Stadium events and tours
Stadium events and tours, on the same system as match days
Most days of the year the stadium is closed. For the city that owns it, every extra date counts. Bigger Picture sells concerts, tours, community events and space hire with the same ticketing, the same tills and the same reports as a match day.
Venue calendar · NovemberSample data
Booked dates by event type
MTWTFSS
MatchConcertTourCommunityFree
Days with activity11 of 303 matches · 8 dates from other organisers
Organisers this month4Club, promoter, tours and the city
Home › Stadiums › Events and tours
A stadium that doesn’t wait for the next match
A football stadium hosts a home game two or three times a month, if it’s lucky. The rest of the time it is a very large building with fixed costs that the city still has to carry. Stadium events and tours change that equation: a concert, a guided tour, a community fair or a corporate dinner use the same stands, the same gates and the same staff.
Demand is rarely the problem. The problem is that every organiser arrives with their own ticketing, their own cash handling and their own report, and the venue finds out what happened weeks later. With Bigger Picture, everyone sells on one venue calendar, and every sale is recorded exactly as it is on a match day.
Every concert gets its own map
A concert doesn’t sell like a match. The stage takes one end, the pitch becomes standing areas and the stand behind the stage is closed. The platform builds a seat map for each event without touching the football map.
- Pitch standing areas with their own capacity, plus numbered seating in the stands.
- Prices by zone and by channel, with presales for whoever you choose.
- A virtual queue for high-demand on-sales.
Tours with timed entry and capacity per slot
A stadium tour works like an attraction: a timed ticket, a maximum capacity per slot and prices for adults, children and groups. It is the same model Bigger Picture already runs for museums and attractions.
- Time slots with capacity, and sales that close themselves when a slot fills.
- School groups and tour operators with advance booking.
- Bundles of a tour with the club shop or with a match.
Events for the community
A fair, a fun run, a school day or a city festival. Community events need affordable prices and control over who gets each concession.
- Resident, student and senior discounts.
- The same discount online, in the app and at the box office.
- Free events with registration and capacity control.
The stadium as a corporate venue
Boxes, lounges, the pitch for a team photo or a dinner for clients. Space hire goes onto the same calendar too, with its quote, its payment and its report.
- Space bookings on the same calendar as events.
- Packages with food, drink and complimentary tickets.
- Corporate sales billed to the company.
What the visitor sees on their phone
Someone buying a tour, a concert or a city event uses the same app and website as a fan on match day. The event changes, the system doesn’t.
9:415G
Stadium tourPick your time
Saturday 21 Nov75 min
10:00Sold out
11:306 places
13:00Your slot
15:3022 places
2 adults · 1 child$ 54
13:00 slot28 / 30
9:415G
Concert · Sat 7 NovRed Moon live at the stadium
Pitch A · standing
NameSam Carter
EntryGate 2 · Pitch
Doors open18:30
9:415G
City festivalOrder summary
General admission3 tickets$ 45
Subtotal$ 45.00
Resident −30 %− $ 13.50
Total$ 31.50
Discount applied
Pay $ 31.50
Valid online, in the app and at the box office. Students and seniors have their own rate.
One stadium, two different maps
A match and a concert use the same building, but not the same map. Each event has its own plan of zones and seats, and selling one never touches the other’s inventory.
Match day
Home stands, an away section with its own sales channel and an unsold buffer zone, shown in grey.
Concert night
The stage at one end, the pitch split into standing zones with their own capacity, and the stand behind the stage closed to sale.
From booked date to settlement
This is how a date moves when the organiser is external, for example a concert promoter, and the platform runs it from start to finish.
90 days out
The date goes on the calendar
The venue holds the date and the build and load-out days. Nobody else can book them, and the club sees straight away that the pitch is unavailable.
60 days out
Who sells and who gets paid
The organiser, their share, the fees per channel and the venue charges are recorded. Those rules are what later calculate the settlement.
45 days out
A map for this event
The concert plan is built on top of the stadium: standing areas, numbered stands, closed sections and capacity per zone. The football map stays untouched.
30 days out
Tickets go on sale
Web, app, box office and the promoter’s own outlets all sell from the same inventory. A virtual queue keeps the first hour in order.
The day
The usual gates and tills
The same readers validate tickets, offline too. Food outlets and the shop sell on the same POS as on a match day.
After close
Each organiser gets a settlement
Tickets, fees, venue charges and food sales reconcile automatically. The promoter receives their settlement and the city its share, with no spreadsheets.
One calendar, many organisers
The club, a promoter, the tourism office and the city’s culture department can all sell in the same stadium without getting in each other’s way. Each sees only their own events and figures, thanks to multi-tenant data separation and role permissions. The venue sees everything.
| Organiser | What they sell | How it settles |
|---|---|---|
| Club | Matches and season tickets | Under the stadium use agreement |
| Promoter | Concerts and shows | Per event, with their share and fees |
| Venue | Tours and space hire | Direct stadium income |
| City | Community events | Per programme, with its discounts |
Every price change, complimentary ticket and refund lands in the audit log, with who did it and when. That matters when the money is public.
Income that doesn’t depend on football
Concerts and tours run on the same POS and the same reports as a match day. That is why the city can see, on one dashboard, how much each source brings in across the year.
City Stadium · Revenue by source this yearJanuary to October · Sample data
Non-match-day revenue46%Of total venue revenue
Tour visitors23,600Average slot occupancy: 81%
Revenue by source
Matches54%
Concerts21%
Tours9%
Corporate9%
Community7%
Non-match-day revenue by month
JFMAMJJASO
Days with activity142Out of 304 days so far
October settlements3 of 4One promoter pending
On top of the dashboard, each organiser gets a report per event, and the finance team can export every source’s transactions without asking anyone for them.
Ask the calendar
The AI data assistant is part of the analytics module. It answers plain-language questions about sales, attendance and capacity, and checks them against the venue calendar.
- Finds free dates that don’t clash with matches or build days.
- Compares tour slot occupancy by day and time.
- Shows which type of event brought in the most per visitor.
- You decide: the AI suggests, a person books the date.
✦Data assistantBigger Picture AI
Which free dates in November could host a tour or an event?
AnswerThere are 19 days with nothing booked. For a large event, the weekend of 20 to 22 November is free and leaves five days before the match on the 28th for load-out. For tours, Sunday 8 and Saturday 21 don’t clash with any build.
Should we add more tour slots?
RecommendationWednesday tours filled almost all their capacity. I suggest opening two slots on Saturday 21 in the morning.
Wed 4 Nov96%
Wed 11 Nov88%
Create Saturday 21 slotsAsk about dates, sales or capacity…↑
Conversation with sample data
We already do this in attractions and live venues
Timed entry, capacity per slot and food sold in the same basket are everyday work for Bigger Picture in cinemas, attractions and live venues. The platform runs in around 70 venues across 8 countries, with more than 20 million tickets sold. For a stadium, that means events and tours don’t need a second system.
Frequently asked questions
What kinds of stadium events can be sold with Bigger Picture?
Concerts, shows, stadium tours, community and city events, corporate events and space hire. They all use the same calendar, the same ticketing and the same reports as matches.
Can a concert have a different map from football?
Yes. Each event has its own map of zones and seats, with pitch standing areas, numbered stands and closed sections. The match map doesn’t change.
How do stadium tours work?
Each tour is sold with a time slot and a maximum capacity per slot. When a slot fills, sales close automatically. There are prices for adults, children and groups, and advance booking for schools and tour operators.
Can we offer resident, student and senior discounts?
Yes. Special rates are set per event and apply the same way online, in the app and at the box office.
How is each organiser settled?
When the event is set up, the organiser’s share, the fees per channel and the venue charges are recorded. After the event, the platform calculates each organiser’s settlement from actual sales.
Fill your stadium’s free dates
We’ll go through your venue calendar with you, who sells each event today and how it is settled, and show you how it would all look on one platform.
Keep reading: stadium management software theatre and event ticketing family entertainment center software