The Shift to Ticketed Expos and Its Impact on Attendance

For nearly 14 years, Synth & Pedal Expos have offered free admission, honoring the financial realities many musicians face. 

But rising venue and lodging costs in major cities are making this increasingly difficult—especially without passing those expenses onto small, independent builders.

So, at our recent Toronto Expo, we tested a modest ticket fee: $10 CAD per person, or $12.50 for two with a "bring a friend" promo.

What We Learned

Despite a ~20% dip in attendance, engagement quality increased dramatically.

• Visitors stayed longer, asked more questions, and made better use of their time.

• Exhibitors reported the same number of conversations—but more meaningful ones.

• The space felt less crowded, improving the experience for both guests and vendors.

The feedback from participating vendors, many of whom have experienced previous free shows, was overwhelmingly positive.

What’s Next: Semi-Ticketed Formats & Lower Exhibitor Costs

We’ll continue testing this model in 2025, including hybrid events with free and ticketed time slots.

Most importantly, ticket revenue goes straight into supporting small builders—through rate reductions and new discount programs. Our aim is to keep the expos affordable, accessible, and impactful for the creative community that fuels them.