⏳Waitlists: Never Turn Away a Patron

Why Every Theatre and School Needs a Waitlist Strategy

Native Waitlist Feature Now Available!

Great news! CrowdWork now has a built-in waitlist feature that automatically activates when events sell out. Check out our complete guide: Setting Up Waitlists

The strategies below remain useful for special situations or if you prefer a DIY approach, but most venues will find the native feature handles their waitlist needs perfectly.

Waitlists aren't just backup plans—they're powerful tools that transform "sold out" from a dead end into an opportunity. With CrowdWork's platform, you can:

• Capture additional revenue when shows or classes sell out

• Reduce no-shows by quickly filling last-minute cancellations

• Gauge interest in potential new programming

• Build anticipation and create FOMO for popular offerings

• Collect valuable data on audience/student demand

Let's explore four proven strategies that theaters are using right now to implement effective waitlists on CrowdWork. Here's a quick overview of each:

Strategy	Best for	Pros	Cons
Option 1: Add a Ticket Tier	Single-price events with one ticket type	All-in-one management Easy for patrons	Can clutter reporting Doesn't fit events with price tiers
Option 2: Use a Duplicate Event	Multiple-price events using tiers	Clean separation Works with any event type	Requires managing two events
Option 3: Link an External Form	DIY waitlist management	Maximum customization Complete control	Data outside CrowdWork More manual conversion work
Option 4: Seasonal Placeholders	Future events, planning, gauging interest	Tests demand Builds early interest	Not for immediate needs Extra setup

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Jump to a specific section

Option 1: Add a Ticket Tier

Option 2: Use a Duplicate Event

Option 3: Link an External Form

Option 4: Seasonal Placeholders

Bonus: Best Practices

Bonus: Common Questions

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Option 1: Add a Ticket Tier

Best for: Single-price events that might sell out (performances, one-time workshops) Difficulty: ⭐⭐ (Moderate) Setup time: 5-10 minutes Pros: All-in-one management • Easier discovery by patrons Cons: Doesn't work for multi-tier events • Reporting shows confirmed & waitlist in totals

This approach keeps everything under one event, making management streamlined:

1. Edit your event > go to Pricing section > select "Multiple Prices"

2. For your regular ticket:

   • Set a specific "Tier Quantity" to prevent overselling

   • Leave "Global Max Quantity" empty

3. Add a new ticket type:

   • Name it "Waitlist"

   • Set price to $0

   • Leave Tier Quantity blank (for unlimited waitlist spots)

4. Add a note to both your event description and confirmation emails, something like:

   "Waitlist tickets do not guarantee entry. We'll contact you if a spot becomes available."

5. When spots open, you can create a password protected tier on the original event and send waitlisted patrons to a link to purchase the new tier. (Or use other conversion methods.)

Pro Tips:

• Use the waitlist to gauge interest in additional sessions of popular workshops or classes.

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Option 2: Use a Duplicate Event

Best for: Events with multiple price tiers (several ticket options, complex registrations) Difficulty: ⭐⭐⭐ (Intermediate) Setup time: 10-15 minutes Pros: Keeps waitlist separate from actual tickets • Cleaner reporting • Works with any event type Cons: Requires managing two events • Extra step for patrons to find waitlist • More maintenance

This creates a separate waitlist pipeline:

1. Duplicate your existing event

2. Modify the duplicate:

   • Add "WAITLIST" to the event name

   • Change to "Single Price" (free)

   • Set to "Unlisted" in Fine-Tune section (to hide it from your calendar/event list)

3. In the confirmation email and description, add:

   "This waitlist registration does not guarantee entry. We'll contact you if spots open up."

4. View the public page and copy the URL

5. Add a link to your original event:

   "Sold out? Join our waitlist here"

6. When spots open, you can create a password protected tier on the either event and send waitlisted patrons to a link to purchase the new tier. (Or use other conversion methods.)

Reminder: Don't forget to double check descriptions and dates to ensure your actual events and waitlist events are correctly and clearly labeled.

Pro Tips:

• Date your waitlist event a few minutes after the main event. This helps with chronological sorting in reports and if showing on your calendar/event list.

• For semester-long classes, create a waitlist event that spans the entire semester rather than individual sessions.

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Option 3: Link an External Form

Best for: Collecting detailed information or complex needs Difficulty: ⭐⭐⭐ (Intermediate) Setup time: 15-20 minutes Pros: Flexibility for custom integration • Separate data management • Most control over process Cons: Patron data lives outside CrowdWork • Manual tracking required • Extra steps for conversion

This gives you maximum control:

1. Create an online form using Google Forms or a similar service.

2. Create fields for:

   • Contact information

   • Preferred dates/times

   • Number of tickets/registrations needed

   • Any special requirements

3. Add a link in your event description:

   "Want to be notified if spots open up? Join our waitlist"

4. Set up email notifications directly with your forms service to stay aware of submissions

5. When spots open, you can create a password protected tier on the original event and send waitlisted patrons to a link to purchase the new tier. (Or use other conversion methods.)

If the collection of additional details is your primary reason for using an external from, remember that you can add Custom Checkout Fields to any CrowdWork event which will allow you to collect the same data and still keep your patrons connected in your CrowdWork account.

Pro Tips:

• Use form responses to gauge interest in adding additional performances/classes.

• Ask waitlisted students about alternative time slots they could attend.

Using an external form service can be a great solution, but it does mean your waitlisted patron data will be completely separate from your CrowdWork account. Some venues may prefer this, some may not.

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Option 4: Seasonal Placeholders

Best for: Classes and workshops with recurring sessions Difficulty: ⭐ (Beginner) Setup time: 5 minutes per event Pros: Tests market demand before committing • Builds early interest • Great for recurring programs Cons: Not for immediate waitlist needs • Requires creating future events • Needs manual conversion

This strategy is essentially the same as Option 2 (Duplicate Events) but is intended to specifically collect patron info for potential/expected future events. This can also help you gauge interest before fully committing resources to support a future event:

1. Create placeholder events for your upcoming season (expected or potential shows/classes)

2. Add "Coming Soon" or "Waitlist" or "Class Preview" in the title

3. Add a free "Interest List" or "Waitlist" or "Early Access" ticket option

4. In the description, add:

   "This event is not yet open for registration. Sign up here to be first in line when sales open!"

5. When sales open, you can offer an early-bird tier or create a password protected tier on the original event and send waitlisted patrons to a link to purchase the new tier. (Or use other conversion methods.)

Pro Tips:

• Tag all your waitlist events with "waitlist" to create an easy reference URL: crowdwork.com/category/waitlists that you can post and share else where for

• Use placeholder events to test demand for new class offerings before committing resources.

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Managing Your Waitlist: Best Practices

Once you have waitlist signups, you'll need a process to manage them:

1. Set clear policies in your confirmation emails:

   • How you'll notify waitlisted patrons (email, phone)

   • How long they have to respond (24 hours recommended)

   • Whether you follow strict order or prioritize certain situations

2. Create a notification template ready to send when spots open for waitlisters:

   "Good news! A spot has opened up for [EVENT]. Please confirm by [DEADLINE] by [PAYMENT METHOD/LINK]."

3. Choose how you will convert waitlisters to actual ticketholders, you have options. See the FAQ below on moving someone from waitlist to confirmed.

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Using Waitlists to Promote New Dates or Events

This section applies to the native waitlist feature. If you're using the DIY strategies above, you already have full control over how you communicate with waitlisted patrons.

With CrowdWork's native waitlist feature, patrons sign up for a specific date/time occurrence. When you email them, the default link takes them back to that same occurrence. But what if you want to use the waitlist to promote a completely new date you've added, or even a different event entirely?

This is a great marketing opportunity! Here's how to do it:

1. Create the new event or occurrence — Add the new date/time to your event, or create an entirely new event

2. Copy the link — View the public page for the new occurrence and copy its URL

3. Customize the waitlist email — When sending the invitation email from your Waitlist dashboard, edit the message body to:

   • Explain that you've added a new date/time (or a new event)

   • Include the link to the new occurrence (paste the URL you copied)

   • Optionally mention any password if using a password-protected tier

4. Update the sold-out event page (recommended) — On the event details page for the original sold-out occurrence, add a prominent note in the description directing visitors to the new event. This helps anyone who visits the page directly.

Note: The automatic "View Event" button in the email will still link to the original occurrence the patron signed up for. Make sure your custom message clearly directs patrons to click your new link instead.

Example email content:

Great news! Due to popular demand, we've added another show on Saturday, March 15th at 8pm. Click here to grab your tickets before they're gone: [paste your link]

This approach lets you leverage your waitlist as a built-in marketing list for related events and new dates!

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Common Questions

Q: Will waitlisted patrons be counted in my event reports?

A: Yes, and...

• if using Option 1 (Ticket Tier): The CSV export of an event will contain a 'tiers' column, allowing you to filter out purchasers from waitlisters and contact them.

• if using Option 2 (Duplicate Event): You now have an easy to use email list to contact interested patrons, just download the CSV export for the duplicated Waitlist event.

• if using Option 3 (External Form): Well, not really. You'll need to manage interested parties separate from your CrowdWork data.

• if using Option 4 (Placeholder Events): This would be the same as Option 2 (Duplicate Event). Each event will be a collection of interested patrons.

Q: How do I move someone from waitlist to confirmed?

• For Option 1 (Ticket Tier): You could...

  • manually edit the patron's 'waitlist' ticket and move them to an actual ticket, then manually receive payment from the patron;

  • create a password protected ticket tier and send the patron the password to use on the original event link to purchase;

• For Options 2, 3, 4: You'll need to handle the registration manually, likely by contacting those patrons and sending the a link to purchase/register when your actual event is available.

• Optionally, can use other CrowdWork features to control the process:

  • Use Password Protected Tiers to control who has access at the event level

  • Use Tier End Dates (Early Bird) sales window to time-limit access

  • Use Discount Codes to more easily offer access to multiple events

  • Use Payment Plans to get financial commitments & secure sign-ups

Q: Can I automate the waitlist process?

A: Yes! CrowdWork's native waitlist feature automatically captures waitlist signups when events sell out. You can then email waitlisted patrons directly from the dashboard. The DIY methods on this page require more manual work but offer additional flexibility for specific situations.

Q: How many people should I allow on my waitlist?

A: For most events, we recommend unlimited waitlist spots. In standard ticketing metrics, it's common that about 40% of waitlisted patrons will convert to paid tickets if given the opportunity.

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Get Started: Your Waitlist Implementation Checklist

Using the native waitlist feature? Most of this is handled automatically! Just verify waitlists are enabled in your Theatre Checkout Options and you're good to go. See the full guide: Setting Up Waitlists

For DIY waitlist strategies:

• Identify which events need waitlists

• Choose the appropriate waitlist strategy above

• Set up your waitlist(s) in CrowdWork

• Decide in advance how you will register waitlisters and collect payments (i.e., create new event, modify their registration on the waitlist event, etc)

• Add waitlist information to your website/FAQs/Global descriptions

• Train staff on managing waitlist conversions

• Review waitlist data after events to see what worked

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Remember, a waitlist isn't just a backup plan—it's a powerful tool for maximizing your venue's potential and creating more opportunities for your patrons to experience your events!

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Need Help?

If you need assistance setting up your waitlist or have questions about which strategy would work best for your venue, reach out to our support team.