Guest & Show Experience
Lead with Hospitality
From the very beginning, Sofar Sounds has been all about connection—creating a space where your community feels inclusive, warm, and safe in the experience you’ve built for them. We often say to host an event as if you’re hosting it in your own home. It’s important to us that we lead with hospitality and build every part of the event with intention.
Tickets
Once your event is published, it will appear as a concert listing on your city page. Guests can purchase tickets until the show sells out or up to 30 minutes after a show starts. Please note, guests will be charged a ticket handling fee, formally labeled as a booking fee. Once they purchase a ticket, they will be added to the guestlist attached to the event card accordingly. More info below.
For any ticket related inquiries, please reference our support articles here. This is for external eyes, so feel free to share with your guest directly.
Guestlist
You can access a list of guests who’ve bought tickets to your event at any time. To do so.
Go to the Concert Planner under the Concert tab.
Go to your Concert Card and expand details.
Scroll down and expand your Ticketing/Guests section to understand:
Ticket Info:
Attendance/ Guests
Revenue/ Payments
Promo codes
If you wish to check your Guests in during the day of show:
Go to the Concert Planner under the Concert tab.
Go to your Concert Card and expand details.
Scroll down and expand your Ticketing/Guests section.
Click “Guestlist” under “Attendance / Guests”
On the top left, you’ll see a tiny green box with two green check marks, that is your Guest list. It’ll show you guest’s names, their plus ones, and the history of how many shows they’ve been to.
If you see guests marked with “1st show” make sure you make a warm impression. They’re there to have a great time and that starts with a warm welcome and ends with the Sofar magic!
VIP Guest
A VIP is a Guest who you invited without the purchase or apply for a ticket. This can be used as a marketing tactic, onboarding privilege for new team members, or however you feel is appropriate.
If we have team members traveling to your city and wish to attend a show, we may add them as a VIP Guest. We’ll be sure to check in with you prior to doing so. Of course, this access extends to you if you’re ever traveling to a Sofar city.
To add a VIP Guest:
Go to the Concert Planner under the Concert tab.
Go to your Concert Card and expand details.
Scroll down and expand your Ticketing/Guests section.
On the top right, click “ +Add VIP”
Fill out the fields required.
Click “ADD VIP”
Fields to Complete:
Full Name: This should be the full name they can verify with ID.
Email: Any event emails will be sent to this email, so look out for typos.
Reference: Note why this guest is a VIP, such as “Guest of Host” or “Visiting Sofar team”.
Number of Tickets: Select how many tickets you are assigning to this VIP Guest.
Working with our Support team
We’ve always emphasized the importance of completing your Concert Card with as much detail as possible. This is essential to help our support team assist guests effectively with any venue or accessibility inquiries.
When guests reach out with questions, the support team relies on the information in the Concert Card. If details are incomplete, they will need to contact you directly, which could delay the response. To avoid delays and ensure Guests receive timely support, please ensure your Concert Card is thoroughly filled out with all relevant details. Such as:
Seating information
Wheelchair Accessibility info
Neighborhood
Guest arrival and music start times
Accurate address
We highly recommend reviewing your Concert Card in its entirety once you publish it and have confirmed artists and hosts. A couple of additional reminders:
Please do not handle refund requests yourself. If a Guest asks about a refund, kindly direct them to our helpdesk, where our support team will take care of it.
Do not share the internal support email (customersupport@sofarsounds.com) with Guests. Instead, provide the helpdesk link for any inquiries.
Thank you for helping us deliver a seamless experience for our Guests!
Guest emails
Email communications to guests will be automated unless you choose to turn them off. To view, go to the “Email” section on your event card. To edit the automation, click “ Manage email settings for this event at the bottom of this section.
Emails that go out to guests are:
Guest doors open: sent to guests at the event's Arrival Time and includes the artist's Sofar profile with their social media links and the venue's Fan Facing Description and website
Guest Order Confirmation: sends after a guest purchases a ticket to an event and it includes payment summary information.
Guest plus one confirmation: sends to confirmed guests and VIPs after the event. It thanks guests for attending and sends them a feedback survey.
Guest post event: This email is sent to confirmed guests and VIPs after the event. It thanks guests for attending and sends them a feedback survey.
Purchaser Fill Guestlist error notification: This email is sent to purchasers when a new +1 guest enters their personal details successfully to the purchasers' guestlists.
Purchaser Guestlist addition notification: This email is sent to confirmed guests and VIPs 36 hours before the event to share the venue address and any other important event information.
Guest reveal address: This email is sent to confirmed guests and VIPs 36 hours before the event to share the venue address and any other important event information.
Guest Vip confirmation: This email sends to VIPs to inform them that they have been added to the guestlist of the event.
Setting up the space
Every venue is different so make sure to start with these general guidelines:
Keep venue notes in the Concert Planner of recommended setups for the space which will be helpful as we often rebook spaces. In many cases, the host may recommend a setup. If not, use your best judgement!
Before the show, the Local Producer (or trusted E&E Coordinator) should make a call on the best arrangement and delegate setup-specific tasks to other staff. Since teams are lean, all staff members are needed and expected to help setup the space!
Before adjusting anything, check with the host to make sure it's okay!
Sofar shows typically happen in rooms that aren't designed for concerts, so you'll often have to move some furniture. If you need to move lots of furniture, make sure to ask for help to avoid injury or damaging any floors/tables/etc.
TIP: Take a picture of the space when you arrive, so you can easily reset it after the show. Trust us, at the end of a long night, the last thing you want is to be stuck trying to remember if the couch went against this wall or that wall.
“Backstage”
Some spaces may have a separate room we can use to store gear/personal items and give the artists private time to warm up, relax, and connect with each other. Check in with the host on whether this is possible. Often we only have access to the room where the show is taking place, so designating an area of the space for gear storage and artist prep is important. If a separate space, remember to pop up a 'Do Not Enter' sign.
Seating
Arranging seating is the next big task and comes after the stage location has been selected. Here are some recommendations:
Lighting
Lighting can make or break the vibe! Set a cozy atmosphere by dimming some lights and/or getting creative with colors and mood lighting.
Ask the venue about different lighting options and dimmers. Turn off or dim lights to create the perfect environment. If your lighting options are limited, turn off or lower the lights during the show and turn on lights during the breaks.
Do what you can to illuminate the stage and the performers. If needed, gather and move standing lights or lamps. This will be extra important when a photographer is present.
Twinkle lights are a staple at Sofar. Hang them, wrap them around mic stands, put them on windowsills and our personal fave - lay them on the floor in front of the stage!
We also recommend purchasing color-changing LED lights! We'll look to you on the best ways to dress up our spaces.
Tip: Use lighting to signal the crowd. Keep lights on until you are ready and use them to indicate showtime! The same can be done during the breaks.
Signage
All signs can be found in the Show Operations Guidebook. Please print and laminate!
Print out some Sofar signs to put up around the space before the show. Make sure to put a sign on the front door and use signs to guide the way if not obvious including restrooms, exits, and private spaces. Place signs intentionally including: behind the stage, spread out on walls and pillars, and in/outside the restroom. Feel free to write notes or arrows on the signs if needed.
Once the show starts, we want to limit distractions. Add a note informing late guests the show has begun and someone will check the door as soon as possible.
TIP: Placing signs behind the stage is great for branding when guests take photos/videos of the performers!
General space:
Trash and Recycle: Please check with the host on their amenities (we encourage recycling where possible). Make sure to have bins available and obvious to guests from doors open. Don't forget to remind the MC to point them out and remind the crowd to be respectful of the space. Always do a thorough clean of the space at the end of the night and offer to take the trash out and sweep/mop the floors. Spoiler alert: Most hosts decline this offer, but simply showing them that we care about their space makes a lasting impression!
Restrooms: Make sure restrooms are clean and stocked before you start and that they are clearly marked.
Emergency exits: Identify, provide signage (if needed), create a clear path to all emergency exits before the show begins. The MC should include an exit plan in case of emergency in their intro.
Utilize the open space directly in front of the stage for floor seating - try to make this area as large as possible
Move any chairs or couches off to the sides, against walls and towards the back of the space
To foster an open, collective and inclusive vibe, we’ve found it’s better not to have rigid rows of chairs set up.
If guests try to rearrange the seating in a way that messes with the flow, kindly ask them not to move any of the furniture, since it’s been set up to ensure the best viewing experience for everyone.
If a guest doesn’t want to sit on the floor, ask them to find a spot towards the back or sides of the room where they can stand, sit in a pre-arranged chair or sit in a personal chair they brought.
Please ensure that the correct seating details are added to the venue profile so guests know what to expect.
Left is a general idea of what a good Sofar seating arrangement looks like:
Artist Merch
Selling merch is a crucial income stream for independent artists. At Sofar, it's important we facilitate this by having tables set up and ready to go when artists arrive, as well as highlighting and shouting out their merch as much as possible. Here's how:
Identify and reserve a space for artists to set up their merch and mailing lists. A good merch area is:
In high-traffic areas like by the entrance or exit
Visible to the audience
Large enough for all artists to set up in the same area OR multiple tables
Able to use lights or signs to direct attention to the area between sets
Although event staff can support merch table operations, we cannot handle cash and/or sale processing on behalf of artists.
Team Placement
It's easy to get lost in the fun of the night, lose track of what song the artist is on, or generally get distracted from the tasks at hand. Here's a breakdown of each role and where they should be stationed throughout the night to make sure the show runs smoothly:
Local Producer or Experience & Engagement Coordinator: Situated in the back of the room to keep an eye on the show as a whole. Watch the artists, crowd and manage those who may be lingering or chatting in the back. Kindly remind guests to wait for the break to have conversation or take outside if necessary. Direction to other staff can be made in the group text they started before the show.
MC: Stay close to the side of the stage to quickly get on and off to introduce the next artist, a break, or to manage an artist’s set length. If you end up further from the stage, make sure you pay close attention and have a plan to step through the crowd if needed. Before the show, they'll be spending time with the artists to get to know them, ensure they're comfortable, and nail down talking points surrounding whatever the artist wants them to promote.
(Optional, at request) Experience & Engagement Coordinator #2: Support roles will be added onto a show if the space requires more setup, has more guests, or requires an additional person for whatever reason. This person usually runs guest list, mingles with guests, and floats. Once the show begins, they can spread themselves out through the space to keep an eye on the entrances, restrooms, and crowd.
Tip: Teams can think about switching up their placement during each set to keep an eye on different aspects of the show and monitor different locations. Maybe you noticed a chatty group during the first set and want to sit or stand near them during the second act to remind them to refrain from talking during a performance.
Accessibility
At Sofar, we strive to provide the best experience possible for our guests. If someone arrives who needs any sort of assistance or accommodations in regards to seating, do everything you can to assist them. You may hear from our Customer Support team either directly or in the "Breaking News" section of the Concert Planner/Crew Advance about a seating accommodation request. We want everyone to be comfortable while attending our shows and do our best to accommodate a range of accessibility requests.
Stage Location
Sometimes picking the best location for the stage can be obvious, while other times it can require a bit of decision making. Below are some general rules:
Make sure the stage is visible from all (most) angles
Pick a spot that allows for the most spacious audience seating
If possible, put the stage opposite the main entrance and away from restrooms
Check for power outlets and/or extension cords in case any equipment requires power
Sometimes you may have to work around immovable objects, like heavy furniture or a structural beam.
Audio Setups
At Discovery Shows, each venue is different and unique. The most important thing is to make sure artists can be heard while keeping the sets intimate and stripped back. We should provide audio setups that allow artists to perform their best sets. This is where production comes into play. There are typically three levels of audio production:
Acoustic ( unplugged): This means no PA and no AE. Artists bring their own instruments and play unplugged, they can bring their own amp if suitable for the space. This is suitable for artists who can play acoustic (e.g. acoustic guitar, cajon) with no more than 3 band members.
Small, 2-channel PA ( Gear Runner): Artists will have access to a 2-channel PA, cables, and mics (provided by Sofar), likely for vocals and one instrument. There is no AE for this production level. The 2-channel PA should be transported to the show and set up for artists to manage their own sound. This is a "plug and play" setup, as there is no mixer. It's highly recommended that the Crew facilitates a line check before the show.
Full, 12-channel PA + Mixer ( Audio Engineer): These are the largest setups and typically seen in a Sofar environment of 100+ fans. Artists will have access to a full PA and an audio engineer (AE) who will operate the mixer. The production may require more sound reinforcement such as monitors and will also be a louder experience for guests. Suitable for bigger artist setups and genres that require a PA, e.g. big band setups, electronic, hip hop with track.
As a Local Producer, you’re responsible for making sure all essential gear is available and transported to and from each show. This can be managed by you, a staffed audio engineer, or another member of your local team.
Your city should have enough reliable equipment; including microphones and a 2-channel PA to support your regular show schedule and venue sizes. At this time, Sofar does not cover the cost of gear purchases. All equipment is to be bought, maintained, and owned by the Local Producer.
Guest & Show Experiences Resources
Guest & Show Experiences FAQ
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That’s ultimately up to you. We recommend using VIP spots strategically. Consider inviting other hosts or artists to experience Sofar firsthand, or offering them to local press and partners who could help amplify your events.
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Sofar Guests with a disability who require a carer or assistant may be granted one extra ticket for their carer to accompany them. You can read more about this here. Requests for a carer ticket are rare, but if we receive one we will add the extra ticket to their order, and let you know that this has been done.
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You may need to provide Guests with specific details or instructions relating to your event. We advise providing these as early on in the Guest experience so the following are useful tools to display information on your concert page/Guest communications:
Update Concert Descriptions
Open the Concert Planner and navigate to your respective event card
Expand Details
Go to Overview and select the green pencil Edit tool
Scroll down to Concert Merchandising
Edit Concert Description
Update Fan Experience messages
Open the Concert Planner and navigate to your respective event card
Expand Details
Go to Venue and select the green pencil Edit tool
Scroll down to Fan Experience
You then have the option to update up to three sections:
Fan Facing Description - Primarily these are details relating to advertising your Venue and will appear in any post-concert emails. Perhaps there's an offer that your Venue would like advertised to your Guests, so this is the best place to include information
Invite Email - Primarily for those operating Non-Commercial events, when a Guest's application has been accepted these details will be included in their invitation email. If you are collecting donations before, or at, your event then this is the best place to provide links or details on the amount/process for Guests
Address Reveal Email - Primarily for sharing details and instructions for your Guests on what they must prepare before they arrive to your event, but serves as an additional reminder for any other instructions shared in either your Concert Descriptions or Invite Emails
Please note: Details regarding seating can be found in the Fan Experience section so be sure to select the relevant arrangements as this will appear on your concert page.