Event Ticketing for Small Towns: Tools and Tips for Local Governments

Gone are the days of paper signups and cash-only admission. In 2025, residents expect fast, convenient, and digital options. And for local governments, the right event ticketing software makes organizing events simpler, saves staff time, improves attendance tracking, and boosts community engagement.

Here’s a guide to help you create and sell online tickets effectively (works really well with free events too).

We’ll explore:

• Why Municipalities Should Consider Digital Ticketing
• 5 Best Event Ticketing Platforms for Municipalities
• Create an Event Ticketing Form
• Add payment options
• Improve communications with attendees

Why Municipalities Should Consider Digital Ticketing

1. Streamlined Administration
No more juggling spreadsheets, physical tickets, or long queues at the door. Ticketing software automates registrations, payments, and reporting.

2. Better Community Experience
People love convenience. Online ticketing lets them reserve a spot anytime, from anywhere, using their smartphone. It also reduces confusion at events, thanks to digital check-ins and QR codes.

3. Accurate Attendance Tracking
Need to justify event funding or plan for next year? Good ticketing software provides real-time data and attendance reports to help you make informed decisions.

4. Secure Payment Processing
Collect payments or donations for events with secure online payments

5. Boosted Promotion and Communication
Many platforms offer built-in email tools, social media integration, and reminder systems to help maximize turnout and amplify the reach of your marketing efforts.

5 Best Event Ticketing Platforms for Municipalities

Here are five tools that are especially effective for towns, park districts, and small cities:

1. Activity Messenger

• Best for: Activity Messenger is great for Parks and Recreation Departments, community events, and sporting events.
• Why it stands out: Tailored for municipal use, Activity Messenger combines ticketing, waivers, newsletters, and surveys in one place. Great for recurring events, fitness programs, or community education.

2. Eventbrite

• Best for: Eventbrite stands our for public festivals, concerts, and community-wide events
• Why it stands out: A widely recognized name with robust tools for ticketing, promotion, and data tracking. Easy for residents to use and integrates with platforms like Facebook.

3. CivicPlus

• Best for: CivicPlus is a good option for local governments looking for an all-in-one solution
• Why it stands out: Offers a suite of municipal services including website design, recreation management, and online ticketing. Perfect for towns that want to centralize communication and engagement.

4. Localist

• Best for: Localist is great for creating event calendars and community engagement
• Why it stands out: Focuses on managing and promoting public events. While not strictly a ticketing platform, it integrates with tools like Eventbrite and helps drive community awareness.

5. Brushfire

• Best for: Brushfire is ideal for Faith-based events, holiday programs, and cultural celebrations
• Why it stands out: Strong in custom registration forms, reserved seating, and mobile check-in. Good choice for community centers, churches, and seasonal events.

How to Create an Event Ticketing Form

How to Create an Event Ticketing Form with Activity Messenger

Activity Messenger (or any other event ticketing form builder) makes it easy to set up a custom event registration or ticketing form. Here’s how you can do it:

Step 1: Log In and Start a New Form

• Head to your Activity Messenger dashboard.
• Click “Forms” from the left menu.
• Choose “New Form” and select “Event Registration” as your form type.

Step 2: Add Event Details

• Give your event a title and description.
• Include the date, time, location, and organizer contact info.
• Upload an event image to make the form visually appealing.

Step 3: Customize Ticket Options

• Add ticket types (e.g., General Admission, Senior, VIP).
• Set quantities, prices, and availability dates.
• Enable early-bird or promotional codes if needed.

Step 4: Build the Form

• Drag and drop fields for attendee info (e.g., name, email, phone).
• Add optional fields like T-shirt size, meal preferences, or waiver checkboxes.
• Enable confirmation emails and receipts.

Step 5: Share and Sell

• Publish your form and get a shareable link.
• Embed it on your town website, Facebook page, or email newsletter.
• Track registrations in real time, and check in attendees with a QR code at the door.

Payment Options

Offering several payment options can make the buying process easier. Here are some popular payment options for ticket sales.

1. Offline payments: Some residents may prefer to pay in person with cash. You can still issue tickets online by marking the payment as “pending” until you receive payment.
2. Credit cards: Offering credit card payments is essential for online ticketing. You can integrate with platforms such as Stripe to securely process your transactions.
3. Interac e-Transfer: Interac is a popular alternative to credit card payments for Canadian municipalities which allows citizens to send money directly from their bank account.

Improving communications with attendees

Improving communication with attendees will help you deliver the best possible event experience. Here are some strategies that can help:

1. Event reminders: Send reminders via email or SMS to ensure attendees have all the necessary details, such as time, location, and what to bring.
2. SMS for last-minute communication: For urgent updates or last-minute changes, mass texting is a real-time tool that can instantly reach residents.
3. Post-Event Survey: Send a post-event survey to collect feedback to improve events in the future.

Tips for a Smooth Transition

If you have never offered online tickets to residents, here are some tips to make sure the transaction goes smoothly.

• Start small: Pilot the software with one or two events before rolling it out community-wide.
• Get feedback: Ask residents and staff how they found the process—then use that insight to refine future events.
• Promote early: Use social media, newsletters, and the town website to let people know about your digital ticketing shift.
• Offer support: Some residents may be less tech-savvy. Include a phone line or walk-up option for those who need help purchasing tickets.

Get started in a few minutes

Digital ticketing isn’t just for big cities. Small towns and municipalities can benefit just as much from streamlined, data-driven, and user-friendly event ticketing.

By choosing the right software, your community events can be more inclusive, efficient, and successful than ever.

To learn more about activity messenger, book a demo call with one of our experts.