General Tour Costs
The total capacity of selected preferred venues is: 6,200
The total distance of your trip is: 6,485km
82 hours and 10 minutes
* Calculation anomalies: marketing spend scales with the marketing lever; visa & permit totals are apportioned across the gigs in each country on the gig tabs.
Marketing Budget Required
| Market | Target Tickets | Own Reach | Organic Tickets | Cost / Ticket | Paid Spend |
|---|---|---|---|---|---|
| Glasgow | 225 | 984 | 66 (29%) | £3.10 | £494 |
| Manchester | 465 | 2,034 | 136 (29%) | £3.10 | £1,021 |
| Birmingham | 451 | 1,973 | 132 (29%) | £3.10 | £990 |
| London | 1018 | 4,453 | 297 (29%) | £3.88 | £2,794 |
| Paris | 451 | 1,973 | 132 (29%) | £4.50 | £1,437 |
| Amsterdam | 268 | 1,172 | 78 (29%) | £3.30 | £626 |
| Berlin | 603 | 2,638 | 176 (29%) | £3.63 | £1,548 |
| Milan | 439 | 1,920 | 128 (29%) | £3.20 | £995 |
| Madrid | 645 | 2,822 | 188 (29%) | £4.00 | £1,827 |
| Lisbon | 271 | 1,185 | 79 (29%) | £3.20 | £614 |
| Dublin | 343 | 1,500 | 100 (29%) | £3.20 | £777 |
Your Reach by Platform
| Platform | Audience | In Tour Markets | Engaged | Converts | Est. Tickets |
|---|---|---|---|---|---|
| 48,200 | 89% | 3,689 | 5.2% | 192 | |
| TikTok | 91,500 | 75% | 7,686 | 2.1% | 161 |
| Spotify Followers | 62,800 | 85% | 3,256 | 7.4% | 241 |
| Mailing List | 9,400 | 88% | 3,392 | 13.5% | 458 |
| YouTube | 27,300 | 79% | 1,035 | 3.3% | 34 |
| GIGNITE Fan Graph | 14,600 | 88% | 3,597 | 11.8% | 424 |
| Total organic | 1,511 |
Your own audience should cover about 29% of the 5,179 tickets targeted — paid advertising only has to close the gap.
Tour Spend Breakdown
- Travel & Transport£17,06015%
- Accommodation & City Tax£12,29011%
- Admin, Carnet & Insurance£8,2507%
- Marketing & Print£10,70010%
- Gig-Level Costs£40,24036%
- Merch Cost of Goods & Hall Fees£16,97515%
- Withholding Tax£5,5325%
In plain terms: the largest slice is your biggest lever on cost. Moving spend out of a big slice has far more effect on profit than shaving a small one.
Profit Waterfall
In plain terms: read it left to right: the public paid the first bar, and every red step is money leaving before it reaches you. The final bar is yours.
Cash-Flow Timeline
Worst Cash Gap
-£44,719
Around 23 Nov
Back in the Black
21 Dec
Cash at the End
£4,326
Reading this chart: red bars are weeks you pay out, green bars weeks you get paid, and the cyan line is your running balance. Its lowest point is the cash you need in the bank first.
Routing Efficiency
Total Distance
4,500 km
Avg Cost / km
£3.79
Weakest Leg
Madrid → Lisbon
-£1.03 profit per km
| Leg | km | Days | Travel Cost | Profit / km | Profit / Travel Day |
|---|---|---|---|---|---|
| Glasgow → Manchester | 450 | 1 | £1,706 | £11.55 | £5,196 |
| Manchester → Birmingham | 450 | 1 | £1,706 | £2.50 | £1,126 |
| Birmingham → London | 450 | 1 | £1,706 | £44.12 | £19,853 |
| London → Paris | 450 | 1 | £1,706 | £1.86 | £838 |
| Paris → Amsterdam | 450 | 1 | £1,706 | £5.08 | £2,286 |
| Amsterdam → Berlin | 450 | 1 | £1,706 | £22.08 | £9,934 |
| Berlin → Milan | 450 | 1 | £1,706 | £4.92 | £2,214 |
| Milan → Madrid | 450 | 3 | £1,706 | £15.67 | £2,351 |
| Madrid → Lisbon | 450 | 1 | £1,706 | -£1.03 | -£465 |
| Lisbon → Dublin | 450 | 3 | £1,706 | £5.88 | £882 |
On long drives: a long drive to a small show costs you twice — but the right room in a new city is still worth the miles.
Tour P&L
| Gig | Attend. | Tickets | Revenue | Contribution |
|---|---|---|---|---|
| 🇬🇧 Glasgow | 83% | 225 | £5,595 | £1,944 |
| 🇬🇧 Manchester | 84% | 465 | £10,214 | £5,196 |
| 🇬🇧 Birmingham | 98% | 451 | £6,063 | £1,126 |
| 🇬🇧 London | 100% | 1018 | £28,444 | £19,853 |
| 🇫🇷 Paris | 100% | 451 | £6,213 | £838 |
| 🇳🇱 Amsterdam | 85% | 268 | £6,271 | £2,286 |
| 🇩🇪 Berlin | 82% | 603 | £19,459 | £9,934 |
| 🇮🇹 Milan | 79% | 439 | £8,341 | £2,214 |
| 🇪🇸 Madrid | 100% | 645 | £14,752 | £7,053 |
| 🇵🇹 Lisbon | 100% | 271 | £3,381 | -£465 |
| 🇮🇪 Dublin | 84% | 343 | £6,640 | £2,647 |
Tour Revenue Calculations
Tour Revenue Breakdown
- Ticket Income (artist share)£63,22255%
- Merchandise (gross)£41,92636%
- Sponsorship Secured£10,2259%
In plain terms: tickets move the most and respond the most: a strong, early marketing and promotional campaign in every city fills the room and grows the audience, while merch and sponsorship make that same crowd worth more.
Merch Benchmarks & Order Guidance
Benchmark / Head
£6.32
Alt Rock · Developing
Your Projected / Head
£7.77
Above benchmark
Upside if Matched
£0
Extra gross merch
Units to Carry
1,671
Now ordering 7,744
Avg Merch / Show
£15,168
640 tees · 517 items
Streams Equivalent / Show
3.8M
Same money from streaming
Avg Item Price
£23.70
+9% year on year
Spend / Head Growth
+14%
Year on year
Average spend per head by genre
| K-Pop | £17.89 | |
| Heavy Metal | £10.63 | |
| Hip Hop | £10.50 | |
| Pop | £9.91 | |
| Alternative | £9.55 | |
| Metal | £9.24 | |
| Electronic | £8.53 | |
| Latin | £8.37 | |
| Emo | £7.90 | |
| Punk | £7.74 | |
| Indie Pop | £7.27 | |
| Alt Rock · you | £7.19 | |
| Bluegrass | £6.16 | |
| R&B/Soul | £6.00 | |
| Country | £5.77 |
Average merch sales by venue capacity
| Capacity | Gross / Show | Items | Per Item |
|---|---|---|---|
| Under 500 | £1,390 | 59 | £23.57 |
| 501 – 1,000 | £3,046 | 129 | £23.61 |
| 1,001 – 3,000 | £6,460 | 273 | £23.66 |
| 3,001 – 5,000 | £13,748 | 580 | £23.70 |
| 5,001 – 10,000 | £28,118 | 1,186 | £23.71 |
| 10,001 – 15,000 | £76,339 | 3,221 | £23.70 |
| 15,001 – 20,000 | £64,280 | 2,712 | £23.70 |
| 20,001+ | £306,906 | 12,950 | £23.70 |
Average spend per head by territory
| South Korea | £17.46 | |
| Australia | £10.43 | |
| Canada | £9.01 | |
| United States | £8.22 | |
| Germany | £7.98 | |
| Netherlands | £7.43 | |
| United Kingdom | £6.60 | |
| France | £6.24 | |
| Spain | £5.61 |
Top markets by spend per head
| Nashville, TN | £11.14 | |
| Salt Lake City, UT | £10.59 | |
| Denver, CO | £10.19 | |
| Seattle, WA | £9.80 | |
| Minneapolis, MN | £9.56 | |
| Portland, OR | £9.32 | |
| Boston, MA | £9.09 | |
| Chicago, IL | £8.85 | |
| Philadelphia, PA | £8.61 | |
| Austin, TX | £8.37 | |
| New York, NY | £8.22 | |
| Atlanta, GA | £7.98 | |
| Los Angeles, CA | £7.74 | |
| Dallas, TX | £7.43 | |
| Phoenix, AZ | £7.19 |
Where your pricing and order should sit · tour average
| Product Type | Your Price | Guided Price | Your Order | Guided Order |
|---|---|---|---|---|
| T-shirts & hoodies | £34.76 | £27.81 | 284 | 40 |
| Caps & headwear | £22.00 | £20.27 | 120 | 13 |
| Vinyl & music | £32.00 | £24.74 | 70 | 9 |
| Other (pins, totes, posters) | £11.96 | £8.96 | 230 | 10 |
Prices and orders above are in the money taken at that desk (£); the benchmark tables are shown in GBP.
In plain terms: you're already running ahead of the industry average per head — hold your pricing and keep the deep sizes on your best-selling lines.
Yield Per Head & Merch Attach
Yield / Head
£16.35
Ticket / Head
£11.72
Merch / Head
£4.63
Attach Rate
28.0%
Best: Berlin
| City | In the Room | Ticket / Head | Merch / Head | Total / Head | Attach |
|---|---|---|---|---|---|
| 🇬🇧 Glasgow | 234 | £12.85 | £5.26 | £18.11 | 28% |
| 🇬🇧 Manchester | 484 | £10.96 | £4.72 | £15.68 | 28% |
| 🇬🇧 Birmingham | 470 | £3.19 | £4.27 | £7.46 | 28% |
| 🇬🇧 London | 1,060 | £16.18 | £4.31 | £20.49 | 28% |
| 🇫🇷 Paris | 470 | £4.70 | £3.93 | £8.63 | 24% |
| 🇳🇱 Amsterdam | 279 | £13.94 | £4.21 | £18.15 | 27% |
| 🇩🇪 Berlin | 628 | £19.98 | £5.97 | £25.95 | 31% |
| 🇮🇹 Milan | 457 | £9.35 | £4.60 | £13.94 | 28% |
| 🇪🇸 Madrid | 672 | £13.31 | £4.20 | £17.51 | 28% |
| 🇵🇹 Lisbon | 282 | £3.32 | £5.37 | £8.69 | 28% |
| 🇮🇪 Dublin | 357 | £9.68 | £4.63 | £14.32 | 28% |
Why this matters: a full room grows your audience, and every extra pound per head compounds it.
Risk Gauges
Foreign Currency Exposure
56%
Worst-Case FX Hit
-£6,506
Cyan is income in your own currency — safe. Amber is income exposed to exchange-rate movement between the show and the day you get paid.
Probabilistic Returns
P10 (downside)
-£2,892
P50 (expected)
£1,903
P90 (upside)
£6,439
Prob. of Profit
70%
Revenue P50 £112,168
Reading this chart: the model uses the "Monte Carlo" method — it runs the whole tour 600 times, each run drawing a different demand and price-realisation outcome from comparable-artist analytics for your genre, artist tier, territory, show day and season. Each bar is one profit band on the horizontal axis, and its height is how many of those 600 runs landed in that band — cyan bars are profitable outcomes, red bars are losses, and the red vertical line is break-even. P10/P50/P90 are the 10th, 50th and 90th percentiles of the same distribution.
Ticket price the market will bear
| Market | Low | Mid | High | Current GA |
|---|---|---|---|---|
| 🇬🇧 Glasgow | £22.14 | £27.00 | £31.86 | £18.00 |
| 🇬🇧 Manchester | £22.14 | £27.00 | £31.86 | £20.00 |
| 🇬🇧 Birmingham | £22.14 | £27.00 | £31.86 | £19.00 |
| 🇬🇧 London | £23.91 | £29.16 | £34.41 | £24.00 |
| 🇫🇷 Paris | €26.44 | €32.25 | €38.05 | €26.00 |
| 🇳🇱 Amsterdam | €26.57 | €32.40 | €38.23 | €22.00 |
| 🇩🇪 Berlin | €27.57 | €33.62 | €39.67 | €25.00 |
| 🇮🇹 Milan | €26.05 | €31.76 | €37.48 | €23.00 |
| 🇪🇸 Madrid | €28.13 | €34.31 | €40.48 | €24.00 |
| 🇵🇹 Lisbon | €26.05 | €31.76 | €37.48 | €18.00 |
| 🇮🇪 Dublin | €26.05 | €31.76 | €37.48 | €21.00 |
Ticket Tier Revenue
Solid bar = gross ticket money for that tier. Faded bar = what reaches you after booking fees and the venue's split. The gap is the venue's cut.
Scenario Levers
Tour-wide scenario levers. Every figure beneath a slider is what one more notch of that slider is worth across the whole routing; each gig tab scores the same levers for that market.
Move the slider one notch up (+1%): +£341 tour profit
Move the slider one notch up (+1%): +£593 tour profit
Move the slider one notch up (+1%): -£559 tour profit
Move the slider one notch up (+1pts): +£437 tour profit
Move the slider one notch up (+5%): +£1,184 tour profit
Move the slider one notch up (+0.1×): -£996 tour profit
Merch Mix
How tonight's merch units split across your inventory categories. Shares always add up to 100%.
Move the slider one notch up (+5% of units): +£735 tour profit
Move the slider one notch up (+5% of units): +£427 tour profit
Move the slider one notch up (+5% of units): +£720 tour profit
"Other" is the remainder — the pins, totes and posters on your gig inventory. Give more to shirts, caps or vinyl and that slice shrinks.
Show Day
Outcome Graphs
Profit sensitivity by lever
Each pair of bars is one lever: the red bar is the profit impact of pushing it to its worst setting, the cyan bar the impact of its best setting, both measured against the current scenario. The widest pairs are the levers worth negotiating hardest.
Marketing Activity
Live Interest Index
89
0-100 across all markets
Demand Headroom
555 tickets
£4,750 of paid spend
Next Ticket Costs
£9.27
blended marginal cost
Return on Extra Spend
—
move the spend lever
Reading this — cyan is how much interest each city is showing right now, green is how full the room is projected to get, amber is the extra advertising the model would put into that city.
Extra Marketing Spend
+£0(1.00× budget)
P&L Snapshot — Baseline vs. Current Spend
| Line | Baseline | With Extra Spend | Change |
|---|---|---|---|
| Paid Tickets | 5,179 | 5,179 | — |
| Ticket Income (artist share) | £63,222 | £63,222 | — |
| Merch Revenue | £41,926 | £41,926 | — |
| Total Revenue | £115,373 | £115,373 | — |
| Marketing Spend | £16,315 | £16,315 | — |
| Total Costs | £111,047 | £111,047 | — |
| Tour Profit | £4,326 | £4,326 | — |
| Margin | 3.7% | 3.7% | — |
Nothing added yet. The model says £4,750 of extra advertising is worth testing — most of it in Berlin.
Where The Next Pound Should Go
| City | Interest | Search 7d | Social 7d | Sell-through | Next Ticket | Suggested | Extra Profit | Call |
|---|---|---|---|---|---|---|---|---|
| 🇬🇧 Glasgow | 99 | -14.0% | +9.0% | 80% | £7.51 | £450 | £624 | Spend more |
| 🇬🇧 Manchester | 56 | -14.0% | -3.4% | 81% | £10.30 | £600 | £350 | Spend more |
| 🇬🇧 Birmingham | 99 | +0.6% | -0.3% | 94% | £10.21 | — | — | Pull back |
| 🇬🇧 London | 62 | -15.2% | +38.6% | 96% | £16.06 | £200 | £66 | Hold |
| 🇫🇷 Paris | 99 | +36.6% | +43.2% | 96% | £13.87 | — | — | Pull back |
| 🇳🇱 Amsterdam | 99 | +26.7% | +8.8% | 81% | £8.08 | £500 | £669 | Spend more |
| 🇩🇪 Berlin | 90 | +13.2% | +25.0% | 79% | £8.82 | £1,450 | £2,928 | Spend more |
| 🇮🇹 Milan | 99 | +30.4% | +53.1% | 76% | £7.16 | £900 | £925 | Spend more |
| 🇪🇸 Madrid | 83 | -13.5% | +60.1% | 96% | £14.31 | £100 | £28 | Hold |
| 🇵🇹 Lisbon | 99 | -15.1% | +21.9% | 96% | £10.83 | — | — | Pull back |
| 🇮🇪 Dublin | 99 | +32.4% | -15.1% | 80% | £7.74 | £550 | £509 | Spend more |
Channel Activity — Last 7 Days
| Channel | Share | Impressions | CTR | Cost / Ticket | Trend | Tickets per £1k |
|---|---|---|---|---|---|---|
| Social Campaigns (Meta / TikTok) | 42% | 1,291,170 | 1.6% | £8.53 | +34.7% | 76 |
| Search & Display Adverts | 23% | 705,718 | 3.4% | £7.23 | +14.5% | 101 |
| Spotify / DSP Promotion | 14% | 261,186 | 0.9% | £11.49 | +16.4% | 73 |
| Local Radio & Print | 11% | 199,716 | 0.3% | £15.94 | +16.6% | 55 |
| Influencer & PR | 10% | 237,580 | 2.1% | £10.20 | -3.1% | 87 |
Do this next — move budget from Local Radio & Print into Search & Display Adverts (101 vs 55 tickets per £1,000) and point the extra at Berlin.
Pay It Forward
Per Ticket
25p
Tour Pledge
£1,295
5,179 paid tickets
Artists Supported
1.7
£750 per GIGNITE grant
This is a pledge, not a cost: it only becomes payable in the scenario where the tour is a success and has returned a profit. If the tour breaks even or loses money, nothing is owed and nothing is collected. Paying it forward is a core objective of the GIGNITE ecosystem — when a tour lands well, a few pence on each ticket is invisible to the fan but transformative for the next act, funding the vans, backline, print and first-tour marketing that stop emerging artists losing money on the road. Pledged contributions are ring-fenced in the GIGNITE artist fund, allocated as grants, and reported back so every act can see exactly which artists their tour helped put on stage.