expedite the application review process and avoid future complications.

Step 5: Join a ticket broker association to build credibility

Consider joining the National Association of Ticket Brokers

• This is a professional association for event ticket businesses and professional ticket resellers.

• Membership is not mandatory, but it offers many practical benefits for both newcomers and seasoned professionals.

Enhance reputation and ethical standards

• The association requires members to adhere to ethical standards in ticket buying and selling.

• This helps you:

  • Build trust with customers

  • Reduce the risk of disputes and complaints

  • Build the image of a reputable, long-term ticket seller

Protect the rights of ticket sellers

• The association represents the voice of event ticket businesses:

  • Advocating for expanded rights and legal benefits for ticket resellers

  • Staying updated on changes in relevant laws and regulations

• This is a big plus if you want to develop your business sustainably.

Expand relationships and resources

• By joining, you have the opportunity to:

  • Connect with other ticket brokers

  • Learn practical experience from industry insiders

  • Access resources, data, and tools to support ticket sales

Experience 2: Tips for finding and buying event tickets at good prices

Step 1: Legal ticket sources for safe business

Identify authorized ticket sources

• When starting an event ticket business, you not only need to sell tickets legally but also buy them from legitimate sources.

• Many localities clearly regulate the authorized ticket sources for resale.

• If you buy tickets from unauthorized sources, you could:

  • Face heavy fines

  • Lose your ticket sales license

  • Seriously damage your long-term reputation

Buy tickets directly from the venue

• The most common and safest source is to buy tickets directly from:

  • Performance venues

  • Arenas

  • Event centers

• This is a transparent source, easy to prove legality when needed.

Buy tickets from authorized ticket agents

• Official ticket agents are partners contracted by the venue to distribute tickets.

• Benefits of buying tickets from this source:

  • Valid tickets, clear origin

  • Lower legal risk

  • Suitable for beginners learning how to do event ticket business

Deal with licensed ticket sellers

• You can also buy tickets from other licensed ticket sellers.

• Common scenarios:

  • They have excess tickets to offload

  • Underestimated demand

• This method helps you:

  • Flexibilize inventory

  • Optimize cost of goods if negotiated well

Step 2: Start small to test the event ticket market

Start small in the initial stage

• When first entering the event ticket business, especially if you're doing it part-time, you shouldn't invest too heavily right from the start.

• The goal at this stage is to:

  • Understand actual market demand

  • Observe sales velocity and profit margins for each ticket type

Don't overinvest in one event

• Before you have clear data on ticket sales potential:

  • Avoid holding too many tickets for one concert or event

  • Don't "all-in" just because an event seems popular

• This approach helps you:

  • Reduce unsold ticket risk

  • Maintain flexible cash flow

Compare prices and control profit-loss

• You should survey various ticket sources to:

  • Get better prices

  • Forecast resale price levels

• In the initial stage:

  • Profit doesn't need to be high yet

  • It's more important to limit losses and learn quickly

Maintain sufficient capital for the learning phase

• The early period is when you:

  • Understand buyer behavior

  • Identify which events sell well and which are risky

• Therefore, make sure you have enough capital to:

  • Maintain continuous operations

  • Avoid being "cut short" midway due to a wrong decision

Step 3: Buy just enough tickets to optimize profits

Only buy tickets you can sell

• This is a vital principle in event ticket business.

• Event tickets have an "expiration date":

  • Once the event ends, tickets lose all value

  • Cannot be resold afterwards, even to recover costs

• Therefore, every ticket purchase decision must be based on:

  • Actual demand

  • Experience in forecasting sales potential

Experience in deciding ticket purchase scale

• Newcomers often tend to overbuy due to high expectations.

• Experienced individuals will:

  • Refer to data from previous years

  • Monitor ticket sales velocity in the market

  • Observe buyer interest levels

Large events: opportunities but not for those with limited capital

• International-level events or major tournaments often have:

  • Extremely high demand

  • Very good resale success rates

• If you have the opportunity to buy legitimate tickets:

  • Large potential profits

  • Proven effective for many years with professional ticket sellers

• However, these events:

  • Have high ticket prices

  • Require strong capital and market experience

Local music events: proceed with caution

• Local concerts and small shows are often:

  • Unpredictable

  • Heavily dependent on promotion and artist popularity

• When buying this type of ticket, you should:

  • Buy in small quantities

  • Prioritize market testing

• The advantages are:

  • Lower ticket prices

  • Smaller financial risk if sales are slow

Step 4: Season ticket business: opportunities and risks to be aware of

Consider buying season tickets to resell for individual events

• In the event ticket business, many people used to buy season tickets and then resell them for individual matches or performances.

• This approach has advantages:

  • The average ticket price per event is often lower than buying individual tickets

  • Easier to proactively manage ticket inventory throughout the season

Recognize increasingly common restrictions

• Currently, many sports teams and organizations:

  • Implement regulations restricting the resale of season tickets

  • Monitor ticket transfer frequency

  • May revoke ownership if terms are violated

• This makes the season ticket model no longer as "easy money" as before.

Carefully check season ticket terms and conditions

• Before deciding to invest, you need to:

  • Carefully read the season ticket terms of use

  • Clearly see if resale rights are permitted

  • Understand the policy for handling violations

• This step helps you:

  • Avoid unnecessary financial loss

  • Not affect your event ticket business license

Assess suitability for beginners

• Season tickets are often:

  • Requires large capital from the outset

  • High risk if not consistently selling tickets for events

• For beginners learning how to sell event tickets, this should be:

  • A later consideration

  • Not a priority option at the initial stage

Tip 3: Guide to effective event ticket sales

Step 1: Set up a professional ticket sales website

Build a website for easy ticket purchases by customers

• In event ticket sales, a website is almost a mandatory sales channel.

• Buyers need to be able to:

  • View tickets and event information at home

  • Quickly compare prices

  • Pay immediately without manual contact

• The simpler the website and faster its speed, the higher the conversion rate.

Prioritize a secure payment system

• The most challenging part of building a ticket sales website is payment processing.

• You need to ensure:

  • Customer financial information is secure

  • Transactions are stable and error-free

• Currently, there are many online payment systems:

  • Easy to integrate into websites

  • Suitable for new event ticket businesses

  • Reduces security risks compared to building from scratch

Consider card payment options

• In addition to third-party payment gateways, you can:

  • Accept direct card payments if you meet technical and legal requirements

• In this case, you need:

  • Strict compliance with security regulations

  • Knowledge or reliable technical support

Plan your finances carefully

• The payment system directly affects:

  • User experience

  • Successful purchase rate

  • Ticket brand reputation

• Investing correctly from the start helps you:

  • Reduce risks when expanding

  • Create a sustainable foundation for long-term event ticket business

Step 2: Effectively promote event tickets online

Utilize social media to reach buyers

• For event ticket sales, social media is the fastest and most cost-effective promotion channel.

• You can:

  • Post ticket introductions on Facebook, Zalo, Instagram

  • Share event information in relevant interest groups

  • Update regularly to build trust and engagement

• The advantages are:

  • Almost free

  • Easy to reach the right people looking for tickets

Run low-cost online ads

• In addition to organic posts, you can purchase ads:

  • On social media

  • On websites specializing in entertainment, music, sports

  • On search engines with keywords related to event tickets

• If you choose the right keywords and display areas, advertising costs won't be too high, but the results will be good.

Focus on the right target community

• If you sell concert tickets, local music shows:

  • You should focus on the community in that area

  • Music-loving groups, artist fans, people who often attend live shows

• If you specialize in selling tickets for large events that attract audiences from afar:

  • Focus on fan pages, forums, online fan communities

  • Where buyers are willing to spend money and actively look for tickets

Prioritize the right channels for optimal efficiency

• You don't need to be everywhere.

• The important thing is to:

  • Choose the right platform

  • Target the right audience

  • At the right time before the event

Step 3: Sell event tickets online efficiently and according to the process

Direct buyers to your ticket sales website

• Once people are interested, direct them straight to your website.

• The website plays the role of:

  • A clear place to view ticket information

  • An official payment channel

  • A basis for building trust when buying tickets online

Monitor orders and deliver tickets on time

• In event ticket sales, timely ticket delivery is crucial.

• You need to ensure:

  • Regular order checks

  • Timely payment confirmation

  • Tickets sent to customers as promised

• Even a slight delay will quickly diminish the customer experience.

Utilize automatic payment systems

• If the website has an integrated online payment gateway:

  • The payment collection process is handled automatically

  • Orders are recorded as soon as customers pay

  • Reduces errors in financial management

• This helps you:

  • Save time

  • Focus more on ticket sales and marketing

Keep processes simple for easy scalability

• Effective online ticket sales don't need to be complicated.

• You just need:

  • A stable website

  • Smooth payments

  • A clear order processing workflow

Step 4: Send tickets to customers via postal service

Choose a safe and discreet ticket delivery method

• Even if you have an official business address, you shouldn't always open your doors for direct customer visits.

• For event ticket sales, sending tickets via postal service is a way that is:

  • Simple

  • Secure

  • Suitable for distant customers

Advantages of sending tickets by post

• Lower cost compared to other delivery methods.

• Easy to control:

  • With tracking codes

  • Confirmation of send and receive times

• Limits direct contact, helping you:

  • Save time

  • Reduce risks in transactions

Leverage preferential prices for businesses

• Many shipping providers offer:

  • Packages specifically for businesses

  • Cheaper envelope shipping than individual shipments

• You should:

  • Research commercial mail rates

  • Choose a stable and timely delivery service

Ensure timely ticket delivery as promised

• Event tickets have a very short validity period.

• Therefore, you should:

  • Send tickets immediately after payment confirmation

  • Calculate shipping time so customers receive them before the event date

Step 5: Sell tickets directly near the venue

Understand off-site ticket sales correctly

• Selling tickets outside the venue is a method many people apply in event ticket business, especially for "sold-out" events.

• This method is often mistaken for illegal scalping, but:

  • If you are a licensed ticket seller

  • Selling tickets is not illegal if you comply with regulations

Know the local legal regulations

• Each area has its own laws to control ticket sales near the venue.

• You need to research carefully:

  • Minimum distance allowed for selling tickets

  • Areas prohibited from ticket transactions

  • Permitted selling times

• Non-compliance can lead to:

  • Fines

  • Ticket confiscation

  • Impact on event ticket business license

Note on distance regulations

• In some large markets, laws specify very clearly:

  • For small venues, ticket sellers must stand hundreds of meters away

  • For large-capacity venues, the required distance is even further

• These regulations aim to:

  • Avoid causing disorder

  • Protect ticket buyers

  • Clearly distinguish between legitimate sellers and illegal activities

Only apply when laws are clearly understood

• Off-site ticket selling is only suitable when:

  • You have a valid license

  • You clearly understand local regulations

• For those new to event ticket business, this should not be a priority option if legal risks are not fully understood.

References

1. http://www.natb.org/
2. Sarah Harkleroad. Marketing & Branding Expert. Expert Interview
3. Pete Canalichio. Brand Strategist & Licensing Expert. Expert Interview
4. http://pe.usps.com/businessmail101/

Translator: Rene Lee Nguyen.