Milan · Circolo Magnolia
Tuesday 16 November 2027 · Standing, club room · capacity 600 · Italy
Gig Revenue
Paid Tickets
439
Gross Box Office
€10,974
Artist Ticket Income
€5,025
Gig Contribution
€2,604
Gig Profitability
Break-Even Attendance
140%
Break-Even Tickets
805
Tickets Short
366
Gig Costs
€5,302
Audience by Ticket Tier
Each figure = 5 people · 457 admitted of 575 sellable
Tier pricing carried into the model
| Tier | Price | Units | % of Paid | Gross |
|---|---|---|---|---|
| Early Bird | €19.55 | 89 | 20% | €1,740 |
| General Admission | €23.00 | 259 | 59% | €5,957 |
| Balcony / Premium | €28.52 | 56 | 13% | €1,597 |
| VIP Package | €48.00 | 35 | 8% | €1,680 |
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.
Audience Needed to Break Even
Each figure = 5 people · Break-even ≈ 805 paid tickets (140% of sellable capacity)
At the current scenario this show is 366 paid tickets short of break-even — trim the guest list, lift the premium tiers or renegotiate the split.
Gig Costs
Crew breakdown
| Role | Heads | Day Rate | Cost |
|---|---|---|---|
| Tour Manager | 1 | €265 | €265 |
| FOH Engineer | 1 | €235 | €235 |
| Monitor Engineer | 1 | €214 | €214 |
| Lighting Designer | 1 | €224 | €224 |
| Backline Tech | 1 | €189 | €189 |
| Merch Seller | 2 | €122 | €244 |
| Local Loaders | 3 | €97 | €291 |
| Crew total | €1,662 |
Visa & permits for Italy: £690 ÷ 1 gig(s) = €812 on this show.
Gig Spend Breakdown
- Parking & Permits (local)€1201%
- Cost of Goods for Sale (Merch)€1,11911%
- Posters & Print€1702%
- Advertising / Marketing€7608%
- Crew (all roles)€1,66217%
- Backline Hire€4204%
- Special Equipment€2402%
- Visa & Permits (IT ÷ 1 gigs)€8128%
- Merch Cost of Goods€1,11911%
- Venue Hall Fee on Merch€3994%
- Tax Payable€3,13331%
In plain terms: the fattest slice is the one worth renegotiating first for this show.
Gig Revenue Breakdown
- Artist Ticket Income€5,02551%
- Merch Sales (gross)€3,98841%
- Sponsorship€8008%
In plain terms: merch and sponsorship are the slices you can grow without selling one extra ticket.
Where Tonight's Money Goes
In plain terms: the audience paid the first bar; the last bar is what you walk away with.
Sell-Through Pacing
4 Weeks Out
52%
Comparable artists 52%
Pace vs Market
+0 pts
Target Tickets
439
On pace: this show is projected to track at or above the comparable-artist on-sale curve. Hold your marketing budget for the cities that need it.
Reading this chart: grey is the market norm, cyan is this show. Cyan below grey means late sales.
Contract Comparison
| Deal Shape | Ticket Income | Gig Profit | vs Your Deal |
|---|---|---|---|
| Venue Hired | €9,798 | €5,946 | +€3,341 |
| Door Split | €1,800 | €347 | −€2,258 |
| Guarantee | €1,800 | €347 | −€2,258 |
| Guarantee + Bonus · signed | €5,025 | €2,604 | — |
In plain terms: at tonight's projected crowd, Venue Hired would pay you most. Use this when you negotiate the next date at this venue.
Merch Stock Inventory
| Item | Variant | Stock | Cost | Retail | Margin | Proj. Units | Proj. Gross |
|---|---|---|---|---|---|---|---|
| Tour T-Shirt | Black / XS-XXLXS 12 · S 34 · M 52 · L 48 · XL 26 · XXL 8 | 180 | €7.88 | €29.00 | 73% | 45 | €1,305 |
| Long Sleeve | Charcoal / XS-XXLXS 4 · S 12 · M 18 · L 16 · XL 8 · XXL 2 | 60 | €11.55 | €40.00 | 71% | 15 | €600 |
| Heavyweight Hoodie | Black / S-XLS 8 · M 14 · L 14 · XL 8 | 44 | €19.95 | €61.00 | 67% | 11 | €671 |
| Embroidered Cap | One size | 120 | €5.46 | €23.00 | 76% | 26 | €598 |
| LP — Signal Fires | 180g cyan | 70 | €10.29 | €34.00 | 70% | 19 | €646 |
| Canvas Tote | Natural | 90 | €3.57 | €16.00 | 78% | 5 | €80 |
| Enamel Pin Set | 3-pin card | 140 | €2.00 | €11.00 | 82% | 8 | €88 |
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 · this room | £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 · Milan
| Product Type | Your Price | Guided Price | Your Order | Guided Order |
|---|---|---|---|---|
| T-shirts & hoodies | €36.28 | €32.78 | 284 | 78 |
| Caps & headwear | €23.00 | €23.89 | 120 | 25 |
| Vinyl & music | €34.00 | €29.17 | 70 | 18 |
| Other (pins, totes, posters) | €12.96 | €10.56 | 230 | 20 |
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.
Merch Mix Optimiser
| Line | Margin / Unit | Margin % | Stock | Sell-Through | Total Margin |
|---|---|---|---|---|---|
| Tour T-Shirt (Black / XS-XXL) | €18.22 | 63% | 180 | 25% | €820 |
| Long Sleeve (Charcoal / XS-XXL) | €24.45 | 61% | 60 | 25% | €367 |
| Heavyweight Hoodie (Black / S-XL) | €34.95 | 57% | 44 | 25% | €384 |
| Embroidered Cap (One size) | €15.24 | 66% | 120 | 22% | €396 |
| LP — Signal Fires (180g cyan) | €20.31 | 60% | 70 | 27% | €386 |
| Canvas Tote (Natural) | €10.83 | 68% | 90 | 6% | €54 |
| Enamel Pin Set (3-pin card) | €7.90 | 72% | 140 | 6% | €63 |
Reading this chart: high and left is where you want your lines; low and right is cash tied up in stock that isn't moving.
Scenario Levers
These are the same tour levers, scored against Milan only — every figure beneath a slider is what one more notch is worth to this show. Changes carry across to the tour overview and the other gigs.
Move the slider one notch up (+1%): -€20 Milan profit
Move the slider one notch up (+1%): +€40 Milan profit
Move the slider one notch up (+1%): -€35 Milan profit
Move the slider one notch up (+1pts): +€0 Milan profit
Move the slider one notch up (+5%): +€96 Milan profit
Move the slider one notch up (+0.1×): -€4 Milan 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): +€79 Milan profit
Move the slider one notch up (+5% of units): +€38 Milan profit
Move the slider one notch up (+5% of units): +€89 Milan 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
Lever Impact — Milan
Venue & Agreement
€1,800 guarantee plus 50% of net box office over break-even of €4,200.
Out-of-town club by the river; membership entry system. Catering provided for 8.
Taxes
Sponsorship Target
Market Analytics
Local Support Act Impact
Extra Tickets
+23
5% on your own draw
New Sell-Through
80%
Support Fee
€47
Net To You
€341
after paying the opener
Making it fair: a named fee in writing, their own merch table, a real soundcheck, and their name and links included on the city's promotion.
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.