For nearly 14 years, the Synth & Pedal Expo has been championing free admission, driven by a deep understanding of musicians’ financial vulnerabilities. However, this philosophy saw a shift with the recent Toronto Guitar, Pedal, and Synth Expo, which successfully implemented a small admission fee of $10 CAD per person (or $13 CAD for two with a “bring a friend” promo).
Why We Experimented with an Entrance Fee
The primary motivation for this change stems from the escalating costs of venues in major cities. Instead of burdening smaller, independent builders – the lifeblood of these vibrant events – we sought a way to offset these costs. Introducing a low-cost ticket was an experiment aimed at keeping participation accessible for these smaller, often one-person or family-run brands, especially during challenging economic times for makers.
What We Learned
The initial findings from the Toronto experiment revealed significant benefits. While attendance saw an estimated 20% decrease compared to a free event (despite a ~40% increase in advertising), the quality of engagement dramatically improved. Visitors who paid to enter stayed longer, interacted more deeply, and were clearly more engaged with the exhibitors. This meant that exhibitors, despite fewer overall attendees, had roughly the same number of conversations as they would at a free event, but of better quality.
The small ticket price effectively acted as a natural filter, ensuring that those attending were serious about exploring and potentially purchasing gear. A major positive outcome was that the event space never felt overcrowded, leading to a significantly better experience for both attendees and exhibitors, contrasting with past free events where overcrowding might have frustrated visitors. The feedback from participating vendors, many of whom have experienced previous free shows, was overwhelmingly positive.
What’s Next: Lower Exhibitor Rates & “Semi-Ticketed” Events
Moving forward, we plan to implement a variety of ticket experiments at select future events, including some events featuring both free and ticketed time slots. Crucially, any additional revenue generated from these ticket sales will be directly reinvested in lower exhibitor rates, particularly benefiting newcomers and smaller operations. The overarching goal remains steadfast: to ensure these vital expos remain accessible, exciting, and sustainable for everyone involved, from the passionate builders to the curious musicians.