Question 1

What is a 'Variable Cost per Ticket'?

Accepted Answer

This is a cost that you incur *only* when a ticket is sold. Examples include the cost of a wristband, a disposable safety item, a small commission to a booking agent, or the portion of a guide's salary attributable to one guest on a tour. It does not include fixed costs like rent or full-time staff salaries.

Question 2

How do I calculate 'Marketing Spend per Ticket'?

Accepted Answer

A simple way is to take your total marketing budget for a specific campaign or period and divide it by the number of tickets sold during that same time. For example, if you spend $1000 on a Facebook ad campaign and sell 100 tickets as a result, your marketing spend per ticket is $10.

Question 3

What's a good Ticket ROI for an adventure park?

Accepted Answer

This varies greatly, but a good benchmark to aim for is an ROI of over 100-150%. High-volume, low-cost attractions like a climbing wall might have a very high ROI, while more complex, staff-intensive tours will naturally have a lower ROI. The key is to ensure all tickets are comfortably profitable.

Question 4

How can I improve a low Ticket ROI?

Accepted Answer

There are two main ways: increase revenue or decrease costs. You can try to increase the ticket price, but you must provide enough value to justify it. On the cost side, look for ways to reduce variable costs (e.g., bulk purchasing supplies) or make your marketing more efficient to lower the acquisition cost per ticket.

Question 5

Why shouldn't I include fixed costs in this calculation?

Accepted Answer

This calculator focuses on the per-unit profitability of a single ticket. Fixed costs (like rent, insurance, and full-time salaries) are part of your overall business profitability but don't change whether you sell one more or one less ticket. For analyzing your overall break-even point, you would need a different tool that incorporates those fixed costs.

Ticket ROI Calculator

Results

Understanding Ticket ROI

Frequently Asked Questions

Need Help Optimizing Your Hospitality Business?