Waitlists for sold-out shows: turn "sold out" into future sales
In this guide
A waitlist for a sold-out show is a list of people who want tickets but missed out, collected so you can offer them returned tickets, extra capacity or first access to your next event. The simplest way to run one is a short sign-up form linked from every "sold out" post, with clear wording about what joining means and a consent option for future marketing.
Most promoters treat "sold out" as the end of the campaign. It's actually the point where demand is highest and easiest to capture. Every person who searches for tickets and finds nothing is someone who wants to come to your events.
Key takeaways
- A sold-out show creates a burst of demand. A waitlist captures it before it disappears.
- Be honest about what joining means: it isn't a ticket, and you can't promise one.
- Release returned tickets in a fair, consistent way and say how it works up front.
- Ask for separate consent to hear about future events. That's where most of the value is.
- Use the waitlist for the next presale, an extra date or a bigger venue.
What is a waitlist?
A waitlist (or waiting list) is a list of people who have registered interest in tickets for an event that's sold out. If tickets become available, through returns, cancellations or a capacity increase, people on the waitlist are offered them first.
Some ticket platforms have their own waitlist or fan-to-fan resale features. These handle the resale of specific tickets. A promoter's own waitlist is different: it's about capturing contacts and demand, which you can then use for this event and future ones.
Why waitlists matter
- Returns happen. People's plans change. Without a waitlist, returned tickets get sold through informal channels or not at all.
- Demand is information. A waitlist of several hundred people for a small venue tells you a lot about whether to add a date or move up a size next time.
- It grows your list. Many people on a waitlist will be new to you. They found you because the event was popular.
- It undercuts touts. If fans know there's a fair way to get a return, they're less likely to pay over the odds to a stranger online.
How to set up a waitlist
1. Create a simple sign-up form
Ask only for what you need:
- First name
- Email address
- Mobile number (optional, but useful for fast returns)
- Number of tickets wanted (for example, 1 or 2)
Add clear consent options:
- A required statement explaining that you'll contact them about tickets for this event if any become available.
- A separate, optional, unticked box to receive news about future events.
Keeping these separate matters. Being contacted about a specific return is what they asked for. Marketing about other events needs its own consent, unless another lawful basis clearly applies. For more detail, see consent for marketing texts and emails in the UK. This is general guidance, not legal advice.
2. Write honest wording
Something like:
[Event] is sold out. Join the waitlist and we'll contact you if tickets come back. Joining doesn't guarantee a ticket. Returns are offered in the order people joined, and each offer is held for a limited time.
Be specific about how returns will be handled. Vague wording leads to complaints.
3. Link it everywhere
Put the waitlist link:
- In your "sold out" Instagram post and stories.
- On the event page, if your ticket platform allows a link or message.
- In your link in bio.
- In replies to every "any tickets?" comment and DM.
If you've been building landing pages for your events, the waitlist can sit on the same page, replacing the ticket button. See how to build a landing page for a gig or tour.
4. Tag everyone
Tag waitlist sign-ups with the event name, so you can find them later. In Backline, you'd build this as a sign-up form that adds people to a list for that event, with consent recorded for each channel they ticked.
Releasing returned tickets fairly
How you release returns matters more than you'd think. Unfair releases cause public complaints, which can undo the goodwill of a sold-out show.
| Method | How it works | Good for |
|---|---|---|
| First come, first served | Offer each return to the next person on the list in order | Small numbers of returns |
| Batch release | Collect returns and release them in one go to the whole waitlist, at a set time | Larger releases |
| Ballot | Randomly select from the waitlist | High-demand shows where order would favour the fastest typers |
Whatever you choose, say so in advance and stick to it. Set a time limit for each offer, such as a few hours, after which it goes to the next person. Send offers by SMS or WhatsApp if people have given you a number and agreed to be contacted that way, because returns move fast.
A practical tip: if you're releasing returns through your ticket platform, use a hidden ticket type or access code, and send the code only to the people being offered tickets. That avoids a public link being shared around.
Dealing with touts and scams
Sold-out shows attract scammers. Common patterns include people selling screenshots of tickets, or fake accounts replying to your posts with "tickets available" messages.
- Warn people publicly. "We'll never sell tickets via comments or DMs. Only buy through [official platform] or our waitlist."
- Point to official resale. If your ticket platform has a fan-to-fan resale or transfer feature, explain how to use it.
- Hide or report scam comments as they appear.
- Brief the door team about duplicate tickets. See door check-in best practice.
In the UK, there are rules on secondary ticketing, including requirements on information that must be given when tickets are resold. If you're dealing with large-scale resale, take advice.
Turning the waitlist into future sales
This is where the real value lies. Most people on a waitlist won't get a ticket for this show. But they've told you they want to come to your events.
Thank them after the event
Send a message the day after the show to everyone on the waitlist who didn't get in. Share a photo or clip, thank them for their interest, and tell them how to be first in line next time.
Give them first access
If they opted into future marketing, add them to your next presale. People who missed out once are often quick to buy next time. Tell them that's why they're getting early access: "You missed out last time, so you're getting first dibs."
Use the numbers
The size of the waitlist is evidence:
- For an extra date: if the waitlist is large, a second show might sell quickly.
- For a bigger venue: a waitlist several times your capacity is a strong case for moving up.
- For artists and agents: demand data helps when negotiating fees, dates and future bookings.
Waitlist message templates
Return offer (SMS):
Good news: a ticket for [Event] is available for you. Buy here within 3 hours: [link] Code: [CODE]. Reply STOP to opt out
After the event (email):
Subject: Sorry you missed [Event]
Hi [First name], [Event] was a great night and we're sorry we couldn't get you in. Here are a few photos. Our next event is [Event/Date], and as someone on our waitlist, you'll get presale access before anyone else. Watch your inbox on [date].
Only send the second message to people who agreed to hear about future events.
For more on keeping people coming back, see how to get ticket buyers to come back to your next event.
Frequently asked questions
What is a waitlist for an event?
An event waitlist is a list of people who want tickets for a sold-out show. If tickets become available through returns or extra capacity, people on the waitlist are offered them first. Promoters also use waitlists to measure demand and grow their mailing list.
How do you run a fair waitlist?
Decide how returns will be released (first come first served, batch release or ballot), explain it before people sign up, and stick to it. Give each offer a time limit and move on to the next person if it isn't taken. Release tickets through a code or hidden link so they can't be shared publicly.
Can I market other events to people on my waitlist?
Only if they agreed to it, or if another lawful basis clearly applies. The safest approach is a separate, unticked opt-in box on the waitlist form for future events. Joining a waitlist for one show isn't automatically consent to marketing about other events. This is general guidance, not legal advice.
Should I tell people their waitlist position?
You can, but it can set expectations you can't meet if returns are rare. Many promoters simply explain the release method and say that joining doesn't guarantee a ticket. Whatever you do, be consistent and honest.
How do I stop touts targeting my sold-out show?
Warn fans publicly that you never sell tickets through comments or DMs, point them to official resale or your waitlist, and hide or report scam comments quickly. Brief your door team to watch for duplicate scans, which are a common sign of screenshot scams.