Why Buying Early Helps Create Better Events for Everyone
How the timing of ticket purchases shapes what organisers can deliver

Opinion by Elaine Linnell
General Manager, NZ Events Association

Splore festival, after more than two decades as a cornerstone of New Zealand's music and arts scene, will end after its 2026 edition due to low ticket sales. Horse of the Year Show has cancelled its 2026 event citing rising costs and insufficient funding, while WOMAD New Zealand has paused for 2026 after financial pressures made continuation unsustainable. It's heartbreaking to watch these cherished events disappear from our calendar, taking with them jobs, community connections, and experiences that have shaped countless memories. But here's the thing: there is a solution, and it's more straightforward than many people realise.

When beloved events collapse, social media erupts with outrage about government funding. There's an expectation that taxpayer dollars should bail out struggling festivals and shows. But here's the uncomfortable truth: government funds aren't meant to replace consumer support. They exist to support cultural development, strategic tourism initiatives, and community outcomes, not to compensate for empty seats and unsold tickets.

While some organisers had hoped for government support, the reality is that even with funding assistance, a fundamental challenge remains: rising operational costs combined with uncertain ticket patterns make it increasingly difficult for organisers to commit to the significant upfront investments these events require.

The reality is stark: event organisers need to know people will actually attend before they commit hundreds of thousands or millions of dollars to infrastructure, artists, accommodation, staff, and logistics.

Here's what most people don't see: behind every great event is months of detailed planning, and almost every decision hinges on one crucial number – how many people are coming? That number determines how many toilets organisers hire, how many entry lanes they set up, how much beer and wine to order, security and bar staff rosters, food vendor allocations, traffic management plans, and parking arrangements. When ticket sales surge in the final week, organisers are already locked into their planning, and the result is longer queues, stretched resources, and a less enjoyable experience for everyone.

Let's be clear: times are tough. Household budgets are tight, and discretionary spending feels risky. This isn't about suggesting everyone should be attending events – many people simply can't afford them right now, and that's completely understandable.

But for those who are already planning to attend, who have already decided this is something they want to experience, there's real value in committing early rather than waiting until the last minute.

This isn't about pressuring anyone to spend money they don't have. It's about changing the timing for those who were going to buy tickets anyway.

One of the biggest barriers to early ticket purchases is fear: "What if I can't go? What if the event gets cancelled? What if I've wasted my money?" These are legitimate concerns, but there are strong protections in place that most consumers don't know about.

If you buy tickets with a credit card, most banks and credit card companies offer refund mechanisms if an event is cancelled. Section 9 of the Credit Contracts and Consumer Finance Act provides protections for consumers who pay by credit for services that aren't delivered. Your bank can often dispute the charge and recover your money.

Many major ticketing platforms in New Zealand hold funds in trust accounts, which are separate from the company's operational funds. This means that if an event is cancelled, your money is quarantined and must be refunded to you. It's not mixed with company assets that could disappear in a bankruptcy.

Event organisers aren't asking you to take a leap of faith into the void. They're asking you to commit early so they can commit to you – and here's what that actually means in practical terms:

Most venues and suppliers require substantial deposits months in advance. Strong early sales give organisers confidence to secure better lineups and lock in quality suppliers. Everything from stages to sound systems to portable toilets requires advance booking, and availability gets scarce quickly during peak season.

When organisers have solid early numbers, they can plan the right infrastructure. Not too little (leading to nightmare queues and frustrated attendees) and not too much (wasting resources that could be better spent elsewhere).

The best events are the ones where it all just works – where the lines are short, the drinks are cold, the food's hot, and the energy is spot-on. That doesn't happen by accident. It happens because organisers had time to plan for the right number of people.

This isn't about asking everyone to buy tickets. It's about asking those who were already planning to attend to consider booking earlier in the process.

If events matter to you and you're in a position to attend, consider treating tickets like any other planned purchase. Build them into your annual budget early in the year when you're planning your spending. Educate yourself about the protections available through credit card policies and ticketing platform guarantees.

Understanding the planning realities helps too: event organisers aren't trying to extract money from you months early for their benefit. They're trying to plan an event that works brilliantly for everyone who attends.

Splore has been part of New Zealand's cultural fabric for over two decades. Horse of the Year brought 15,000 people to Hawke's Bay and contributed millions to the local economy. When we lose them, we don't just lose a weekend's entertainment. We lose jobs for event staff, income for local businesses, performance opportunities for artists, and shared experiences that bind communities together.

The events industry can't force people to buy tickets or manufacture demand. But we can change the conversation from "Why won't the government save this?" to "How can we all play a part in keeping these experiences alive?"

For those planning to attend anyway, the answer is simple: book early. It gives organisers the information they need to create something exceptional. And it means you'll spend less time in queues and more time making memories. The next time you see an event you're excited about, don't wait. Lock it in, round up your crew, and help create the kind of event we all want to experience.